With more than 1.65 billion monthly active users, Facebook is still the #1 social network in the world, with users spending an average of 6 hours 45 minutes on it a month.

Facebook hasn’t lost time in getting involved in the e commerce landscape by increasing its projects, of which the latest are creating a "Buy" button (2014) and the launch of a new advertising format for merchants, Dynamic Ads (2015). The social network currently represents 64% of global social platform turnover and dominates the social commerce sector. Facebook has also been quick to strengthen its market position, by expanding its social ecosystem with the acquisition of mobile applications like Instagram (2012) and WhatsApp (2014).