Meta has launched a standalone app called Seller aimed at users who sell items on Facebook Marketplace, the company announced Friday. The new app is designed to provide specialized tools catering to high-volume sellers, offering a focused experience separate from the main Facebook platform.
Facebook Marketplace, introduced about a decade ago when the company recognized the popularity of peer-to-peer buying and selling on its site, has evolved into one of the platform’s most active sections. It allows users to trade a broad range of items such as clothing, furniture, and vehicles. More than 430 million items are listed monthly worldwide, including around 44 million cars, according to Tom Alison, head of Facebook.
Seller enables Marketplace users to log in with their Facebook accounts, automatically syncing their current listings and offering a dashboard to manage inventory and messages. The app also incorporates new artificial intelligence features designed to streamline selling, such as using AI to analyze photos and auto-fill item details. Alison emphasized that while AI aims to simplify the process, the core experience remains centered on personal interaction between buyers and sellers.
The free app, which will also be accessible through web browsers, is part of Meta’s broader strategy to cultivate engagement among so-called “power users” — active community members who contribute significantly to Facebook’s ecosystem beyond casual interactions. This includes Marketplace sellers, content creators, and users of Facebook Groups, another major component of the social network.
Meta has been experimenting with similar spin-off apps recently, including Forum, launched in May for Facebook Groups users. These developments come as the company faces questions about Facebook’s relevance amid the rise of competing social media platforms, even as Meta continues to invest heavily in artificial intelligence technologies. Meta expects to spend up to $145 billion on AI efforts this year, funded largely by advertising revenues from Facebook and Instagram.
In addition to Seller, Meta introduced a “human verification” feature on Facebook that allows users to submit video selfies to confirm they are real people, not bots. Verified users receive a gray badge next to their profile names to enhance trust and authenticity on the platform.
Early reactions from Marketplace sellers have been positive. Claire Whittaker, a San Francisco-based seller who transformed a side hustle into a full-time business using Marketplace, expressed enthusiasm for the new app. Whittaker said she would welcome improvements such as enhanced customer service features that could simplify managing her growing venture.
Meta does not take a commission on Marketplace sales but generates revenue through advertisements displayed within the platform, a model that continues to support the company’s ongoing investments in technology and new product development.