Meta unveils retail media tools, creator affiliate expansion, and in-app checkout at Shoptalk

Meta announced a suite of new retail media and commerce tools at Shoptalk, including a “product set optimization” feature currently in testing that lets retailers improve ad performance around specific SKUs, with early tester Ovative Group reporting up to 40% improvement in ROAS versus business-as-usual. Meta is also expanding creator affiliate partnerships on Facebook to include Amazon, eBay, Mercado Libre, and Shopee, with similar affiliate offerings coming to Instagram Reels this spring across 22 countries, allowing creators to link products directly using a brand's catalog or URL. A new in-app checkout feature lets users complete purchases directly within Meta's apps after clicking an ad, with the option to surface reviews, discounts, and product recommendations for users not yet ready to buy.