IG+FB Shops launched in the United States in 2020, leaving potential buyers outside the US with a subpar experience lacking localized language, pricing, and direct checkout. Apple's privacy policy changes disrupted Meta's advertising business, prompting Commerce to become one of four pillars supporting the consumer experience. Commerce Manager had to expand and support international commerce through cross-border shipping. Even a well-established brand like Away only ships to 3 countries, while a global brand like Burberry ships to hundreds of countries.