MetaMar 2020—Nov 2022Product Designer

Scaling IG & FB Shop internationally

Led design for Instagram & Facebook Shop International, scaling merchant services to 1M+ users across emerging markets.

Team: 1 PM · 5 ENG · 1 CD · 1 UXR
Stack: React + internal design system
Audience: 1M+ UK & EU Sellers, from local SMBs to Fortune 500

Timeline: Mar 2021—Nov 2021
Scope: Direct checkout, cross-border shipping, multilingual + multi-currency inventory, and international commerce compliance across IG and FB Shops—UK launch first, EU staged behind it.
Responsibility: Led design across the international commerce stack—checkout flows, localization model, compliance surfaces, and the seller-onboarding pattern reused for later regional expansions.

Context

IG and FB Shops launched in the US in 2020, leaving buyers outside the US with a subpar experience—no localized language, no native pricing, no direct checkout. When Apple's privacy changes disrupted Meta's advertising business, Commerce was elevated to one of four pillars supporting the consumer experience, and international was the next obvious frontier. The 2021 program included direct checkout with PayPal and Meta Pay, cross-border shipping, multilingual + multi-currency inventory, and international commerce compliance—UK launched in November 2021 with the EU staged behind it.

Approach

Owned design across direct checkout, cross-border shipping, multilingual and multi-currency inventory, and the compliance surfaces that international commerce required. Worked inside a 1 PM · 5 ENG · 1 CD · 1 UXR pod against a hard launch date, with regulatory, payments, and seller-onboarding constraints that shifted weekly across the UK and EU markets.

Impact

Launched for 1M+ UK sellers in November 2021 with the EU rollout staged behind it. The framework we set for localization, payments, and compliance became the template Meta reused for subsequent regional commerce expansions—and the work helped establish Commerce as a durable pillar of the consumer experience post-ATT.

More work

All work