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The company earlier this month also rolled out a stand-alone app to discover events and a tool called “Marketplace” that lets users sell and buy items, similar to Craigslist. Last year, the tech firm launched a feature on Facebook Messenger so users could hail Lyft or Uber rides. But Facebook still has to convince users that they should stay on Facebook instead of using apps such as Yelp, Foursquare, GrubHub, DoorDash and others that have additional features. “Facebook really wants to be the conduit through which most people experience the internet and the world around them,” said Debra Aho Williamson, an analyst with eMarketer. At the same time, some businesses might be wary that Facebook could drive away traffic from their own websites or apps, she said. News outlets, for example, have been cautious about partnering with Facebook to publish faster and more interactive “Instant Articles” directly on the social media site because of some of these concerns. “Is Facebook going to change the way they can interact with these customers over time? I think those are some of the things that companies are thinking about,” Williamson said. “At the end of the day, Facebook is so powerful.” Bosworth said that the company wants to build an “ecosystem” where partners can attract more customers through Facebook.
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