In the digital by default world we are living in, every business is an e-commerce business. At Facebook, we are fascinated by the discovery mindset audiences are in and the opportunities this provides for businesses. We call this shift from people finding products, to products finding people, discovery commerce. If a product can be considered and purchased, within 5 taps or less, how does this change marketing for businesses as we know it? Showing up with relevance and creativity at the most critical moment is a powerful reset for brands, shifting expectations and reframing choice.