[basch]

Although being a simple shopify drop in replacement would have its advantages in simplicity, there is probably more long term potential if they embrace multi-channel sales, and become a storefront management tool ala https://www.ecomdash.com/ and https://www.shipstation.com/ Some people are going to keep shopping on amazon, some on ebay, some on walmart, some on etsy, some directly on websites.

Im not saying that's what they are doing, but its a way to skim off all transactions instead of trying to force business into facebook.

[nerfhammer]

Probably the right answer. If you have a shop that's getting some sales on etsy, amazon or ebay or wherever else you're not going to want to close it down in favor of facebook – you'll just open a second storefront there.