You've had the option of chatting with stores in Facebook Messenger for a while. Wouldn't it be nice if you could complete the entire sale without leaving chat? Shopify thinks it can help on that front: it's trotting out a feature that lets you browse and buy from stores using its platform while remaining strictly in Messenger. You don't have to visit a website just to pick an item or check out. You'll likely have to start the conversation from a company's Facebook page, but it's entirely possible that you could stick to chat from then onward.