I think this big picture 'losing ecommerce' is missing some nuanced analysis, that in my experience is actually more interesting: * I've had a better time with

I think this big picture 'losing ecommerce' is missing some nuanced analysis, that in my experience is actually more interesting: * I've had a better time with facebook ads than google ads, in terms of price and targeting * A lot of tiny businesses are doing all their promotion on facebook. I don't think it'd be too much of a stretch to say that facebook is the platform of the microbusiness. Eg like mums selling baby clothes, photographers showing their portfolio, things like that.