On Facebook and cutting out the middle man. Where Warby Parker goes, the industry follows. This is what Instagram executives are hoping for, at least. If you were to launch a challenger brand today, how would you do it? Facebook executives are making the bet that by 2020 and beyond, the commerce conversation will begin with them. And for prospective DTC owners, Instagram’s cozy relationship with Shopify’s integrations may soon be influencing the product marketers who are on the hunt for efficiency and scale.