Instant Articles is one of Facebook’s newest features. It allows online publishers to post news stories directly to the social media site, speeding up article loading times by up to ten times. A host of major news outlets – BBC News, BuzzFeed, the Guardian, The New York Times and others – showed their support by working with Facebook ahead of the launch of Instant Articles in May. Publishers benefit from more exposure, users benefit from faster loading times, and Facebook benefits because they retain more traffic. Instant Articles is a response to the way people use social media, and highlights the scramble from mainstream media to retain their share of that audience. Its launch highlights a trend that all ecommerce businesses can learn from, too.