Professor Norwegian School of Sport Sciences. Football psychology.
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The two goalkeepers handed the ball to their penalty takers ahead of each penalty kick. This is a, by now, well-known strategy to give each penalty taker a friendly start to their pre-shot routine. 
First, Mac Allister grabbed the ball early, then moved away from the commotion and chaos around the referee and the penalty spot. 
Up until this point, Brighton goalkeeper Sanchez had given the ball to the Brighton players.
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Martinez set the stage and took ownership of the penalty area from the beginning.
One of England's players is world leading in supporting teammate penalty takers. Jordan Henderson has successfully protected Liverpool’s penalty takers for years, making sure opponents don’t get access to play mind games in those last crucial seconds leading up to the kick. 2/ 
What ultimately set things on fire in the penalty shootout was the fight around the mid circle prior to Argentina’s last kick. As Lautaro Martinez started walking from the mid circle, he was accompanied and harassed by several Dutch players, Dumpfries seemingly most active. 2/ 
Morocco were underdogs also on penalty experience. Sabiri & Benoun only had 8 & 9 prior penalties (7 goals/88% & 8 goals/89%, respectively) and Hakimi had 0 prior penalties. Ziyech had more, 22 shots, but only 16 goals (73%).
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Haaland constantly looks away from the ball (scans) prior to receiving the ball, with a higher frequency than other top forwards.
In the Community Shield, when City players start approaching the penalty taker (1), Thiago & Elliot immediately come running to shield them away from Salah (2). Thiago takes care of Ederson, while Elliot has Salah's back (3). Finally, Thiago escorts the City players away (4). 2/5 
Most obvious, his dance moves on the goal line were elaborate, spectacular and seemingly effective. Research shows goalkeeper distraction behaviors are linked with 10% less goals for the penalty taker (pubmed.ncbi.nlm.nih.gov/27292083/). The key is to be erratic & unpredictable. 2/9 
Benzema and Salah are the primary penalty takers. Benzema often looks up from the ball (to see where the goalkeeper moves), then shoots opposite. Other times he just goes for one of the sides, with power. Salah decides where to shoot in advance, looks down at the ball & fires. 2/ 
For their pre-shootout gathering, Rangers set up traditionally on the sideline, while Frankfurt took to the field. Frankfurt’s choice may be coincidence or a deliberate act of territorial dominance. Next perhaps in the mid circle itself, to claim the critical area right away? 2/7 
At around 60 seconds after the final whistle, Klopp already has made his selection and approaches each penalty taker to tell/ask him what shot to take. He does this one-on-one and often cements his ask with his trademark HUG. The asking process is intimate, safe, and loving. 2/9 
Penalty spot destruction. Scuffing up the penalty spot not only destabilizes the surface for ball positioning, it also physically marks out territory: "This is our area, back off!" Simple & concrete. An old South-American favorite, but now more often in the Premier League. 2/ 
Against Brighton, Henderson took up position to literally cover Salah’s back, so Salah could dedicate his full focus on the penalty kick. One might expect the referee to control these mindgame attempts, but he is only one person and often preoccupied elsewhere. 2/4 
Outcome bias is VERY real in football, but Tuchel's decision to substitute goalkeeper was fair. They've successfully done so before (with Kepa). Kepa has featured in their last 3 shootout wins & his record is superior to Mendy (on Kepa penalty takers score 71%, on Mendy 94%). 2/ 