Live shopping on Facebook’s Livestream, which was similar to QVC and let creators show and sell their products to their audience, will end on October 1. Instead, the company plans to put its focus on Reels.
On Instagram, though, the shopping option is still active, according to TechCrunch’s explanation.
The company said,
“As consumers’ viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product.”
An influencer-hosted shopping experience was made possible by the launch of the shopping feature in Thailand in 2018 and its worldwide rollout by 2020. Despite its popularity in China, the feature flopped elsewhere. Last month, TikTok said that it was temporarily suspending its shopping tab feature in Europe and the United States because of a lack of user interest in the service
Short-form video feature Reels, which was introduced by Facebook just last year, is a priority for the social media platform. Facebook and Instagram have been attempting to compete with TikTok’s short video content, which has attracted the attention of a new generation of users.
As a result of user backlash, Instagram decided against using video content algorithms like TikTok, which are popular among other video-sharing platforms. In response to the backlash, Facebook withdrew the adjustments it had made but has continued to support the creation of the short-form video.