Instagram to wind down live shopping next month

Instagram is set to wind down its live shopping feature next month, according to a post on its site.

It comes as the latest instalment in a series of commerce-related retreats from Meta, following on from the removal of its Shop tab from the navigation bar this month.

Merchants and content creators who currently livestream will no longer be able to tag products in their broadcasts after 16 March.

The change does not affect other livestreaming features, such as the option to invite guests to a session or host Q&As with viewers.

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Instagram did also say it will not impact the ability to set up and manage a shop on the larger Instagram platform, and the app affirmed that it is continuing to invest in shopping experiences around its main feed, stories, ads and the TikTok lookalike Reels.

Meta has failed to maintain consumer interest in social commerce, falling short of ByteDance’s TikTok.

Since then, Meta has been more focussed on becoming a leaner organisation, following a number of disappointing quarters.

Revenue fell 4% year-over-year in the fourth quarter to $32.2 billion, as the firm contended with weak advertiser demand and ongoing challenges from Apple’s iOS updates which made it harder for marketers to track the success of campaigns.



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