Instagram to retire live shopping as it takes a step back from social commerce

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 15, 2023, 5:13 PM GMT+0

The move comes after removing the Shop tab from its navigation bar this month.

Instagram is sunsetting live shopping on March 16, the latest in a series of commerce-related pullbacks from the Meta-owned Platform. Creators and brands who livestream will no longer be able to tag products to sell in their broadcasts, but the change does not affect other live-streaming features.

Instagram said it continues investing in shopping experiences around its main feed, stories, ads and Reels features. The shutdown implies that the app has struggled to maintain consumer interest in social commerce.

Parent company Meta is focused on becoming leaner after a few quarters of declines. CEO Mark Zuckerberg has promised 2023 will be a "year of efficiency" for the embattled firm. Rival TikTok has also been reported to have been struggling to crack the code of social commerce despite its popularity with digital natives.

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