Facebook is shutting down its live shopping feature on October 1 to shift its focus to Reels, the company announced in a blog post. After this date, you will no longer be able to host any new or scheduled live shopping events on Facebook, the company says. The social media network notes that you will still be able to use Facebook Live to broadcast live events, but you won’t be able to create product playlists or tag products in your Facebook Live videos.
“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,” Facebook explains. Although live shopping’s going away on Facebook, it will still be available on Instagram.
Last month TikTok announced they were abandoning plans to bring a live QVC-style shopping video feature to the US. The announcement came after a disastrous UK launch, though popular in Asia.
Facebook isn’t the only digital giant looking to scale back its live shopping plans, as it was recently revealed that TikTok has reportedly dropped plans to expand its live e-commerce “TikTok Shop” initiative to the U.S. and additional parts of Europe. The company launched TikTok Shop in the U.K. last year, its first market outside Asia, allowing companies and influencers to sell products through QVC-style livestreams. However, the venture struggled to gain traction with consumers and suffered from internal problems. The Financial Times reported that the expansion plans were abandoned after influencers dropped out of the project in the U.K.
The emphasis on Reels raised concerns among long-time Instagram users who have come to know the app as a way to share photos with friends. Instagram CEO Adam Mosseri was met with outrage after flat-out telling users the platform would become video-centric, prompting Instagram to walk back some of its changes.
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