Facebook will end Live Shopping on October 1st

Facebook has announced that it will no longer allow users to host live shopping events from October 1, 2022, Meta published in a blog post.

Citing a changing consumer preference for short videos as a driving factor, it will instead focus on Reels, Meta’s short-form video product available on Facebook and Instagram.

Facebook started live shopping in August 2020 with the goal of simplifying online shopping and empowering retailers of all types to grow their business. It provided an interactive way to sell items and connect with viewers.

The Facebook Live feature will still be available, but e-commerce merchants will not be able to create product playlists or tag products. This means that retailers will have to find other ways to sell products on Facebook, which could include buying display ads and creating collections.

Live shopping on Instagram will not be affected.

The Move highlights Meta’s increased focus on short videos

In the move to compete with TikTokMeta has been increasingly investing in its Reels product, which enables seamless video sharing across both of the company’s main platforms.

Video feature that was in the beginning met with enmity Instagram users, is witnessing a growing popularity. According to the Integrity Institute, a social internet think tank, the short videos were discussed 11 of the top 20 posts on Facebook in the fourth quarter of 2021.

This, in turn, has presented opportunities for retailers to use video to highlight products, add calls to action and engage with their target audience.

“If you want to reach and engage people through video, try experimenting with Reels and Reels ads on Facebook and Instagram,” suggested Meta in a blog post. “You can also tag products in Reels on Instagram for deeper discovery and consideration.”

Meta also increased the potential for Reels to generate revenue for the company by allowing marketers and creators to augment their content with paid ads.

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