Facebook Ends Live Shopping On October 1st

Wakas Javed
Facebook Meta

The social media giant no longer allows retailers to host new or planned live shopping events.

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

Citing the changing consumer preference for short videos as a driver, it will instead shift its focus to Reels, the Meta short video product available on Facebook and Instagram.

Facebook launched Live Shopping in August 2020 with the aim of making online shopping easier and enabling retailers of all types to grow their businesses. It provides an interactive way to sell items and engage with viewers.

The Facebook Live feature will still be available, but ecommerce merchants won’t be able to create product playlists or tag products. This means retailers will have to find other ways to sell items on Facebook, which could involve buying display ads and creating collectibles.

This does not affect Instagram live Shopping.

The Move Reflects Meta’s Increased Focus On Short Videos

To compete with TikTok, Meta has invested more and more in its Reels product, which allows seamless video sharing across the company’s two main platforms (Facebook and Instagram).

The video feature, which was initially snubbed by Instagram users, has seen a surge in popularity. According to the Integrity Institute, a social internet think tank, short videos made up 11 of the top 20 posts on Facebook in Q4 2021.

This, in turn, has provided opportunities for retailers to use videos to highlight products, add calls to action, and engage with their audiences.

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

Meta also increases Reels’ potential to generate revenue for the company by enabling marketers and content creators to enhance their content through paid advertising.

Source: Meta Facebook

Featured Image: M.Asyfaul/unsplash

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