On Oct. 1, Facebook is shutting down its live shopping feature, according to a statement by Meta. Users will no longer be able to host shopping events on the site, create product tags or playlists in videos. Instead, Meta will focus on its short-form video product, Reels, citing shifting viewer behaviours.
The announcement comes after Kylie Jenner and Kim Kardashian, who together wield over 680 million followers on Meta-owned Instagram reposted a critique of the app’s redesign, which shifted its algorithm to prioritise short-form videos and content suggestions from accounts users aren’t already following. “Stop trying to be TikTok,” the post read, prompting a response from Instagram chief executive Adam Mosseri explaining the strategy and Instagram’s plan to continue to prioritise video and discovery
Who Is Actually Livestream Shopping?
Live selling via streaming video is a smashing success in China but has yet to catch on with consumers in Europe and the US due to several pain points.
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