Facebook is shutting down its online shopping feature on October 1 to focus on Reels, the company announced in a post. Blog post. After this date, you will no longer be able to host any new or planned shopping events live on Facebook, according to the company. The social media network notes that you will still be able to use Facebook Live to stream live events, but you won’t be able to create product playlists or tag products in your Facebook Live videos.
Live shopping went public on Facebook two years ago after the series lesser trials and beta tests. This feature was designed to provide creators and brands with an interactive way to sell products, connect with viewers, and potentially reach new customers. However, Facebook says it is now phasing out live video purchases to focus on Reels.
“As consumer behavior shifts towards the short video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short video product,” the company said in a blog post. “If you want to grab people’s attention with video, try experimenting with Reels and Reels ads on Facebook and Instagram. You can also tag products in Reels on Instagram to provide deeper scrutiny and review. If you have cashier shop and want to run Instagram Live Shopping events, you can set up Instagram Live Shopping.”
Facebook launches online shopping for the first time in 2018 and over the past couple of years has been testing out ways to make this feature more usable and popular. In November last year, the company began testing “Live purchases for authors.“The launch allowed creators and brands to cross-broadcast on both of their pages instead of directing users to one page. In addition, the company launched “Live shopping on Fridays” last summer to encourage big brands to try out live shopping as a medium and raise awareness of live shopping on Facebook. Brands such as Abercrombie and Fitch, Bobbi Brown, Clinique and Sephora have participated in the program.
The online shopping platform could end up being a significant source of income for Facebook thanks to sales commissions. used at checkout. However, given today’s announcement, it’s clear that Facebook is rethinking its stance on live shopping.
Facebook isn’t the only digital giant looking to cut back on its live shopping plans as it recently emerged that TikTok reportedly abandoned plans expand its “TikTok Shop” e-commerce initiative in the US and other parts of Europe. Last year, the company launched TikTok Shop in the UK, its first marketplace outside of Asia, allowing businesses and influencers to sell merchandise via QVC-style livestreams. However, the enterprise struggled to gain popularity with consumers and suffered from internal problems. Financial Times reported that expansion plans were abandoned after influencers withdrew from the project in the UK.
Live shopping is becoming more and more popular in Asia, especially in China. However, as both Facebook and TikTok are ditching their real-time shopping plans, it seems that overall consumer awareness and acceptance of real-time shopping outside of Asia is still low.
Credit: techcrunch.com /