Facebook to pullback Liveshopping features from its platform starting 1 Oct’22

social media platform

According to a blog post published by Facebook, the firm will stop supporting live shopping on October 1 to concentrate on Reels. 

According to the firm, you won’t be allowed to hold any new or scheduled live shopping events on Facebook after this date. You can still use Facebook Live to broadcast live events, but you won’t be able to make product playlists or tag products in your Facebook Live videos, according to the social media platform. 

Following many smaller trials and beta tests, Livestream video shopping was made available to the general public on Facebook two years ago. The function was created to provide brands and creators with an interactive way to market products, engage with viewers, and possibly attract new clients.

“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,” the company said in the blog post.

“If you want to reach and engage people through video, try experimenting with Reels and Reels ads on Facebook and Instagram. You can also tag products in Reels on Instagram to enable deeper discovery and consideration. If you have a shop with a checkout and want to host Live Shopping events on Instagram, you can set up Live Shopping on Instagram.”

Live shopping was introduced by Facebook for the first time in 2018, and during the following years, it attempted several methods to improve its popularity and use. The business started experimenting with “Live Shopping for Creators” in November. The debut made it possible for businesses and creators to cross-stream on both of their pages rather than forcing viewers to visit just one. 

Additionally, the business introduced “Live Shopping Fridays” last summer to entice bigger brands to experiment with live shopping as a platform and to increase awareness of live shopping on Facebook. The show included companies like Sephora, Clinique, Bobbi Brown, and Abercrombie and Fitch.

Thanks to selling fees applied at checkout, a live shopping network may have finally 

provided Facebook with a significant revenue stream. But it’s obvious from today’s news that Facebook is reconsidering its position on live shopping. 

It was recently revealed that TikTok has reportedly abandoned plans to expand its live e-commerce “TikTok Shop” initiative to the U.S. and additional regions of Europe. Facebook isn’t the only digital giant looking to scale back its live shopping plans. 

The business introduced TikTok Shop last year in the UK, its first market outside of Asia, enabling brands and influencers to sell goods through live streams similar to QVC.

The business, however, had internal issues and struggled to build traction with customers. According to The Financial Times, the expansion plans were shelved after influential people pulled out of the initiative in the U.K. 

In Asia, and notably in China, Livestream shopping is growing more and more popular. However, it appears that outside of Asia, consumer awareness and acceptance of live purchasing are still limited because both Facebook and TikTok are abandoning their live shopping initiatives.

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