Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business Marketing

Facebook forgoes live shopping feature to focus on Reels

Person live shopping on phone.

Facebook announced that they are shutting down their live shopping feature in a move to focus more on Reels on October 1, however, it will still be available on Instagram.

The move to shut down live shopping comes after an analysis study that shows the live shopping numbers growing in Asia but not catching on in other markets.

In June 2021, live streaming was an integral part of eCommerce, generating $300 billion in China this year and growing 85% from a year prior, according to estimates.

However, those numbers were never seen on Facebook’s live shopping feature in the US.

Advertisement. Scroll to continue reading.

Meta announced the discontinuation in a blog post, letting users know they will still be able to broadcast live events, but they won’t be able to create product playlists or tag products in their Facebook Live videos.

“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,” Meta said in the post.

Meta suggested users who want to continue live shopping events look at Instagram and experiment with the product on that platform, as tagging products and brands are more the norm there.

An article on Tech Crunch said TikTok had also reportedly dropped plans to expand its live e-commerce “TikTok Shop” initiative to the United States and additional parts of Europe.

The Facebook feature was first introduced in 2018, but in an analysis piece in Forbes, reporter Chris Walton explains why it doesn’t work in US Markets.

Unlike QVC, a television station built to sell items, and unlike China, US social media use was never about commerce. It was about communication and connection.

Advertisement. Scroll to continue reading.

Livestreaming is about people. Live shopping is about buying things.

Firework CEO Vincent Yang recently said, the overwhelming majority of commerce in the U.S., well over 90%, still happens by way of retailers’ or brands’ own websites and not through social media apps like Facebook or TikTok, despite the increase in influencer sponsored content.

Mary Beth Lee retired from teaching in Texas this year after 28 years as a student media adviser. She spends her time these days reading, writing, fighting for public education and enjoying the empty nester life in Downtown Fort Worth.

Click to comment

Leave a Reply

Your email address will not be published.

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Advertisement

KEEP READING!

Tech News

Two powerhouse companies in the social media and delivery space team up to deliver online sold goods right to the buyer's door.

Social Media

New data indicates that influencer marketing is much more lucrative on Instagram and TikTok than Facebook - where will *your* 2023 ad spend go?

Business News

Apparently, Facebook launched a podcast program almost a year ago, but it was short-lived as Zuckerberg pulls the plug 10-months in.

Social Media

Meta released their first (misleading) human rights report and it reads like their legal and PR departments took the reins - hey users, look...

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.