Facebook is shutting down its live shopping functionality as it shifts its focus towards Reels, its short-form video content.
The live shopping feature was launched in 2021 and let influencers and retailers host events on the Facebook platform. Consumers were then able to purchase the items from a carousel of products.
As part of the live shopping shutdown, Meta is also terminating the ability to create product playlists or tag products on Facebook, according to a report from Business Insider.
The move comes as part of a wider strategy from parent company Meta to switch focus to short-form video content as it struggles to hold Gen-Z’s attention with rival TikTok.
READ MORE: Shopify merchants double down on TikTok ads as Facebook becomes troublesome
“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 wrote in a Tuesday 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 checkout and want to to host Live Shopping events on Instagram, you can set up Live Shopping on Instagram.”
In mid-2021, Facebook launched a weekly live shopping event where consumers were able to purchase new items from brands including Sephora and Abercrombie.
Online boutique owner Kelley Cawley told Business Insider that her team had began hosting occasional Facebook Live events in May 2020. She then started daily shows in November 2020 that prompted an 88% increase to her sales.
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