Instagram has warned users that the direct shopping feature on this platform will stop working on March 16.
Since then, stores have not been able to label products while broadcasting live. Users will have to wait until after shopping for a live stream or clicking on the links to buy the items. Social media explains the move as a way to help focus on core features.
The move comes as soon as Instagram deletes the shopping tab from the home screen, months after Facebook ended the Direct Shopping feature and directed stores to use Reels.
Shopping is still a part of these social media apps in posts, Stories, and Reels, but Meta is increasingly adopting a more basic approach.
Direct shopping first appeared on Instagram in 2020, as many people were forced to shop online during the pandemic.
This decision is not surprising. Meta is looking to cut costs as the economy is struggling and expensive Metaverse projects are affecting profits. The company especially wants to cut back on ineffective initiatives.
As Gizmodo explains, those initiatives could include direct shopping on Instagram.
According to Insider Intelligence, social media shopping is expected to account for only 5% of US e-commerce by 2022. If that were true, Meta would not make much money from sales during live broadcasts.
Meta is not alone in dealing with shopping features. TikTok has been preparing to bring physical shopping to North America since the end of last year, but will only use out-of-the-box technology.
Financial Times sources said last summer that TikTok is narrowing the scale of its plans amid low users in the UK and mass departures of staff.
Simply put, there may not be as many audiences shopping on social media as technology giants expect.
