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Facebook is now shutting down its QVC-like livestream feature that lets creators broadcast and sell products to an audience, in order to focus a lot more on its Reels.

Starting October 1st, Facebook will end its Live Shopping feature, but the same will still be available on Instagram. “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,” Facebook explains.

Source: Social Samosa (Facebook)

The feature that was first introduced in Thailand in 2018 was a means for influencers to host their own live shopping sessions where they can show off and sell a variety of products, whether from their own store or through an affiliate. Facebook then rolled out the feature on a wider scale in 2020, around the same time it introduced a dedicated shopping tab. 

Announcing the end of the feature, Facebook also added, “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.”

This makes it very evident that the shift to a more video-led feed on Instagram and Facebook is being seen as the main reason behind this decision.

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Rhea Sovani

Author Rhea Sovani

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