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Facebook Closes Live Shopping Feature October 1st, Focuses On Reels

The social network Facebook announced that it would close the “Live Shopping” feature on October 1, 2022. The announcement was made directly through the company’s official blog.

Live Shopping is a live broadcast feature that allows users to carry out live buying and selling activities on Facebook.

Based on a statement provided by Facebook, the closure of the Live Shopping feature was carried out so that the company could focus more on developing Reels on Facebook and Instagram.

“Due to user viewing behavior (has) switched to short videos, we shifted our focus to Reels on Facebook and Instagram, (a) Meta short video product,” Facebook wrote on its official blog.

Users will still be able to use the “Facebook Live” feature to broadcast live, but users will certainly not be able to upload products in the form of albums or “tag” products when they are broadcasting live.

As an illustration, the product tag feature makes it easier for sellers and buyers to make purchases. The seller, in this context, will display the price of the product in a column during the broadcast, while the buyer can click on the product to view the product in more detail or buy it.

Meta Screenshot of the product tag feature in Live Shopping. The image on the left is a view of the seller’s live broadcast, while the image on the right is a view of the broadcast from the buyer (Source: Meta)

As for the announcement of the closure of the feature, Facebook also “invites” its users to experiment using and take advantage of the Reels feature on Facebook and Instagram.

“If you (users) want to reach people through video, try experimenting with Reels or Reels ads on Facebook and Instagram. You can also ‘tag’ products on Reels Instagram, allowing (users) to discover and consider (user products) more deeply,” said Facebook.

To note, Facebook’s Live Shopping feature was first launched in 2018 in Thailand. The purpose of launching this feature is to help creators (influencers) can sell and showcase their products directly, both privately owned stores and affiliate stores.

As compiled by KompasTekno from The Verge, Thursday (4/8/2022), this feature began to experience significant growth in 2020. At the same time, Facebook also launched a special “Shop” tab, such as “Shops in Group” and product recommendations. in 2021.

However, this year Facebook announced it would close the shopping feature. The closing of the Live Shopping feature is also in line with the recent dedication of Meta (the parent company of Facebook and Instagram), which seeks to follow the algorithm and appearance of TikTok.

For example, overhauling Reels to look more like TikTok by presenting a video ratio of 16:9 or 9:16, and bringing the “Suggested For You” feature on Facebook which is the same as TikTok’s “For You”.

According to a report by The Verge, Reels’ developments are likely to cause “concern” among longtime Instagram users. Because, users will be presented with more content from other accounts randomly than the accounts that users follow.

Instagram CEO Adam Mosseri had time to raise his voice regarding the revamp of the Reels display. Mosseri explained that Instagram will continue to support photo content, although over time there will be more and more video content on Instagram.

“I want to emphasize that we will continue to support photos. It’s part of our legacy. However, I believe that over time there will be more and more videos on Instagram. We expect this even though we haven’t made any changes,” explained Mosseri in a video uploaded on Instagram with the handle @mosseri.

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