Back in 2020, Facebook announced a new shopping experience for its users called “Facebook Live Shopping” to enable people to shop live on the social network. However, on Wednesday, the company announced that Facebook Live Shopping is being discontinued.
As detailed in a company blog post, Facebook Live Shopping will be completely closed from October 1, 2022. From this date, users will no longer be able to host any Live Shopping events on Facebook. Of course, Facebook Live will still be available to users, but without the ability to create and sell products during live broadcasts.
Facebook claims that consumer behavior is changing as most social network users seem to prefer short videos. That’s why the company will now focus more on Instagram Reels, which also has a similar option to allow users to tag products in videos.
Interestingly, Facebook isn’t the only platform ditching real-time shopping. Just a month ago, TikTok announced that it would no longer offer TikTok Live Shopping in the US following disappointing results with the feature in the UK. In China, TikTok’s home market, Live Shopping has become quite popular and lucrative, but the feature has never proved attractive to Western users.
Overall adoption of the Live Shopping feature was still “low and nascent” according to TikTok’s internal reports, resulting in low sales despite subsidies and cash incentives to encourage brands and influencers to use the platform. Facebook may face a similar situation with their feature.
Last week, Meta (Mark Zuckerberg’s company that owns Facebook) reported its first quarterly drop in revenue. According to Wall Street analysts, competing with TikTok and complying with Apple’s privacy regulations have become a major concern for the company.
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