Meta closes another service. This time, Facebook Live Shopping will stop going online on October 1, 2022.
Starting from that date (Opens in a new tab)No one will be able to host any new or scheduled shopping live stream. Facebook Live will remain, but you won’t be able to tag products in those videos or create playlists of products, according to the announcement. The social media platform encourages people to save previous live streams and Links to a set of instructions on how to do this (Opens in a new tab).
Live Shopping is closed because Meta wants to focus on Reels as its main video platform. Facebook claims that people watch short videos more often and adjust accordingly. For sellers who still want to go live, the company is asking people to use it Instagram direct shopping (Opens in a new tab)And the While that. She also recommends people to try Reels and reels ads (Opens in a new tab) To tag their products in their videos.
While live e-commerce is not over on the Meta platforms, it certainly took a hit.
Facebook Live Shopping is another short-lived product that some would argue was cut prematurely. Direct shopping first arrived in 2018 When it was tested on a few pages in Thailand before being put into a file Official status in 2020. And it’s not like direct shopping has been ignored, as it has seen fairly frequent updates.
November 2021 saw an addition Direct shopping for creators (Opens in a new tab) Which allows content creators and product brands to cross-broadcast on their own pages without forcing their audiences to choose one live stream over another. The platform also experimented with weekly events last summer via Live Shopping Friday (Opens in a new tab). Major beauty and fashion brands appeared on the platform to promote their new product lines in an interactive live broadcast.
What makes the sudden stop of direct shopping even more bizarre is that it had so much potential for success. look at me Live Shopping Business Page on Meta WebsiteThe platform was expected to generate $500 billion in revenue by 2023.
Meta seems to already believe in the platform, so what gives?
Analysis: Propping up Reels
There is a lot of growth potential for direct online shopping as the industry continues to grow. Statistical study (Opens in a new tab) It revealed live e-commerce sales that reached $6 billion in 2020 and are expected to reach $11 billion in 2021. Sales are expected to reach $35 billion by 2024. These numbers seem reasonable if you look at how successful e-commerce is. live in China. Consulting group McKinsey Digital said in a 2021 report (Opens in a new tab) Chinese live e-commerce sales could reach $423 billion this year.
Besides the growth, the shutdown will definitely have a negative impact on businesses that rely on direct shopping. in Business Insider Report (Opens in a new tab)Mimi Striplin, owner of The Tiny Tassel, revealed that her store’s sales rose nearly 50 percent after her first shopping live broadcast.
These numbers call into question Meta’s insistence on making Reels a larger part of its platforms. Yes, Facebook Marketplace and Live will continue to exist and yes, you can still make e-commerce live streams on Instagram. There are indeed options, but is shutting down a platform that people rely on and has worthwhile growth potential to drive Reels?
Meta probably thinks direct online shopping is not worth the effort and Reels. But there are many users who are resistant to short videos taking over the platforms.
TechRadar’s Daryl Baxter He tends to delete his Instagram account after a fairly recent Reels update. We recommend checking out what he said.