Facebook Live Shopping will disappear on the 1er October 2022. Meta prefers to focus its efforts on Reels instead.
From October, “you will no longer be able to organize Live Shopping events, whether new or scheduled, on Facebook. You will still be able to use Facebook Live to stream live events, but you will no longer be able to create product playlists or tag products in your Facebook Live videos,” the group announced in a blog post.
Online video shopping had been available for two years on the platform. This feature was designed to provide brands with an interactive way to sell their products online and interact with consumers.
Reels, the success of short formats
Facebook Live can still be used to broadcast live events. On the other hand, it will no longer be possible to create playlists of products or to tag products in the videos broadcast live.
Meta wants to focus her efforts on Reels now. Short videos are a very popular format, popularized by TikTok in particular.
It is therefore in this direction that Meta wants to push e-commerce players: “If you want to reach and engage people through video, try experimenting with Reels ads on Facebook and Instagram. »
A trend from Asia
Like Meta, TikTok also seems to have given up last month on extending its “TikTok Shop” service to the United States and Europe, after a lackluster test in the United Kingdom.
However, live shopping is on the rise in Asia. In a 2020 survey by McKinsey, two out of three Chinese consumers said they had purchased products on a live stream during the year.
And the signals in Europe seemed to be off to a good start. According to a study by Forrester Consulting commissioned by AliExpress, 70% of European consumers say they are indeed interested in live shopping, including 67% in France.