When announcing his financial data for the previous quarter, the head of “Meta” Mark Zuckerberg emphasized that this will be a “year of efficiency” for the company. This means that “Meta” will abandon less profitable, low-potential projects and focus on areas that raise the level of growth and efficiency of the company. In connection with this, “Meta” has announced that the online shopping function “Live Shopping” will disappear from “Instagram” in March.
The company has informed that starting from March 16, Instagram business account users will no longer be able to tag their products during live streaming. Facebook’s Live Shopping feature recently suffered a similar fate. The changes indicate that this business segment “Meta” has not been as successful as it initially seemed.
It should be noted that the “Live Shopping” option has been available to users since 2020, when the world was ruled by the Covid-19 pandemic and e-commerce developed rapidly. Given the restrictions on face-to-face trading at the time, this feature had relatively high acceptance at first. However, now that the situation is almost the same as before the pandemic, sales data show that live shopping is not as popular after all.
Although Meta decided to remove the Live Shopping feature, the company remains positive about online shopping and will continue to invest in this area, noting that 90% of Instagram users follow at least one business account.
