Instagram scales back Shopping features to focus on short form video

Rather than give up on e-commerce, Instagram will re-engage existing buyers with branded content and ads.

Instagram is shutting down its Shopping page and replacing it with a simpler, less personalised version.

The move marks Meta’s move away from some long-term projects as it focuses on building its short-form video business.

Over the next few months the company will test a simpler and less personalised version of the shopping page known internally as “Tab Lite”.

Instagram’s move comes amid rising competition from TIkTok, Apple’s iOS tracking restrictions and the economic slowdown driving down sales.

Earlier this month, Meta also announced the removal of Facebook Live Shopping events starting on October 1st. 

However, the company clarified that users who want to sell online can still use the app’s livestreaming function as it is not linked with the shopping feature.