Facebook have encouraged users to explore using “Reels and Reels ads on Facebook and Instagram”, as they have announced that their live shopping feature will be shut down on October 1st. 

This sees the end of the feature which debuted in 2018, allowing sellers to interact with potential buyers in real time. As Facebook live shopping comes to a close, users will have to engage with reel ads for shopping content. This is not the end of Facebook live completely according to Meta, but there will be no features that allow product tagging or product playlists. 

One of the reason for pulling the plug on livestream shopping is the lack of interest generated by consumers, and the increased engagement with short from videos. 

This will come as a blow to small business owners and influencers who have used the feature to promote their products. 

As short form video content gain more popularity, Meta are adjusting to the shift in behaviour of their users and putting all on their focus going forward on creating short form videos to compete with the likes of TikTok.