After announcing recently that TikTok will not be expanding its live shopping offering to Europe and the US, Facebook is the latest platform to announce that its live shopping offering will be coming to a close.

As of 1st October, two years after releasing the QVC style feature for influencers and retailers to sell products in real-time, Facebook will be shutting down its live shopping offering in order to put a greater focus on Reels-style content.

It is apparent that the Meta group is driving its attention toward short-form content - the Head of Instagram has been very vocal about its video content plans for the future. It can’t be denied that this inspiration has likely been taken from TikTok, a platform that has achieved exponential success for hosting short-form video content only.

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