Meta just killed another service and maybe with

Meta is shutting down yet another service. This time, Facebook Live Shopping will go offline on October 1, 2022.

As of this date (opens in a new tab), no one will be able to host live streams of new or scheduled purchases. Facebook Live will remain, but you won't be able to tag products in those videos or create product playlists, according to the announcement. The social media platform encourages people to save their past live streams, and links to a set of instructions on how to do so (Opens in a new tab).

Live Shopping is shutting down because Meta wants to focus on Reels as its main video platform. Facebook says that people watch short videos more often and adapt accordingly. For sellers who still want to go live, the company is asking people to use Live Shopping on Instagram (opens in a new tab) instead. He also recommends that users try Reels and Reels Ads (opens in a new tab) to tag their products in their videos.

While live e-commerce is not dead on Meta platforms, it has certainly taken a hit.

short life

Facebook Live Shopping is another short-lived product that some say was removed prematurely. Live Shopping first arrived in 2018 when it was tested on a handful of pages in Thailand before officially rolling out in 2020. And it's not like Live Shopping hasn't been ignored either, because it saw fairly frequent updates.

November 2021 after the launch of Live Shopping for Creators (s'ouvre dans un nouvel onglet) que permet aux créateurs de content et aux marques de produits de diffuser sur leurs respective pages sans force leur public à choisir un flux en direct plutôt qu 'other. The platform also experimented with weekly events last summer through Live Shopping Friday (opens in a new tab). Major beauty and fashion brands flocked to the platform to promote their new product lines in an interactive live stream.

What makes the sudden closure of Live Shopping even more strange is that it had so much potential to be successful. Looking at Live Shopping's own business page on Meta's website, the platform is expected to generate €500 billion in revenue by 2023.

It seems like Meta really believed in the platform, so what's up?

Analysis: reinforce the reels

There is great growth potential for live shopping in eCommerce as the industry continues to grow. A study by Statista (opens in a new tab) found that live e-commerce sales reached €6 billion in 2020 and are expected to reach €11 billion in 2021. And sales are forecast to reach the €35 billion dollars by 2024. These numbers seem plausible if you look at the success that live e-commerce has had in China. Consulting group McKinsey Digital said in a 2021 report (opens in a new tab) that live e-commerce sales in China could reach €423 billion this year.

Beyond the growth aspect, the closure is sure to have a negative impact on businesses that rely on Live Shopping. In a Business Insider report (opens in a new tab), Mimi Striplin, owner of The Tiny Tassel, revealed that her store's sales increased nearly 50% after her first Live Shopping broadcast.

These numbers call into question Meta's insistence on making Reels a bigger part of their platforms. Yes, Facebook Marketplace and Live will still be around and yes, you can still host eCommerce live streams on Instagram. Indeed, there are options, but is it worth boosting Reels by shutting down a platform that people depend on and has growth potential?

Maybe Meta thinks that live purchases in e-commerce are not worth it, unlike Reels. But many users are opposed to short videos taking over the platforms.

TechRadar's Daryl Baxter is tempted to delete his Instagram account after a fairly recent update from Reels. We recommend reviewing what he had to say.

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