No more 'mine': Meta shutting down Facebook Live Shopping feature

Kristofer Purnell - Philstar.com
No more 'mine': Meta shutting down Facebook Live Shopping feature
This illustration photo taken in Los Angeles, California on October 28, 2021, shows a person using Facebook on a smartphone in front of a computer screen showing the Meta logo.
AFP / Chris Delmas

MANILA, Philippines — Meta, the parent company of Facebook, has announced that it will no longer be continuing the Live Shopping feature on the social media platform beginning October 1.

A blog post by Meta said that "consumers’ viewing behaviors are shifting to short-form video" which is why the company will be focusing on the creation of Reels on Facebook and Instagram — meant to challenge TikTok's rising distribution of content.

Meta clarified that users will still be able to use Facebook Live to broadcast live, but they will no longer be able to tag products or create product playlists in these videos.

Previous Facebook Live Shopping videos can still be available for download via Creator Studio, the company added.

In promoting Reels, Meta said users are allowed to tag products on Instagram Reels and invite them to try the short-form videos and Reel ads.

Facebook began its Live Shopping feature in November 2020 in select countries, and over time, several retailers and independent sellers began to utilize the format on their respective accounts.

While the feature was not available in the Philippines, Filipinos heavily utilized Facebook Live for product selling during the height of the COVID-19 pandemic as an alternative means of receiving income. Interested buyers would leave a "mine" comment on items they intend to purchase.

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