Instagram has announced it will discontinue its live-shopping feature, which allows live streamers to tag products in their live broadcasts.
The feature will no longer be available beginning 16 March. In a brief statement announcing the change, the Meta-owned company said it “will help us focus on products and features that provide the most value to our users.”
Expanding opportunities for live shopping has been a growing strategy of social media companies in the past year; TikTok’s shoppable livestreams feature as been touted as “the tip of the iceberg” in tapping into changing consumer behaviours.
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