FACEBOOK is pulling the plug on one of its big shopping features.
The social networking giant is closing down its Facebook Live shopping platform from October.
For almost two years businesses and individual sellers have been able to host QVC-style live streams.
Unlike usual Facebook Live videos, users could create product playlists and tag products.
But from October 1 onwards, it'll no longer be possible to start or schedule a live shopping event.
Facebook says it's scrapping the idea to focus on its Reels videos instead.
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Mark Zuckerberg's Meta tech empire has been pushing Reels real hard across Facebook and Instagram of late, as it tries to keep up with TikTok.
"As consumers' viewing behaviours are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta's short-form video product," the firm said.
The main Facebook Live will live on, so people can transfer to that instead.
They just won't have the extra shopping-related features available anymore.
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"If you want to reach and engage people through video, try experimenting with Reels and Reels ads on Facebook and Instagram," Facebook urges users.
"You can also tag products in Reels on Instagram to enable deeper discovery and consideration.
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"If you have a shop with checkout and want to host live shopping events on Instagram, you can set up live shopping on Instagram."
Rival TikTok recently abandoned a similar Shop idea of its own due to poor performance.
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