The American IT corporation Meta announced the closure of the Live Shopping service built into Instagram. Recall that with its help, brands could leave links to their own products in the live broadcasts of bloggers. This is reported by the publication TechCrunch.

The Live Shopping feature appeared on the social network in 2020, during the height of the pandemic. It made it possible to appear under the comment block during broadcasts links to products that were displayed by bloggers and buttons that allowed you to add the product to the cart.

Live Shopping will be permanently disabled on the social network Instagram on March 16, 2023. Meta previously opted out of this service on Facebook.

According to TechCrunch, Live Shopping has been deemed ineffective. Initially, Meta expected that this format would be popular, but after the pandemic it turned out that the audience of the company’s social networks did not tend to spontaneously purchase goods.

Recall that the social network Instagram, following the example of Twitter, wants to integrate paid verification of users.