If you are an Instagram user, you may have noticed something missing from your favorite app. The platform changed its e-commerce approach following an internal memo from Meta.
The new directive said Instagram Shopping must boost Meta’s ad revenue. Now, the platform will test a less personalized shopping page named “Tab Lite.”
Meta spokesperson Anne Yeh spoke with The Verge regarding the recent change. Despite hiding the Instagram Shopping Tab, she confirmed Meta’s commitment to eCommerce:
“Commerce remains important for Instagram as we continue to make it easier for people to discover and shop products throughout the app from feed, stories, reels, and innovations like live shopping and drops.”
Where is the Instagram Shopping Tab?
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The eCommerce section used to be on the bottom navigation bar. Now, the notifications tab has taken its place. Meanwhile, the former moved to a second menu, joining options like saved posts and settings.
If you still see the Instagram Shopping Tab in its previous spot, that is fine. The platform applied the change for a few users. Yeh elaborated on this recent experiment:
“As part of our continued work to simplify your Instagram experience, we are testing a few changes to the main navigation bar at the bottom of the app with a small number of people.”
The eCommerce transformation of social media
Photo Credit: socialmediaweek.org
The Instagram Shopping Tab is only part of a broader change in the platform’s eCommerce strategy. That feature launched in 2020, enabling users to purchase products directly from their news feeds.
Then, Meta followed with more online shopping features. For example, it allowed business owners to manage customer service via DMs or direct messages.
Facebook also launched the Marketplace page that works like Amazon. Now, Community Chats lets business owners connect with customers. If you have used Twitch before, you would feel at home.
You may know TikTok as a platform for funny dances. Yet, TikTok marketing is becoming a serious strategy for businesses worldwide.
Companies like Instagram hoped to spark the eCommerce boom in China. Nowadays, it leads online shopping trends such as livestream shopping.
It involves an online influencer recording their shopping experience as online viewers comment and rate products. However, we have yet to see how effective these strategies are for audiences outside China.
In response, perhaps you would like to try them for yourself. After all, most social media services are free and can help you as a consumer and a business owner.
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