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Platforms cool down on native shopping

If Instagram stops copying a trend, does that mean it’s a bad idea?

What’s going on: Instagram is backing off its attempts to recreate in-platform shopping experience—a trend that immensely popular in China.

Platforms cool down on native shopping

The app intends to significantly scale back shopping features, remove the Shop tab, and shift away from in-stream commerce.

It’s not just Instagram: Meta recently tried to turn Messenger into a native commerce app before abandoning the project.

Even TikTok is seeing declines in shopping behavior in the US and Europe.

Why we care: Unlike videos, social shopping just isn’t sticking with Western audiences.

That’s good to know if you were hoping to turn your livestreams into live sprees.

Speaking of e-commerce…