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.
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…