• Facebook is shutting down its live video shopping feature on October 1.
• The feature, released two years ago, let influencers and retailers host live shopping events on Facebook.
• Parent company Meta will focus instead on Reels on Facebook and Instagram.

Facebook is shutting down its live video shopping feature on October 1, two years after releasing the feature.

The feature let influencers and retailers host live shopping events directly on Facebook, where they could invite their followers to purchase from a carousel of products. The platform is shutting down this native live stream shopping initiative, as well as the ability to create product playlists or tag products on Facebook, parent company Meta confirmed to Insider, adding that it will focus instead on short-form content.

“As consumers’ viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product,” the company