Meta is changing things up a bit with Shop ads on Facebook and Instagram as it moves to make in-stream buying more efficient, thus encouraging further use of its improving AI ad targeting options. As per Meta, checkout-enabled shops in the app – i.e. Shops that have integrated inventory – perform better at driving user action.

More Shopping

As a result, Meta will be removing the option to host Shops that refer buyers to third-party websites, with brands being forced to choose between either creating and operating a fully enabled shop in-app, or not being able to run Shop ads. Wow, third parties not having it easy anywhere right now, are they? As far as Meta’s concerned:

“To focus on bringing these Shops ads and checkout tools to more businesses, we will no longer support Shops without checkout in several markets. Businesses in these markets can continue to connect with customers through personalized ads, Reels, and business messaging.”

Meta says that it’s planning to upgrade its in-stream shopping tools with a range of new features that will see Shop ads better integrated into its Advantage portfolio of automated ad solutions.

Meta will also be enabling more businesses to use Shop ads, while simultaneously aiming to make it easier for US businesses to set up a Shop with in-app checkout ‘so people can complete a purchase on Facebook or Instagram in just a few taps’. This supposedly ‘revamped’ purchase flow has proven more effective than the click-to-website approach. Within Meta’s broader push to facilitate in-stream commerce, Meta’s now making this a more specific focus for retailers in the app.

“In the US, we will focus on helping businesses add checkout to their Shop. To ease the transition, we will continue to support Shops that link to a website until April 24, 2024. In select markets where we see a future opportunity to introduce checkout, we’ll continue to support Shops that link to a website to make the transition as easy as possible.”

So, Meta’s basically saying that markets that don’t add an integrated shopping experience should pretty much kiss their Shop-hosting capacities on their Facebook and Instagram pages goodbye. Neither will such brands be able to use product tagging in their posts. Meta says that these changes will be effective starting August 10th.

The Wrap

It’s an interesting if not a bit dictatorial update, particularly when you also factor in Meta’s varying levels of success with in-stream shopping. It seems that, overall, none of Meta’s in-app shopping elements have really taken off, but maybe, with this new update, Meta is looking for a new angle to better facilitate in-stream buying, which could encourage more purchase behavior in its apps. We’ll just have to wait and see, for now, whether or not this becomes a thing.

Sources

https://bit.ly/41MNuHQ