Instagram Scaling Back Shopping Features Amid Commerce Retreat

First, the official announcement from Adam Mosseri:

Second, additional context from The Information:

Instagram Scaling Back Shopping Features Amid Commerce Retreat

In an internal memo on Tuesday, staff were notified that Instagram’s existing Shopping page will eventually disappear, β€œgiven shifts in company priorities.” Instagram isn’t abandoning shopping altogether: over the next few months the company will test a simpler and less personalized version of the shopping page known internally as β€œTab Lite,” according to the memo, which The Information has seen. The changes reflect β€œa new northstar and goals for the commerce organization that are more directly tied to advertising revenue for Meta,” the company told staffers in an earlier memo.

Clearly adoption of Shop has been poor. eCommerce seems like a wonderful revenue stream for Meta - more so than video ads - but they haven't solved that challenge yet. So they are retreating to what they know steal from TikTok.