Meta-owned Instagram is planning to scale back its shopping features, the company told staff on Tuesday according to The Information, citing an internal memo. The move is part of a shifting of the company’s focus on its e-commerce efforts to those that directly drive advertising, the publication reported.
According to The Information “staff were notified that Instagram’s existing Shopping page will eventually disappear, ‘given shifts in company priorities,’” adding that “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 ‘Tab Lite.'”
The changes reflect “a new northstar and goals for the commerce organization that are more directly tied to advertising revenue for Meta,” The Information said.
It was additionally reported that the company will launch a public test this week on a “Tab Lite” version of the shopping page.
The Instagram business team first announced shopping features for its app in a 2016 blog post.
Last week, The Verge reported Meta looks to add more paid features to its Facebook, Instagram, and WhatsApp platforms and that “A new team will be tasked with building paid experiences across Meta’s apps,” said The Verge.