Instagram may be pivoting away from e-commerce

Instagram may be pivoting away from e-commerce
Image Credits: Search Engine Journal

If you have noticed a change in the Instagram home feed, you’re not alone. The social media giant has reportedly replaced its shopping tab, which was situated on the bottom navigation bar, with a notifications tab. The shopping tab has now been relocated to the menu.

These changes, as confirmed by Meta spokesperson Anne Yeh, are part of a limited test.

Yeh explains: “As part of our continued work to simplify your Instagram experience, we are testing a few changes to the main navigation bar at the bottom of the app with a small number of people.”

The move marks a pivot away from e-commerce, as the company decided to change its approach towards shopping on the platform. First reported by The Information, an internal memo was sent to the effect of removing the shopping page entirely by March 2023. 

Starting that time, Instagram will be focusing more on boosting Meta’s ad revenue, and testing a less personalized shopping page dubbed “Tab Lite.”

Yeh continues: “Commerce remains important for Instagram as we continue to make it easier for people to discover and shop products throughout the app from feed, stories, reels and innovations like live shopping and drops.”

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