The move to remove the shopping option comes several months after The Information reported that Instagram was poised to scale back its e-commerce ambitions. The company last fall reportedly told staffers it would move away from e-commerce and shift to more projects that directly drove advertising revenue for the company. The retailer planned to eliminate its existing shopping tab altogether, according to The Information, though it still plans to have some, less-personalized shopping options for users.
The change for the Meta-owned platform seems to buck larger industry trends that meld together shopping and social-media platforms. As Retail Leader previously reported, Instagram competitor TikTok is working to grow an e-commerce platform in the U.S. after having success internationally. The e-commerce giant Amazon late last year launched a new interactive shopping experience inside the Amazon mobile app. The experience, which started rolling out in December, creates a feed of photos and videos that feature products that shoppers can purchase without leaving the section, dubbed Inspire, according to Amazon.