Instagram will now not let creators tag merchandise in livestreams beginning in March, the corporate introduced on Tuesday. “Starting on March 16, 2023, you’ll now not be capable to tag merchandise in reside broadcasts on Instagram,” the corporate wrote on an Instagram assist web page. “This variation will assist us concentrate on merchandise and options that present essentially the most worth to our customers.”

The change marks Meta’s subsequent large step away from reside buying. The corporate is kicking the buying tab out of Instagram’s dwelling feed in February, and it shut down reside buying on Fb in October. Nonetheless, outlets on Instagram aren’t solely going away. “You’ll nonetheless be capable to arrange and run your store on Instagram as we proceed to spend money on buying experiences for folks and companies throughout feed, tales, Reels, advertisements and extra,” Instagram says. And different livestreaming options are unaffected.

Many tech corporations have invested closely in QVC-like reside buying options following the massive reputation of reside buying in China. However whereas Meta is stepping again, different social platforms are nonetheless engaged on buying instruments. TikTok began testing its in-app buying function within the US in November, for instance, and is reportedly engaged on reside buying within the US as nicely. YouTube lets creators promote merchandise proper on the platform because of a partnership with Shopify. And Amazon’s reside buying platform has a bunch of streams you may watch proper now.