Meta Looks to Integrate Shopping Elements for Facebook and Instagram Ads

Meta Plans to Upgrade its In-Stream Shopping Tools

Meta, the parent company of Facebook and Instagram, is set to integrate shopping elements for Facebook and Instagram ads in a bid to make in-stream buying more efficient. It also aims to increase the use of its improved AI ad targeting options. According to Meta, businesses that have checkout enabled in-app and have integrated inventory perform better in driving user action. As a result, Meta will remove the option to host Shops that refer buyers to a third-party website. Brands must either run a fully enabled shop in-app or not be able to run Shop ads.

The Introduction of New Features in Shop Ads

Meta announced plans to upgrade its in-stream shopping tools with a range of new features, which will see Shop ads integrated into its Automated ad solutions. It will enable more businesses to use Shop ads while making it easier for businesses to set-up a Shop with in-app checkout. This streamlined purchase flow has proven to be more effective than the click-to-website approach. Within its broader push to facilitate in-stream commerce, Meta is making this a more specific focus for retailers in the app.

Transition Period for Businesses

In the US, Meta will be focusing on helping businesses add checkout to their shop. To ease the transition, it will continue to support Shops that link to a website until April 24, 2024. In select markets where they see a future opportunity to introduce checkout, they’ll continue to support Shops that link to a website to make the transition as easy as possible.

Limitations for Retailers

Meta says that retailers in all markets who don’t add an integrated shopping experience will no longer be able to host a Shop on their Facebook or Instagram page, or use product tagging in posts, beginning on August 10, 2023.

Meta’s In-App Shopping Elements

Meta’s in-app shopping elements have failed to take hold in the past. Instagram removed the Shop tab from the main screen in January, while Meta has scaled back its efforts to integrate live shopping on both Facebook and Instagram. Despite this, Meta may be looking for a new angle to better facilitate in-stream buying, which could encourage more purchase behavior in its apps.


Overall, the move by Meta to integrate in-stream shopping tools and limit the options for businesses that don’t implement integrated shopping experiences is a positive step forward. It will make the purchase process more efficient for businesses and consumers alike. With the introduction of new features and upgraded automated ad solutions, it is likely that Meta will continue to promote in-stream buying on its app. Only time will tell if this updated approach will be successful.