As rival TikTok ramps up its shopping initiatives, Meta is streamlining its own commerce strategy to drive more in-platform shopping on Instagram and Facebook. A shift toward a new dynamic for Instagram and Facebook Shops will require companies to enable in-app checkout in order to offer a Shop on both sites. Previously, companies could create Shops that linked out to their own website.
The change will first be tested in the U.S., with other markets to potentially follow depending on the results. Beginning on June 5, 2023, onboarding of any new Shops in the U.S. via both Meta’s Commerce Manager and Shopify will only be allowed if checkout on Facebook and Instagram is enabled.
