Facebook opening shopping capabilities on Reels and IGTV is unsurprising given how central e-commerce has become to Instagram’s growth strategy. The timing is still interesting, suggesting Facebook is looking to carve out a bigger piece of an online holiday market that’s typically dominated by retailers like Walmart, Target and Amazon, while edging out social media rivals like TikTok.
Reels and IGTV integrating shopping could bolster appeal to both creators and brands that have adopted similar features elsewhere on Instagram in a bid to better connect advertising and video content with direct sales.
