Instagram Will Remove 'Shop' Tab From Feed

Starting in February, Instagram will be removing the “Shop” tab from its home screen.

The change will come as part of an overall user interface update, which will add a shortcut for creating content in the middle of the navigation bar at the bottom of the app, and the Reels button will shift to the right.

Instagram began testing its feed without a shopping button this past September, aiming to simplify the user experience, but according to a report by The Information, the company is pulling back its shopping feature.

However, Instagram has said that shopping will still be included on the app, sans the typical home feed shortcut, but has not elaborated on what will happen to the personalized shopping page after February's revamp.

“You'll still be able to set up and run your shop on Instagram as we continue to invest in shopping experiences that provide the most value for people and businesses across feed, stories, reels, ads and more,” the company wrote in a blog post.

Many of the 11,000 job cuts that Instagram’s parent company Meta made this past November were linked to its push to expand online shopping, potentially showing that in-app and live-stream shopping has not gone as planned for the tech giant. Meta has completely cut livestream shopping on Facebook.



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