Meta is struggling to compete with Chinese eCommerce platforms that have utilized live-streaming to boost sales. After seeing the success of China’s TikTok counterpart Douyin, Meta tried to incorporate clickable links for shoppers to use when watching Live Streams.
Unfortunately, live shopping doesn’t seem to have caught on in North American markets as predicted. This is going to cause some confusion in how we see Facebook and Instagram operate, especially since the latter was being set up as a push for online shopping.
Whether it’s the cause of a return to “normal” after the pandemic kept many of us away from shopping malls or a mistrust of the influencer culture, North America doesn’t seem to be turning to live shopping as heavily as predicted.
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