Meta is investing in AI technologies that can enhance the efficacy of campaigns through Shops ads and Meta Advantage suite, to help businesses drive sales.
Meta Shop Ads
Shops with integrated inventory and the ability to complete purchases without leaving the app perform better in terms of customer engagement, as reported by Meta. Going forward, brands on Meta will either need to have a fully functional storefront within the app or skip the Shop ad format altogether. This is because Meta will no longer be hosting Shops that direct buyers to a third-party website.
In their announcement Meta stated “To focus on bringing these Shops ads and checkout tools to more businesses, we will no longer support Shops without checkout in several markets. Businesses in these markets can continue to connect with customers through personalized ads, Reels and business messaging.”.
On August 10, 2023, Facebook and Instagram will stop allowing stores to host Shop or tag products in posts if they haven’t implemented an integrated shopping experience, according to Meta.