After shutting down Facebook Live Shopping back in October, it looks like Meta’s stepping back from live social commerce altogether.

Starting March 16, 2023, Instagram users will no longer be able to tag products during live broadcasts. Meta says this change will allow the platform to “focus on products and features that provide the most value to our users.”

Once heralded as the future of ecommerce, live shopping has struggled to take off in North America, despite its massive success in Asia.

Though Live Shopping is being discontinued, other live features, like scheduled broadcasts and Q&As, will be unaffected. And while Instagram recently removed the Shop tab, shops aren’t going anywhere yet (at least, not as far as we know).