Meta adds live-shopping tools to Facebook and Instagram

Meta has announced new tools for Facebook and Instagram that will let businesses and brands sell products directly from live streams. According to Walla, the update will roll out gradually over the coming weeks and is designed to let viewers discover items while watching a live broadcast, check prices and get more information without leaving the stream.

The company is also giving brands new ways to promote their live broadcasts through Facebook and Instagram’s ad systems, with the goal of reaching new audiences and encouraging purchases in real time. The move is expected to matter in Israel as well, where users will be able to watch live content, see products and buy them directly within the platforms.

Alongside the business tools, Instagram is expanding monetization options for content creators. Creators will be able to add affiliate links to products in posts and Reels, or tag items from business catalogs. Under the new model, they can earn a commission whenever users buy through the link or product tag included in their content.

Meta said it hopes the changes will strengthen the link between content, advertising and e-commerce, and turn Facebook and Instagram into more active shopping destinations rather than only places for viewing and sharing.