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Instagram Scales Back In-Stream Shopping Elements as it Re-Examines its Approach


 Social commerce has become all-consuming in China. Instagram has worked hard to launch it in western countries for the last couple of years. The idea is simple – let the users buy products from brands directly on the platform. The appeal for Instagram is clear. If the users stay on the platform, they own the entire customer journey. A clever way to circumvent the tracking limitations introduced with iOS14. But social commerce hasn’t caught on, and now Instagram is planning to scale back its shopping features.

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