Instagram refreshing the home interface without the shopping icon for 2023

Instagram has kick start their scale back at the shopping features, as it attempts to shifts the focus of its e-commerce efforts to those that directly drive advertising.

This year and from February onward, the shop icon would move out of the photo and video sharing social network. In the guide where the five icons of the home, search, reels, purchases and profile are currently located, it also displays a centralized button to create content (photo, video, reel) and the shopping tab will be deleted.

The new development according to Adam Mosseri (Head of Instagram), is to simplify navigation on the social network to interest focus on content posted on the platform, with the following pillars as goal: inspire creativity, discover new things and increase connections between users.

The executive reinforces that it will still be possible to make in-app purchases, through posts in the feed, stories, reels and advertisements that appear throughout the navigation. Therefore, with the new setting, the publish button is centered on the bottom tab and the reels, which is currently in the center, is shifted to the right.

However, the situation may not only be to aggregate into the user experience, but a strategy against competition. Back in September an internal memo that made itself onto the web indicated that Instagram would cut buying resources and focus on efforts directly linked to advertising revenue. This development shows how Meta Platforms is moving away from some long-term projects as it focuses on building its short-form video business.

In the case of TikTok, for instance, the “new post” button is still the highlight of the platform. On Instagram, it appeared diminutive in the upper right corner. More actions are expected this year as the attention span keep getting prioritised at users.

More Information ℹ

Watch Adam Mosseri make the announcement

Gabby
Gabby

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