Instagram is making changes to its shopping features, according to an internal memo obtained by The Information. The company will be removing its Shopping page and introducing a new, less personalized version called “Tab Lite.” This change comes as a result of “shifts in company priorities” and a new focus on advertising revenue for Meta Platforms, the parent company of Instagram.

A spokesperson for Instagram stated that the platform remains committed to making it easy for people to discover and shop products on the app, adding that users can still find products in their feed, stories, reels, and through new features like live shopping and drops. The ‘Tab Lite’ version of the shopping page will be tested publicly starting Wednesday and the company plans to eliminate the button that directs users to the existing shopping tab by March 2023.

This shift in focus on shopping features is part of a broader pullback on commerce initiatives across Meta’s platforms, which includes placing a number of features such as creator commerce, Friends & Family Shopping, community-driven shopping, and visual search on the backburner. However, Instagram intends to maintain its position as a shopping destination.

Despite these changes, Instagram is still focused on providing a seamless shopping experience for its users. The ‘Tab Lite’ version of the shopping page will still provide users with the ability to discover and purchase products from their favorite brands and creators.

The decision to revamp the shopping experience also aligns with Instagram’s goal to prioritize user engagement and personalization. The new ‘Tab Lite’ feature will focus on delivering a personalized shopping experience, tailored to individual users’ interests, rather than a one-size-fits-all approach.

It’s worth noting that these changes come amid a broader shift in the e-commerce industry, where there is a growing trend towards social commerce and using social media platforms as a means of shopping. As a result, Instagram is positioning itself to remain at the forefront of this trend by introducing new features to make it easier for users to discover and purchase products.

All in all, these changes will allow Instagram to fine-tune its approach to e-commerce and make the platform more efficient and user-friendly. As the company continues to evolve, it will be worth keeping an eye on how these changes impact user engagement and sales on the platform