Meta Turns Streams into a Couch Shopping Experience: One-Click Purchases Without Leaving the Live Broadcast

Meta has decided to seriously compete with TikTok Shop and has turned streams on Facebook and Instagram into a fully-fledged marketplace. Now, viewers can buy products directly during the broadcast without leaving the app. 

Streams Can Now Be Aggressively Promoted

Previously, live stream ads could only be launched in certain regions. Now, Meta has launched Live Video Ads globally on Facebook and has begun rolling them out on Instagram. 

How it works: you set up targeted ads for a stream featuring products, the user sees the ad, clicks it, and immediately enters the live broadcast. Not a post, not a profile, but straight to the stream.

Purchasing Without Leaving the Stream

Every extra click means a loss in conversion. Now, there are no redirects to third-party websites; everything happens right inside Instagram or Facebook. 

Meta has integrated with major livestream shopping platforms:  CommentSold, TalkShopLive, Firework, LiveMeUp, Sprii. Now, a product panel appears below the media player during the broadcast. Viewers can check the price, browse the assortment, and make a purchase without closing the stream.

Virtual Cards for Security

Many are afraid to enter their primary card details into small stores during streams. To implement single-use virtual cards directly into the app, Meta has partnered with Visa and Mastercard. 

Now, the system generates a temporary card number for a specific purchase. The card number expires immediately after the transaction. This boosts trust in livestream shopping. 

AI Assembles Creatives on Its Own

Meta has introduced an AI that automatically selects the best ad format for the target audience. You simply upload photos, videos, and a product description, and the system automatically assembles the optimal combination in real time. 

In summary:

Meta is turning livestream shopping into a fully-fledged traffic channel. Now, the platform: 

• Provides tools for promoting streams via targeted advertising;

• Simplifies purchasing — everything is one click inside the player;

• Increases trust through secure payments;

• Automates creative production via AI. 

If you've been working with product offers via static creatives, it's high time to test live streams. Meta is actively pushing this format and providing all the tools for monetization.