The Morning After: Instagram redesign kills the shopping tab

It's a shake-up for shopping on the social network.

Richard Lai/Engadget

Instagram has revealed a home screen refresh, due in February, that axes the Shop tab and moves the Create button back to the center of the bottom navigation bar. The social network's Adam Mosseri said shopping will still exist in your feed, Reels, Stories and ads – because of course it will – it’s just not a dedicated tab anymore. The change may also be part of a larger strategy shakeup. The Information claims an internal memo in September indicated Instagram would cut many of its shopping features. Instead, the site would concentrate on commerce efforts "more directly tied" to ad revenue. Simply put, the shopping push doesn't appear to have helped.

Who exactly was browsing the randomized world of Instagram shopping ads for their next purchase, anyway? My shopping tab currently shows me a $10,000 oven, a vegan cheese selection box and stabilizers for a children’s bike. I guess I’d take the fake cheese.

– Mat Smith

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