Meta Expands Livestream Shopping Tools and Affiliate Options

Meta has announced several updates to its livestream shopping features across Facebook and Instagram. The changes include global expansion of live video ads on Facebook and the launch of similar ads on Instagram. These ads link directly to broadcasts and include in-stream product tabs for external purchases.

The company is partnering with additional live commerce platforms such as CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive. New tools on Facebook allow marketers to display selected products during streams, enabling viewers to browse, check prices, and complete purchases without leaving the video.

Meta is also introducing virtual cards to improve security. Shoppers can use temporary, one-time card numbers generated from existing Mastercard or Visa accounts, reducing the need to share full credit card details.

The affiliate marketing program is growing. Facebook partners now include Flipkart in India and Mercado Libre in Brazil and Mexico. Lazada will soon be available in Asia, and Flipkart for Instagram creators in India. Creators in 22 countries can add affiliate links or tag products from business catalogs in Reels and Feed posts.

Meta is updating how product data is used in sales campaigns. Advertisers can provide product information and creative assets, allowing the AI system to automatically assemble optimized ads for individual viewers in real time. These updates aim to increase engagement and conversion during livestreams. As live commerce gains traction, particularly on platforms like TikTok, Meta is enhancing tools for creators and advertisers to facilitate in-stream shopping.