Meta is introducing new commerce features across Facebook and Instagram as it looks to turn more AI-driven product discovery into completed purchases.
What’s happening. Meta is expanding Live Video Ads globally on Facebook and bringing them to Instagram, allowing businesses to promote livestreams to larger audiences and drive sales directly from live shopping experiences.
In the U.S., Meta is working with live commerce providers including CommentSold, Firework, LiveMeUp, Sprii and TalkShopLive, enabling sellers to convert eligible livestreams into ads that can reach potential customers beyond their existing audiences.
To support live commerce, Facebook’s Live Shopping Tools let viewers browse products, view pricing and discover items to buy without leaving the livestream.
New checkout experience. Starting this summer, Meta will roll out a virtual card payment option on Facebook and Instagram in partnership with Mastercard and Visa.
The feature generates temporary, one-time card numbers linked to a shopper’s existing payment card, allowing users to complete purchases without sharing their actual card details with merchants. Meta says the move is designed to increase consumer confidence and improve transaction security.
For advertisers. Meta is also making product data a foundational element of all Sales campaigns. Instead of selecting from separate catalog and creative ad formats, advertisers will be able to provide both product feeds and creative assets, with Meta’s AI automatically assembling the most effective ad for each individual user.
Product information such as price, availability and descriptions will be used across more campaign formats, helping advertisers create richer shopping experiences while maintaining performance.
Why we care. Meta is giving brands more ways to convert product discovery into sales without users leaving its apps. The expansion of Live Video Ads could help advertisers reach larger audiences with livestream shopping content, while AI-powered Sales campaigns will automatically combine product data and creative assets to serve the most relevant products to shoppers.
The addition of virtual card checkout could also reduce purchase friction and increase consumer trust, potentially improving conversion rates.
The bigger picture. Meta says AI is fundamentally changing how people discover products, with recommendations increasingly occurring within content feeds, creator videos and conversations rather than through traditional search.
The company is positioning product catalogs as a key signal powering these experiences, helping products appear across shopping surfaces such as creator content, business recommendations and Meta AI-powered shopping experiences.
Bottom line. Meta is investing in tools that reduce friction between product discovery and purchase, combining AI-powered ad delivery, live shopping formats and more secure checkout experiences to encourage consumers to buy without leaving its apps.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
