Instagram removes shopping tab from home feed

Testing of a home feed without the Shop tab on the app began last year and in February, the main navigation for the app will be altered for all users.

As of next month, Instagram will be making changes to the navigation bar on the home feed. The shopping tab will be removed from the main bar at the bottom of the screen, and the button to create new posts will be moved down. In its place, the Reels tab will be moved to the main navigation bar.

In September, Instagram launched a trial in which it removed the shopping button from its main feed, stating that it wanted to "streamline the Instagram experience" for users. However, according to a report by The Information, this test was part of a larger shift in Instagram's focus, as the company is de-emphasizing its shopping features. Despite this, Instagram asserts that shopping will remain an integral part of the platform, even without the prominent shopping button on the home feed.

Instagram has announced that it will be revamping its shopping features in the coming month, but stated that users will still be able to operate their shops on the platform. The company is focusing on providing value for people and businesses through its shopping experiences, which include the feed, stories, reels, ads, and more.

While no specifics have been given on the changes to come, it has been reported that the personalized shopping page may be removed. Instagram has invested in various shopping tools in an effort to encourage in-app purchasing.