Meta tests AI shopping tools on Facebook and Instagram
Meta will begin testing a new artificial intelligence-powered shopping experience on Facebook and Instagram this week.
The initiative aims to boost e-commerce sales directly within Meta’s social media platforms by providing enhanced product information and streamlining the purchasing process for users.
Meta announced the tests at the Shoptalk 2026 conference. The new feature will allow consumers to view product information and a summary of user reviews after clicking on an advertisement or visiting a website from Meta’s platforms.
The AI will generate a summary of “what people are saying” about a given product, similar to Amazon’s generative AI feature introduced in 2023 for product reviews. The pop-up experience will also include brand details, recommended products, potential discounts, and a direct “add to cart” button.
Meta has updated its checkout flow in partnership with payment providers Stripe and PayPal, enabling one-tap purchases. The company is also working on integrations with Adyen and Shopify.
Advertisers will select their preferred checkout partner, allowing users to complete purchases and fulfill orders without leaving Meta’s applications. Alongside these changes, Meta is updating its product discovery tools, including expanded affiliate partnerships for creators on Facebook and Instagram.
New affiliate partners in the U.S. include Amazon, eBay, and Temu. Mercado Libre is available in Latin America, and Shopee in Asia. Later this year, Instagram will test affiliates such as Amazon in the U.S. and Shopee in Asia. Partners will select featured products and set commission rates for creators.
Instagram Reels creators in 22 countries will gain access to business product catalogs to aid in featuring items in their videos.