Meta Expands Live Commerce Capabilities and Introduces Virtual Card Payments for Purchases on Facebook and Instagram

Meta has unveiled a range of new commerce features for Facebook and Instagram designed to simplify the purchasing process and improve advertising performance. The updates include advancements in live shopping, new payment mechanisms, and deeper integration of product data into the company's advertising ecosystem. As artificial intelligence plays an increasingly important role in product discovery and selection, Meta aims to shorten the path from product awareness to purchase while keeping users within its platforms. Live Video Ads Reach a Wider Audience One of the most significant updates is the global expansion of Live Video Ads on Facebook and their introduction to Instagram. This new approach enables businesses to promote livestreams to audiences far beyond their existing follower base. In the United States, Meta is already partnering with leading live commerce platforms, including CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive. These partnerships allow sellers to transform eligible livestreams into advertisements that can reach new potential customers during live shopping experiences. To support this format, Facebook offers Live Shopping Tools that enable viewers to browse product catalogs, view pricing information, and make purchases without leaving the livestream. For brands, this creates additional opportunities to showcase products in real time, engage directly with audiences, and encourage impulse purchases. Virtual Cards Aim to Increase Consumer Trust Another notable development is the introduction of virtual payment cards for purchases on Facebook and Instagram. The feature is being launched in partnership with Mastercard and Visa. The solution generates a temporary, one-time card number linked to the user's existing payment method. During checkout, shoppers can complete transactions without sharing their actual card details with merchants, enhancing transaction security. For businesses, this may help reduce friction during the checkout process. Payment security remains one of the most important factors influencing purchasing decisions, particularly in mobile commerce and social commerce environments. Product Data Becomes the Foundation of Sales Campaigns Meta is also changing how advertisers build Sales campaigns. Previously, advertisers had to choose between catalog-based ads and creative-driven ad formats. With the new approach, both data sources can be used simultaneously. Advertisers will be able to upload product feeds alongside creative assets, while Meta's AI automatically assembles the most relevant ad experience for each individual user. Product information—including price, availability, descriptions, and other attributes—will be utilized across a broader range of campaign formats. This approach enables brands to create more personalized shopping experiences without manually developing numerous ad variations. What This Means for Marketers These updates reinforce Meta's strategic focus on social commerce and AI-driven advertising automation. For marketing teams in medium-sized and large enterprises, this means placing greater emphasis on product catalog quality, data accuracy, and seamless integration between product feeds and advertising platforms. Product data is increasingly becoming a critical signal that powers personalization algorithms. In addition, brands should evaluate the potential of live commerce as a dedicated sales channel. The combination of livestreaming, real-time audience engagement, and seamless purchasing capabilities can serve as an effective marketing tool across categories such as fashion, beauty, consumer electronics, home goods, and other sectors where purchasing decisions are often influenced by emotion and product demonstration. Conclusion Meta continues to transform its platforms from communication and advertising channels into a comprehensive e-commerce ecosystem. The expansion of Live Video Ads, the introduction of virtual card payments, and the growing importance of product catalogs demonstrate the company's commitment to reducing friction between product discovery and purchase. For advertisers, these developments create new opportunities to improve conversion rates while requiring marketing strategies to adapt to an environment where artificial intelligence increasingly determines which products consumers see and when they see them. Read this article in Ukrainian.