Meta is leveraging AI to enhance shopping experiences on Facebook and Instagram, introducing smarter product insights and recommendations to boost user engagement and strengthen its position in the rapidly growing social commerce market.
At the Shoptalk 2026 conference, Meta announced it will begin testing a new feature that enables users to access detailed product information and summarised user reviews after clicking on an advertisement or visiting a website through its platforms.
This experience is supported by a checkout system developed in partnership with Stripe and PayPal. It will allow users to complete purchases within the app in a single tap. The company is also working on future integrations with Adyen and Shopify.
The initiative will be led by senior executives, including Meta president and vice chair Dina Powell McCormick, and head of product Naomi Gleit.
The feature mirrors similar capabilities introduced by Amazon in 2023, where generative AI is used to condense large volumes of customer reviews into concise summaries on product pages. Meta is adopting a comparable approach by offering a snapshot of what consumers are saying about a product. It will be presented through brief introductions and key bullet points.
The new pop-up interface will also display additional details such as brand information, recommended products, and potential discounts or ongoing sales. On individual product pages, users will be able to directly add items to their cart.
Meta stated that advertisers will retain control over their preferred checkout partners. It will allow transactions and order fulfilment to be completed seamlessly while users remain within its ecosystem.
Instagram is also expected to begin testing additional affiliate integrations. It will include Amazon in the United States and Shopee in Asia. These partners will determine which products are featured and set commission rates for creators. The commission will be based on sales generated through their content.
Creators on Instagram Reels will also gain access to product catalogues from businesses across 22 countries. It will help them to more easily discover and showcase products within their videos. This is an approach to integrate commerce into content creation.
More than 250 million small businesses globally use Meta across Facebook, Instagram, and WhatsApp. Recently, Zuckerberg wrote that “in the AI era, it should be easier than ever for people to build new businesses.”
Meta’s initiative is aimed at leveraging artificial intelligence to simplify shopping experiences across its platforms, including Facebook and Instagram.