Meta is Killing In-App Checkout (Here’s What It Means for Your Brand)

Hey there, it’s Patrick from TVG.

Starting August 4, 2025, Meta is officially removing in-app checkout from Facebook and Instagram Shops.

All customers will still discover and browse your products in-app…

But every purchase will now be completed on your website.

Here’s what’s changing:

• No fees for this update (finally).

• You’re now responsible for taxes and reporting.

• Pre-orders after August 1 won’t be allowed.

• “Meta purchases” is gone, replaced by a new “Shops-assisted purchases” metric in Ads Manager.

• Expect temporary gaps in Shopify attribution while the change rolls out.

• You’ll now be able to sell subscription products through Shops.

So what does this mean for your brand?

In my opinion, it’s a net positive:

Owning the checkout means you control the entire customer journey.

You get more data, more opportunities to optimize the experience, and you can drive higher lifetime value (LTV).

It’s exactly why I always push brands to funnel customers onto their own site.

If you haven’t already, make sure your website, tracking, and ad flows are ready before August hits, because this update will shake up how you measure and scale.

– Patrick

CEO, The Visionary Group