Meta has announced a series of new commerce features at Cannes Lions 2026 aimed at making product discovery and purchasing more seamless across Facebook and Instagram. The announcements include expanded affiliate partnerships with Flipkart and Lazada, global expansion of Live Video Ads, new virtual card checkout functionality powered by Mastercard and Visa, and additional creator monetization tools.
According to Meta, more than 3.5 billion people across its apps are already using AI-powered discovery experiences to find products and content. The company says its latest commerce updates are designed to turn more of those discovery moments into purchases.
Meta Expands Live Video Ads Across Facebook and Instagram
Meta is bringing Live Video Ads to Instagram while expanding the feature globally on Facebook. The feature allows businesses to promote live shopping streams and reach new audiences directly through advertising.
In the United States, Meta is working with live commerce platforms including CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive, allowing sellers to turn eligible livestreams into advertisements that can reach potential customers beyond their existing followers.
The company is also expanding Live Shopping Tools on Facebook, enabling viewers to browse products, view pricing information, and discover items without leaving a live video stream.
Virtual Card Checkout Coming to Facebook and Instagram
Starting later this summer, Meta will begin rolling out a new checkout experience that uses virtual cards in partnership with Mastercard and Visa.
The feature generates temporary one-time card numbers linked to a user's existing credit or debit card account, allowing purchases to be completed without directly sharing payment card details with businesses.
Meta says the feature is intended to improve transaction security while increasing consumer confidence during online purchases.
Flipkart Affiliate Program Expands to Instagram Creators in India
Meta is also expanding its affiliate commerce ecosystem.
The company announced Flipkart will be integrated with Instagram creators in India, while Lazada will be introduced to Facebook creators across Asian markets. Meta is also expanding Mercado Libre partnerships across Brazil and Mexico.
Creators will be able to connect affiliate accounts directly to Facebook and Instagram and add product links from participating retailers into their content. When purchases are completed through those affiliate links, creators earn commissions from participating partners.
Product Tagging Expands Across Instagram
Creators in 22 countries can now add affiliate links or tag products directly from a business catalogue on Instagram. Businesses can make their catalogues searchable for creators, allowing products to be tagged in Reels and Feed posts. Consumers can then discover and purchase products directly from creator content, while creators receive affiliate commissions on eligible sales. Meta also announced that product data will become a foundational input across all Sales campaigns.
Rather than manually selecting ad formats, advertisers will provide product catalogues and creative assets, allowing Meta's AI systems to automatically assemble and optimize ads in real time based on user behaviour and preferences. The company says this approach will help products surface across multiple commerce experiences, including creator product tagging, business recommendations, and Meta AI shopping features.
Focus on Discovery-to-Purchase Experiences
The latest announcements highlight Meta's continued investment in commerce across its platforms, combining AI-powered product discovery, creator-driven affiliate marketing, live shopping experiences, and simplified checkout tools.
With Flipkart integration arriving for Instagram creators in India and new shopping features rolling out across Facebook and Instagram, Meta is expanding the ways businesses, creators, and consumers interact with products across its ecosystem.
