Why Instagram’s Navigation Update Will Remove The Shop Tab

Why is Instagram’s Navigation Changing?

One word: simplification.

In 2023, Instagram’s priority is to “bring people together” through content.

By removing the Shop tab, the platform is encouraging users to focus more on creating and connecting, rather than shopping.

The new navigation will now be:

• Home

• Search

• Create

• Reels

• Profile

The shift away from shopping has been in the works for some time, as it was reported in 2022 that Instagram would be deprioritizing its shopping features.

That said, users will still be able to shop in the Feed, Reels, Stories, and ads. So it’s not completely gone — just no longer front and center.

We can’t help but wonder if the emphasis on the Create button is a subtle hint that photos will make a comeback in 2023? Will we see a better balance of photo and video content on the feed?

Either way, changes are afoot.

As Instagram sets out to achieve its 2023 goals, you can expect more modifications and tests to the app in the coming weeks — navigation is just the beginning.

We’ll keep you posted.

Psst, sign up for our free weekly newsletter, so you can stay up-to-date on the latest Instagram news and tips: