MENLO PARK, CALIFORNIA — Meta announced new shopping-related updates at the Shoptalk e-commerce conference on Tuesday. The company is rolling out expanded affiliate marketing tools for Facebook and Instagram, along with new checkout features and AI-powered advertising capabilities.

Facebook is rolling out a one-click "buy now" button for purchases from ads. Advertisers can select a checkout partner such as PayPal or Stripe for the new checkout experience. Early businesses enrolled in the checkout experience include 1-800-Flowers, Fanatics, and Quince.

Instagram creators can earn a commission from products tagged on Reels. Facebook creators can earn a commission from products tagged on Reels and photos. Instagram creators can add products directly from Meta's brand catalog to their Reels. Creators are capped at 30 products per Reel, and any link must point to a single product rather than a collection.

Eligible creators must be at least 18 years old and have at least 1,000 followers to access the "add products" option. Eligible creators will soon see an "add products" option in their app. Commission rates for affiliate marketing are set by the brand partners on both apps.

Facebook's affiliate partnerships program will launch in partnership with Amazon for U.S. creators and Shopee for creators in select Asian markets. Facebook has teased that it will add additional partners, including Mercado Libre, Temu, and eBay. Influencers can add outside URLs for affiliate links from brands or platforms such as LTK and ShopMy, but only if the product is already in Meta's catalog.

Meta is rolling out AI-powered tools to surface more information, such as reviews or product details, when a user clicks on an ad. Meta's AI can recommend content formats such as stories, reels, or carousels for product appearances.

Meta is allowing retailers that run retail media networks, such as Target, Walmart, or Amazon, to choose specific products from their catalogs instead of running broader campaigns. In 2022, Instagram ended a test that allowed some influencers to earn a commission on products tagged in their posts. The Instagram beta affiliate program lasted about a year.