Businesses of all sizes use Facebook to get customers sold on their products each day. Now, you can actually sell your products to customers straight on the platform, too. With Facebook Shops, the social media platform is no longer just a site for promotional posts and ads—it’s a place where you can launch a successful ecommerce business, too.
We’ll provide all the must-know details about Facebook Shops and help you decide whether or not your business should create one. We’ll also offer a few marketing tips for turning your Facebook Shop into a success.
Table of Contents
- What Is Facebook Shops?
- How Facebook Shops Works
- Facebook Shops Pros and Cons
- 3 Tips for Marketing Your Facebook Shop
What Is Facebook Shops?
Facebook Shops is a feature that adds a mobile-friendly storefront directly to your Facebook business page. With Facebook Shops, you can create a custom catalog filled with clickable product listings, which you can use to drive shoppers to your site or enable users to check out from.
The feature is a great opportunity for any small business owner with physical products to sell more by making the shopping experience more convenient for Facebook users. Setting up a Facebook Shop can even be a great alternative to creating a full-scale ecommerce website if you’re on a budget. Or, if you already have an existing website, a Facebook Shop can help you gain more website traffic than ever.
How Facebook Shops Works
Facebook Shops are all managed through Commerce Manager, a dashboard that helps you set up your catalog, manage sales, and even get insights about how your store is performing.
Catalogs are easy to create. You can manually create each listing and simply upload custom product descriptions and images. Or, if you have an existing online store that’s compatible with Facebook Shops (including BigCommerce and Shopify stores), you can connect it to your Facebook page and automate the process.
As soon as your Facebook store is built out, users simply need to head to the “Shop” tab of your business page to start looking through your catalog. Facebook users can even discover your brand by browsing through the “Shop” section of their mobile app.
Facebook Shops Pros and Cons
Facebook Shops are easy to set up, but when you’re running a small business, avoiding any wasted time is crucial. Weigh the pros and cons before you dive into Commerce Manager, so you know if Facebook Shops are actually right for you.
Facebook is an affordable platform for launching your ecommerce business. Even if you have an existing website, you can actually sell products more effectively by offering users a more convenient place to shop.
1. Expand Your Reach
Facebook is the largest social network in the world. When you create a new shop on the platform, you instantly enhance your reach and make your products more accessible to thousands of potential buyers.
When you have a Facebook Shop, it also becomes easier to drive direct sales from your Facebook ads or posts. You can tag products in any video or photo you publish, so customers can head straight to the right listing if something in your Facebook marketing catches their eye.
2. Easily Connect With Customers
Relationships are everything for retailers these days, and Facebook Shops makes shopping more interactive. When a customer is viewing your Facebook product page on mobile, they may see a “Message” button under the listing. This function encourages customers to reach out if they have any questions, sparking two-way conversations that build strong relationships. You’ll know which product listing they came from so you can provide the best answers.
3. Limit Your Startup Costs
Facebook Shops is perfect for anyone who doesn’t have the funds or the technical skills needed to set up an ecommerce site. This powerful tool is completely free to use.
When customers want to buy your product, you can allow them to do so straight on Facebook for just a 5% fee per shipment (or 40 cents for shipments under $8). That 5% is the same amount that Etsy charges, only Facebook Shops doesn’t charge listing fees or credit card processing fees, so the social network can improve your bottom line.
Alternatively, if you don’t want to pay any commission at all, you set up your shop so that customers complete their purchases via Facebook Messenger. This can be great for companies that offer custom orders, local deliveries and pickups, and more.
If you do own a website, you can also use Facebook Shops to send customers directly to the relevant product listing on your site, so you just pay the smaller payment processing fees you’re used to.
4. Use the Same Catalog on Instagram
Once you’ve connected a catalog to Facebook, you can actually use it to create an Instagram Shop, too. Whenever you add a new product or otherwise update your inventory in Commerce Manager, the product listings on your Instagram profile and Facebook page will both update. You’ll get double the sales channels without any extra work!
5. Get More Analytics
Through your Commerce Manager, you can access data about your sales, as well as see how you’re actually performing in terms of order delivery and customer service. This can help you identify the products your shoppers are most interested in and where you can make improvements.
While the pros of setting up a Facebook Shop do outweigh the cons, don’t overlook the downsides of creating a store on the social media platform.
1. Facebook Shop Requirements
Facebook Shops require you to have a Facebook account. Furthermore, you must have an established business page that maintains a real and “sufficient follower base.” Facebook no longer shares what “sufficient” actually means, but the platform did require pages to have 2,000 likes in the past to access this feature. Got a new brand? It may take months before you can get started.
2. Unsustainable Website Alternative
Facebook Shops is great for small businesses, but it’s much harder to scale than a standard ecommerce site or even an Amazon Marketplace store. If you’re exclusively using Facebook Shops to sell products, you’ll always be limited to selling to Facebook users—who may not even be your target audience if you’re selling to Gen Z or older Baby Boomers.
Facebook Shops can also get cluttered fast if you have too many products.
3 Tips for Marketing Your Facebook Shop
Facebook Shops naturally expand your reach, but that doesn’t mean you can do without marketing. Promoting your Facebook page shop will help you achieve an ongoing stream of sales in the long run. Use these three tips to make the most out of your efforts:
1. Create Product Collections
Facebook Shops has one leg up over Etsy, Amazon, and other online marketplaces when it comes to branding. While you can’t change the format of your product listings, your storefront is actually pretty customizable.
With Facebook Shops, you can create collections, which group together similar products. When you create a collection, its custom title and cover image will show up on your storefront for shoppers to tap into.
Don’t be afraid to get creative with your title! Stay on brand, but make it sound catchy. Think “Rainy Day Essentials” instead of “Raincoats and Umbrellas.”
Then, use a simple graphic design tool to create an eye-catching cover image with your brand colors. Doing so for all of your collections will make your storefront look more cohesive, shoppable, and attractive for users.
2. Use Strong Product Images
A clean product image is essential for capturing clicks and making sales. If Facebook users don’t like the look of what you’re selling, they’ll happily head over to the next shop.
3. Promote Your Products With Video
Whether you’re creating Facebook posts or launching paid ads, video can help you grab attention through movement and sound. Consider using this type of visual for your next promotion, then tagging the featured items to drive viewers to your Facebook Shop.
Want to experiment further with video marketing for your Facebook Shop? Learn how Facebook Live can fit into your strategy.