Wondering how to sell your products directly on Instagram or Facebook? Not sure how to get started?
In this article, you'll discover a step-by-step guide to setting up your shop, including creating and managing a catalog, setting up native checkout, and launching ads.
What Is Shops on Facebook and Instagram?
Facebook Shops is an online storefront for marketing and selling physical and digital products on Facebook and Instagram. It's connected to your Facebook page and/or Instagram business account, allowing your followers to browse and buy seamlessly.
Customers can scroll through your shop's inventory, view individual product specs, and make purchases—often without leaving Facebook or Instagram. With Shops, you can also add shoppable tags to a variety of Instagram and Facebook content including feed posts and livestreams.
Customers can access your shop on desktop and mobile versions of Facebook and via the Instagram mobile app. For example, the image below shows the Hydro Flask shop on desktop. Customers can browse collections or click individual products to view and purchase.
How Your Business Can Benefit From Shops on Facebook and Instagram
Shops offers plenty of perks, even if your business already has an eCommerce site. Here are a few ways you can benefit:
- Take advantage of a rare opportunity to link out from Instagram feed posts.
- Tag products and create shoppable Instagram posts and Facebook posts and content to drive discovery and generate revenue.
- Integrate your eCommerce platform with your shop to sync inventory automatically.
- Link from your shop to your eCommerce site to complete checkouts externally.
Does your business sell products in a third-party marketplace or through an on-demand platform? You can use your shop to sell products on Facebook, allowing you to:
- Generate revenue without having to set up or maintain an owned eCommerce site.
- Use Facebook's built-in payment processing tools to complete checkouts.
- Build an online shop with a unique URL that you can share on or off Facebook.
- Engage in eCommerce without having to pay substantial fees. Creating a shop is free and Facebook has waived selling fees for orders shipped by June 30, 2022. After that, sales are subject to a standard selling fee of 5% per shipment of over $8 or $0.40 for shipments of $8 or less.
How to Qualify for Shops on Facebook and Instagram
Before creating your shop, make sure you and your business meet these basic requirements:
- Have a business page and/or account. Before you start using Shops, you must set up or convert to a Facebook page and/or an Instagram business account.
- Sell products. Shops doesn't currently support services. To use this tool, your business must sell digital or physical products.
- Configure Business Manager access. A single Business Manager must own the Facebook page, Instagram business account, and catalog. To set up and maintain a shop, you must have admin access to the Business Manager in question.
- Do business in a supported market. Shops is available in select countries only. You must be in one of these markets to sell on Facebook and in one of these supported markets to sell on Instagram.
- Ensure your shop represents your business. Whether you direct customers to an external site or offer in-app checkout, your shop and its products must be connected to your business. Your Facebook page or Instagram account must represent the linked site or third-party store.
- Follow guidelines and best practices. To use Shops, you must demonstrate that your business is trustworthy. In most cases, that means establishing a presence on Facebook or Instagram and maintaining a minimum audience size.
After you've confirmed that you meet these guidelines, follow the steps below to set up your shop and begin selling on Facebook and Instagram. If you scroll to the end of this article, you'll find a video walkthrough for setting up your shop.
#1: Set Up a Shop on Facebook and Instagram
Getting started with Shops doesn't take long, especially if you have your inventory ready to sync or upload.
First, navigate to Facebook Commerce Manager and use the drop-down menu to select a Business Manager. Be sure to choose the Business Manager that owns the Facebook page and Instagram account you want to connect to your shop. Then click the blue Add Shop button.
Next, choose a checkout method. You can choose from these three options:
- Checkout on Another Website, which directs customers to your website or a third-party marketplace like Amazon. With this method, each item's detail page in your shop gets a button that links to an external product page. That way, customers can browse your shop on Facebook or Instagram and complete a purchase on your site relatively easily.
- Checkout With Facebook or Instagram, which processes payments in the app. Because this option doesn't require an external site, it's seamless and creates less friction. Choosing Facebook or Instagram checkout also gives you access to tools like live shopping and product launches, which aren't available with external checkouts.
- Checkout With Messaging, which allows you to process payments via Facebook Messenger or WhatsApp. Because this method creates the most friction, it's less ideal than the other options, but still viable if you'd prefer not to use the others.
Next, pick the Facebook page and Instagram profile to link to the shop. You can choose one or both types of accounts.
Now it's time to choose a catalog for your shop. If you've already created catalogs for Facebook ads, you'll see them listed. If you've never created a catalog or if you want to build a new one for your shop, scroll to the bottom and select Create New Catalog. You can complete the catalog process after setting up the shop structure.
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Next, add your company's website URL. If you sell products on more than one site, you can enter other URLs later.
Then set shipping options. If you chose website checkout, then this step is simple. All you have to do is select all the countries or regions where you ship.
If you chose Facebook or Instagram checkout, then you have to configure your shipping setup. Choose a shipping option—including standard, expedited, and rush—and set the cost and estimated delivery time for each. Then choose a return window of at least 30 days and add customer service contact information.
To set up in-app checkout, you also have to add your payout information so you can collect revenue from sales. Be prepared to provide details about your business, a sales tax registration number (if applicable), and a bank account number.
Finally, take a look at your shop overview and read through Facebook's Seller Agreement. Make sure you've chosen the right Facebook page, Instagram account, and catalog.
When you're ready, click the Finish Setup button to submit your shop for review. There are still a few more steps to take before you can start selling but clicking this button completes the shop setup process.
#2: Edit or Create a Catalog for Your Shop
Go back to Commerce Manager and navigate to your Business Manager's assets. Find the catalog you created during shop setup and click to modify it.
Add Items to Your Shop
Click the gray Add Items button to get started placing inventory in your shop. Commerce Manager offers four options for adding items:
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Manual: Enter items one by one. Upload an image and then enter a title, description, website link, and price. Repeat for each item in your inventory.
Data Feed: Link a spreadsheet or other data feed to your shop. With this option, you can use a third-party tool like Google Sheets or Excel to manage inventory. Every time you want to update items or availability, you can upload a new file to refresh everything at once.
Partner Platform: Connect your catalog to a third-party eCommerce platform like Shopify or BigCommerce. This option syncs your shop with your eCommerce site so inventory updates automatically. If you have a lot of inventory or items change frequently, this option is the most efficient.
Pixel: Let your Facebook pixel populate and manage your catalog. Make sure microdata is enabled for your pixel so it can update your catalog automatically.
If your business has a relatively small product line, then you can feature your entire catalog as-is in your Facebook shop. If you have a large inventory or several different types of products, your catalog might be overwhelming to browse. Collections can help with organization.
To create a collection, open your shop in Commerce Manager. Click the Add New button and select Collection. Add the items you want to display and save the collection to feature it in your shop.
Customize and Publish Your Shop
Before publishing your shop, you can customize its appearance and make sure it fits your brand. Go to the Shops tab in Commerce Manager and click Layout. Then choose a featured collection and change the button colors.
Now you're ready to publish your shop in Commerce Manager. On the overview tab, click the blue Publish Shop button to start selling.
#3: 3 Ways to Sell With Shops on Facebook and Instagram
Once you've finished the shop setup process, you can start selling on Facebook and Instagram. Let's look at organic and paid tactics for selling with Shops.
Sell via the Shop Tab
After you publish your shop, customers can access it from your Facebook page or Instagram profile. When they click the View Shop call-to-action (CTA) button, they can browse your collections or view specific products for more details.
Depending on the checkout option you picked, customers can either check out instantly on Facebook or Instagram or click through to your website, where they can complete a purchase. Your shop can also feature discounts and sale prices to incentivize purchases.
For example, the Fluffnest Instagram shop pictured below features a selection of plush toys and stationery items, many of which are available at a discounted price. Customers can tap on any item to see details, save it to a private wish list, or share it through a direct message (DM). Customers can also tap to view and purchase any item on the company's website.
Create Shoppable Content on Facebook and Instagram
You can also incorporate the inventory from your shop into your Facebook and Instagram content. Here are a few ways to create shoppable content:
Create a new Facebook or Instagram post and add a photo or video. On Facebook, tap the shopping bag icon, and on Instagram, tap Tag Products. Then select the items you want to tag. Facebook recommends tagging no more than five products per post.
For example, the Ekologik Facebook post below includes shoppable products. Customers can click on the tag in the lower-left corner to see and purchase products. They can also click on the product tags on individual photos to visit specific item detail pages.
Post a new Instagram story and open the sticker tray to select the shopping sticker. Choose the product, collection, or storefront you want to tag. Tap the sticker to adjust the style and change the placement before sharing.
Before hosting a live shopping event on Facebook, create a product playlist in Commerce Manager. Click the Promotions tab and navigate to Live Shopping. Then create a new playlist and add the products in the order you plan to discuss them. You can go live right away or save the playlist until you're ready.
You don't need a product playlist to host a live shopping event on Instagram, as you can add products to your livestream moments before starting. However, you do need Instagram checkout enabled to use live shopping features.
Run Catalog Sales Ads
You aren't limited to using your product catalog for organic content. You can also use catalogs and collections with Instagram and Facebook ads.
To get started, open Facebook Ads Manager and create a campaign with the Catalog Sales objective. At the campaign level, choose the catalog you want to advertise. At the ad set level, choose the product set you want to advertise or create a new one in Commerce Manager.
At the ad level, you can opt to use a carousel format that displays the products that are most likely to engage your audience. To add another level of automation, turn on the Dynamic Formats and Creative option, which can further optimize your ad. When you switch this feature on, Facebook Ads Manager can deliver the optimal combination of creative, format, and destination to every potential customer.
Also at the ad level, check the Track Website Events box and confirm that the correct pixel is selected. To track which ads or placements drive the most clicks and conversions, build a URL parameter. Choose dynamic parameters to prompt Facebook Ads Manager to fill in the fields automatically when generating tracking data.
Whether you want to sell products on Facebook, Instagram, or both, Facebook Shops is an essential tool for your business. From launching a digital storefront to creating shoppable social media content, Facebook Shops can help you build your business and generate revenue on Facebook and Instagram.
Get More Advice on Facebook and Instagram Marketing
- Choose the right Facebook and Instagram campaign objective to achieve your goal.
- Retarget ads to engaged Instagram and Facebook fans.
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