Facebook Shop: How to Use Facebook Shops to Sell Online

Román Filgueira
July 14, 2023

Is there a better platform to showcase your products and connect with customers than Facebook? With its powerful e-shopping feature called Facebook Shops, you can create a seamless shopping experience for your audience, boost your online sales and take your business to new heights. In this blog post, we'll dive into the Facebook Shop benefits, features and how you can create it. Whether you're a seasoned e-commerce entrepreneur or just starting your online venture, get ready to discover the incredible opportunities that await you on Facebook Shop!

What is a Facebook Shop?

Facebook Shop is a social commerce feature provided by Meta. It serves as a digital storefront where businesses can showcase and sell their products directly on Facebook.

They can create a visually appealing and organized display of their products, complete with product descriptions, pricing and images. Once in the shop, customers can browse their products, find what they want and make purchases easily.

Shop Facebook is a social commerce feature provided by Meta that allows businesses to showcase and sell their products directly on Facebook. It serves as a digital storefront where businesses can create a catalog of their products or services, enabling customers to browse, discover, and make purchases without leaving the Facebook app or website.
A Facebook Shop example | Credit: Meta

Facebook Shop also provides various features to enhance the shopping experience. For example, product tagging in photos and videos posted on your Facebook Page, search functionality for easy product discovery and customer reviews.

Lastly, products, collections and promotions can be added, removed and arranged according to your needs. If you’ve never come across a Facebook Shop, we’ll explain where you can find them next.

Where to Find Facebook Shops

Customers can find Facebook Shops on a business’s Facebook Page, Instagram profile, Instagram ads with product tags, or shoppable content in their Feed, Stories and Reels. Once in a Facebook Shop, they can easily explore different product categories, view product details, add items to their cart and proceed with the checkout process.

On top of Facebook Shops, Meta has also launched Instagram Shops, which can be discovered on Instagram Explore. Both Instagram and Facebook Shops are managed under Meta Commerce Manager. So if you have Shops on both Facebook and Instagram, your products can be visible on both platforms.

Customers can find company Shop Facebook on a business’s Facebook Page, Instagram profile, Instagram ads with product tags, or shoppable content in feed, Stories and Reels. Once in, they can easily explore different product categories, view product details, add items to their cart, and proceed with the checkout process.
Facebook Shops can even be found on Facebook Shop ads

While in the past it was possible to display Meta Shops (Facebook and Instagram) on the WhatsApp Business App, the default WhatsApp social commerce tool is now WhatsApp Catalogue, a mobile storefront that you can manage in the WhatsApp Business App.

Now, you might be wondering how customers can complete a purchase in Facebook Shops. You’ll find the answer in the following section.

Facebook Shop: Checkout Methods

When it comes to checkout methods for your Facebook Shop, you’ll encounter three possible options: Website checkout, Messenger checkout and in-app checkout.

With website checkout, customers are redirected to the business's external website to complete the purchase. When a customer selects a product and proceeds to checkout, they are taken to the business's website to finalize the transaction.

Meta Pay allows customers to transfer money directly within the Messenger app in the US and Thailand. Customers can initiate the purchase process, select products and complete the transaction seamlessly within the Messenger conversation.

This image shows the checkout methods for Shop via Facebook: Business website, Facebook Messenger and in-app.
Facebook Shop checkout methods

Finally, businesses in the US have access to the in-app checkout feature, which enables customers to complete their purchases without leaving the Facebook app. The entire transaction, including payment, can be conducted within the Facebook Shop interface, providing a seamless and convenient shopping experience.

Is Facebook Shop free? While creating one doesn’t cost money, you’ll incur certain fees, which we’ll explain next.

Facebook Shop: Costs Involved

Businesses will be charged a processing fee for every order. The exact amount of the fee will vary depending on how the business onboarded to Facebook Shops and the transaction type.

If you have onboarded to Shops via the Facebook and Instagram app on Shopify, Shopify will directly charge you the processing fee for any orders made through Meta. This applies to Shopify merchants who use Shopify Payments for their online store.

The amount charged by Shopify will be the same as what you are charged for orders made on your online shop. However, using Shop Pay for third-party gateways via Shopify will not impact your website's processor or web order fees.

This image shows the fees involved after setting up Facebook Shop. Depending on your Shop checkout method of choice, you’ll incur fees by Shopify or Meta.
Facebook Shops: Processing fees by Shopify and Meta

Things work differently for businesses that onboard to Shops via Commerce Manager. When you make a sale, a processing fee is automatically deducted from your payout. This amount varies based on the transaction type, as seen in the image.

This processing fee covers Meta's service costs, and you’ll keep the rest of your earnings. Now that you know how Facebook Shops work, we’ll discuss the benefits of using a Facebook Shop.

Why Set Up a Shop on Facebook

There are a few reasons why both businesses and customers benefit from using Facebook Shops.

Facebook is a widely used social media platform with billions of active users. By setting up a Facebook Shop, businesses can reach a large audience, enhance their online presence and increase brand visibility.

With the majority of Facebook users accessing the platform through mobile devices, having a Facebook Shop ensures that your products or services are easily accessible to mobile users. It allows for a smooth shopping experience within the Facebook app, increasing convenience for potential customers.

This image shows why using Shops via Facebook: Increased online visibility, mobile-friendly shopping, direct sales channel and convenient customer communication.
Why set up a Facebook Shop

Facebook Shop allows businesses to sell products directly through the platform. Customers can browse, select and purchase items without leaving Facebook, simplifying the buying process and potentially boosting conversions.

This messaging functionality is integrated into the shopping experience, allowing customers to seek assistance, ask questions or clarify product details before purchasing.

Because of the mentioned benefits, many businesses do not hesitate to use Facebook Shops to sell online. If you’re looking for inspiration, we’ll run you through some real-life examples.

Businesses Using Facebook Shops with Great Results

In this section, we’ll introduce you to Zimba and Pink Tag Boutique, two companies that have seen success using Facebook Shop to boost sales.

How Zimba Boosts Sales with Facebook Shop

Zimba, a teeth-whitening brand, eagerly embraced Facebook Shops to expand its distribution channels and connect with customers on Facebook and Instagram. With an existing presence on these platforms and a Facebook catalog, setting up the Shop was straightforward for Zimba.

Customers can easily discover Zimba's Shop through various channels such as their Facebook Page, Instagram profile, Stories, and ads. The shopping experience was seamless, allowing users to browse, add products to their cart and complete orders within the app itself.

This image shows how Zimba, a teeth-whitening brand, eagerly embraced Facebook Shops to expand its distribution channels and connect with customers on Facebook and Instagram. With an existing presence on these platforms and an online catalog, setting up the Shop on the Facebook Shop Manager was a straightforward process for Zimba.
Zimba’s Facebook Page Shop

Additionally, customers had the convenience of messaging Zimba for support through Messenger or Instagram DM. Shortly after implementing Facebook Shops, Zimba noticed a significant increase in incremental purchase orders, highlighting the value of this feature.

During the evaluation period of July 1 to August 31, 2020, Zimba assessed the impact of Facebook Shops using data from Commerce Manager and Facebook Ads Manager. The analysis revealed that Zimba received 1,200 additional orders through Shops.

Moreover, customers who made purchases through Shops had an average order value that was 6.7% higher compared to those who bought products directly from the website.

How Pink Tag Boutique Boosts Sales with Facebook Shop

Fashion brand Pink Tag Boutique collaborated with a digital ad agency to optimize its Facebook presence. It set up a Facebook Shop with checkout functionality, allowing customers to make purchases directly on the platform.

It used photo ads and product tagging to enhance product discovery and browsing. Additionally, It introduced Facebook Live Shopping, enabling viewers to buy featured items during and after live broadcasts.

This image shows Fashion brand Pink Tag Boutique collaborated with a digital ad agency to optimize their Facebook presence. They set up a Facebook Business Shop with checkout functionality, allowing customers to make purchases directly on the platform.
Pink Tag Boutique’s Facebook Page Shop

The first live shopping event served as a successful product launch, attracting purchases both during and after the broadcast. Analyzing the results from October 1, 2020, to February 20, 2021, Pink Tag Boutique achieved $44,448 in incremental sales from Facebook Shops.

It received 804 additional orders through the platform, and buyers on Facebook Shops had a significantly higher average order value of $65.79 compared to $39.65 for website purchases. These outcomes highlight the positive impact of implementing Facebook Shops for Pink Tag Boutique's business.

Now that you understand how Facebook Shops operate and how businesses use them to sell, it’s time to learn how to set up your own Facebook Shop.

How to Create a Facebook Shop

To create a Facebook Shop, you’ll need a Meta Business Account (now renamed Meta Business Portfolio), Facebook Page and a Facebook Catalog. If you don't have the last two items yet, don’t worry, as you can create both during your Shop setup.

You’ll also need full control of the Meta Business Account that owns your Facebook Page and Catalogue. So make sure you can Manage permissions for both the Page and Catalogue.

To make your shop visible on Instagram, you'll need an Instagram Business account, which must be connected to your Meta Business Manager or Facebook page. To start with the creation of your Facebook Shop, open Commerce Manager.

1. Click Get Started.

This image shows the first step to set up Shop on Facebook: Click get started
How to set up Facebook Shop: Click Get Started

2. Select Create a Shop.

This image shows the second step to set up a shop on Facebook: Click on Create a Shop
How to Create a Shop on Facebook: Click Create a Shop

3. Click Next.

This image shows how to create a shop on Facebook
How to set up a Facebook Shop: Click Next

4. Choose a checkout method.

This image shows the third step when setting up a shop on Facebook: Choose a checkout method.
How to add Shop on Facebook Page: Choose a checkout method

If you are in the US, enabling in-app checkout is an option. Because this is not possible in any other country, we’ll cover how to set up checkout on an external website.

5. Select a Facebook Page or create a new one.

This image shows the fourth step of set up Facebook Shop: Select or create a Facebook Page.
How to set up a Facebook Shop: Select or create a Facebook Page

6. Connect a business account or create a new one.

This image shows the step number five to create Facebook shop: Connect a business account.
How to set up a Shop on Facebook: Connect or create a business account

7. Select or create a catalogue.

This image shows how to create a new Facebook catalogue
How to add Shop in Facebook Page: Select or create a catalogue

8. Add countries you deliver to.

This image shows how to add countries you deliver to in your Meta Store
How to create a Facebook Shop: Add countries you deliver to

9. Review all the information and click Finish setup.

This image shows how to open a store on Meta: Finish setup
How to create a Facebook Shop: Finish setup

The Facebook Shop approval process can take up to 48 hours. In the meantime, you can manage your catalog items in the Meta Business Manager. Or you could get started with a business messaging platform like to take customer communication to the next level.

Shop on Facebook with

Now that you've listed your products and services on your Facebook Shop, you can anticipate more sales and inquiries from customers.

If you're a large business that needs advanced messaging features to handle high volumes of messages, then you'll need to connect Facebook Messenger to Let’s discuss how benefits businesses with Facebook Shops.

Facebook Shops: Extend the Messaging Window with the Human Agent Tag

Facebook Messenger’s 24-hour messaging window is sometimes limiting.
For example, if a customer contacts your support team on Friday and your business closes on weekends, the messaging window will likely end before the problem is solved.

Other issues are simply more complex and take longer to be identified and solved in only 24 hours. is one of the selected platforms that enable the Human Agent Tag, which extends the messaging window from 24 hours to seven days. You’ll have access to it once you connect Facebook Messenger to

Facebook Shops: Connect All Your Messaging Channels to a Single Inbox

Your customers probably message you from other popular messaging channels besides Facebook Messenger. For example, if you also have an Instagram Shop, you’ll receive customer messages through Instagram DM too.

Therefore, you’ll need an omnichannel inbox to consolidate all messaging channels in a single platform for efficiency.

This image shows's omnichannel capabilities. If you're going to open a Facebook Shop, you'll need a messaging platform that seamlessly integrates with Facebook Messenger and other messaging platforms.
Facebook Shops: Connect your messaging channels to a single inbox

When using several channels for customer communication, it is common to end up with siloed conversations across different channels.’s Contact Merge tool has been purposely designed to tackle this issue. By merging duplicated customer profiles, you’ll be able to create a single customer story and message history.

Facebook Shops: Automate Daily Operations with Workflows

To ensure the best shopping experience, it is important to give customers prompt attention when they reach out to you.

While handling low volumes of conversations manually is not a problem, it is hard to guarantee efficient and consistent support when the number of inquiries increases.

This image shows Workflows, which you can use to improve the efficiency of your conversations over Messenger if you open a Facebook Shop.
Facebook Shops: Automate daily operations with Workflows

In these cases, an automation builder like’s Workflows can reduce agent load and systematize all business operations. For example, you can build chat routing Workflows to route customer conversations from your Facebook Shop to specific teams according to your routing logic.

Similarly, build automatic assignment Workflows to pass the Contact to available agents following your automatic assignment logic.

Facebook Shops: Integrate Seamlessly with Other Software allows you to integrate your messaging inbox with various tools such as CRMs, databases, and email marketing platforms for enhanced convenience and efficiency.

The platform is designed to seamlessly integrate with your existing software stack to reduce agent load, keep your customer data updated and provide a great customer experience.

This image shows some of the native integrations. If your company uses CRMs, databases or email marketing platforms — to name some examples — integrated to your messaging inbox for convenience. is designed to seamlessly integrate with your favorite business platforms to reduce agent load, keep your customer data updated and provide a great customer experience.
Facebook Shops: Integrate seamlessly with other software

Zapier and have native integrations with, meaning you can connect to thousands of apps without coding. If you don’t use the aforementioned services, use Webhooks to integrate with other apps and automate actions in response to events occurring in

Facebook Shops: Keep Track of Key Metrics with the Reports Module

To track the quality of your Facebook Messenger conversations and the performance of your customer-facing agents, comes with a full-fledged Reports Module. Use it to track key metrics such as response and assignment times.

This image shows the reports module, used by businesses to keep track of key metrics
Facebook Shops: Keep Track of Key Metrics

By making use of the different tabs and filters, managers can identify areas for improvement and find insights to keep improving their customer communication.

In conclusion, Facebook Shop offers an incredible platform for businesses to showcase their products and connect with customers.

By using Facebook Shop for sales managn services on your Facebook Shop, you can anticipate more sales and inquiries from customers. tively enhance both their sales performance and customer support capabilities.

If you are looking for the best customer conversation management software, try for free.

Further Reading

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Román Filgueira
Content Writer
Román Filgueira, a University of Vigo graduate holding a Bachelor's in Foreign Languages, joined the team as a Content Writer in 2021. Román offers expert insights on best practices for using messaging apps to drive business growth.
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