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Introducing Facebook Shops: An Online Shopping Experience

Mike Worrell

By: Mike Worrell


During COVID-19, small businesses have been adversely affected by the toll COVID-19 has placed on them. One way that small businesses are surviving during this economic downturn is to migrate more online either through on-site sales or adding e-commerce capabilities through Facebook Shops to their Facebook Pages. Facebook’s goal with Shops is to make shopping seamless and empower brands to use Facebook to connect with customers.

What is Facebook Shop?

Facebook Shops is a social media shopping experience where companies of any size, from small businesses to large retailers, can easily create an online store on Facebook and Instagram for free. Shops allow brands to choose which products of theirs to feature, allows for the creation of merchandise collections for paid campaigns, and matches your brand’s unique style with customizable fonts and colors. In Shops, brands are able to connect with customers through WhatsApp, Messenger, or Instagram Direct Messages to answer questions, offer support, or make purchases.

Facebook Shop

Why Choose Facebook Shops?

  • Help users find more of your relevant products
  • Create an online shop that matches your brand’s custom look and feel
  • One unified location to run to organize your Facebook sales
  • Quickly access your product collections for paid media promotion

To Activate on Facebook Shops:

  1. From a computer, click the Shop tab on your Facebook Page. If you don’t see a “Shops” option, try going to your settings page and clicking on the “Templates and tabs” option. Once here, click “Add a Tab” at the bottom of the page and select Shop.
  2. From this page, you can click into the Shop’s settings and find the external URL and turn the Shop on so it appears on your main Facebook Page.
  3. Once completed, you will need to decide how you’d prefer customers to make purchases. Currently, the only options are “Message to Buy” which allows users to make a purchase through WhatsApp, Messenger, or Instagram Direct Messages. Brands can also opt to send customers to your website to complete a purchase. Here you’ll be asked to choose a type of currency your business accepts.
  4. You’ll then want to populate the description of your Facebook Shop by explaining to customers the types of products you offer.
  5. Next, you’ll need to fill in the details of each one of the products you are offering. You can upload pictures or videos of the product, write descriptions, and indicate the price. Continue adding more and more products until you’re satisfied.
  6. Once you’ve created several products and added them to your Facebook Page’s catalog, you can group each product ad into a collection that will allow you to promote them together (i.e. Men’s Shirt Collections). Promotion can be done by organically sharing the Product Ad or the Collection, or by promoting the content with paid advertising through Ads Manager. Catalogues created in Facebook Shop automatically become available for promotion in Ads Manager.

FB Shops Set-Up & Requirements:

  • What your site needs in order to activate
  • How to set it up
  • How does it drive users toward making purchases
FB Shops Set-Up & Requirements

On Mobile, Ads Display:

On Mobile, Ads Display

Shop Set-Up

Through the Shop Set Up page, brands can manage all aspects of an e-store. Updating Product information, Customizing or adding new Collections, checking pending orders or verifying previous purchases, and viewing the shop’s layout to test potential customer journeys.

Connecting Facebook Shop to a Payment Engine:

In the US, Facebook Shop has the capability to make purchases directly from the Facebook Shop. This removes the need for users to leave Facebook and eliminates several obstacles to purchase. Implementing partners such as Shopify on a brand’s website will allow new products to be available in Facebook if uploaded from the site directly, making adding new products extremely easy and removing the hassle of duplicating efforts.

How can Social Advertisers Leverage This Now?

Facebook Shops should be a priority for any business with a click-to-purchase product. Facebook has recently announced its focus to improve Facebook Shops to aid small businesses who have been affected by changes in purchase behavior due to the COVID-19 pandemic. Although some advertisers may prefer to capture customers through their own websites, Facebook Shops provide easier, faster, and equally secure alternatives. Because Facebook Shops already include catalog and collection capabilities, dynamic product ads and remarketing campaigns are the perfect paid complement, and will help brands more efficient when activating lower-funnel conversion campaigns.




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