How to Sell on Facebook

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Sell on Facebook Shops in 3 Steps

Selling on Facebook is a smart move. The competition may be fierce, but with over 2.6 billion active monthly users, the audience is more than large enough to go around.

Facebook Shops is Facebook’s latest ecommerce update, elevating traditional Facebook Page Shops into something more customizable, shoppable, and cohesive – and we are very much here for it.

In this guide, we’ll walk you through the process of setting up Facebook Shops. If you already have a Facebook Page Shop, and a notification from Facebook that Facebook Shops is ready for you, this is a simple three step process.

Don’t have a Facebook Page Shop yet? Don’t worry – we’ll show you how to set up one of those, too.

If you don’t have your own online store yet, these are the two guides you need:

1) Ecommerce Website Builder Comparison Chart – our top-rated ecommerce store builders.

2) How to Build an Online Store – step-by-step guide to creating an ecommerce store.

How Facebook Shops Works

Facebook Shops is an extra feature that’s currently being rolled out by Facebook to make existing Facebook Page shops more shoppable.

Facebook Shops onscreen examples

Facebook Shops gives your store a ‘storefront’, so you can make it look more like your own site, rather than a Facebook page. As with a Facebook Page Shop, customers can check out directly with Facebook, rather than be redirected to the business website. That said, it’s likely many will still use Facebook to browse, and come to the site to buy. The same feature is being made available for Instagram.

What You Need to Use Facebook Shops

Keep in mind that Facebook Shops as a feature is only just starting to be rolled out now. Facebook will actually get in touch with you if it’s ready for your store.

To get yourself in the running, you’ll need to create a Facebook Page shop. We know we’ve thrown in a few similar terms at this point (we blame Facebook for their rather unoriginal names), so let’s quickly cover these:

Facebook Page shop – Existing Facebook feature which allows you to display products on your Facebook Business page. When customers click on the products, they’re given the option to check out on your website.

Facebook Shops – New feature which provides a storefront to existing Facebook Page shops, offering customers a more seamless experience and the chance to check out without leaving Facebook if they wish.

To get started with Facebook Shops, you’ll need:

  1. A Facebook Page shop. Details on what you need for that are below if you don’t already have one.
  2. A notification/email from Facebook that the Facebook Shops feature is available for your store. This is currently being rolled out to US stores first.

Given that Facebook Shops is only available to those with a Facebook Page shop, let’s look at what you need to set one of those up:

To set up a Facebook Page shop, you’ll need to:

  1. Be an admin of your business page. Here’s a guide on how to create a Facebook business page if you haven’t already.
  2. Be selling a physical product. Facebook doesn’t currently support the sale of services or downloadables.
  3. Agree to Facebook’s Merchant Terms. Make sure to give these a thorough read!

What about Facebook Marketplace?

Facebook Marketplace is a great alternative to setting up a Facebook store if you’re just looking to sell on a few items you don’t need anymore. It works in a similar way to sites like Craigslist, but is accessed via your Facebook account.

To get started, go to Facebook Marketplace and hit the button in the left menu that says + Sell Something, then follow the onscreen instructions.

How to Set Up Facebook Shops

If you already have a Facebook Page shop (and if you don’t, we’ll cover how to set that up below), here’s how to set up Facebook Shops once you get the go-ahead from Facebook.

How to Enable Facebook Shops in 3 Steps:

  1. Set up an account with Facebook’s Commerce Manager
  2. Create a collection
  3. Customize your storefront
  4. Publish your shop

Let’s take a look at exactly what’s involved in each step:

1. Set up an account with Facebook’s Commerce Manager

You may already have an account with Commerce Manager, but if you don’t, here’s how to set one up.

Head to Facebook’s Commerce Manager, and you should see a screen that looks something like this:

Set up Facebook Commerce manager

Click the blue Start Selling button. You’ll then see this option:

Setting up Facebook Commerce Manager

We’ll cover using an ecommerce platform later on, but to set up a Facebook Shop, hit Get Started for Facebook on the left. You’ll then see this recap of requirements for Facebook Shops:

Facebook Shops: what you need

The rollout of Facebook Shops is starting in the US, which is why you need US bank details and tax info. Non-US readers, don’t despair; Facebook Shops is on its way to you soon, and in the meantime, you can skip to the section below to set up a simple Facebook Page shop.

Clicking Next takes you through to the following screen:

FAcebook Shops: commerce account info

Start by clicking Set Up for your business information. You’ll then be walked through the process of choosing a name for your store, linking your Commerce Manager to an existing page (or creating a new one), and checking you have a Business Manager account.

We won’t go through each of these stages here – Facebook does a brilliant job of guiding you through adding products and payment details to your account, so as long as you follow this guidance, you won’t go too far wrong!

2. Create a collection

Your products need to be grouped together into ‘collections’ in order to get the most out of Facebook Shops. To create a collection, log in to your Commerce Manager and click Create Collection. 

For each collection, you’ll need to add:

  1. A collection name. This can be up to 20 characters long, and include emojis for an extra sprinkle of fun.
  2. A collection description. You have 200 characters for this, so make them count! We’ve got a guide to writing great product descriptions which will help you out here.
  3. Cover media. As well as product images for each item, you’ll need an image that can serve as the ‘cover’ for your collection. This should be at a 4:3 ratio and 1080 x 810 pixel size.

Once you’ve finished, you can add more collections (click Create Another Collection), or move on to the next stage – customizing your storefront.

3. Customize your storefront

This is where Facebook Shops really comes into its own! You have the chance to personalize your store, making it look more ‘you’ and less ‘Facebook’.

When customizing your shop to get it ready for publishing, jump back into the Commerce Manager (if you’re not already there). Click on Shops, and select the Shop you want to edit (if you have more than one). Click Edit.

You’ll see two tabs within your chosen shop:

  1. Layout – this is where you can choose to display collections as featured, and add in carousels of other collections.
  2. Style – this is where you can adjust colors, button size, and text to align the storefront with your branding.

4. Publish your shop

Check out how your page will look by using the Shop Preview, and when you’re happy with everything, click Publish. Facebook will then review and approve your collections within 24 hours – you can select whether you’d rather they go live as they’re approved, or all at once.

Selling on other socials? Check out our guides to selling on Instagram and selling on Pinterest

How to Set Up a Facebook Page Shop

Until Facebook Shops is more widely available, setting up a Facebook Page shop is still your best bet. This way you can start selling straight away, and easily link up with the Facebook Shops feature once it’s available to you.

We’ll walk you through the process of setting up a shop for our fictitious brand, Testing Tshirts. Again, we’re assuming here that you already have a Business Page ready to go. You also need to be working from a laptop or desktop computer in order to set this.

1. Go to the ‘Shop’ tab on your Business Page

You’ll find this down the left hand side (you may need to expand the menu to see it).

Find the 'Shop' tab on your Facebook Business Page

You’ll then be prompted to read and agree to Facebook’s Merchant Terms and Policies.

Facebook Shops terms and policies

2. Fill in tax/payment details, or select a checkout option.

This is where things start to split off a little depending on where you are in the world:

Nice! In that case, you’re in luck – customers can buy products directly from your Facebook page! This is a huge pro, but just requires a little more admin at this stage.

Over the course of a few steps (which Facebook will guide you through), you’ll be asked to provide:

  1. Your business address
  2. The states you trade in (option to skip temporarily)
  3. Your tax registration number (option to skip temporarily)
  4. The type of product you’ll be selling
  5. The type of business (e.g. Sole Proprietorship)
  6. The name, Social Security number, and date of birth of your business representative
  7. Your shipping and returns policy

In terms of shipping policies, Facebook has a few of its own rules you should be aware of:

  1. You should ship any orders within 3 working days
  2. Customers should receive their order no more than 10 days after purchasing
  3. Customers have the right to cancel their order up to 30 minutes after purchasing (so long as you haven’t already shipped the product)
  4. You can’t ship internationally
  5. You must use a shipping provider which offers parcel tracking for customers

After agreeing to the Merchant Terms and Policies, you’ll be prompted to select a checkout method. Businesses based outside of the US can’t currently link up payment details to their Facebook store, so they’re relying on one of two methods to complete a sale:

Facebook Shops - checkout options

Message to Buy – A more labor-intensive option, but the obvious choice if you don’t currently have a website to link to. It could also be helpful if you offer highly tailored/customized products.

Check Out on Another Website – Customers will be redirected to your website to complete their purchase. This is the option we’ve selected for now.

You’ll then be prompted to select what currency you’d like to use.

Facebook Shops - choose currency

3. Add products

Now we’re all back on the same track, and whether you’re based in the US or elsewhere in the world, you should see a screen similar to this one:

Facebook Shops - add product

To start adding products, hit the blue Add Product button.

Facebook Shops: add product information

To add a product, you’ll need to have product images, a product price, a product description and name, as well as a link to where the customer can check out (normally the product listing on your own website). If you opted to sell over Messenger, you won’t have to add a link here.

This is how we’ve filled ours out:

Facebook Shops - adding a product

If you want to share the product straight to your page as a post, select this option. This is great for new releases later down the line, but we’ll leave this off for now as we’re going to be adding all our existing products at once. Once you’re done, click Add Product.

A note for our US-based readers! You’ll have a little more info to add at this stage, including:

  1. Options – this is where you can add in variants like color or size
  2. Inventory – by adding how much stock you have, you’ll never accidentally oversell
  3. Shipping options – you can choose how to ship this product, and for how much, from the options you added in at the setup stage

Once you’ve added a product, it will display as ‘Processing’ while Facebook checks that your product complies with their policies. It should be approved and on display in your shop within 24 hours.

Your new item will then appear here, and you can click + Add Product again to add more.

Facebook Shops: add more products

4. Organize products into collections

Once you’ve added your products, you’ll want to organize them into collections to make it easier for customers to find what they’re looking for. It’s up to you how you want to do this – go for whatever feels right for your brand!

We’re going to add these two products into a ‘Men’s Tshirts’ collection. You’ll see the option to add a collection below your new products:

Add product collection on Facebook Shops

Click Add Collection, then + Add Collection.

Adding a collection to Facebook Shops

Give your collection a name (this will be the name it’s displayed under in your shop), then add the relevant products:

Adding products to a Facebook Shops collection

If you’re based outside of the US, you’re basically done at this point in terms of logistics. You can continue to add and remove products depending on stock levels, and any sales will happen either over Messenger or on your own website (whichever you selected at the start).

Even if you start out using Messenger for your sales, we recommend you build a website at some point and switch to this option. We promise it’s not as daunting as it may seem!

5. Manage orders (US only)

If you’re setting up a Facebook Page shop in the US, adding and grouping your products is only the beginning – you need to know how to actually manage and deliver the orders that are coming in!

You can manage your orders by going to Publishing Tools (along the top menu):

Manage pending orders in Facebook Shops

Next, select Pending Orders from the menu down the left hand side:

Managing pending orders

When orders come in, you’ll be able to see them here, and update the order status as you go through the process of sending them:

Pending orders dashboard Facebook Shops

You can also schedule and review posts in the Posts section. This is useful for arranging posts ahead of time, and for checking how much people have engaged with them:

Monitor post performance Facebook Shops

Manage Facebook Shops From an Ecommerce Platform

If you have an ecommerce website, we recommend syncing this up with your Facebook shop as soon as possible. This will allow you to control your inventory across both platforms from one place, and for any updates to carry across to both stores – thus halving your admin time.

We’ll give you a quick rundown of how to sync up Facebook Shops with two of the most popular ecommerce platforms: Shopify and BigCommerce.

Integrating Facebook Shops with Shopify

Shopify has advised that if you’re already able to use product tags on Instagram, you’ll be first up to gain access to Facebook Shops.

Either way, to make sure your store is ready for when Facebook Shops is available to it, make sure you add Facebook as a Sales Channel.

Shopify will then walk you through the process of syncing up your Facebook Page Shop and your Shopify site.

Find out more:

Shopify Review – see our comprehensive discussion about the pros and cons of using Shopify

Shopify Pricing Review– find out about Shopify’s price plans and value for money in our in-depth pricing review

Integrating Facebook Shops with BigCommerce

It’s a similar story with BigCommerce. To get yourself in the best position for when Facebook Shops does become available to you, you’ll want to integrate your Facebook Page shop into your BigCommerce store now.

To do this, download BigCommerce’s Facebook Shop app, which will walk you through the process of syncing both stores.

Find out more:

BigCommerce Review –  for more detailed information about BigCommerce

BigCommerce Pricing Review – find out about BigCommerce’s pricing to see which plan is right for you

BigCommerce vs Shopify – our in depth comparison of both platforms

How to Create a Facebook Shop: Summary

In this article, we’ve walked you through Facebook’s new feature, Facebook Shops, and shown you how to install it. If Facebook Shops has been made available to you, getting set up with it is as easy as:

  1. Setting up an account with Facebook’s Commerce Manager
  2. Creating a collection
  3. Customizing your storefront
  4. Publishing your shop

In the meantime, you need to get a Facebook Page shop set up so you’ll be ready to switch over to Shops straight away. We’ve outlined the best way to do that depending on where you’re based.

Now the only thing that’s left to do is wish you good luck! Facebook Shops is going to be a real game changer for small businesses, and we’re so excited to see what you create.


If you choose Shopify as your online store builder, all you have to do to create your Facebook Store is add their free app and you’re good to go! Your products will update automatically, plus your customers can even checkout directly on Facebook.

You can find out more about Shopify in our in-depth review.

Having a Facebook store is a great way to grow your business, allowing you to tap into new audiences and gain more customers.

It makes sharing your content really easy, so it’s a great way to market your store and products, increase sales, and boost your bottom line!

To increase your conversions from your Facebook Store, you need to grow your Facebook audience. This can be done through promoting Facebook posts – if you have the budget – or simply through increasing your Facebook activity.

You could also try searching for Facebook groups related to your store and post about your store in those, which may help increase your traffic and boost your conversions.

This feature is being rolled out globally, but in stages. If you have a Facebook Page Shop and have received a notification from Facebook that the Shops feature is ready for you, you’re good to go! In the meantime, set up a Facebook Page Shop if you don’t already have one.

About Jeremy


Maybe just like you, at first we didn't have a darn clue about how to build a website, nevermind write half a line of code if our life depended on it! We wanted to build a website to start a side business, and felt overwhelmed, confused & scared about how to actually do it, which builder to use, and making wrong decisions. After years of trials & errors using different website builders, we're here to share our experiences with you.


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  • Dennis
    I have had a FB store for 2 years. We have plenty of likes etc. But we haven't sold one thing on my Facebook store - why do think that is? Thank You, Judie & Dennis
    1 reply
    • Lucy Carney
      Hi Judie and Dennis, Thanks for your comment! I'm sorry you're having problems gaining sales through your Facebook store. It's extremely hard to say why you haven't sold anything yet without looking at your page, as there's a lot of factors to consider. However, some things to think about are: - The price of your products. Are they too expensive? - Your product photos. Are they very high quality? - Your target audience. You're getting lots of likes etc. so what's interrupting the customer journey? I'd recommend conducting a poll or reaching out to ask your followers directly what they want to see from your store! It's easy for people on Facebook to like a page or product and keep scrolling - actually purchasing a product is a huge step up from simply liking or following something. You need to make it as appealing and easy as possible for people to buy from you. For example, make sure your design is attractive and easy to navigate, include contact information, and if you have a large product range use collections to organize your items. Sorry I can't give more specific advice without seeing your store! I hope this helps though - all the best, Lucy
  • Jon
    Can items be added that can be customized? For example our brand sells jerseys and we offer the option to add names and numbers. How can this be done on FB shops?
    1 reply
    • Lucy Carney
      Hi Jon, Thanks so much for your comment, that's a great question. As far as I know, Facebook Shops does not support text field options, or file upload fields, which means you'll struggle to sell customizable products. I'm not sure what the best workaround for this would be - whether you rely on a messenger feature to gather customization details, or if it's better to direct customers to an online store for these types of products. I hope this has helped - sorry it wasn't the answer you were hoping for! Best, Lucy
  • Peggy
    I’ve had a business page since 2013 on fb and just edited it to shopping. I don’t see any buttons for Shop so I can’t get to the commerce section and set up a Facebook shop. I don’t want a website at this time and only want to sell through my fb page. Please help
    1 reply
    • Lucy Carney
      Hi Peggy, I'm so sorry to hear you're having problems! I'm not sure exactly what steps you've already taken to edit your page, but it sounds as though you may need to switch your template! Here's a quick run-through of the steps to do that. If you've already done all of this, then I'm sorry for repeating them - in this case, I'd suggest reaching out to Facebook support directly. 1. Click "Settings" 2. Click "Edit Page" 3. If it says your current template is Business (or anyting other than "Shopping" click edit! 4. Find the "Shopping" template and apply it to your page. ALternatively, go to Settings and click "Edit Page". Then click on "Add Tab" and try to add the Shop tab manually. Again, I sincerely apologise if these steps don't work - without seeing the problem I can't be of much further help! I hope you manage to fix it using these methods - here's a helpful guide in case my instructions weren't too clear! Best, Lucy
  • Sam
    Great info - thank you. OK so its March 2020 in Queensland, Australia and I have spent countless hours trying to find a way for my customers to pay directly on my Facebook Store page either with Stripe OR PayPal. Can it be done in Australia yet? If not, does anyone know when or if it will become an option? Many Thanks in advance!
    1 reply
    • Lucy Carney
      Hi Sam, Thanks for reaching out! Oh no, I'm sorry to hear that - unfortunately I believe that direct checkout on Facebook is only available in the US currently. You'll have to choose either "Message to Buy" or "Check out on another website" - although I'm sure you knew that already! I'm not sure when this feature will be rolled out to other countries - Facebook hasn't given away any information that I've come across to give us a hint. Sorry I can't be of more help, and thanks for joining in the discussion! Best, Lucy
  • Heather
    How do you skip the Commerce Manager if you do NOT want to check out on Facebook? I want to connect directly to my website to check out, but I keep getting forced to Commerce Manager.
    1 reply
    • Lucy Carney
      Hi Heather, I've heard of this issue before - if you're in the US then Facebook automatically channels you through its own checkout - as you're experiencing! The only solution I've come across so far is to change your location to a country outside the US (Canada, for example) in your checkout settings - Facebook should then give you the option to checkout on anther website. Hopefully, this shouldn't affect the actual location of your store in your main settings. This could be worth giving a try - I'm sorry I don't have a better solution for you though! Best, Lucy
  • Happi
    Can I create an online store today and start a Facebook Ad without necessarily having any post on Facebook page or a blog on my store?
    1 reply
    • Lucy Carney
      Hello, That's a great question! You just need to set up a Facebook Business page, and then you can create your Facebook ad campaign in the Facebook Ads Manager. Here's a helpful guide from Hootsuite on how to advertise on Facebook. Being active on your Facebook Business page would probably help to grow your audience and reach more people with your ads - for example, you can select an option to promote to "People who like your Page" which targets those who interact with your Facebook Page. Likewise, running a blog on your store is a great way of upping engagement and creating content for your Facebook ads. This is totally up to you, however - neither is necessary to start advertising your products. I hope this has helped - happy marketing! Best, Lucy
  • J
    Can you sell live fish on a Facebook Store you create from your Facebook Business Page? I do not have a retail front store.
    1 reply
    • Lucy Carney
      Hi J, No, you can't sell any live animals, pets, or even animal parts on a Facebook Store. So fish are a no-go! You can check out the full guidelines on these animal restrictions here. Sorry to be the bearer of bad news! All the best, Lucy
  • Ninotchka
    Hi I already have a shopify store but i dont ship outside my country. In this case, can i still sell thru a fb shop connected to my shopify or do i HAVE to ship internationally too ? Also, does fb charge any commission / fee on the set up or on the product sales? Thanks.
    1 reply
    • Lucy Carney
      Hello! Thanks for your question - you don't have to sell internationally in order to connect your Shopify store to a Facebook Shop. So, you can still sell through Facebook! There are a few requirements you need to meet to connect your store to a Facebook shop - one of these requirements is that the products listed in your Shopify store need to be in a currency that's also supported by Facebook. You can see Shopify's guide to these requirements, and the full list of currencies that Facebook supports, in this Shopify help article here. Facebook charges a 5% transaction fee once you start selling, (they call this a "Selling Fee") which is charged per shipment rather than per product. If a shipment costs less than $8 then you're charged a flat rate of $0.40. However, there's no setup fee for creating your Facebook Shop, and no listing fees either! You can read about Facebook's Terms here, or check out this useful Facebook guide on selling fees. I hope this has helped, and best of luck with your business! Lucy
  • Lucy Carney
    Hi Diane, Thanks so much for your comment - I'm sorry to hear you're having problems! Unfortunately you can only allow payments on your Shop page if you are in the US, as stated here in Facebook's help center. I'm sorry I can't be of more help! If you still want to sell online a website builder is also a great choice - you can see our comparison chart of the best online store builders here. Our top two are Shopify and Wix, you can click on the links to read their ecommerce reviews - both accept PayPal payments on their paid plans. We also have an article about "Shopify Payments" which was launched by Shopify to make life easier for Canadian and US based users, so I've included the link in case it's of any interest! I hope this helps in finding a solution to your problem, best of luck moving forward with your online store! Thanks for reading, Lucy
  • Diane Donald
    If you are in Canada, can you add a PayPal button on your Shop Page? If so, how is this done please. I've been trying to figure this out for the past several months. I have a Shop page, which is no good to me if I can't sell my items directly from my shop. Thank you.