Social Media Selling: Leveraging Facebook Commerce for Success

Social Media Selling: Leveraging Facebook Commerce for Success

Facebook Commerce

This week we had a prospect come through wanting to know how to set up a Facebook Shop for his relatively new car yard in Victoria. 

Whilst our agency has set up quite a few Commerce Shops on Facebook over the years, we hadn’t set one up for a while. And given the constant evolution of Meta, we wanted to ensure we were well-versed on the ins and outs of setting up a Commerce shop, and specifically for a higher ticket item such as a car. 

So, we went looking for the latest information, and, in case it may be of interest to you too, dear reader, thought we would share what we found…

But first, what is a Facebook Commerce Shop?!

A Facebook Commerce Shop, also known as a Facebook Shop or Commerce Manager, is an e-commerce platform provided by Meta that allows businesses to create an online storefront to showcase and sell their products or services directly on the social media platform. 

It offers a convenient way for businesses to reach and engage with their target audience, leverage their social media presence, and drive sales.

Perhaps most exciting of all is that your shop can feature in more places than just Facebook. Facebook Commerce surfaces include, but are not limited to, Facebook Shops, Facebook Page Shops, Marketplace Stores, Live Shopping, and Instagram Shopping meaning once you set up your Facebook Commerce Shop, your products may appear in any of these locations. Talk about great coverage!

To share a little more on each of these:

  1. Storefront within Facebook: With a Facebook Commerce Shop, businesses can set up a digital storefront that is integrated into their Facebook page. This storefront allows users to browse, view, and purchase products without leaving the Facebook platform.
  1. Product Listings: Businesses can display their products or services within the shop, complete with images, descriptions, prices, and links to the product pages. Customers can easily click on a product to learn more and make a purchase.
  1. User-Friendly Interface: Facebook Commerce Shops are designed to be user-friendly, offering a seamless shopping experience for customers. They can easily navigate through product categories, search for specific items, and access detailed product information.
  1. Checkout Process: Depending on the setup, and where you are located (available in the USA only) the checkout process can occur on Facebook or redirect customers to the business’s external website for payment processing. Either way, the goal is to make the purchase process as straightforward as possible.
  2. Inventory Management: Businesses can manage their product inventory, track stock levels, and mark products as available or out of stock within the shop.
  3. Customisation: The look and feel of a Facebook Commerce Shop can be customised to match the brand’s visual identity. Businesses can choose colours, fonts, and layout options to create a cohesive shopping experience.
  4. Customer Communication: Businesses can interact with customers through features like Messenger, answer questions, and provide support or assistance.
  • Integration with E-commerce Platforms: Facebook Commerce Shops can often be integrated with popular e-commerce platforms like Shopify and WooCommerce, streamlining the process of managing products and sales.
  1. Analytics and Insights: Businesses can access data and analytics to monitor the performance of their shop, track sales, and gather insights into customer behaviour.
  1. Promotion and Marketing: Facebook provides tools for promoting products and running advertising campaigns to reach a wider audience.
  1. Mobile Accessibility: Facebook Commerce Shops are designed to be mobile-friendly, recognising that many users access Facebook through mobile devices.

How to set up a Facebook Commerce Shop

Setting up a Facebook Commerce Shop involves creating a Facebook Shop where you can showcase your products and enable users to make purchases directly on the platform. Here’s a step-by-step guide on how to set up a Facebook Commerce Shop:

Step 1: Ensure You Meet the Eligibility Requirements 

Before setting up a Facebook Shop, ensure that your business meets the eligibility requirements.  Your Facebook account and Page must comply with Meta’s Terms of Service, Commercial Terms and Community Standards, and your Instagram professional account must comply with Instagram’s Terms of Use and Community Guidelines.  Personal profiles aren’t eligible for setting up a shop.

In addition, lack of compliance with their policies, including their Merchant Agreement, Seller Policies, Commerce Policies, Community Feedback Policy, Advertising Standards and Pages, Groups, and Events Policies, may result in loss of access to Facebook Commerce surfaces, Commerce features, or may lead to your account being disabled. You don’t want that!

Your Facebook Page or Instagram professional account must contain product listings that are available for direct purchase from your website or Checkout on Facebook or Instagram.  

Checkout on Facebook and Instagram is currently only supported in the United States. So this leaves us, anywhere outside of the USA, with the option of needing a website with product listings that are available for direct purchase from your website.

To give an example, check out this Facebook Shop for a car dealer: 

See their Facebook Shop here: https://www.facebook.com/duttonone/shop/

When you click on a sample product, say the Land Rover Discovery: you can see a fair bit of information about the car. 

When you click on the ‘view on website’ button, it takes you to a page on the website with all the product information. 

Your Facebook account and Page or Instagram professional account must have demonstrated trustworthiness, including through an authentic, established presence. This may also include maintaining a sufficient follower base. 

We would suggest at least 100 if not more like 300 – 500 followers will be required to get approval on a Facebook Page.

To help Meta confirm that your account belongs to a legitimate business, they may also ask you to verify your business information or identity.

Failure to satisfy these requirements at any time may lead to loss of access to Facebook Commerce surfaces, and Commerce features, or may lead to your account being disabled.

Step 2: Access the Commerce Manager 

To set up a Facebook Commerce Shop, you’ll need to access the Commerce Manager. Follow these steps:

  • Log in to your Facebook account with administrative access to your business page.
  • Go to your business page.
  • Click on ‘More’ in the left-hand menu.
  • Select ‘Commerce Manager’.

Step 3: Set Up Your Commerce Manager Account 

If you’re using the Commerce Manager for the first time, you’ll need to set up your account.  This is inside Facebook Business Manager, which a lot of people mix up with Facebook Business Suite (two different things!)

Follow these steps:

  • Inside Facebook Business Manager, click on ‘Get Started’ in the Commerce Manager.
  • Enter your business details and payment information.
  • Confirm your account setup.

Step 4: Create Your Shop

Now, it’s time to create your Facebook Shop:

  • In the Commerce Manager, click on ‘Shops’ in the left-hand menu.
  • Click on the ‘Create Shop’ button.

Step 5: Configure Shop Details

In the ‘Shop Setup’ section, you’ll need to configure the details of your shop:

  • Choose the business page where you want to create the shop.
  • Select the checkout method. You can choose ‘Message to Buy’ or ‘Checkout on Another Website’. If you choose the latter, you’ll need to provide the website link for your online store.
  • Configure currency and payment details.
  • Set up shipping and return policies.

Step 6: Add Products to Your Shop

Now, it’s time to add your products to your Facebook Shop. You can do this manually or by integrating with an e-commerce platform if you already have an online store. To manually add products:

  • Click on ‘Add Product’ in your shop dashboard.
  • Fill in the product details, including the title, description, images, and price.
  • You can also add product variations if applicable, such as different sizes or colours.
  • Once you’ve added a product, you can continue to add more.

Step 7: Organise Your Shop

You can organise your shop by creating collections to help customers find products more easily. Collections allow you to group related products. To create collections:

  • Click on ‘Collections’ in your shop dashboard.
  • Create a collection and give it a name.
  • Add products to the collection.

Step 8: Review and Publish Your Shop

Before your shop goes live, review the details and make sure everything is set up correctly. This includes checking your product listings, pricing, shipping, and return policies. Once you’re satisfied:

  • Click ‘Publish’ to make your shop live on your Facebook page.

Promoting Your Shop

Once your Facebook Commerce Shop is set up, it’s time to promote it. Share your shop on your business page, in posts, and through paid advertising to reach a broader audience. 

Promoting your Facebook Shop is essential to attract customers, boost sales, and maximise the benefits of your e-commerce presence on the social media platform. 

Here are some effective strategies to promote your Facebook Shop:

1. Optimise Your Shop:

  • Ensure your Facebook Shop is well-organised with clear product listings, high-quality images, detailed descriptions, and competitive prices.
  • Create categories and collections to make it easier for customers to browse and find products.

2. Share Regular Updates:

  • Post regular updates on your Facebook page to showcase new arrivals, promotions, and product highlights.
  • Use engaging visuals, such as images and videos, to make your posts more attention-grabbing.

3. Run Facebook Ads:

  • Utilise Facebook Ads to reach a wider and more targeted audience. You can create ad campaigns that specifically drive traffic to your shop or promote specific products.
  • Use detailed targeting options to reach users who are most likely to be interested in your products.

4. Utilise Facebook Stories:

  • Use Facebook Stories to provide quick and engaging product updates. Stories have a sense of urgency and can create buzz around your products.
  • Include interactive features like polls and quizzes to engage with your audience.

5. Collaborate with Influencers:

  • Partner with social media influencers who align with your brand. Influencers can promote your products to their followers, providing access to a larger, engaged audience.

6. Offer Promotions and Discounts:

  • Run special promotions, discounts, or exclusive offers for Facebook Shop customers. Limited-time offers can create a sense of urgency and encourage purchases.

7. Share User-Generated Content:

  • Encourage customers to share their experiences and product reviews on your Facebook page. User-generated content can build trust and influence others to make a purchase.

8. Leverage Facebook Live:

  • Use Facebook Live to showcase your products in action, host Q&A sessions, or conduct virtual events. Live videos offer real-time engagement with your audience.

9. Implement Shop Tags on Instagram:

  • If you have an Instagram account, utilise Instagram Shopping by tagging your products in posts and stories. Instagram Shopping integrates with your Facebook Shop.

10. Collaborate with Facebook Groups:

  • Join or create Facebook Groups related to your niche or industry. Engage with group members, answer questions, and subtly promote your products when relevant.

11. Respond Promptly:

  • Be responsive to customer inquiries and comments. A quick response time can enhance your shop’s reputation and customer satisfaction.

12. Cross-Promote on Other Platforms:

  • Promote your Facebook Shop on your other social media accounts, website, and email newsletters to reach a broader audience.

13. Collect and Showcase Reviews:

  • Encourage satisfied customers to leave reviews and ratings on your Facebook Shop. Positive reviews build trust and credibility.

14. Engage with Insights:

  • Monitor your shop’s performance using Facebook’s insights and analytics. Use this data to refine your marketing strategies and understand what’s working best.

15. Consider Facebook Shop Ads:

  • Explore Facebook Shop Ads, which are specifically designed to highlight your products and drive sales.

Summary of Facebook Commerce Shops

Remember that setting up your Facebook Shop is a one-off effort, but promoting your Facebook Shop is an ongoing effort. It’s essential to adapt your strategies based on customer feedback and the changing needs of your audience. By using a combination of these strategies, you can effectively promote your Facebook Shop and grow your online sales presence.

Remember to regularly update and maintain your shop, adding new products and collections as needed, and responding promptly to customer inquiries and orders.

Setting up a Facebook Commerce Shop can expand your online presence and provide an additional channel for selling your products directly to your audience on the social media platform.

If you would like help setting up your Facebook Commerce Shop, or promoting it, let us know.