Step By Step Guide To Set Up Your Facebook Shop Page
how to set up your facebook shop page

The phrase Facebook Shop is not a favorite of most e-commerce websites. And, like Murphy’s Law, they seem to happen at the worst possible moment…when you least expect it.

I’m sure you are aware of the BIG announcement made by Facebook’s owner, Mark Zuckerberg. You may not be aware of how you can use this new feature to improve your business and compete with the big guns.

Facebook launched its own virtual shop, a new feature which will allow businesses to be able to sell to customers through Shops, potentially posing a challenge to e-commerce rivals such as Etsy and Amazon.

This is good news if you solely wish to have a physical storefront in front of foot traffic. Besides, the golden rule of every business is to meet your customers where they are.

If the idea of creating an online store on Facebook has been going around your head for a while, in this guide, all your possible questions will be answered:

What is Facebook Shop?

Facebook Shops is a simple version of your online store that lives inside the Facebook and Instagram mobile apps. These virtual shops make it easy for billions of users to find, browse, and buy your products in the apps they use daily to discover new experiences.

Facebook Shops will make it easy for businesses to set up a single online store for customers to access on both Facebook and Instagram.

Shops will be primarily aimed at businesses, allowing them to sell to customers on the app.

Why Should I Sell On Facebook?

Selling on Facebook is such a good idea!

Keeping up with the competition in a world filled with multi-platform companies is hard unless you don’t want to expand your business to where your customers hang out the most.

And it just so happens that Facebook is one of the places online where people spend the majority of their time.

With more than 2 billion active users on Facebook, imagine the impact of such a powerful tool and traffic would do on your business.

Actually, an average of 40+ minutes is spent by a Facebook user per day on the popular social network – and a large share of that goes towards shopping on Facebook.

That’s quite a bit of time considering this happens on a daily basis!

Without counting the time, many of us spend clicking on links and liking posts on Facebook throughout the workday.

Hence, this is a great time to take advantage of the new Facebook as a selling platform!

Pros and Cons of Having a Facebook Shop

It sounds good to have an online Facebook shop. But the question in everyone’s mind is, how profitable is it to sell more products among viral videos about cats, songs, and photos of family members?

Let’s start weighing it all out.


  • Every potential client, or almost all of them, are on Facebook—and we want to be where clients are, don’t we?
  • It is free; this is always a plus.
  • It is easy to set up with a few clicks.
  • You can easily share your product links as if they were a normal post once you have created your products and offers.
  • A marketplace where you can showcase your new products to attract customers to your shop.
  • Product tagging features that enable you to publish a picture where one of your products appears, you will be able to tag them so users can click on them.

The shopping feature will also eventually appear on WhatsApp and the company’s other messaging apps and integrate with live streams.

Once a buyer decides they want to spend money, they will usually be directed to the company’s website to complete the transaction.

And if problems arise or a buyer wants to ask questions, they can do so through Facebook Messenger, WhatsApp, or Instagram Direct messages, some of which are already used by companies for that purpose.


  • It takes time: although it is easy to set up, if you use a native tool, you will need to spend some time on updating prices and images.
  • Low visibility: unless you share and change your products a lot, at least for the moment, only a few people know about Facebook Shop.
  • The payment is made on your website. So if you’re in the USA, using Stripe or PayPal can already complete the purchase without leaving Facebook, but it is still not possible in Europe.

What’s Great About A Facebook Shop Page?

With the Facebook page, you don’t even need to have any preexisting store – and if you want, all your operations can be done via Facebook.

But the benefits don’t end there. With a Facebook Shop page, you can:

  • Easily add an unlimited number of products,
  • Organize your products into collections and categories,
  • Communicate with your customers through the page directly,
  • See stats on your sales, visits, and more,
  • Get your products appearing in Facebook Marketplace, giving you access to a much larger base of potential customers.

Just the last thing from this list is a good enough reason to look into this whole Facebook Shop page on its own!

How Much is Facebook Shop Fees?

Creating a Facebook Shop is free and straightforward.

You can easily choose the products you want to feature from your catalog and then customize your shop’s look and feel with a cover image and accent colors that showcase your brand.

This simply means no matter your size or budget; you can bring your business online and connect with customers wherever and whenever it’s convenient for them.

In doesn’t stop there, you can bring your products or services to Facebook market with a shopping experience that feels native to each platform, on any device.

Showcase your distinct brand and products by customizing the colors and layout of your Facebook Shop and organizing product collections into featured tiles to match your store’s look and feel.

Nearly a million businesses in the UK and around the world can now set up a single online store to sell products, with no fee, on Facebook and Instagram.

The initial stage of the Facebook Shops rollout has been brought forward and extended because of Covid-19.

The stores will appear on business pages, Instagram profiles, and targeted ads.

The company has already used a no-fees approach in its Facebook Marketplace for personal classifieds.

“It’s bigger than usual just because we want to make sure we’re moving quickly to get these tools in the hands of as many businesses wherever they are, big or small, to help them survive during this time,” Facebook’s Layla Amjadi said.

And product manager George Lee said it had been in the pipeline for at least half a year.

“Obviously, given the current situation, we have accelerated a lot of our efforts,” he said.

“We’re in a unique position to be able to contribute to the survival of a bunch of these businesses.”

The rollout is part of a wider range of changes planned for shopping across Facebook’s products, including:

A loyalty scheme that will link things such as points from local coffee shops to Facebook

A Shop button, where products and brands will be showcased, on Instagram’s main navigation bar.

Anthony Ha, a senior writer at technology news site TechCrunch, said “the pandemic lockdown might have worked in Facebook’s favor.”

“After all, if your favorite store has changed their hours, or switched to online delivery or doorstep pickup, they’ve almost certainly posted about it on Facebook or Instagram,” he said.

So it makes sense for Facebook to make the purchase process as easy as possible from those profiles.

From a business perspective, the obvious goal is to drive more advertising.

“But it’s also worth remembering that the pandemic’s economic fallout will likely kill off many small businesses, including those that post and advertise on Facebook. So the company has a stake in helping those businesses survive in any way it can.” Rela

How do I set up a Facebook Store?

Selling your products via Facebook store is fast and easy, and there are two ways to do it:

One of the basic ways is a Facebook Store with product listings and directly connect your payment option to the cart on the platform. This simply means there won’t be a need for your customers to leave the platform to buy your product, and you won’t need external platforms.

Alternatively, you can make use of e-commerce websites, like Shopify, BigCommerce, Woo, Channel Advisor, and create a web store on Facebook. Thus, enabling you to link your products on the e-commerce websites to your Facebook Store page.

The second option is most preferred because it extends your online presence to different platforms, which is better for your business.

Note that selling products using your personal account is against Facebook terms.


An example of a Facebook shop

How to Create a Facebook Shop

Creating a Facebook shop isn’t the most daunting task in the world. On the other hand, it’s pretty easy.

When creating your shop, the number of steps you take will depend on the template of your business page, which you can change at any time.

Step 1. How To Change Your Template

Facebook automatically select a Standard Template for you when creating a business page.

What you need to do is to change the template to Shopping. This step is only necessary if you don’t see the Shop tab below your Facebook page cover photo. Just click Settings at the top of the Page > Templates and Tabs in the left column > Edit next to your template > View Details > Apply Template > OK.

Here’s how it looks in practice:

An Example of a Facebook Shop Page Templates

After you’ve changed the template, you’re welcome to take the following steps.

Step 2. Click on ‘Shop’ in the Left Menu

Following the Add Shop Section link, you’ll find the information that this section allows you to do. Click to continue upon reading.

Making a Facebook shop

Step 3. Agree to Facebook’s Merchant Terms and Policies

After you click the Add Shop Section button, Facebook’s Merchant Terms and Policies will appear. Don’t forget to read them carefully before agreeing. They might include useful information about what you’re allowed to sell on Facebook and how you should solve any problems that appear with return and refund policies, for example.

Facebook shop policy

Step 4. How to Select Checkout Method

After you’ve agreed to the terms and policies, you can proceed to select the type of checkout you prefer. Simply put, when opening your Facebook Shop, choose your payment method. Typically, there’re two methods of checkout on Facebook – Check Out on Another Website and Message to Buy.

Check Out to Another Website simply allows you to send your customers to other e-commerce websites where they will complete their purchases.

Checkout Method

Choosing this checkout method means that you will have the URL of the e-commerce website when listing your products and filling in the underlying form.

Step 5. Choose the Currency for Your Shop and Hit Save

Now, you have decided on your payment method. It’s time to choose your choice of currency that will appear on the product description after you add it completely.

Facebook shop currency

Note: Should you choose the wrong currency or wish to change your checkout method, you will need to delete your shop and create another one. This means all the products listed in the shop will be deleted.

Delete your shop, click on the Shop Tab, find the gear icon in the right-up corner, and choose Delete.

how to delete a Facebook store

Step 6. Describe What You’re Going to Sell


Now you can fill in some general information about the products you’re selling and add them to the shop. A little box will appear, where you can describe what you’re going to sell in 200 characters.

describe what your Facebook shop sells

Step 7. How to Add Products to Facebook Shop

After you’ve added a little description of what you’re going to sell, you can add your first product.

This is doable from your computer, and you can only sell physical products, according to Facebook guidelines.

The box you’ll see will look like this (in case you’ve chosen Message to Buy as your checkout method). You’ll see completely intuitive and user-oriented on-screen instructions. The form requires adding a photo, name, price, description, and visibility of your product. Also, there are some other toggles you can play with.

how to add products to your Facebook shop

But here are some rules and best practices to complete your Facebook online store. You won’t be able to publish a product without adding at least one photo. Please note that customers will be happy to see more than one. The best dimension for a photo would be a square image of 1024 x 1024 pixels, according to Facebook’s recommended photo guidelines.

product pictures for Facebook shops

It’s also possible to add a video of your product.

Let’s see what you can do next.

  • Clearly, put down the name of your product.
  • Fill in the price. You can mention only one price, but if you decide to choose “This product is on sale,” you can change it. This way, your clients will see how much they save.
  • Describe your product or tell about its advantages in short sentences, preferably with bullet points.
  • Avoid company-specific information.
  • Don’t use URLs or emojis; both will be broken in the description. According to Facebook, the descriptions cannot contain phone numbers, email addresses, long titles, excessive punctuation, capitalized letters, or in lowercase, book or movie spoilers, or external links.
  • In Edit Options, you can add options describing the size and color of your product.
  • There, you can also choose your shipping information and policy.
  • After you click the Save button, Facebook begins to Process your product. It may take up to 24 hours to review if it complies with Facebook policies.
  • Share the product on your page. When you have created a product, you can publish an announcement telling people what’s new in your shop. If you add many products, it’s better not to share them on the page all at once. You will be able to do this later.

Step 8. Add Collections

Facebook allows you to create collections if you want to sell many products of different types. Categorized collections make navigation easier for buyers and improve the shopping experience.

This feature becomes visible when you’ve already added some products. The next thing you’ll have to is to create a name for your collection, add products, and choose “Feature this Collection” to make it stand out in your shop.

Nordgreen, a Danish brand of watches, for example, has collections of women’s and men’s watches separated on their Facebook online store. Check it out:

Facebook shop collection



Step 9. Change the CTA Button

Facebook does a lot of things automatically, and setting your CTA is no exception. It creates your call to action button on the right corner under your background image that leads to the shop on your page.

Famous brands like Tiffany & Co. use a simple message in their CTAs: Shop Now. However, when you’ve set up a store on Facebook, you can easily change the CTA button and even link your website to it. It’s up to you!

Shop Now button on Facebook

Frequently Asked Questions on Creating Facebook Shop

What are the Products I Can’t Sell on a Facebook Shop?

Facebook has a list of prohibited items. Some of the unapproved products include prescription drugs, weapons, animals, alcohol, and anything that promotes discrimination.

You check Facebook Community Guidelines to understand their policies.

Which payment types does Facebook accept?

This depends on where you are. For US stores, where customers can checkout directly on your Facebook page, your money will come through either Stripe or PayPal.

If you’re outside the US, you will need to arrange a different payment method. This could be a bank transfer, cash, or telephone payment. This is easiest if you allow customers to contact your page through Messenger.

Can I sell digital goods on my Facebook Store?

Sadly, the answer is no!

This is another important reason for not relying on Facebook for your online business. You can only sell physical products through your Facebook Store.

But with websites like Shopify, BigCommerce, Woocommerce, you can easily sell both physical and digital products!

How do you increase your conversions from a Facebook Store?

To increase your conversions from your Facebook Store, you need to grow your Facebook audience. This can be done through paid ads, 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.

What are the image requirements for product photos on a Facebook Shop page?

Your best bet is to check out Facebook’s guidelines for listing products – since the requirements change on occasion.

There are also several things to worry about, such as dimensions, image formatting, and backdrops. For instance, at the time of this article, Facebook recommends having image resolutions at 1024 x 1024 or higher, along with white backgrounds and square images.

Why my customers can’t purchase multiple products in one shopping cart?

This all depends on your own website and payment processor. Facebook doesn’t offer its native shopping cart in some regions, so transactions are redirected to your own shopping cart and payment processor. That said, Facebook is rolling out these features to new countries as we speak.

Your store is not available in countries other than your own.

The privacy settings of your whole page might be set incorrectly. An easy mistake to make. Go to the Settings of your page and make sure that the Page Visibility parameter is set to Page published.

Do I have to add my products manually?

That depends on a couple of factors. Here’s the gist of it:

If you’ve set up your Shop page via an external e-commerce tool like Shopify or BigCommerce, everything should be synchronized automatically.

This means that Facebook has information on how to link your shop and sync all of the products with the Facebook Shop page.

If you’ve set up your Shop page manually, then yes, you do have to continue adding your products manually. The same goes for updating any details about them (price, availability, descriptions, etc.).

What are the Requirements to have a shop on Facebook?

Your Facebook shop must:

Sell physical items

Agree with our Merchant Terms

What are the Benefits of having a Facebook Shop Page?

Facebook Shops have different features depending on your location. They can be valuable to you because you can:

  • Add as many products as you want: You don’t need to upload a product catalog anywhere else first, and there’s no limit on how many products you can add.
  • Customize your product inventory: You can organize your products into different collections so your customers can browse your shop by category.
  • Communicate with customers: Your customers can message the shop on your Page with questions.
  • Get insights: You can see views, clicks, and purchases for each of your products.

Is Facebook Shop a good platform to sell products?

F-commerce is a powerful source of income and traffic. It isn’t really the most profitable way to sell your products if you depend 100% on Facebook. Of course, it’s free and straightforward to set up, but it’s still a social network and not an actual online platform to sell products.

Then, there’s also the algorithm where Facebook makes constant changes to it, so you’ll always have to adjust your strategy.

Overall, if you really want to build a strong brand reputation for your business, it is important to have to own your personal online store.

In the end, having a Facebook store is really worth it as it is one of the most useful tools to promote your products, but if you wish to have some extra options to personalize your online brand, make sure to do thorough research and find the best platform that will suit your needs.


You now know everything you need to know about setting up a Facebook Shop. Indeed, if universities handed out PhDs in the field of Facebook, you’d have one by now!

Yes, just knowing all the tips and strategies is quite an accomplishment. But the truth is, packing away all this information in your noggin won’t do you any good if you don’t use it. And that’s why I suggest you take action – starting right now – by creating your Facebook Shop. Because the sooner you get started, the sooner you can turn this “Ph.D. in Facebook” into real results!

If you have any questions about setting up a Facebook Shop page, leave a comment in the section below. If you’ve successfully established your Facebook store, feel free to leave a link for others to visit and check out the techniques you’ve used to make your page unique.



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