Business Guide to Facebook Shops

By | Last Updated: 29th May 2019 | This post may contain Affiliate Links

Facebook is the leading social networking platform in the world, with over 1 billion users. This means from a marketing and selling point of view, you can increase your sales massively to users across the world.

If you have a Facebook business Page, you can add a shop. You can use this section on your Page to list products that you’re selling and to connect with more customers on Facebook.

When Facebook users click on a product, they’ll be shown an expanded product page. On this page, they can see product pictures and videos, and read the product description.

There’s lots of different benefits from having a Facebook shop and their typically very good for e-commerce owners, merchants and retailers.

Shops also have different features depending on your location. Here’s why a shop can be valuable to you:

  • Firstly, you can add as many products as you want – you don’t need to have a product catalogue uploaded anywhere first, and there’s no limit on how many products you can add.

  • You can customise your product inventory – you can organise your products into different collections so that your customers can browse your shop by category.

  • You can communicate with customers better – your customers can message the shop on your Page with questions that you can easily answer.

  • Facebook shops also give owners great detailed insights – Depending on the type of shop you have, you can see views, clicks and purchases for each of your products.

  • Distribute your products broadly: When you have a shop, your products may appear in Marketplace, so more people might discover them.

Once you have a Facebook shop set up, you’ll be able to start tagging any of your products featured in your images. This ensures that everyone who views your posts will become aware of the products you have available.

By adding a Facebook shop tab to your business page, you can take advantage of the way users engage on Facebook. When people view your products on your Facebook store, they can Like them, save them for later, share them with friends, or leave a comment asking a question or sharing their thoughts. This means your brand and company will experience better engagement and awareness, meaning new people will hear about your items more easily.

Other reasons Facebook shops are popular is the simple fact that you can respond quickly to messages and questions. Fast responses to messages from customers can build trust and show customers you value them. They also increase the responsiveness rating Facebook display on your Page. If potential customers see that you’re very responsive, they might be more likely to contact you, and view you more positively overall.

Equally, shops can also encourage customers to leave ratings and reviews. If your Page has a shop section, it also has a ratings and reviews section. A high rating and positive reviews can build trust and interest amongst potential customers.

Remember for most people using Facebook shops is an easy task, to add some products for your customers to browse. You must upload each product individually, so Facebook can ensure that it follows their guidelines. If you want to upload multiple products at once, use a third-party website partner such as Shopify, WooCommerce, OpenCart and more.

After you’ve added products to your shop, you can increase awareness by sharing products to your Page’s timeline and posting about them regularly on Facebook.

If you have multiple versions of the same product (for example, a t-shirt in several sizes and colours), you can add variants rather than list each version of the product separately.

Add variants while uploading a new product or edit an existing product by clicking Edit Variants. You can add up to 4 types of variants (like size and colour), and as many options as you want.

When your customers click on a product, they can choose which variant of the product they want to buy.

You can also create collections to categorise your products, so that it’s easier for your customers to find what they’re looking for. Remember to name the collection and choose whether it will be publicly visible and decide if this collection will be featured to appear first in your shop.

It’s important to remember that you can add as many products to a featured collection as you want, but Facebook will only show the first ten on your Page. Equally, you should also bear in mind that your collections will only appear to your customers, once you’ve added products to them.

Facebook Store

When a customer purchases an item from your Facebook shop, you’ll need to ship the order according to the Facebook shop requirements.

In the Pending orders section, you can select the order you want to manage (only one at a time) by ticking the box next to the order, clicking the Actions drop-down and selecting what you want to do.

It’s important to remember that fees do apply when using the Facebook shop feature, typically this will include:

  • A Processing Fee: Payment processing fees are usually a standard percentage plus a fixed amount per transaction. The processing fee can vary, so please read all terms and conditions before signing up to a shop.

  • Taxes: Remember transaction fees don’t include any taxes that you may be responsible for paying.

  • Accepted Payments: All major debit and credit cards (Visa, Mastercard, Discover, Amex, etc.) and PayPal are accepted payment methods when using Facebook shops.


After a customer purchases something from your shop and you mark the order as shipped, you’ll get paid for the order within 5 to 30 days. This means that if you ship an order on Monday, the earliest you could be paid is 5 days later (which would be the Saturday), and the latest you could be paid is 30 days from when you ship the order.

You should also keep in mind that you can see your expected payment date and your payment history on the Shop Balance page in your Shop Management section.

You can only get paid on business days, so any payment scheduled for a non-business day will come the next business day and all payments for your sales will be in US dollars.

Unfortunately, at times issues and disputes can occur, so you’ll need to be ready in case this happens to you.

If a customer has an issue with a product, they’ve purchased from you, they’ll email you through the email address you specified when you set up your shop. You must respond to that email within 2 business days. If you think you’re not at fault for the issue, state your reasons clearly to the buyer and provide any evidence you have.

If you can’t resolve an issue with the buyer directly, the buyer can escalate the issue and create a dispute claim for Facebook to review. A buyer has 45 days from the date of delivery (or estimated delivery if they never got the product) to create a dispute claim.

If you don’t respond to the buyer within 2 business days, a claim for the issue will be created. To protect yourself from refund requests for reasons not covered in Facebook’s policy, be sure to respond to customer inquiries and try to resolve issues quickly.

An important point to remember is that your payment processor can charge a fee for each dispute filed against you. Facebook state they limit any fees to $20 per dispute, and the payment processor usually won’t charge a fee if you win the dispute. However, should you lose, you have to also consider any additional payments which may need to be made.

As you can see there’s lots of pros and cons to using Facebook Shops, depending on the nature of your industry and what your target audience uses, you may feel the benefits outweigh the risks. Of course, only you can decide whether or not to proceed with using Facebook shops for your business. The general advice is to read all terms and conditions before you agree to anything and ask any questions you may have before you open your store.

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Professional Marketing Expert with extensive experience within traditional and digital marketing, business and e-commerce. Also proficient with several coding languages, web development and more. Equally this is re-enforced through over ten years of experience plus a UK university degree - educational accomplishments include being awarded prestigious accolades such as Best Dissertation Award and Citation Awards.