Why Facebook Shops Could Be a Secret Weapon for Ecommerce Sales

Kelly Shelton

August 26, 2020

You use it to connect with old friends, share funny memes, and, more professionally, advertise your business. Now Facebook’s offering a brand new tool for your brand that may be a secret weapon when it comes to increasing your ecommerce sales: Facebook Shops.

Announced in May 2020, the Facebook Shops feature provides a seamless online shopping experience for social media users. It’s one of the newest channels to enter the ecommerce shopping fray alongside giants like Amazon and Walmart, but it's already promising game-changing capabilities for brands in the future.

So what exactly is Facebook Shops and should you consider it for your business? Here’s what you should know.

What is Facebook Shops?

Facebook Shops is a mobile-first shopping experience that allows brands to create a free, customizable online store directly on Facebook (similar to a storefront on Amazon). Through Facebook Shops, brands can tell their brand story, feature their products on Facebook, and merchandise them in product collections that customers can browse like a virtual shelf before purchasing. Essentially it’s a new marketplace where consumers can buy products from within the Facebook platform, never leaving Facebook.

Facebook Shops Benefits for Ecommerce | Pattern

Facebook Shops are linked with Facebook business pages so consumers can see products right on a brand’s profile and, if they follow that brand, right in their feed. With Facebook Shops, brands can tag products in their posts and make those posts shoppable so that consumers go right into checkout just by clicking on them. Customers also have the option to checkout on brand websites through this function.

One of the most exciting things about Facebook Shops is that it links both Facebook and Instagram so brands have a single online store between the two apps, streamlining the shopping experience even further. Facebook says live shopping features and loyalty programs are in the pipeline for Facebook Shops, too.

Customer service

Rather than going through a chat bot to reach your customer service team, shoppers on Facebook Shops interact with your brand just like they’d interact with an old friend from high school on the site. Customers message brands directly through Facebook Messenger, WhatsApp, and Instagram Direct to get support, track shipments, and ask questions, effectively cutting out the back-and-forth middle manning that can happen on sites like Amazon.

If you should use Facebook Shops to sell product | Pattern

In addition to chatting with customer service representatives through messaging functions, Facebook says customers will have the option to make purchases right in chat boxes in the future.

What makes Facebook Shops an exciting option for brands?

It would be easy to overlook Facebook Shops as just one more channel to manage, but there are very good reasons to explore it as an option for your brand.

One of the most compelling elements of Facebook Shops that you can’t find on other platforms like Google or Amazon is how personable it makes the shopping experience. There’s a relationship that the individual has with your brand that’s just a little bit more intimate. They’re following you for a reason.

Facebook Shops best practices for ecommerce | Pattern

Through Facebook Shops, customers can have meaningful social interaction with your brand in the same space they purchase your product, which is invaluable for an ecommerce business. Coupled with the viral nature of Facebook posts, the feature is a goldmine waiting to be tapped.

If somebody’s really happy and they like your product and they share it, it goes to the people that are in their circle of influence, and then if those people life it and they share it, then it goes to their people in their circle of influence. Posts and ads organically take on a life of their own. That really doesn’t happen for other marketplaces.

Is it right for your brand?

While there are a lot of exciting opportunities with Facebook Shops, it won’t make sense for every business or every product. Brands that are going to do exceptionally well in the Facebook Shops space are brands that already have a strong social media presence.

A large following with high engagement will pay big dividends when customers have the option to buy your product directly on the app. Without that, the rewards will be hard-earned. If nobody’s following you and you’re starting from scratch, maybe it’s not right for you.

Another thing you’ll want to look at when considering Facebook Shops is the kind of content you’re sharing on social media. Are you producing video content? Are you producing useful content? Do you have someone that can create good social posts, and are you doing that already? If so, then this is something to consider.

Products that will do well or poorly

When it comes to products, everyday products that consumers can touch, feel, and use will do well on Facebook Shops, but big ticket items may not make sense. It’s hard to sell a boat on Facebook Shops, but you can sell tea. You can sell consumables. You can sell razors.

In addition to products, engagement, and content, it’s important to keep in mind that Facebook Shops is not yet a mature marketplace, and there will be bumps along the way. If you get started and you don’t have immediate success, that’s okay. You’re laying the foundation for future success and I personally believe that Facebook Shops will be a player in the marketplace space.

How to get started

Once you’ve evaluated whether or not Facebook Shops is right for your business as well as the logistics of things like shipping costs and packaging, you can jump right into setting up your Shop.

If you haven’t already, you’ll need to set up a Commerce Manager account through Facebook in order to proceed. You can learn more about that here.

Once your Commerce Manager account is live, you can set up a shop account by providing information about your business and you can upload your product catalogue. Facebook has provided a step-by-step tutorial on how to do this through Commerce Manager.

After you’ve created your shop, you can add collections of 6-30 products and customize its look and feel before publishing.

One handy thing about Facebook Shops is that a lot of tools have been integrated into it to help your brand get the support it needs to grow. Facebook has partnered with companies like Shopify, BigCommerce, WooCommerce, Channel Advisor, CedCommerce, Cafe24, Tienda Nube, and Freedonomics.

It might be overwhelming to think about entering and managing the Facebook Shops space, but Pattern is here to help you make it work for your business. Pattern experts can give you the assistance you’ll need for growth and success as well as manage your Shop for you. For more tips and resources, contact us below.

Facebook Shops is a new addition to an increasingly busy marketplace, and there are still some unknowns, but the future of this feature is bright, and with the right tools and know-how, it can be a great choice for your ecommerce brand to thrive.

(Psst… Want to learn even more about selling on Facebook and utilizing it for ecommerce? Check out our articles about Facebook Live—Facebook’s livestreaming service—and how it helps increase sales, read more about multichannel selling, and best practices for using Facebook Ads.)

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)