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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Amazon's Sponsored Product ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 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/)

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.