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Create a Facebook shop: a step-by-step guide
Create a Facebook shop: a step-by-step guide
Create a Facebook shop: a step-by-step guide
Create a Facebook shop: a step-by-step guide
A Facebook shop offers you the opportunity to sell products directly on the world's largest social media platform. Our guide shows you how to create a Facebook shop.
A Facebook shop offers you the opportunity to sell products directly on the world's largest social media platform. Our guide shows you how to create a Facebook shop.
Ecommerce-tips
Ecommerce-tips
Ecommerce-tips
Dec 13, 2024
Overview: Creating a Facebook shop
Use the different target groups on Facebook and Instagram
Business page, product catalogue and PSP like Mollie required for Facebook shop
In Europe, forwarding to external websites instead of completing purchases on Facebook
Set up via Commerce Manager with catalogue and shop personalisation
Optimise checkout with mobile solutions, flexible payments and clarity for customers
Use the different target groups on Facebook and Instagram
Business page, product catalogue and PSP like Mollie required for Facebook shop
In Europe, forwarding to external websites instead of completing purchases on Facebook
Set up via Commerce Manager with catalogue and shop personalisation
Optimise checkout with mobile solutions, flexible payments and clarity for customers
Use the different target groups on Facebook and Instagram
Business page, product catalogue and PSP like Mollie required for Facebook shop
In Europe, forwarding to external websites instead of completing purchases on Facebook
Set up via Commerce Manager with catalogue and shop personalisation
Optimise checkout with mobile solutions, flexible payments and clarity for customers
Use the different target groups on Facebook and Instagram
Business page, product catalogue and PSP like Mollie required for Facebook shop
In Europe, forwarding to external websites instead of completing purchases on Facebook
Set up via Commerce Manager with catalogue and shop personalisation
Optimise checkout with mobile solutions, flexible payments and clarity for customers
Differences: Facebook vs. Instagram
Although Facebook and Instagram are closely linked, there are important differences in how they are used. It may therefore be worthwhile not only creating a Facebook shop but also an Instagram shop and connecting your Facebook shop to Instagram.
Target groups
With Facebook Shopping, you reach a slightly older target group with higher purchasing power.
Instagram appeals to a younger audience that is more focused on visual trends and lifestyle.
Marketing tools
On Facebook, you can advertise products in a targeted way via groups or the Marketplace.
Instagram thrives on visual storytelling and influencer marketing.
User behaviour
Facebook users often spend a long time interacting in groups or reading content.
Instagram is often used for quick scrolling – so short, eye-catching ads tend to work better.
Sales strategy
Facebook is ideal for building long-term customer relationships.
Instagram is better suited for spontaneous and impulse purchases.
Content formats
Facebook supports longer texts, detailed product descriptions and external links.
Instagram prefers short, visually strong content such as images and reels.
Platform ecosystem
Facebook integrates additional tools such as events or groups for targeted actions.
Instagram offers shoppable posts that link products directly in images or stories.
Although Facebook and Instagram are closely linked, there are important differences in how they are used. It may therefore be worthwhile not only creating a Facebook shop but also an Instagram shop and connecting your Facebook shop to Instagram.
Target groups
With Facebook Shopping, you reach a slightly older target group with higher purchasing power.
Instagram appeals to a younger audience that is more focused on visual trends and lifestyle.
Marketing tools
On Facebook, you can advertise products in a targeted way via groups or the Marketplace.
Instagram thrives on visual storytelling and influencer marketing.
User behaviour
Facebook users often spend a long time interacting in groups or reading content.
Instagram is often used for quick scrolling – so short, eye-catching ads tend to work better.
Sales strategy
Facebook is ideal for building long-term customer relationships.
Instagram is better suited for spontaneous and impulse purchases.
Content formats
Facebook supports longer texts, detailed product descriptions and external links.
Instagram prefers short, visually strong content such as images and reels.
Platform ecosystem
Facebook integrates additional tools such as events or groups for targeted actions.
Instagram offers shoppable posts that link products directly in images or stories.
Although Facebook and Instagram are closely linked, there are important differences in how they are used. It may therefore be worthwhile not only creating a Facebook shop but also an Instagram shop and connecting your Facebook shop to Instagram.
Target groups
With Facebook Shopping, you reach a slightly older target group with higher purchasing power.
Instagram appeals to a younger audience that is more focused on visual trends and lifestyle.
Marketing tools
On Facebook, you can advertise products in a targeted way via groups or the Marketplace.
Instagram thrives on visual storytelling and influencer marketing.
User behaviour
Facebook users often spend a long time interacting in groups or reading content.
Instagram is often used for quick scrolling – so short, eye-catching ads tend to work better.
Sales strategy
Facebook is ideal for building long-term customer relationships.
Instagram is better suited for spontaneous and impulse purchases.
Content formats
Facebook supports longer texts, detailed product descriptions and external links.
Instagram prefers short, visually strong content such as images and reels.
Platform ecosystem
Facebook integrates additional tools such as events or groups for targeted actions.
Instagram offers shoppable posts that link products directly in images or stories.
Although Facebook and Instagram are closely linked, there are important differences in how they are used. It may therefore be worthwhile not only creating a Facebook shop but also an Instagram shop and connecting your Facebook shop to Instagram.
Target groups
With Facebook Shopping, you reach a slightly older target group with higher purchasing power.
Instagram appeals to a younger audience that is more focused on visual trends and lifestyle.
Marketing tools
On Facebook, you can advertise products in a targeted way via groups or the Marketplace.
Instagram thrives on visual storytelling and influencer marketing.
User behaviour
Facebook users often spend a long time interacting in groups or reading content.
Instagram is often used for quick scrolling – so short, eye-catching ads tend to work better.
Sales strategy
Facebook is ideal for building long-term customer relationships.
Instagram is better suited for spontaneous and impulse purchases.
Content formats
Facebook supports longer texts, detailed product descriptions and external links.
Instagram prefers short, visually strong content such as images and reels.
Platform ecosystem
Facebook integrates additional tools such as events or groups for targeted actions.
Instagram offers shoppable posts that link products directly in images or stories.
Requirements for Facebook Shopping
Does Facebook Shopping fit your strategy? Then you're ready to go. But before you create a shop on Facebook, the following requirements should be met:
Facebook business page
A business page is required because your online shop will be linked directly to it.
Product catalogue
Products must be described in detail, including title, description, price and high-quality images.
Legal requirements
You must have a valid business and comply with the regulations for online sales, including return policies and terms and conditions.
Payment processing
Set up a payment service like Mollie to offer secure and flexible payment methods.
Does Facebook Shopping fit your strategy? Then you're ready to go. But before you create a shop on Facebook, the following requirements should be met:
Facebook business page
A business page is required because your online shop will be linked directly to it.
Product catalogue
Products must be described in detail, including title, description, price and high-quality images.
Legal requirements
You must have a valid business and comply with the regulations for online sales, including return policies and terms and conditions.
Payment processing
Set up a payment service like Mollie to offer secure and flexible payment methods.
Does Facebook Shopping fit your strategy? Then you're ready to go. But before you create a shop on Facebook, the following requirements should be met:
Facebook business page
A business page is required because your online shop will be linked directly to it.
Product catalogue
Products must be described in detail, including title, description, price and high-quality images.
Legal requirements
You must have a valid business and comply with the regulations for online sales, including return policies and terms and conditions.
Payment processing
Set up a payment service like Mollie to offer secure and flexible payment methods.
Does Facebook Shopping fit your strategy? Then you're ready to go. But before you create a shop on Facebook, the following requirements should be met:
Facebook business page
A business page is required because your online shop will be linked directly to it.
Product catalogue
Products must be described in detail, including title, description, price and high-quality images.
Legal requirements
You must have a valid business and comply with the regulations for online sales, including return policies and terms and conditions.
Payment processing
Set up a payment service like Mollie to offer secure and flexible payment methods.
Special features for international shops
In 2023, Meta made fundamental changes to the shop functions of Facebook and Instagram. While merchants in the US can now only create a Facebook shop where the checkout process is completed directly on the platform, this regulation has not yet been implemented in Germany, Switzerland and other European countries. Here, customers can still be redirected to external websites, which is advantageous for merchants with their own online shop.
However, the organic shop view has been discontinued in Europe. Retailers who want to set up an existing Facebook shop can no longer use functions such as wish lists, collections and the shop tab in the Instagram app. Products can no longer be presented in a free shop, but must be advertised using alternative features.
This brings us to a positive element: product tagging. Products can still be tagged in posts, but only the respective product is displayed, supplemented by suggestions that merchants cannot influence. This function continues to effectively direct customers to their own online shop.
Commerce Manager continues to provide support for merchants in Europe. Those who want to create a Facebook shop can maintain the product catalogue and use it for targeted ads. This reinforces the trend for merchants to increasingly rely on product ads to achieve greater reach and visibility for their products.
Despite the restrictions, there are advantages: merchants in Europe can flexibly design their e-commerce strategies through the freedom to continue offering the purchase completion on their own website. This possibility makes it particularly attractive to create a Facebook shop and make it accessible to a wide audience.
In 2023, Meta made fundamental changes to the shop functions of Facebook and Instagram. While merchants in the US can now only create a Facebook shop where the checkout process is completed directly on the platform, this regulation has not yet been implemented in Germany, Switzerland and other European countries. Here, customers can still be redirected to external websites, which is advantageous for merchants with their own online shop.
However, the organic shop view has been discontinued in Europe. Retailers who want to set up an existing Facebook shop can no longer use functions such as wish lists, collections and the shop tab in the Instagram app. Products can no longer be presented in a free shop, but must be advertised using alternative features.
This brings us to a positive element: product tagging. Products can still be tagged in posts, but only the respective product is displayed, supplemented by suggestions that merchants cannot influence. This function continues to effectively direct customers to their own online shop.
Commerce Manager continues to provide support for merchants in Europe. Those who want to create a Facebook shop can maintain the product catalogue and use it for targeted ads. This reinforces the trend for merchants to increasingly rely on product ads to achieve greater reach and visibility for their products.
Despite the restrictions, there are advantages: merchants in Europe can flexibly design their e-commerce strategies through the freedom to continue offering the purchase completion on their own website. This possibility makes it particularly attractive to create a Facebook shop and make it accessible to a wide audience.
In 2023, Meta made fundamental changes to the shop functions of Facebook and Instagram. While merchants in the US can now only create a Facebook shop where the checkout process is completed directly on the platform, this regulation has not yet been implemented in Germany, Switzerland and other European countries. Here, customers can still be redirected to external websites, which is advantageous for merchants with their own online shop.
However, the organic shop view has been discontinued in Europe. Retailers who want to set up an existing Facebook shop can no longer use functions such as wish lists, collections and the shop tab in the Instagram app. Products can no longer be presented in a free shop, but must be advertised using alternative features.
This brings us to a positive element: product tagging. Products can still be tagged in posts, but only the respective product is displayed, supplemented by suggestions that merchants cannot influence. This function continues to effectively direct customers to their own online shop.
Commerce Manager continues to provide support for merchants in Europe. Those who want to create a Facebook shop can maintain the product catalogue and use it for targeted ads. This reinforces the trend for merchants to increasingly rely on product ads to achieve greater reach and visibility for their products.
Despite the restrictions, there are advantages: merchants in Europe can flexibly design their e-commerce strategies through the freedom to continue offering the purchase completion on their own website. This possibility makes it particularly attractive to create a Facebook shop and make it accessible to a wide audience.
In 2023, Meta made fundamental changes to the shop functions of Facebook and Instagram. While merchants in the US can now only create a Facebook shop where the checkout process is completed directly on the platform, this regulation has not yet been implemented in Germany, Switzerland and other European countries. Here, customers can still be redirected to external websites, which is advantageous for merchants with their own online shop.
However, the organic shop view has been discontinued in Europe. Retailers who want to set up an existing Facebook shop can no longer use functions such as wish lists, collections and the shop tab in the Instagram app. Products can no longer be presented in a free shop, but must be advertised using alternative features.
This brings us to a positive element: product tagging. Products can still be tagged in posts, but only the respective product is displayed, supplemented by suggestions that merchants cannot influence. This function continues to effectively direct customers to their own online shop.
Commerce Manager continues to provide support for merchants in Europe. Those who want to create a Facebook shop can maintain the product catalogue and use it for targeted ads. This reinforces the trend for merchants to increasingly rely on product ads to achieve greater reach and visibility for their products.
Despite the restrictions, there are advantages: merchants in Europe can flexibly design their e-commerce strategies through the freedom to continue offering the purchase completion on their own website. This possibility makes it particularly attractive to create a Facebook shop and make it accessible to a wide audience.
Instructions: How to create a Facebook shop step by step
Getting started with shop creation
Start the setup by opening the Facebook Commerce Manager. Select the option ‘Create a shop’ there. If you are already using a platform like Shopify or another partner platform, you can connect it directly to your shop. Alternatively, you can choose the option to proceed without a partner platform.
Select your checkout method
Decide how you want to complete the purchase. In Europe, you have the option of redirecting customers to your own online store or processing payment via Messenger or WhatsApp.
If you want to run the checkout on your website, you can integrate Mollie as a payment service provider. Mollie supports a wide range of payment methods such as credit cards, PayPal, Klarna and regional options like iDEAL or Bancontact. The easy integration and flexible payment options improve the user experience and increase the conversion rate.
Link your business page and accounts
Select the Facebook page you want to use to sell your products. If you don't yet have a business page, you can create one during setup. If you also want to sell on Instagram, link your Instagram Business account and follow our instructions for creating an Instagram shop.
Select or create a catalogue
Now select a product catalogue to link to your store. If you don't yet have a catalogue, Commerce Manager will automatically create a new one. Later, you can add products and individually determine which items you want to display in your store.
Review store details and complete
Review your entries, such as company details and store name. Accept the seller agreement and finish the setup. Your store is now ready to customise.
Add products
In Commerce Manager, you can now add products to your catalogue, either manually or by importing data. For each product, you'll need:A name
A description
High-quality images
A price
A link for checkout
Personalise your store
Design the home page of your shop by highlighting products, collections or promotions. Use banners to highlight special offers or bestsellers and customise the layout to match your brand.
Publish your shop
After you have set up all the details, you can publish your shop. Before you do so, check the design and product displays again to make sure everything is displayed optimally.
Marketing and optimisation
Use Facebook tools such as product tagging and ad campaigns to promote your products. Monitor your shop's performance in Commerce Manager and regularly adjust content to increase reach and conversion.
Getting started with shop creation
Start the setup by opening the Facebook Commerce Manager. Select the option ‘Create a shop’ there. If you are already using a platform like Shopify or another partner platform, you can connect it directly to your shop. Alternatively, you can choose the option to proceed without a partner platform.
Select your checkout method
Decide how you want to complete the purchase. In Europe, you have the option of redirecting customers to your own online store or processing payment via Messenger or WhatsApp.
If you want to run the checkout on your website, you can integrate Mollie as a payment service provider. Mollie supports a wide range of payment methods such as credit cards, PayPal, Klarna and regional options like iDEAL or Bancontact. The easy integration and flexible payment options improve the user experience and increase the conversion rate.
Link your business page and accounts
Select the Facebook page you want to use to sell your products. If you don't yet have a business page, you can create one during setup. If you also want to sell on Instagram, link your Instagram Business account and follow our instructions for creating an Instagram shop.
Select or create a catalogue
Now select a product catalogue to link to your store. If you don't yet have a catalogue, Commerce Manager will automatically create a new one. Later, you can add products and individually determine which items you want to display in your store.
Review store details and complete
Review your entries, such as company details and store name. Accept the seller agreement and finish the setup. Your store is now ready to customise.
Add products
In Commerce Manager, you can now add products to your catalogue, either manually or by importing data. For each product, you'll need:A name
A description
High-quality images
A price
A link for checkout
Personalise your store
Design the home page of your shop by highlighting products, collections or promotions. Use banners to highlight special offers or bestsellers and customise the layout to match your brand.
Publish your shop
After you have set up all the details, you can publish your shop. Before you do so, check the design and product displays again to make sure everything is displayed optimally.
Marketing and optimisation
Use Facebook tools such as product tagging and ad campaigns to promote your products. Monitor your shop's performance in Commerce Manager and regularly adjust content to increase reach and conversion.
Getting started with shop creation
Start the setup by opening the Facebook Commerce Manager. Select the option ‘Create a shop’ there. If you are already using a platform like Shopify or another partner platform, you can connect it directly to your shop. Alternatively, you can choose the option to proceed without a partner platform.
Select your checkout method
Decide how you want to complete the purchase. In Europe, you have the option of redirecting customers to your own online store or processing payment via Messenger or WhatsApp.
If you want to run the checkout on your website, you can integrate Mollie as a payment service provider. Mollie supports a wide range of payment methods such as credit cards, PayPal, Klarna and regional options like iDEAL or Bancontact. The easy integration and flexible payment options improve the user experience and increase the conversion rate.
Link your business page and accounts
Select the Facebook page you want to use to sell your products. If you don't yet have a business page, you can create one during setup. If you also want to sell on Instagram, link your Instagram Business account and follow our instructions for creating an Instagram shop.
Select or create a catalogue
Now select a product catalogue to link to your store. If you don't yet have a catalogue, Commerce Manager will automatically create a new one. Later, you can add products and individually determine which items you want to display in your store.
Review store details and complete
Review your entries, such as company details and store name. Accept the seller agreement and finish the setup. Your store is now ready to customise.
Add products
In Commerce Manager, you can now add products to your catalogue, either manually or by importing data. For each product, you'll need:A name
A description
High-quality images
A price
A link for checkout
Personalise your store
Design the home page of your shop by highlighting products, collections or promotions. Use banners to highlight special offers or bestsellers and customise the layout to match your brand.
Publish your shop
After you have set up all the details, you can publish your shop. Before you do so, check the design and product displays again to make sure everything is displayed optimally.
Marketing and optimisation
Use Facebook tools such as product tagging and ad campaigns to promote your products. Monitor your shop's performance in Commerce Manager and regularly adjust content to increase reach and conversion.
Getting started with shop creation
Start the setup by opening the Facebook Commerce Manager. Select the option ‘Create a shop’ there. If you are already using a platform like Shopify or another partner platform, you can connect it directly to your shop. Alternatively, you can choose the option to proceed without a partner platform.
Select your checkout method
Decide how you want to complete the purchase. In Europe, you have the option of redirecting customers to your own online store or processing payment via Messenger or WhatsApp.
If you want to run the checkout on your website, you can integrate Mollie as a payment service provider. Mollie supports a wide range of payment methods such as credit cards, PayPal, Klarna and regional options like iDEAL or Bancontact. The easy integration and flexible payment options improve the user experience and increase the conversion rate.
Link your business page and accounts
Select the Facebook page you want to use to sell your products. If you don't yet have a business page, you can create one during setup. If you also want to sell on Instagram, link your Instagram Business account and follow our instructions for creating an Instagram shop.
Select or create a catalogue
Now select a product catalogue to link to your store. If you don't yet have a catalogue, Commerce Manager will automatically create a new one. Later, you can add products and individually determine which items you want to display in your store.
Review store details and complete
Review your entries, such as company details and store name. Accept the seller agreement and finish the setup. Your store is now ready to customise.
Add products
In Commerce Manager, you can now add products to your catalogue, either manually or by importing data. For each product, you'll need:A name
A description
High-quality images
A price
A link for checkout
Personalise your store
Design the home page of your shop by highlighting products, collections or promotions. Use banners to highlight special offers or bestsellers and customise the layout to match your brand.
Publish your shop
After you have set up all the details, you can publish your shop. Before you do so, check the design and product displays again to make sure everything is displayed optimally.
Marketing and optimisation
Use Facebook tools such as product tagging and ad campaigns to promote your products. Monitor your shop's performance in Commerce Manager and regularly adjust content to increase reach and conversion.
Optimise your checkout
A smooth Facebook shop checkout is crucial for a high conversion rate. With Mollie, you can optimise your online shop's checkout.
Offer flexible payment methods:
Support all major payment methods such as credit cards, Google Pay, SEPA transfers and other options. A seamless Facebook shop payment process increases the likelihood of a successful purchase.
Mobile optimisation
Many Facebook users shop on their smartphones. Make sure your checkout is optimised for mobile commerce.
Create transparency
Inform your customers about delivery times, return options and fees.
A smooth Facebook shop checkout is crucial for a high conversion rate. With Mollie, you can optimise your online shop's checkout.
Offer flexible payment methods:
Support all major payment methods such as credit cards, Google Pay, SEPA transfers and other options. A seamless Facebook shop payment process increases the likelihood of a successful purchase.
Mobile optimisation
Many Facebook users shop on their smartphones. Make sure your checkout is optimised for mobile commerce.
Create transparency
Inform your customers about delivery times, return options and fees.
A smooth Facebook shop checkout is crucial for a high conversion rate. With Mollie, you can optimise your online shop's checkout.
Offer flexible payment methods:
Support all major payment methods such as credit cards, Google Pay, SEPA transfers and other options. A seamless Facebook shop payment process increases the likelihood of a successful purchase.
Mobile optimisation
Many Facebook users shop on their smartphones. Make sure your checkout is optimised for mobile commerce.
Create transparency
Inform your customers about delivery times, return options and fees.
A smooth Facebook shop checkout is crucial for a high conversion rate. With Mollie, you can optimise your online shop's checkout.
Offer flexible payment methods:
Support all major payment methods such as credit cards, Google Pay, SEPA transfers and other options. A seamless Facebook shop payment process increases the likelihood of a successful purchase.
Mobile optimisation
Many Facebook users shop on their smartphones. Make sure your checkout is optimised for mobile commerce.
Create transparency
Inform your customers about delivery times, return options and fees.
Tips for successful Facebook shops
If you are creating or already running a Facebook shop, there are some strategies that can help you increase your sales and get the most out of Facebook shopping:
Create attractive content
Use visually appealing images and videos to showcase your products. It is especially important to regularly upload new content to keep your shop vibrant and up to date. A professional design will inspire confidence in your customers and make your shop more attractive on Facebook.
Use targeted advertising
Promote your shop with Facebook ads to effectively reach your target audience. Dynamic ads are ideal for showcasing products from your shop. For merchants just setting up their shop on Facebook, advertising is a great way to get their first customers.
Use product tagging
Tag your products in posts to draw customers' attention directly to your offers. This is one of the most powerful features of Facebook Shopping for directing potential buyers to the right items.
Collect customer reviews
Ask your customers for reviews and display them in your shop. Good reviews build trust and encourage buyers to purchase. If you are in the process of setting up your Facebook shop, you can ask your first customers for feedback.
Regularly check your analytics data
Track the performance of your shop and ads through the Commerce Manager. Find out which products are selling well and which have potential for optimisation. Retailers who want to create a successful shop on Facebook should use data to continuously improve their strategy.
Where can I find the Facebook shop?
Your Facebook Shop is located on your Facebook Business Page. Once on your page, navigate to the Shop tab in the left-hand menu. If you don't see this tab, make sure you've activated the Shop section in Commerce Manager.
What does a Facebook Shop cost?
A Facebook Shop has no fixed costs. It's free to set up and, in Europe, customers are redirected to your own online shop at checkout.
Mollie facilitates payment processing by charging merchants only for successful transactions. There are no contract durations, no monthly costs and no hidden fees.
How do I connect my Facebook shop to other shop systems?
To connect your Facebook Shop with another store system, such as Shopify, WooCommerce or a similar platform, you can use Commerce Manager. In Commerce Manager, select the option to integrate a partner platform and follow the instructions. This will synchronise your product catalogue so that you can manage orders centrally.
Can I run a Facebook shop without a website?
No, in Europe it is no longer possible to run a Facebook shop without your own website since the changes made in 2023. In these countries, the purchase must be completed via an external website. Only in the US and a few other markets can customers complete the entire purchase process directly on Facebook. Merchants in Europe should therefore create their own online shop or link to an existing shop to enable the purchase to be completed.
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