INTRODUCTION
Social commerce is a multibillion-dollar industry in the United States, and it’s projected to see dramatic growth in the next few years. It is particularly popular among younger generations of shoppers.
Facebook, which leads the way for product discovery among millennials, recently added Facebook Shops to its platform. The new, user-first shopping experience allows shoppers to easily discover and purchase products right on Facebook.
Following are some tips on how you can use Facebook Shops for your retail store or e-commerce business.
HOW TO SET UP YOUR FACEBOOK SHOP
Facebook Shops are intended to create seamless shopping experiences for customers while helping businesses connect with shoppers in a more meaningful way. As a retailer, you can set up your online store on Facebook (and Instagram) for free. Follow the steps below to launch your Facebook Shop.
- Confirm commerce eligibility. You and your business must meet certain criteria before you can register for Facebook Shops. For instance, you must be located in a supported market (like the United States) and offer an eligible product (e.g. physical good) that complies with Facebook’s merchant agreement and commerce policies. In addition, you must be an admin for your company’s Business Manager account.
- Create your shop. Go to Facebook Commerce Manager and click “Get Started.” Then choose where you want customers to complete their purchase (e.g. via your website, directly on Facebook with Checkout or with a partner platform like Shopify or BigCommerce) and click “Get Started” again. From here you’ll select your business page, fill in account details and choose a Business Manager account. You’ll also select where people can view your shop (e.g. Facebook, Instagram or both).
- Set up your catalog. Select an existing catalog of items you’d like to sell or create a new one in Catalog Manager. Choose “Ecommerce” and configure your settings. For instance, you can upload product info manually, in bulk or with your Facebook pixel. You also can connect an e-commerce platform. Then select a Business Manager account you manage as the Catalog Owner (this must match the Business Manager account you use to set up your Facebook Shop) and name your catalog. You can then add products to your catalog.
- Review shop details. Once you have products in your catalog, you can add it to your shop, double-check shop details and agree to the terms. Click “Create Your Shop” to activate it.
After these preliminary steps are complete, you will be able to create a collection of six to 30 products and customize the look and feel of your shop. Your Facebook Shop will go live once the platform reviews and approves your collections, which usually takes 24 hours or less.
HOW TO OPTIMIZE YOUR PRODUCTS FOR FACEBOOK SHOPS
Manage your catalog on a regular basis to ensure your products display appropriately across Facebook. You should focus on optimizing four key components.
- Product images. Each product requires at least one image. Focus on taking high-quality shots of your products and make sure to follow Facebook’s image specifications. For instance, images must accurately represent what you’re selling and shouldn’t include text or watermarks. Use natural light when possible and backdrops that make your product stand out.
- Product titles. Use descriptive titles to help shoppers easily identify your products. The title appears immediately after your image, so it must meet the customer’s expectations. Keep it concise (max length of 150 characters, but less than 65 characters is best) and avoid keyword stuffing. You also should avoid using all-caps, symbols, special characters or promotional messaging.
- Product descriptions. Be thorough. Good descriptions should include details that consumers are looking for, such as product features, materials, dimensions and any other relevant information that helps them make an informed decision. Use correct grammar, punctuation and spelling, and limit descriptions to 5,000 characters. Avoid incorporating links, bullet points or multiple paragraphs in your descriptions.
- Product variants. Include variants in your catalog if your product(s) come in various colors, patterns or sizes. Clothing retailers, for example, should showcase these options to the consumer by creating a product group with separate images and links for each variant. This will give customers a more seamless shopping experience and a better impression of your brand.
Customers can discover your products and find your Facebook Shop on your Facebook page (under the “Shop” tab), through your Instagram profile (if you have an account) or through Facebook Stories, posts or ads.