Learn about the new Facebook Shops for your business

Get the new Facebook Shops features for your business - Zealous Social

Written by Kalleigh O'Togher

Kalleigh is the founder and CEO of Zealous Social.  Her expertise in marketing comes from 15 years of serving mid-size businesses in the trades, services and retail industries.

July 27, 2020

Facebook and Instagram shops have been around for a while now. In the past, they were geared towards physical products for online retail stores (i.e., clothing, electronics, etc.), but that’s now changing.

Facebook is planning on rolling out tools for service-based businesses and digital products. The change is coming for a complete end-to-end commerce eco-system.

The Facebook Shops platform includes tools for promotion, sales, marketing, conversions and customer service. They will be providing you with integrations to third-party apps like Shopify, WooCommerce, Channel Advisor, CedCommerce, Cafe24  to help you move online and grow your business.

Facebook Shops will let you choose which items you want to showcase in your catalogue and customize your brand’s look. Facebook is adding features like live shopping and loyalty programs to help you grow your brand.

These are great options to get you to start selling on Facebook. Any seller can bring their business online and connect with customers, no matter what size budget they have to start.

You can find Facebook Shops through business pages, Instagram profiles, stories or ads. You can browse their product offerings, save products that interest you (using the save link feature where you can make lists to keep it organized), and if in the US, you can purchase directly from their Facebook page if they have it enabled.

“31% of small businesses have stopped operating” – a survey done by Facebook.

“More than 160 million small businesses now use Facebook” – Facebook

Facebook will be rolling out the option to purchase products and services directly through WhatsApp, Messenger, and Instagram Direct, in the future to make it even easier for consumers to purchase.

New Facebook Shop Features

You’ll be able to directly import all your products from platforms like Shopify directly into your Facebook Shop to keep it cohesive.

Set up the shop once and it’s available through all the Facebook apps:

  • Facebook
  • Instagram
  • Stories
  • Ads
  • Live Video
  • Messenger (Coming soon)
  • WhatsApp (Coming soon)

You can put a product into your shopping cart on Instagram and access that shopping cart on Facebook to complete the purchase.

Facebook will store consumer credit card information so that purchasing products on all platforms will be seamless and secure.

A new tab feature on Instagram is called Discover Shopping.

Dedicated shopping tab called Discover Shopping is a new tab on Instagram that will allow you to search for products you are interested which will take you directly to the checkout page if you want to purchase.

Discover Story Swipe-up is an option for Instagram stories where you’ll be able to swipe up, and it will take you directly to the checkout page if you want to purchase.

A new feature option on Instragram is called Discovery Story Swipe-Up that allows a user to swipe-up and be taken directly to the check out page for that item.

Live Shopping will provide a shopping feature for all live events to be able to sell the product/service during your live event.

They are also adding a shopping destination option inside Instagram Explorer.

You can customize your store and create collections to make it easier for consumers to shop (like in a physical retail store), and this will also set your brand apart from other shops.


You will soon have the option to have loyalty programs as part of your Facebook Store offerings.

Loyalty programs will be available for your store. Let your customers earn rewards and points as they shop. You can connect your loyalty program to your Facebook Shop account to track their points and rewards.

AI and Augmented Reality Features

Facebook AI will identify and tag products in photos on your feeds to sell to consumers.

New augmented reality features will allow consumers to try on lipstick or see what a piece of furniture will look like in their home before buying it.

How to access the new Facebook Store

To access the new Facebook Store, you’ll need to implement Commerce Manager.

To open a new Facebook Store you will need to go to Facebook dot com forward slash commerce manager.

To get started, click the Get Started button.

Set up your Facebook Shop by choosing the best option that describes your business.

You will need to choose which option works best for your business. You can import directly from your Shopify or WooCommerce website.

NOTE: Currently, Facebook Pay is only open to US residents but will be rolling out to other countries in the coming months.

You have three options:

  1. Your Website – Customers will be directed to your website from your product detail page. They’ll be able to browse your Shop on Facebook or Instagram then go to your website to view more information or checkout.
  2. Checkout on Facebook or Instagram – Customers will be directed to in-app checkout from your product details page. Customers will be able to browse your shop and checkout directly on Facebook or Instagram with Facebook Pay. They won’t be directed to your website. You will manage your orders through the Commerce Manager dashboard.
  3. Direct Message – Customers will be directed to start a chat from your product details page. They’ll be able to browse products on your Page or profile shop, but they won’t be directed to in-app checkout or your website.

The alternative option (at the bottom of the page) is to set up your shop from a partner platform like Shopify or Woo-Commerce using an API key.

Once you’ve chosen an option, it will ask you which Facebook Page and Instagram account you want to add.

Then it will ask you for your Catalog Type:

You will need to choose which catalogue type best describes your new Facebook Shop.

Choose the one that best matches your business.

If you choose Ecommerce you’ll get a screen that looks like this:

Once you've chosen your catalogue type you will need to enter your company name and website information.

You’ll need to upload your product information or connect to your eCommerce platforms like Shopify or WooCommerce.

Then hit Create, and you’re finished. You’ll be directed to your new Catalog Manager dashboard.

This is the dashboard for your Facebook Store where you will be able to control your ads, sales and products.

The Catalog Manager dashboard is where you’ll track your catalogue items, orders, ads and shipments.

Facebook Selling Fees

The fees are 5% per shipment.

If less than an $8.00 value, then a flat fee of $0.40

If you currently have a shop on Facebook or Instagram, it will automatically update to the new Facebook Shop. You’ll get a notification from Facebook that it has been updated.

Instagram Pages

You will need an Instagram Business Page to use these new Facebook Shop features on Instagram. A personal or creator account won’t work with Facebook Shops.


Now that you’ve set up your new Facebook Shop, congratulations!

Now get the word out and start selling.

Let us know what you think of the new Facebook Shop.

***all photos were supplied by Facebook

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