When Facebook Shops was introduced in May 2020, it was meant to be a tool to enable small businesses to sell products directly inside Facebook. However, some of the larger brands are benefiting as well because they find that the platform is a useful showroom for their wares that drives people to their own stores in order to complete purchases.
Facebook allows merchants to make use of several different payment options, including PayPal and Shopify’s Shop Pay. However, the social media giant also allows Facebook Shops to link out to third-party websites. By making use of this capability, brands are utilising their Shop as a top-of-funnel tool as opposed to a place to transact despite Facebook’s encouragement to transact within its own apps.
What Is Facebook Shops?
Facebook Shops is a free tool which allows business page admins to create a Facebook or Instagram-based mobile-optimised online store which highlights products or collections of items.
According to Facebook, setting up a Shop is simple and can be done on a desktop. Once a Shop is created, Facebook or Instagram Business Page followers on desktop or mobile platforms can visit the same universal store and make purchases from the app’s they’re on.
On top of linking to business pages on Instagram and Facebook, Shops can also be integrated into a Facebook Business account’s Messenger or a WhatsApp Business account so audiences on all major Facebook platforms can make purchases.