Facebook Shop Section is a Facebook ecommerce feature available on desktop and mobile devices. It allows businesses to sell products straight from their Facebook Page and link customers to their online store once they are ready to checkout.
Located in between the About and Timeline sections, the Shop Section is one of Facebook’s many efforts in making it a destination for ecommerce shopping and not just for social networking.
Facebook Shop Section is one of the two new sections added to Facebook Pages intended to help businesses feature their most relevant information to their customers and help customers get to know their business faster. Shop section is designed for retailers and ecommerce sites while the Services section is dedicated for professional business services.
Although the Facebook Shop Section is still in its testing stages, there are a number of ecommerce brands that are already using it. In this article, we will explore what this Facebook ecommerce feature is all about – how to set it up, how to maximize it for growth and what are some of its limitations for ecommerce brands.
Overview of Facebook Shop Section
This is how the Shop Section looks like on mobile. Modern Citizen, an online store of modern fashion for women, uses this Facebook ecommerce feature on their page.
This is how the Shop Section looks like on desktop. It offers the same product interaction as on an ecommerce site – product images can be zoomed, product details can be expanded and up selling features like ‘See More Items’ can be viewed. Interested customers can save or share the product page on their Facebook timeline and once they are ready to check out, they will be led to the site’s checkout page.
Facebook guarantees that customers using Facebook Shop will have a safe and secure shopping experience. Customers can save their payment details for future purchases, making checkout easier especially when shopping on mobile.
Businesses do not need to pay anything to have this section up on their page. Facebook also does not get any portion of the sale made through this ecommerce feature.
With Facebook Shop Section, you can seamlessly upload all your products and descriptions. You do not need to have an existing product catalog from your other Facebook ad campaigns and there is also no limit to the number of items you can put inside your shop.
You can also complement your Page’s Shop feature with an ad to promote your products. And similar to other Facebook ecommerce features you are using to promote your business, you can easily access insights to see how your products on Facebook Shop are performing.
Setting up Facebook Shop Section
To set up your Shop Section, prepare your product images and your descriptions.
For your product images, Facebook requires that you have at least one photo for each product and it must be an image of the product itself. Illustrations and symbols are not allowed.
It is recommended that your product images are square, has a 1024 x 1024 resolution or higher and are used in real-life situations to give it context. There should also be no text or watermarks on the product images.
For your product descriptions, ensure that it is in rich text, digestible and highlights unique aspects of your products. No long titles, phone numbers and HTML are allowed.
To add Facebook Shop Section, go to your page and click on the ‘Add Shop Section’ link. It is located just below the Timeline photo and along the links to your Timeline, About, Photos, Likes, and More dropdown.
Click on the ‘Add Shop Section’ on the pop-up message.
Choose your currency.
Describe what you are selling and start adding products to your shop by clicking on ‘Add Products’.
On the pop up, click on ‘Add Photos’. You can have as many product photos as you want. Drag the photos on the window from your computer folders or simply click on ‘Select Files’. You can also import photos already uploaded on your page.
Next, add the product name, price, and description. Toggle on the switch if you want to feature the product on your shop or share it automatically on your page. Once you’re done, click on ‘Save’.
Repeat this process until you have added all your products you want to sell in your shop.
If you want to edit a product, click on the ‘Edit’ button on the corresponding entry to apply your changes.
If you want to delete a product, click on ‘Edit’ and the ‘Delete Product’ link.
You can also promote any of your products by clicking on ‘Boost’ and doing the necessary configurations for your ad such as setting the target audience, budget and duration, and the payment terms.
If you want to share your collection on your timeline, click on ‘Share Collection’. If you want to share just one product, select the product you want (don’t click on ‘Edit’ or ‘Boost’) and then click on ‘Share’ at the bottom of the page. Say something about the product before clicking on ‘Post’.
Similarly, by clicking on any product, you can see product insights for it such as the number of views and the number of message sends.
How to Maximize Facebook Shop
Facebook Shop Section is an extension of your ecommerce site. Aside from showcasing your products effectively by adhering to the guidelines for product photos and descriptions, maximize what having a Facebook storefront can do for you by using it to build trust and increase awareness.
Get your page verified
Get your Business Page verified so people shopping on your shop will know that your business is authentic. It builds customer trust and plays a role in your conversions too. There are different ways to get your page verified. See this article on Facebook’s whole verification process.
If you have tons of different products to sell in your shop, organize them according to themes or collections. This will make it easy for you to categorize your products. Your customers will also benefit of looking into your collections for certain items they are looking for rather than going through all of your products in a long scroll.
Respond immediately to messages
Especially if the products you are selling are customizable or negotiable, respond to your customers’ messages as quickly as you can. Any second delay may mean a lost conversion on your part.
Try to aim for the ‘Very Responsive’ badge on your page too so your customers know that you are easy to reach out to. To get this badge, do your best to respond to 90% of your queries in under five minutes.
You can also compose canned replies to help you save time responding to private messages. Encouraging potential customers to message you privately also helps you keep your correspondences out of the radar. When conversations are all out in the open, there is a potential that it may hurt your business.
Encourage ratings and reviews
Invite your customers to leave their ratings and reviews of your shop. Social proof can help you build brand trust and make others interested to buy from you too. Should you receive a low rating or a poor review, make sure to respond to it as timely and appropriately as possible without being defensive.
Having a mix of good and bad comments is actually good for business as 68% of customers trust reviews more when scores are mixed. The absence of negative opinions can strike as censored or faked.
Share products on your timeline
It’s not enough to upload all your products inside your shop. Share them each on your timeline so people are more aware about it. You may have one hundred products in your shop, but there is no way for people to know everything inside it.
Say something about your product too before sharing. Build a lifestyle around it, provide context and reason as to why people should take a look at it. Whether it is now on sale or it is a product perfect for the current season, always make your posts exciting and engaging so people will click and proceed to buying it.
Invite people to subscribe
Tell your fans to subscribe to your shop so they get instant notifications whenever you add new products.
This is a great way to keep your customers updated and in the loop in addition to just sharing your products on your timeline.
Cross-share on other platforms
If you are using other social networking sites like Twitter, Instagram or Pinterest, consider sharing links to your Facebook shop on these platforms. This gives your products more coverage and more opportunity for awareness.
Boost your products
If you have experience using Facebook ads to boost your posts, do the same thing for your products inside your shop. Give your products exposure with an ad. You can always dictate how much you want to spend for it and discontinue it when you want to. And just like the same handy features of configuring an ad, you can control how targeted your ad will be by choosing its audience, budget and duration.
Some perceived limitations
With Facebook Shop, only physical products can be sold. Services or digital goods are not accepted as of the moment.
There might be instances too when the status of some of your products are pending or under review. In this case, you’ll need to wait before your products can appear in your shop. To make sure your products show up on your shop section, adhere to the guidelines set by Facebook for your images and descriptions.
Also, if your customers browsing your shop section wants to proceed to checkout, you need to link them to your site’s checkout page. Payments cannot be processed through Facebook.
With Facebook Shop Section, business owners can now easily sell their products straight from their Facebook Page without having to know the basic essentials of creating a digital and mobile storefront. This is an even greater advantage for marketers who want to set up a presence on mobile, but do not have the finances to build one. Facebook Shop Section is free and does not take a percentage of the sales made using the section.
The steps to create a Facebook Shop Section are intuitive, allowing business owners to easily set up shop and see how adding this section can impact their growth and conversions.
To avoid any inconveniences, make sure to adhere to the guidelines for listing products on Facebook Shop. Prepare your product images in advance and make your descriptions as digestible and creative as you can.
As more doors are opening on Facebook for ecommerce businesses such as Facebook dynamic product ads and canvas ads, it certainly won’t take long before Facebook becomes the ultimate destination for small and medium-sized ecommerce businesses.