The Rise Of Shoppable Socials: Why You Should Sell Via Facebook

Anna Veitch
29th July 2021
3 minute read

Yes, that’s right. You blinked and, well, suddenly social media became social commerce.

 In 2021, some of the most prolific platforms out there – such as TikTok, Pinterest, Instagram and Facebook – are hybridising and introducing more and more ways to purchase in order to accommodate for the ever-growing trend towards online shopping. So, today we’re going to take a little dive into the ins and outs of social commerce, and consider why it might be an excellent idea for your brand to build its revenue potential through Facebook.

So, why Facebook?

Facebook, along with Instagram, has a whole host of shoppable features. The one you may have noticed the most is product tags. Through the use of product tags, you can steer users towards the relevant information for a product tagged in a post by creating a link to what Facebook calls your catalogue.

Most importantly, Facebook fly’s the flag for the “discovery orientated” shopping experience. Discovery commerce is designed to help you as a retailer to better leverage the platform so that consumers are more readily able to “discover” your products at critical junctures during their browsing and purchasing sessions. You can best tap into this by making use of Facebook’s option to curate customisable collections designed to showcase certain products, which users can access from the “Shop” tab.


All in all, Facebook shops are easy to use and give sellers a huge amount of freedom and opportunity to customise to their own ends. They’re easy to set up and will allow you to reach, literally, billions of potential customers who you may not otherwise be able to, without social commerce.

Where to begin?

In order to – literally – get down to business, you’ll need to take only a few simple steps to get started with Facebook sales. First, you need to set up a dedicated page for your business, if you don’t already have one. It’s important you get yourself a business page up and running, as they have a whole host of features and possibilities that personal accounts don’t have access to, such as:

  1. Budget-focused advertising tools
  2. A huge variety of free marketing opportunities
  3. The exposure to the entirety of Facebook’s huge user base, which totals more than 2.41 billion individuals.

Once that’s done and dusted, it’s time to either connect your e-commerce site to the page or manually upload your product catalogue. From that point onwards, you’re good to go, and then it’s all about marketing. Marketing your products and your Facebook shop can be done through the use of ads, boosted posts and even contests.

That’s the lowdown on utilising Facebook as a shoppable social. So, what’re you waiting for? It’s time to get selling… ka-ching!

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