30/06/20
3'
After years of experimentation in the field, Facebook has decided to strike a big blow in the e-commerce sector, with the launch of “Facebook Shops”, accessible on the social network and Instagram. This announcement is set to have a big impact on the online sales ecosystem.
Facebook’s ambitions in e-commerce are nothing new. As early as 2014, the social network added a “Buy” button so that users could make purchases without having to leave its platform , and launched the “Dynamic Product Ads” advertising service a few months later, to enable e-merchants to carry out segmented and personalised advertising campaigns.
At the end of 2016, the platform took a new step towards e-commerce by launching its “Facebook Marketplace”, an exchange area where social network members can buy and sell goods between individuals. In 2018, Facebook opened up its marketplace to professionals by allowing dynamic ads.
On 19th May, the social network decided to go one step further by introducing “Facebook Shops”, a brand new marketplace dedicated to e-merchants, especially craftsmen and SMEs. Thanks to this new feature, any company can create an online shop on the platform, with a customizable interface on which you can display items from your product catalogue.
Reserved for 1 million companies during the initial beta phase, Facebook Shops will quickly be extended to all companies registered on the social network. This service seems to be an answer to Google’s Shopping Actions.
This new professional service is not just a copy or evolution of Marketplace; the Facebook Shops platform is a much more advanced feature, aiming to make the social network a major player in online commerce.
Providing e-merchants a lot of flexibility, Facebook Shops can be created on your existing Facebook or Instagram account. You can design the shop yourself, or work through a specialised partner. For companies operating in certain countries, an integrated payment allows you to manage everything from the platform.
At checkout, e-merchants can entice buyers to visit their online store, and customer service can be provided in real-time using the group’s own messaging tools. In the short term, buyers will be able to track the status of their order through various messaging tools: Messenger, Instagram Direct, or WhatsApp.
Other functionalities, currently under development, will also be added:
At this stage, the group does not charge companies when setting up their online shop. Only a commission (US figures: $0.4 for purchases below $8, 5% of the basket price above that) will be charged, and that’s only if buyers use the “Check out” function to make payment. There is no commission for payments made outside the platform. The service will be mainly financed by advertisements.
In order to benefit from Facebook Shops, you need to register as a merchant on Commerce Manager. This tool will allow you to launch and manage your online shop, as well as collect money from sales.
Several pieces of information must be provided at the time of registration:
You must also specify the countries in which you operate, the product category that best represents your business, and the shipping and return options you offer your customers.
Once this information is provided, you can choose your sales channel (Facebook or Instagram) on the group, or a third-party marketplace partner and associate them with your existing business accounts. Finally, Facebook will perform a security check to ensure your professional identity.
The launch of this tool is still very recent, only a few brands are currently working on activating this new feature. Facebook hopes to work with many players in the coming weeks, particularly in the fashion, beauty and home sectors.
Image: Pexels
Your e-commerce library
How to Succeed on Marketplaces on Black Friday
Learn moreL'Oréal Luxe Success Story
Learn moreAI in E-Commerce: Product Feed Focus
Learn moreBy submitting this form you authorize Lengow to process your data for the purpose of sending you Lengow newsletters . You have the right to access, rectify and delete this data, to oppose its processing, to limit its use, to render it portable and to define the guidelines relating to its fate in the event of death. You can exercise these rights at any time by writing to dpo@lengow.com
Marketplaces
In 2024, selling on marketplaces is a real challenge. Rivalry between sellers is intensifying, and the range of marketplaces is…
18/01/24
7'
Marketplaces
Emerging under the vast umbrella of PDD Holdings Inc., Temu has skyrocketed in popularity as a shopping sensation from China…
17/08/23
5'
Marketplaces
The e-commerce scene is a vibrant mix of marketplaces in Europe. These aren't just websites; they're bustling hubs where millions…
08/12/23
7'
Google Shopping
Google Shopping isn't just another advertising channel; it's the undisputed titan of paid e-commerce advertising channels. And why is that?…
11/01/24
9'
Price Intelligence
Selling successfully on marketplaces like Amazon and eBay hinges on how well you price your products. It's a balancing act:…
24/11/23
7'