How to Sell on Facebook in 2020

ou asked Google, how to sell on Facebook, and found yourself on this page? Good for you! You’re about to read a comprehensive step-by-step guide full of fresh and actual info, written in a digestible manner.

Selling products on Facebook is a topic that has been red-hot for years. The early birds started making money on their Facebook eCommerce projects back in 2011.

As of 2020, this sales channel still remains a trendy and probably promising direction to move forward. With the caveat that in 2018 Facebook announced preparing… well… a bit of bummer for businesses. But first things first.

Currently, Facebook offers a good plate of opportunities for selling your products… but they are generously spiced with all kinds of complications.

Hard it is to balance between adding more (and more, and more) features yet not becoming monstrous. This border is thin, and to me, Facebook is about to overstep. Try setting up your Facebook store, and you will hardly withhold comments like that:

“OMG waat?”

“Facebook Shop and Facebook Marketplace are two different places for shopping and selling? So which one is right?”

“Hmm… There’s a Power Editor and Ad manager and the “promote” button, and they’re all for one and the same thing — creating Facebook Ads? Okay, got ya, but where do I create a campaign?”

“What do you mean I need a “Facebook Page”?? Isn’t my Facebook account a page? Do you want me to create a Facebook group? Or WTF do you want?”

If in the attempt to understand that rocket science your brain is starting to boil, and your eye is twitching, you’re not alone.

Yeah, I know the feeling. So I have done the homework for you and systemized all the bits of most essential info into this Everything f-Commerce Guide.

What’s the difference between Facebook Shop and Facebook Marketplace?

Facebook Marketplace

It may sound like Facebook Marketplace has something to do with online buying and selling.

But it’s far from being a true eCommerce platform.

One cannot actually buy and sell items on the Facebook marketplace. Just find the products (or list them) and get in touch with the owner to arrange payment or negotiate the price. No payment processor supported. No shopping cart, no tax calculation, no nothing that you expect to see as a seller.

If you pick the wheat from the chaff, Facebook Marketplace becomes simply a listing of local personal ads. In a sense, it’s an attempt to build another Craiglist — but only for FB users.

Do you get the idea? It’s aimed at users, not businesses.

So cross the marketplace out from the list of possible B2C tools with a determinate face, and let’s switch our attention to Facebook Shops.

Facebook Shops

Unlike FB Marketplace, this is a way to go for businesses thinking about selling stuff on Facebook. It is definitely closer to an online store.

It even supports transactions, if you wish, as long as you’re in the USA. The rest of the world has a single way to accept an order — redirect the buyer to an external website, supporting the shopping feature. The call to action button that you select for your Business Page can be attached to your Amazon shop, Shopify store, webstore powered by X-Cart or any other store builder.

How to add a shop on FB?

If you want to sell via FB, the very first thing you will need is a Facebook Page.

Yes, in terms of Internet, your profile page is a web page indeed. But in Zuckerberg’s social network, “Facebook Page” is a separate page for business purposes, where you will act as an admin.

So, go create a Page, it’s a no-brainer.

It will ask you to choose a page category. You can get started with ‘Business or Brand’ that will allow you to showcase your products or services. Or you can go for ‘Community or Public Figure’ to connect with people from your group or club.

Once the page category is chosen, specify your page name and add a category to describe your page.


After that it will ask you to add a profile pic and a cover photo (you can skip both), and you’re all set.

Now let’s take a magic wand and make a little magic — create a nice Facebook store out of nothing.

Option one — add a Shop section on Facebook

Facebook Shop Tab is quick to set up, but rather tricky to find. The first thing you should do is to check if you have access to it.

Visit your Facebook page and check if there’s the Add Shop Section link below your cover picture. It should look like that:

The good news is that you do not have to be a major retailer to have the access to this feature. But, yes, strange as it may seem, it appears at random!

Here’s the step-by-step scenario for you:

  • Open the Page you created on a previous step.
  • Click the “Add Shop Section” below your cover photo. Note: If you do not see the button for some reason, you might need to change your Page’s template. Use this instruction to do it.

Agree to Facebook’s Seller’s Terms and Policies.

Select the currency

Select the checkout method. Actually, you choose from two: a message to contact you or a redirect to your eCommerce website. For the USA-based businesses, there may be shown the third option — checkout right inside Facebook through Stripe.

  • <for merchants from the United States> If you have chosen to process payments inside FB via Stripe, you will be asked to specify the credentials of your existing Stripe account. If you don’t have one yet, you will be instructed on how to set it up.
  • Now enter your business address and business email.
  • The “walls” of the store are raised, but the storefront is empty, so put your products there. Specify product titles, upload eye-candy product photos, craft a selling description, specify price, category, shipping methods, whether it is visible to the public or not and whether it is on sale.
  • Now go promote them like crazy.

Option two — use Ecwid

The word “Ecwid” may sound a bit weird to a native English speaker. “Hic-weed”, as it has been jokingly referred to in one of the thousands of positive reviews.

Jokes aside, it’s a superb eCommerce widget that you absolutely must consider if you want to add shop to Facebook, as well as Wix, WordPress, Weebly or Adobe Muse — or any other existing website builder that your site is powered by.

Icing on the cake, it has a free plan. But believe me, being free is not the main reason to take a closer look at selling online via Ecwid.

40,000 stores powered by Ecwid on Facebook only, over 1 million sellers in total — that IS the reason. All these successful businesses selling products around the world can’t be wrong.

Ecwid’s Facebook shopping cart features are even wider that Facebook’s own ones. They include:

  • Automatic Tax and shipping cost calculation. It integrates with carriers like USPS, UPS, FedEx and more
  • Secure checkout with 40+ payment options, all PCI DSS compliant — without leaving Facebook.
  • Synced inventory, if your online store is connected not only to Facebook, but also to WordPress, or Weebly, or Wix or anything else. Ecwid will showcase the same products, prices and descriptions on all the storefronts. You upload the products directly to Ecwid, it synchronizes the listings everywhere,

If you’re interested, see how easy it is to Add Ecwid to Facebook.

By the way, you may notice that a link to Ecwid is not an affiliated link — I will not earn a dime, even if you subscribe to paid plan of theirs. And since I have no financial interest, doesn’t it make my friendly recommendation more trustworthy? =)

Option three — a native app for your Shopping cart solution

Many ecommerce platforms have a ready-made app listed in their official marketplaces.

Say, users of X‑Cart Classic can enable such a Facebook storefront with the f‑Commerce Go module.

  • Entire product catalog on Facebook Shop tab — searchable, with categories structure and featured products.
  • Customers shopping on Facebook are redirected to complete checkout through X‑Cart web storefront.
  • Sales coming from Facebook are marked in your X‑Cart admin backend for tracking.

Online sellers, whose stores are powered by Shopify, should take a closer look at this app. The app uses Facebook Shop API, so you can sell products directly on your Facebook Page and enable checkout on right on Facebook (the feature is for the USA only!)

There’s also a top-rated extension for Prestashop, but unlike Shopify’s, it doesn’t use Facebook Shop API, and creates its own tab instead.

I’m sure that most top eCommerce Platforms offer such an integration with Facebook, either for free or for some affordable fee. If you already have your online store, go check its marketplace. Just search for “Facebook” and if the app exists, you will find it.

So, now you see that creating your very own store on Facebook is easy-peasy. But that’s not all. You don’t need deadweight, you want your store to kick ass!