Billions of people use social networking sites like Facebook and Instagram to connect with friends & family,
According to Business of Apps, Instagram has grown from 1 billion users in 2018 to 1.41 in 2021 and Facebook has grown from 2.23 billion to 2.9 billion users in the same time period.
But for a global fashion brand, does it make sense to integrate your store directly with these platforms? The answer is yes.
The rise of digital marketplaces, social media shopping, and eCommerce continue to drive increased demand for popular brands to make their products available through social media marketplaces.
It’s this exact reason that led Facebook to create Facebook Shops for eCommerce businesses looking to create online storefronts through Facebook and Instagram. And with mobile eCommerce expected to reach a $3.56 trillion value in 2021, it’s clear why this is the focus today. Facebook Shops is free to use, and any company regardless of size or budget has an opportunity to add their products to the most popular social networks available.
This article will dive into the benefits of Facebook Shops for popular international brands and retailers, how a Facebook Shop differs from an Instagram Shop, and examples of both in practice.
Facebook Shops Benefits For Merchants: The 6 Cs
Launching your storefront with Shops is one of the best steps you can take to boost your chance of success. The platform offers several features brands and retailers will be interested in.
You have complete control over what your storefront will look like online. Tweak the colors, graphics, typefaces, buttons, and general layout to match how you want your brand image to look.
Best of all, even marketers with little design or technical experience can take advantage of the platform’s easy-to-use tools. You even get a mobile preview on the side for instant feedback.
You can also manage what products you want to show off the most. No matter how many different items you need to juggle, keep them organized through Collections, a feature for effectively cataloging your products.
Just head to the Shops customization page, go to “layout,” and click “add collection” to get started. Collections work best when you have a lineup of related products released together, such as a summer collection or a “back to school” sale.
Collections themselves just look pretty and can catch the eyes of passing visitors with their beautiful imagery and design.
Facebook Shops are connected with major social networks, with access to communication tools like WhatsApp and Messenger for direct response to customer questions and comments.
This real-time nature of your conversations will boost customer retention and enhance your ability to provide personalized experiences.
Just like any online storefront, advertising and how you reach the right shoppers to maximize engagement are extremely important.
In a nutshell, everyone who’s ever viewed or bought products from you or otherwise showed some sort of interest gets grouped together into your own Custom Audience. You have a chance to re-target these people for advertising with an option to filter based on certain demographic traits like location, age, and gender.
Compatibility with eCommerce Tools
To help you navigate the lucrative but also complicated world of online commerce, several third-party market integration tools are available to businesses today.
Facebook is working with multiple partners to integrate your products with Facebook Shops, such as:
- Channel Advisor
- And various others.
Marketing and selling products on Facebook Shops is all about using the right tools and taking advantage of the massive audience you have with Facebook and Instagram.
Collecting Insights and Analytics
Detailed analytics are extremely valuable to eCommerce companies, as they provide actionable insights into your sales and products. Facebook and Instagram have a built-in Insights feature within the Commerce Manager. From there, you can find data regarding:
- Visitor traffic, both how much and where they are coming from
- Demographic of your target market
- Tagged content
- Catalog insights
Depending on your needs, you can also view these statistics according to a date range or by the site (either only Facebook or only Instagram).
Facebook Shops Benefits vs. Instagram Shops Benefits
Are there different benefits for selling on Facebook Shops as opposed to Instagram Shops?
There are three main differences:
- Market availability: Facebook Shops is available to all markets. Instagram Shops is available in select markets. Both Facebook and Instagram checkout are only available in the United States.
- Product Display: Instagram has a unique way to organize products known as “Products For You.” Since Instagram is a mobile platform, the Shops section likes to pull together multiple product recommendations based on browsing history into a central location known as “Products For You” that’s easy to navigate on a small touchscreen device. Facebook doesn’t have this feature.
- Setup: The setup process is slightly different between the two platforms. Check out Facebook’s official documentation to read the details.
The last few years have been challenging for global retailers and brands in many ways. It’s becoming increasingly clear that making your products available through online platforms like Facebook and Instagram is essential to stay competitive.
To boost your chances of successfully integrating and increasing your product visibility on Facebook Shops, take advantage of its partnerships with eCommerce tools like Highstreet.io’s marketplace integration and services.