Facebook Shop Tab is a relatively new feature that can be a real game changer for any e-commerce business. The problem is many people who are less familiar with Facebook business features are understandably confusing it with another feature, called Facebook Marketplace, but Entyce are here to shine a light on the differences.
Facebook Shop Tab
Facebook Shop Tab was fully rolled out to businesses this year (2016) and is a major advantage for e-commerce companies looking to convert their target audience via Facebook.
In the past, e-commerce businesses would aim to push traffic from Facebook to their websites where they could convert to a customer. While we all still use Facebook to push traffic to our websites, it is a well-known truth that many users will not want to leave the platform. After all, if you are specifically looking for a product you would probably search for it on Google and you may only move from Facebook to an e-commerce website if something extra special caught your eye. More often than not if you did see something you might want to buy you would think to come back and have a look later so you can keep scrolling and engaging on Facebook. It many instances you would probably forget to go back and check out the product in greater detail.
This behaviour meant businesses were failing to convert potentially interested parties.
To resolve this, numerous Facebook shopping apps and services sprung up to allow users to buy products directly from a business’ Facebook page without ever having to leave the platform e.g. Shopify.
The problem was that these apps could be expensive, unreliable and businesses didn’t always trust them. What they really wanted was a shop section in Facebook, developed by Facebook at low or no cost. Well this year that is exactly what Facebook has done.
Shop Tab was announced some time ago but has been in development and testing for what feels like forever. Over the last couple of months more and more shops saw the Add Shop button on their Facebook pages.
Facebook Shop Tab allows you to list your products and prices and if you are in the USA you can sell directly on Facebook.
Hopefully the ability to buy in Facebook without leaving the platform will soon be available to UK customers. For now, customers must still convert on the website but they browse full product details on Facebook and are only pushed to your website or to arrange a payment with you once they are about to start the checkout process.
Facebook marketplace may sound like something to do with shopping and it is but it’s completely different from the shop tab. Feeling confused? We don’t blame you.
Facebook marketplace is aimed at users rather than businesses and it’s exclusively available on the Facebook app for IOS and android, not the desktop site (although Facebook have said they may introduce it to the desktop version in the future.)
The marketplace is where users can easily snap a picture of a piece of property they don’t want anymore and pop it on the marketplace with a price. Other users see the product they want and can then arrange payment with the poster or negotiate the price. You cannot actually buy or exchange money via the marketplace just list products and find them. It is a bit like a giant, online car boot sale.
*Since full transactions within Facebook are only available in the USA for the shopping tab, both features face a similar hurdle regarding payment if you are using either in the UK.
Which should I use for my business?
So now that you know the difference it is quite easy to see that the new Facebook Shop Tab is the way to go for your business products but if you are looking to offload your old bike or find a second-hand vintage handbag then the marketplace can be very useful.
So, now that you know they exist how can you implement these features?
How to set up a Facebook Shop Tab
What is really great about the new Facebook Shop Tab is just how easy and quick it is to set up. If your business has the right category on Facebook i.e. you are obviously a shop, then you should see the option to Add Shop Section. This is usually positioned beneath your About, Photos, Likes and other pre-existing tabs.
1) Once you have clicked this option a Shop Section Link will appear explaining briefly what the shop section is. Click the Add Shop Section button to continue to the next stage.
2) Facebook will now ask you to agree to merchant terms and policies. While most people skip through terms and permissions it is actually a very good idea to read these policies carefully as it will detail valuable information such as what products are not allowed on Facebook, refund and returns policies and the test phase of your shop.
3) Once you have read through all the necessary policies it is time to add your billing and product processing details. Facebook uses a highly trusted payment process with Stripe. You will be asked to enter your business email address which will be used to notify you on shop purchases and should be the email for customer services. If you don’t already have a Stripe account for your business, you will be sent an email with a guide on how to set one up. *Currently this step is only available in the USA.
4) Once Stripe is up and running go back to the Facebook shop setup and click connect to an existing Stripe account. You will also need to enter your business address and once through this phase you will notice, on the front end of your Facebook business page, that you have an additional tab called Shop.
5) You will be asked to describe what sort of products your Facebook shop sells. This is just an overview.
6) Now comes the part where you actually add products to the Facebook Shop. You can easily configure the settings for each product and there are simple fields to fill in, such as a products name, pictures, description, price, category, shipping methods, whether it is visible to the public or not and whether it is on sale. It is a good idea to read the Facebook image guidelines for your product image to get the best results. It is useful to note that there are only 4 product variants for each product and you must not abbreviate variants such as large, small or medium.
7) Once you have uploaded all your products they will enter a review phase by Facebook similar to ads.
Previously only certain types of business page have the options of ratings and reviews and you could remove this if you chose but all Facebook shops with the shop tab will be required to display their reviews section.
How to use Facebook Marketplace
If you are on the Facebook app on mobile you should see a row of icons across the bottom of your screen. The middle item looks a little like a cartoon shop window and this is how you enter the Marketplace. Once in the Marketplace you can check your listed items, browse by category or search and even sell. Items will be shown in feed by locations near to you and when you find an item you like you can click on it and view a map of where it is located, with the option to message the seller or make an offer like an auction.
To sell a product simply click the sell icon at the top, upload or take a snap of your product and publish with a short description and price.
We hope to see full functionality for purchasing in Facebook rolled out to Shop Tabs beyond the USA soon.
Currently Facebook takes no profit on anything you sell via a Shop Tab or the Marketplace so both options are highly cost effective. Happy shopping.