How businesses use Meta commerce platforms to sell products effectively
In today’s digital age, Meta’s platforms, especially Facebook and Instagram, are crucial tools for businesses looking to effectively sell their products.
In the fourth quarter of 2024, there were over three billion daily active users across Meta’s platforms, providing businesses a great opportunity to connect with potential customers, build brand loyalty, and drive sales.
However, being present on Meta is not enough; a strategic approach is necessary to maximise these platforms’ potential. That’s where we can help!
Setting up a Facebook and IG shop
To set up a shop on Facebook and Instagram, use Commerce Manager to upload your product catalogue and create your shop. You can also customise the layout with Shop Builder and submit your account for review.
Steps
- Create a business account on Facebook and Instagram
- Link your Facebook business page to your Instagram account
- Configure your settings in Commerce Manager
- Upload your product catalogue
- In the Shops tab, use Shop Builder to customise your shop’s layout
- In the Account tab, click Submit Account for Review
- Create ad campaigns for your products
More Tips!
You can connect your product catalogue directly to Facebook or Instagram using Shopify. This allows you to tag products in social posts, enabling customers to click through to view product details and make a purchase.
Once you publish your shop, customers can access it from your Facebook page or Instagram profile. However, Instagram may take up to 48 hours to review your products!
Optimising product listings
Optimising your product listing is essential for success in today’s large digital marketplace. Improving the following will improve your shop’s discoverability and increase sales.
High-quality images
People shop with their eyes online.
High-quality images are essential for the success of your online shop. Showing multiple angles and close-ups allows customers to understand the product you are selling them.
Lifestyle images and short product videos increase engagement and allow customers to understand the product better, increasing conversions.
Product titles and descriptions
Your product title and description grab your buyer’s attention and provide essential details.
Titles must be under 65 characters, clear, informative, and rich in keywords. Including keywords increases the likelihood that people will find your products easily.
The product description should complement the title and include key features and benefits. Engaging descriptions that answer customers’ most common questions can influence buyers to purchase your products.
Product Tags and Categories
Accurate product tags and categories on Meta can help improve visibility and discoverability.
Tags help shoppers easily find your products when searching for specific items, while categories ensure that your products are displayed in the appropriate sections of Facebook and Instagram shops.
Optimising these elements increases the chances of your listings appearing in front of the right audience, driving more engagement and sales.
Pricing and promotions
Using pricing and promotions is an effective way to increase your sales on Meta. Competitive pricing, discounts, and limited-time offers create a sense of urgency, prompting customers to purchase your products or services.
Furthermore, incentives like free delivery can make your offerings more appealing and encourage scrollers to buy!
Customer reviews
Encouraging customers to leave positive reviews on Meta Shop is a great way for businesses to improve their credibility and increase sales.
Reviews offer potential customers honest and valuable feedback on products and services, which can significantly influence buyers’ decisions.
Optimising for mobile users
Lastly, optimisation must ensure your product listings are mobile-friendly. Most shoppers browse and purchase products on their phones, so using high-quality images and concise descriptions designed for mobile viewing will increase engagement and sales.
Using Meta Ads for Targeted Reach
Dynamic ads and retargeting on Meta are effective strategies for re-engaging shoppers who have visited your online shop or abandoned products in their basket.
With Meta Pixel, you can deliver personalised ads based on user behaviour, reminding them of items they have previously viewed. Dynamic ads automatically display relevant products, showing potential customers products they’re interested in, increasing the chances of conversion.
AI-Driven Targeting & Audience Segmentation
Meta’s advancements in AI-powered advertising enable businesses to connect with the right audience at the right time.
Meta-analyses user behaviour, interests and engagement patterns to optimise ad delivery to potential buyers, improving ad performance and ROI.
Businesses can target specific demographics, interests, and behaviours through audience segmentation. Lookalike audiences help expand reach by finding new customers similar to existing ones, while custom audiences allow retargeting of users who have interacted with your brand before.
Meta utilises AI-driven targeting, segmentation and retargeting to help businesses maximise ad efficiency, improve conversions and drive sustained growth.
Driving Sales with Shoppable Posts, Reels & Stories
Using features like shoppable posts, reels, and stories creates a seamless shopping experience on Meta, boosts engagement, reaches new customers and increases sales.
Shoppable posts allow users to browse and purchase products directly from their feeds, reducing friction in the buying journey.
Reels offer a dynamic way to show products in action, using short and engaging videos to capture viewers’ attention.
Stories with product tags and swipe-up links encourage instant purchases by creating a sense of urgency with time-limited content.
Influencer Collaborations
Engaging ad copy and high-quality visuals are essential for your online shop to perform well, but influencer collaborations can take your sales to the next level.
Working with influencers allows brands to reach new audiences and build trust through genuine, personal recommendations. When followers see your products in real-life settings, they’re more likely to trust and engage with them, leading to more purchases.
Influencer marketing adds that extra layer of credibility and helps to drive conversions in a way that feels authentic.
Final thoughts
Facebook and Instagram are powerful tools for online sales, offering features like Shops, targeted ads, shoppable posts, and influencer collaborations. Brands can boost sales by optimising product listings, creating engaging content, and using AI-driven advertising strategies.
As we look into the future, AI automation and live shopping will continue transforming social commerce, making shopping more seamless and interactive. Businesses that adapt to these trends will stay ahead, scale their eCommerce presence, and increase sales on Meta’s platforms.
