When it comes to selling on social media, few platforms have the reach of Facebook. Despite the rise of newer social apps, Facebook users still outnumber users of other platforms. That means no matter what business you’re in, chances are you have lots of potential customers to sell to on Facebook and Instagram.
Surveys show a growing number of online shoppers make purchases via social commerce—that is, directly on social media platforms—rather than through ecommerce platforms.
If you want to sell on Facebook but don’t know where to start, this step-by-step guide is for you. You’ll get the rundown on how to sell on Facebook Marketplace and Facebook Shops, including tips on listing items for sale and pricing your products.
Ways to sell on Facebook
Facebook offers a ton of tools to help merchants and users sell online. We’ll cover each in detail below, but first, here’s a quick recap of the different ways to make money on Facebook:
Facebook Shops
If you’re a small business owner looking to build an audience, grow your brand, and boost sales all at once, the best sales channel where you can get started is Facebook Shops.
With Facebook Shops, merchants can set up a fully functioning online store directly on their Facebook business page. Your customers don’t need to leave Facebook to purchase an item—they can do it mid-scroll.
💡 Want to know how to sell on Facebook Shops? Skip to our Facebook Shops guide.
Facebook Marketplace
Facebook Marketplace was originally set up as a consumer-to-consumer (C2C) sales tool, similar to Craigslist. Users post classified ads and arrange in-person product exchanges or direct payments.
Facebook Marketplace works this way for a huge number of people. Reportedly, the platform attracts more than a billion users each month. But over the past few years, Facebook has also added features to its marketplace to accommodate the needs of small businesses—such as on-site checkout and shipping options.
💡 Want to know more about selling on Facebook Marketplace? Skip to our Facebook Marketplace guide.
Facebook buy and sell groups
Part of the move to make Facebook Marketplace more retailer-friendly comes from the fact that C2C transactions are often made through Facebook buy and sell groups.
Any Facebook group can enable the buy and sell feature. That adds a commerce option for localized communities that may center around a specific topic or location.
Buy and sell groups are best for individuals looking for garage-sale-style shopping experiences. Groups aren’t the primary way for merchants to sell on Facebook, but retailers can use these groups to build their brands, especially on a local level.
💡 Want to know how to sell on Facebook buy and sell groups? Skip to our Facebook buy-and-sell groups guide.
Next, let’s look at how to sell on these three Facebook commerce platforms in more detail.
How to sell on Facebook Shops
If you’re a small business or creator looking to sell directly on Facebook and the Facebook app, start by creating a Facebook shop. It’s a must-have if you want to sell on Facebook.
1. Create a Facebook business page
If your business doesn’t already have a Facebook page, you’ll need to create one.
You do not need to create an entirely separate Facebook account; your business page will be managed separately from your personal Facebook profile. The two accounts won’t be publicly tied to each other, so audiences won’t be aware of the connection unless you choose to post from your store onto your personal page.
In order to use Facebook store and Facebook Marketplace integrations, your products must adhere to Facebook’s commerce policies and the terms outlined in the Facebook Seller Agreement.
To create your Facebook business page, log in to Facebook, select the Menu button, then select Page from the Create menu:
From here, you’ll be able to add your cover photo, profile photo, and relevant information about your business. Remember that fully completed, detailed information fields appear more professional and trustworthy to potential buyers, so make sure you don’t leave anything out.
Important: In order to sell on Facebook with a shop, you’ll need to use the Shopping template for your business page. You can change your Facebook page template after adding basic information about your business.
🛒Already have a Page and catalog set up for your shop? Make sure you have full control over the business portfolio you’re using to manage them. You’ll also need Manage permissions for both the Page and catalog to keep everything running smoothly.
2. Add a shop section
Go to the Create your shop page and click Next. If you’re already selling on Shopify, you can create your shop by syncing your products. Click the Sync a partner platform link and follow the prompts to complete set up.
3. Choose checkout method
You have three options when it comes to accepting payments in your Facebook shop:
- Check out on another website. If you select this option, customers will be directed to your ecommerce website to check out.
- Check out with messaging. This means customers will contact you through Facebook Messenger or WhatsApp to arrange payment.
- Check out on Facebook. This option allows customers to buy directly on Facebook. (You need a US bank account and business address to sell with this payment option on Facebook.)
Meta charges a standard processing fee of 2.9% for credit card transactions it processes. (If your Facebook shop is powered by Shopify, you’ll be charged processing fees by Shopify directly.)
4. Choose your sales channel and Business Manager account
Next, choose the page you want to sell from or create a new one. If you plan to sell on Instagram, go to your Instagram business account and choose Next.
On the next page, choose your Business Manager account, or create a new one. Select click Next to continue.
5. Select a catalog
Choose the catalog you wish to apply to your store and select Next. In order to use a catalog, it must fulfill the eligibility criteria for stores.
6. Set expectations for shipping and returns
Decide how you’ll ship orders, and provide information on how you’ll handle returns.
Fill in your shipping options, including:
- The locations you’ll ship to
- Handling time
- Cart minimum for free shipping
- Delivery times
- Return window
Add a customer service email address so you can answer questions and provide support. You can also let shoppers subscribe to your email list at checkout or on your shop’s homepage.
7. Submit your shop and finish setup
Review your shop details, read and agree to the seller agreement, and choose “Finish set up.”
Once you’ve created your shop, here’s what to tackle next:
- Manage your catalog. Add any products you want to sell. If you’ve synced your Shopify store with Facebook, Shopify will automatically add products to your Facebook store.
- Create a collection. Organize your products into collections to make it easier for customers to browse your shop. Collections can be based on product categories, seasonality, or any other theme that makes sense for your business.
- Customize the look of your shop. Change button colors, arrange featured collections and promotions, and choose featured collections to highlight at the top of your shop.
- Advertise your shop. Use common Facebook marketing tactics to attract shoppers to your Facebook store.
How to sell on Facebook Marketplace
Selling on Facebook Marketplace is easier than setting up a Shop, but it’s less professional and you have less control over the visual branding of your listings.
Here are the steps to start selling on Facebook Marketplace:
1. Create your Marketplace listing
Log in to Facebook. Go to the Marketplace button on the left side menu, then Create New Listing.
2. Select the item for sale
Choose which product you want to list.
3. Fill in all listing information
Add a high-quality product photo and an engaging product description, plus the product’s price, condition, and any additional details (like SKU numbers and product tags). Once you’ve added all your product info, select Next.
4. Preview your new listing and join groups
On the following page, you’ll be shown a preview of your product listing, with a list of local groups you can join. Joining these groups is not mandatory, but doing so will allow you to post Marketplace listings to local buyers in the groups you join. That will help expand your reach, which can make an impact on sales.
5. Publish your listing
Once you’re satisfied with your listing, select Publish to start selling on Facebook Marketplace.
Boost your Facebook Marketplace listings with Facebook ads
If you want more users to see your listings on Facebook Marketplace, you can boost them by creating Facebook ads for your Marketplace listing.
To do this, start by going to your active Facebook account:
1. Find your product listing
From Facebook, select Marketplace on the left side menu, then Your Account.
On your account page, under Your Listings, select Boost Listing on the listing you want to boost.
2. Set campaign details
On the next page, you’ll be able to select a daily budget, the length of your ad campaign, and your target audience. From there, you can see a preview of your Facebook ad.
3. Launch ad campaign
Edit any attributes as needed. When you’re happy with how the campaign looks, select Promote Now.
Learn more about Facebook ads:
How to sell through Facebook buy and sell groups
Any admin of a Facebook group can turn on buy and sell features. However, the majority of groups with selling features enabled are local networks, with members living in a specific city, town, or neighborhood. That’s because sales through these groups are usually arranged privately between buyers and sellers.
Although buy-and-sell groups are mostly used by casual sellers, they do offer an opportunity for small businesses looking to build a local audience. You can’t integrate a checkout in a Facebook group page, but businesses can direct interested buyers to their Facebook shop or website to make a purchase there.
3 steps to sell through Facebook buy and sell groups
1. Join a buy and sell group
Choose groups that are most aligned with the target audience for your listed product. To find local groups with selling features enabled, simply go to Facebook > Groups, and search “Buy & sell.” If you’ve also created a Marketplace listing, you’ll be served a list of local buy and sell group options there, too.
2. Draft your product listing
Go to Sell Something at the top of the group page. Select Item for Sale from the options given. On the next page, you’ll be able to enter all of your product information, including an image, description, and the location you want to sell in. Enter the required info, then Next.
3. Publish your product listing
After entering your product details, you’ll be given the option to Add Your Listing to Marketplace. If you select this option, your listing will appear in the feeds of users that Facebook believes will be most interested in your products. You’ll also be able to join other buy and sell groups and list items there. Once you’ve selected the groups you want to post in, select Post.
How to create effective product listings
Selling on Facebook Marketplace and Shops lets you reach a huge number of potential customers—both local and global. The key to success is to treat it like a business—and successful ecommerce businesses know the importance of informative and transparent product listings.
Here are some best practices for listing items for sale on Facebook:
1. Write compelling product titles
Your product title is the first thing a potential buyer will see.
Avoid vague names and get straight to the heart of what your product is and why it’s unique. Try to include descriptive keywords that customers might search for, but keep it clean and easy to read. For best results, keep your title under 10 words so it displays in full as people scroll through Facebook Marketplace listings.
2. Craft detailed and informative descriptions
Once you’ve hooked Facebook users with the title, keep their interest with a killer product description.
Highlight the features, benefits, and the little details that set your product apart.
Don’t just say, “This candle smells good.” Instead, paint a picture: “Fill your home with the calming scent of lavender and chamomile, hand-poured with 100% natural soy wax for a cleaner, longer-lasting burn.”
Break up the text with bullet points for key details like size, materials, and care instructions.
3. Use high-quality photos for your listings
Visuals are everything on Facebook, so make sure your photos do your product justice.
Use bright, natural lighting, and capture multiple angles in your well-lit photos. Show close-ups for texture or important details and lifestyle shots for context. Don’t forget to display your product’s scale if the size might be unclear.
Wherever possible, it’s also helpful to shoot video of three-dimensional products. You could even create a short video showing the product in use if that will help potential buyers get a clearer sense of its use cases and benefits.
4. Set competitive prices
Check out similar products on Facebook and other platforms to see where yours fits in.
Aim for a price that reflects the value of your product while staying competitive. If you’re charging a bit more than others, emphasize what makes your item worth it (like unique craftsmanship or eco-friendly materials). On the flip side, if you’re pricing low, make sure customers still perceive the quality—sometimes a too-good-to-be-true price can turn shoppers away.
Understanding pricing strategies for your products
Your pricing doesn’t just determine how much money you’ll make per sale—it also affects how customers perceive your brand and the value of your products.
Before settling on a price, consider the landscape: Facebook is a competitive platform with a mix of small businesses, personal sellers, and larger brands, all vying for attention. That means your price needs to be competitive enough to attract buyers while also reflecting the unique value your product brings.
Research similar listings to get a sense of what similar items are selling for. Look at listings in your niche and broader industry, both on Facebook and other marketplaces. While you research, pay attention to factors like materials, craftsmanship, and shipping options.
Are there patterns in pricing that can help guide you? If your product offers something unique, like handcrafted details or eco-friendly materials, you might decide to position it at a premium.
In contrast, if you’re targeting budget-conscious buyers, your strategy might focus on offering the best possible value for the price.
Just remember, pricing low can attract attention, but it can also create a perception of lower quality, so be sure to balance value with quality cues in your listing.
Here are some common strategies for pricing your products on Facebook Marketplace and beyond:
Competitive pricing
With a competitive pricing model, you’d set your prices in line with similar products on Facebook and other marketplaces. Look at Facebook statistics and research competitors to find a price that fits within the typical range without undervaluing your product.
Cost-plus pricing
Calculate your costs (materials, production, shipping) and add a markup to ensure profit. Cost-plus pricing is particularly useful for handmade or custom products where labor costs play a big role in pricing.
Value-based pricing
If your product offers unique value—like sustainable materials, exclusive designs, or customization options—consider value-based pricing. This strategy focuses on what your ideal customer is willing to pay based on the product’s benefits, not just its cost.
Bundle pricing
Offer multiple products as a bundle at a slightly discounted rate. For example, selling three skin care items together for a deal is more enticing than selling them separately.
Psychological pricing
Bundle pricing is actually one of several approaches to pricing under the umbrella of what’s known as psychological pricing. Another subset of psychological pricing is odd-even pricing: Ending prices in .99 (e.g., $19.99 instead of $20) is a common strategy that can make prices appear lower than they are, even though the actual difference is minimal.
Anchor pricing
Show the original price alongside a sale price to give customers a reference point and highlight savings. For example, showing “$30 now $20” in a product listing is an instance of price anchoring that can create a sense of value for potential customers.
Facebook Marketplace policies and other compliance
Facebook Marketplace has clear rules about what can and can’t be sold, how listings should be managed, and how sellers should interact with buyers on their platform.
To avoid getting your listings removed by Facebook, stick to their guidelines:
Comply with seller restrictions
- Your Facebook Marketplace listings must be products for sale—not services or “in search of” posts.
- Don’t use Facebook Marketplace to conduct any activities that could be considered fraud or deceptive.
- Make sure your types of products are allowed to be sold on Facebook Marketplace—don’t list items that are illegal or prohibited by Facebook Marketplace’s terms of service. For example, prohibited items include: weapons, animals, alcohol, and adult products.
- Don’t include any offensive or inappropriate language or imagery in your product listings.
Accurately represent your products
- Don’t use deceptive or misleading language in your listings on Facebook Marketplace—make sure everything is accurate and honest.
- Don’t post images of items that are not actually being sold.
- Don’t post any items that are counterfeit or stolen.
- Don’t use any automated processes for listing products that could generate errors.
Protect your privacy
- Don’t post any personal information in your product listings on Facebook Marketplace. That includes private info like your address, phone number, or email address.
For a more comprehensive view of these policies, it’s worth familiarizing yourself with Facebook’s Community Standards and Commerce Policies. These cover everything from respectful communication with customers to content guidelines on product photos and descriptions.
🎯Using paid ads to promote your listings? Be aware of Facebook’s advertising policies to avoid rejected ads or account suspensions.