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As the world’s largest social network becomes increasing transactional, many small business owners want to know how to sell stuff on Facebook at scale. Today, I’m going to explain how any business can harness Facebook’s incredible network to get more brand recognition and (ultimately) more purchases. We’ll cover branding, ecommerce, advertising, and more. What’s not to like?

How to Sell Stuff on Facebook at Scale

1. Selling on Facebook – A Short Overview
2. Setting Up Your Facebook Business Page for Success
3. How to Make a Facebook Shop
4. Customer Communication is Key
5. Facebook Shopping and The Power of the Pixel

Ready? Let’s learn how to sell stuff on Facebook at scale.

1. Selling on Facebook – A Short Overview

First, let’s talk a little bit about different ways that sellers can sell using this social platform and how they apply to you. You can sell on Facebook through the Facebook Marketplace or with a Facebook Shop. Let’s explore the differences and help you identify the best way to sell on Facebook for your goals and needs.

Selling on Facebook Marketplace

In October 2016, Facebook launched Facebook Marketplace as a way for users to buy and sell goods in their local area. This is a great option if you’re interested in how to sell stuff on Facebook on a smaller scale.

Let’s say that you’re getting ready to downsize for a move and want to sell some furniture. Creating a Facebook marketplace post is easier than organizing a garage sale. It’s also arguably more secure than interacting with potential customers through Craigslist since Facebook communication connects to a profile. And in terms of ROI, it’s the best way to sell on Facebook, since you don’t need to invest much time or effort upfront.

However, if you’re interested in how to sell stuff on Facebook to benefit your small business, you will want to create a Facebook store. This way, you will be able to sell products directly through the platform, at scale.

shopping bags full of goodies. if you want to master how to sell stuff on facebook at a high volume, go for a proper facebook store.

What to Sell from a Facebook Store

Facebook introduced the option for businesses to sell directly through their Facebook Business pages back in 2013. I remember, because I foolishly predicted that it wouldn’t go anywhere and chose not to set up a Facebook shop for the brand I worked with. At the time, I was using direct links to send traffic to our site, but I couldn’t fathom how to sell stuff on Facebook using the platform as a store.

Flash forward, and selling through a shop is an essential component of how to sell stuff on Facebook successfully.

In fact, you could argue it’s the single best way to sell on Facebook. In general, Facebook consistently sends less traffic to external links than it used to, and that trend has been continuous. That means that users on Facebook are more likely to complete a transaction if it means they don’t have to leave the site, or in most cases, the mobile app. Therefore, selling directly through the platform is the best approach to selling on Facebook.

Now, let’s take a quick pause here. I know that a lot of small businesses sell digital products, like software, MP3s, and ebooks. At this time, Facebook doesn’t let you sell digital products on the platform.

So, if that’s your business model, the best way to sell on Facebook for you would be to use Facebook purely as a marketing tool that redirects to your external site. You wouldn’t benefit from creating an online store at this point in time. Hopefully, Facebook changes this policy down the road.

However, for those of you selling physical products, a proper Facebook store is the way to go. Don’t worry, I’ll go over that later. But, first, you’ll want to read this next section about Facebook Business pages.

A desktop computer with the text "do more" on the screen. Online merchants learning how to sell stuff on facebook will be able to do more with their business.

2. Set Up Your Facebook Business Page for Success

Before I go into detail about how to sell stuff on Facebook, let’s take a few moments to lay a solid foundation for your online Facebook shop. I know, I know, this isn’t that exciting, but it’s important. It can be tempting to jump right in with products but think about it like a brick and mortar. Would you open for business without any shelves, racks, or other displays? Of course not.

In the same way that your physical store would use lighting, layout, and maybe scented candles to create ambiance, you need to do the same thing with the content on your Facebook business page.

Because you’re limited by how much control you have over atmosphere when posting on a social platform, you’ll want to go with carefully selected imagery that helps tell your brand’s story.

Some dude drinking coffee at his laptop. Hopefully he's putting in the time to create a solid facebook busness page, because that's how to get started with a solid facebook store and crush how to sell stuff on facebook.

If you’ve ever had a personal facebook page, you’re familiar with a lot of Facebook’s features. However, a Facebook Business page is different from a personal page. You’ll have access to analytics, the ability to assign admin access to teammates, advertising capabilities, and more.

You may want to get familiar with Facebook’s analytics tools before you start selling products. This way, you will be comfortable with how they report data when you’re ready to sell products and advertise.

Think about it. In an online store, customer experience is everything. For a social platform, audience engagement is everything. So, if you want to master how to sell stuff on Facebook effectively, you need to engage your Facebook audience.

A more professional, well-rounded Facebook business page is an environment that promotes customer trust. This means that people browsing your products will be more likely to convert into paid customers.

Three women working together on laptops in coffee shop. A facebook business page will let your team access the page so you can master how to sell stuff on facebook together.

3. How to Make a Facebook Shop

Once your Facebook Business Page is on brand and engaging with followers, it’s time to set up your store. Now, just so you know, you can go ahead and use Facebook itself to set up a shop and add products.

However, if you’re already selling online, or planning to create an online store down the road, using an ecommerce platform is the best way to sell on Facebook. An ecommerce platform that integrates with the platform (such as Selz) will reduce a lot of the busy work that comes with setting up shop.

Selz Facebook integration allows users to quickly set up a powerful Facebook store. Your products will automatically sync to appear in your Facebook shop, which saves you time and energy.

What’s more, fully responsive design means that you don’t need to worry about aesthetics as you tackle how to sell stuff on Facebook. Your Facebook store will look great on desktop and mobile, which is important because more and more users are browsing and purchasing on their mobile devices.

Personally, I’m much more likely to trust an online business that has a well-designed shop. It shows that they’re serious about running their business with attention to quality and detail. I’m sure that you feel the same, whether you’re on Facebook or an external site.

I’ve thought about how to sell stuff on Facebook with a poorly designed Facebook shop and, honestly, I don’t think it’s possible, at least not at scale. Invest in good design and your business will benefit from it.

A preview of how a selz store becomes a facebook store. Knowing how to sell on facebok successfully is all about using time saving integrations and good design.

4. How to Sell Stuff on Facebook at Scale: Customer Communication is Key

Every ecommerce merchant knows that the absence of a live salesperson can present a serious challenge to customer communication. Merchants addressing how to sell stuff on Facebook have the same issue. Historically, businesses have addressed this issue with marketing, but nothing beats a one-on-one conversation.

It’s now possible for Selz merchants to take this to the next level when selling on Facebook. Selz Facebook Chat lets merchants communicate with both potential and existing customers using the Facebook Messenger app.

Let’s say that a customer is browsing your page and has a question about a product. Your customer messages your business. Facebook Chat notifies you, the seller, right away. You promptly respond via Messenger to the customer to answer their question, provide a personalized experience, and hopefully close the sale.

This communication tool gives you a significant advantage in mastering how to sell stuff on Facebook because you’re able to make an instant personal connection. Being friendly, informative, and fast-responding is the key to making Selz Facebook Chat effective.

An iphone with 3 facebook apps. Knowing to stay in contact with your followers and customers is a big part of changing how to sell stuff on facebook to be more effective.

Even if you’re not using this feature, it’s a good idea to stay active and engaged with your Facebook business page. Check your inbox and comments. Be responsive. Provide information and solutions. Make every interaction a positive one for your audience and customers.

Be bold and take new approaches to engagement. If you haven’t played with it yet, try using Facebook Live to generate excitement and engage with your audience.

A camcorder with facebook live sticker. Communicating with your audience is such a big part of how to sell stuff on facebook.

5. Facebook Shopping and The Power of the Pixel

At this point, you’re ready for business. You’re posting, you’re engaging, and you’ve got a well-designed, organized Facebook shop. Now you’ve got to figure out how to get actual customers. This is where Facebook Ads and Pixel come into play.

What is Facebook Pixel? In a nutshell, it’s an analytics tool that enables you to gain insight into how people interact with your Facebook advertising.

It lets you create tailored advertising audiences and build campaigns based on the behavior you observe, gaining increased insight into buyer behavior. With each campaign, you’ll have a better understanding of how to sell stuff on Facebook to your target customers.

Selz realizes that when you’re tackling how to sell stuff on Facebook, marketing is a huge part of it. That’s why the Selz Facebook integrations streamline the process of setting up and using the Facebook Pixel. Through Selz, you can examine data and even create and publish Facebook ads.

Facebook ads from Selz advertising services are optimized for small business advertising success

If you’re interested in how to sell stuff on Facebook, but not how to market your stuff on Facebook, you need to rethink your strategy. Because Facebook Advertising is incredibly effective for reaching a target audience, it is a key component of how to sell stuff on Facebook and grow your business there.

What’s more, the Pixel enables you to see exactly how that audience is interacting with your ads. You can tailor them to be more successful, engaging, and high converting.

Facebook Advertising shouldn’t be a simple item on a checklist or a tool you only use occasionally. Think of it as an ongoing process that can optimize how to sell stuff on Facebook. For best results:

  • Check your insights often
  • Continue to optimize for your niche audiences
  • Constantly reevaluate and refine your ad copy and imagery

Need some inspiration? Check out 10 Examples of Facebook Ads that Actually Work and Why.

Facebook may be under scrutiny, but their active users aren’t going anywhere. Facebook has over 2.32 billion active monthly users and shows a consistent increase in active users as well. As more and more time is spent on Facebook, it makes sense to sell where your customer is.

Now that you know how to sell stuff on Facebook, you’re ready to turn the world’s largest social network into your new customer base.

Move fast, break things. Like your sales goals.

About the author

Tara Storozynsky

Tara lives in Portland, Oregon. She writes about the intersection of creativity and entrepreneurship, after a decade of working in the food, tech, and wellness industries. Her work has been featured by American Artists Watercolor Magazine,, and others. Aside from writing content and copy, Tara is also a social media strategist.


  1. Tara Storozynsky

    Hi, Jo, great question! We know, the Facebook crash of 2019 will go down in history! Don’t worry. Just about everything on the Internet crashes occasionally. A merchants’ sales may dip for a single day when this happens, but it’s also a great reason to have a diversified approach to Ecommerce. If someone’s determined to buy, they can find your site and buy directly there, or buy through your blog if you’re using the Selz WordPress plugin. Within a few hours, your social store should be back as well. Hope this answers your question!

  2. Jo

    What about when Facebook goes down, like today?!

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