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Increase E-Commerce Sales With Facebook and Instagram

Posted on: October 15, 2019
Pulse Marketing Blog Image - Social Ecommerce

Posted by Elizabeth

Your companies’ social media accounts carry the potential for more than just a way of brand awareness. Facebook and Instagram have developed new shopping features that will take your e-commerce sales to the next level. Online shopping has grown in popularity in recent years and has been paving the way consumers shop. The evolution of online shopping has gone from surfing the web on desktops to purchasing on the go through our smartphones. Now you’re able to purchase directly on our social media platforms without being redirected to a website. Yes, you heard me right, we can purchase directly from our social media platforms, specifically Facebook and Instagram.

What better way to keep your brand in the public eye than bringing your products onto the social platforms that your customers are using? Not only will this make it easier for your customers to purchase products from you, but it will open up the possibilities for future digital advertising strategies and marketing efforts.

So you are probably wondering… how do I get my products on these social media platforms and how exactly will it increase my e-commerce sales? Well let’s start with Facebook’s feature:


Let’s assume your business already has a Facebook page and followers. Here is how you can best use Facebook by adding a shop section to your company page. The shop section feature allows you to create a shop page within your company’s Facebook page as a tab on your sidebar. You will be able to add your products and collections (organized groups of similar products) to this section. Not only can you add your products, but you can also dictate whether you want to feature certain products or collections on your main page at the top of your Facebook page.

This allows your customers on your Facebook page to have easy access to your current products without ever leaving that social platform. It also helps ensure a smooth buying experience since Facebook is for all digital dimensions. So whether they are on a desktop, tablet, or phone, the facebook shop interface will appear clean, and easy to use. This is a great temporary solution if your current e-commerce site isn’t currently mobile-friendly. A multitude of e-commerce sites lose out on mobile sales due to bad user experience on mobile devices. This is where having your products also on a shop section of your Facebook page could make up for missed sales opportunities on your current website.


As stated above, Facebook doesn’t just allow you to add your products onto your Facebook. It also allows you to group certain products together into a “collection”. Collections are a great way to showcase your products on your Facebook page. It also allows you to have an added resource to advertise when using Facebook ads. The collection format includes an Instant Experience that makes it easier for people to discover, browse and purchase products from their phones in a visual and immersive way. Your ad in the feed will feature 4 products under a hero image or video that opens into a full-screen Instant Experience when someone interacts with your ad.


  • Able to pair video or imagery with relevant products to engage people and drive product discovery.
  • Deliver a seamless browsing experience on mobile.
  • Interest customers to continue to purchase on your website or app.


Another shopping feature that both Facebook and Instagram have is product tags. This feature is a game-changer. You can subtly promote the products you have in your “Facebook Shop” by putting a tag on your posts. When people see your products tagged in your posts, they can click those tags to shop for your products. Now, instead of having to go straight to your Facebook page and click on the shop tab, that whole step is eliminated, making it one step closer and easier for the client to purchase your products. All you have to do is click on the tag and it will redirect you to continue the purchase. This allows you to advertise your products with just your posts instead of having to run ads.




This feature is still very new. The beta version is currently being tested out by big brands like Adidas, H&M, Dior, and so many more. This feature allows you to buy the products that you discover without leaving the app. Unlike the product tags that would direct you to the actual website product page, this “checkout” feature allows you to have a checkout page directly on your Instagram app. When you tap on a brand’s shopping post, click “Checkout on Instagram” button on the product page. Tap to select various options like color/size, then you’ll proceed to a payment portal without leaving the app. You’ll only need to enter your name, email, billing information, and shipping address at the time you check out.

Once your first order is complete, your information will be securely saved for the next time you shop. Not only that, but you will receive notification about shipment and delivery right inside Instagram. No more opening new internet browsers to check tracking on an order when it’s built into the app itself. This feature is still not released to the general public, but Instagram says “public figures, creators, athletes, publishers, and artists” will gain access to the feature, which will let them tag articles of clothing and let followers buy those items immediately within the app.


There are around 2.1 billion users on Facebook alone in 2019. With this huge of an audience, it is imperative for brands to be thinking of their social media platforms. It’s more than just a place for discovery and engagement. It’s also a place to really drive sale conversions in the online shopping space.

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