Everyone knows Facebook as a place where you can find friends and family, share photos and join discussion groups. But did you know that you can also sell products there and even create an online store?
Very few platforms boast as many users as Facebook. This means that, regardless of what your business is, there's a good chance you'll find many customers there.
If you want to sell on Facebook but don't know where to start, this guide is for you.
What is Facebook Marketplace?
Facebook Marketplace was introduced in 2016 and quickly became a popular, safe and user-friendly platform for selling items to local buyers.
Facebook now also allows eligible sellers to offer nationwide delivery for certain products, enabling them to have a much larger customer base.
On Facebook Marketplace, you can buy and sell practically anything you can think of, from cars to sofas, video games, furniture, etc. You can develop your brand there by creating your own private label.
Why sell on Facebook?
Facebook is the most used social network in the world with nearly 2.11 billion daily active users, with Facebook Marketplace boasting over 1.1 billion monthly active users.
Selling on Facebook has many advantages…
- Free use: Facebook Marketplace does not charge a subscription fee. This makes it an excellent option for new entrepreneurs and small businesses with limited marketing budgets.
- Easy account creation: To become a seller on Marketplace, you simply need an active Facebook account.
- A broad market: Facebook Marketplace holds the top position in the social commerce landscape, commanding a significant 51.19% share of the market.
- Good visibility: In addition to Facebook's monthly active users, other internet users can see your ad. It will also be visible on Google, increasing your sales opportunities.
Steps to get started
Facebook Marketplace accepts virtually any type of physical product, new or used. Follow these steps to sell.
1. Create your ad
If you've never posted anything on Facebook Marketplace, the first step is to open the platform and click on "Create new listing".
Below are the main points to consider
- Ad title
The title is what makes your product appear in searches and featured on the platform. Facebook only shows the first 28 characters in the listing, so you need to clearly communicate what you're selling.
Use specific keywords (e.g., iPhone 11 128GB with invoice). Avoid generic terms like "selling product" or "unmissable".
Tip: Think about what the customer would be looking for when searching for your item, and add those keywords.
- Price
The stated price needs to be within the market average. Prices that are too low can generate distrust. Very high prices reduce the volume of contacts. So make sure you search the price range of that item from other sellers.
- Location
If your goal is to sell to your city or region, keep the location accurate. For deliveries to other cities, it's possible to adjust this field – but it's worth testing beforehand.
- Description
Many sellers skip this step, but a well-written description increases conversion rates. The goal is to clarify what is being sold and to highlight its unique features.
2. Choose the category
Once you fill in the basic ad information, the platform displays a list of predefined categories. It is important to select the most specific one possible that applies to your product.
This is important because Facebook delivers your ad based on the interests of those browsing the site, and well-categorised ads appear in suggestions and in "related products". If your product fits into more than one category, you can create two separate listings with variations in the title and description.
In addition to categories, Facebook also allows you to add tags. They function as search filters and help boost the visibility of your ad.
3. Upload your product photos
Facebook allows up to 10 images per ad, but it's not the quantity that matters, it's the quality. Do well to consider the following when uploading photos:
- Use good lighting: natural light is sufficient, but avoid shadows or dark environments. Ideally, the image should clearly show the product's true colour and details.
- Do not use photos with watermarks: Facebook may restrict ads with this type of image, or images with large amounts of texts. Opt for clean photos that focus on the product.
- Show the product from different angles: if it's a handbag, for example, photograph it from the front, the side, the inside, and with the zippers open. This reduces confusion and avoids repetitive questions.
Before uploading the images, test preview your ad on your mobile phone, because that's where the buyer will likely see it from.
4. Publish in groups
After creating your listing on Facebook Marketplace, it's possible (and even recommended) to share it in Facebook sales groups. Facebook itself offers the option to select groups at the end of ad creation.
Prioritise active buy-and-sell groups in your niche or city because generic groups with little activity will generate little return. Our advice is to keep a list of your most effective groups. So you can reduce the number of posts that don't generate results.
5. Negotiate safely
On Facebook Marketplace, the transaction takes place directly between buyer and seller, without an intermediary system from the platform. Therefore, ensuring safety at every stage is essential.
Below are tips to negotiate safely with your buyer
- Respond quickly and clearly: lengthy or vague messages drive buyers away.
- Avoid sharing unnecessary personal information: use Facebook Messenger to centralize communication.
- Keep the focus on the product: be wary of unconventional approaches, such as persistent attempts to steer the conversation towards external channels.
Facebook Marketplace doesn't offer its own payment system, so you need to use secure and recognized payment tools.
Some tips to promote your business on Facebook
1. Post regularly
Maintaining a consistent posting frequency is important to show the Facebook platform that your business is active, and thus promote your visibility within your network.
2. Use the right format for your posts
Optimize your posts by adopting the right habits e.g writing short messages (called captions) to accompany your posts; combining text and image in a single post, instead of just image or text alone.
3. Vary your posts
Post various types of content so as not to appear too salesy. While you post your service/product, it is important to throw in one or two other content types from time to time.
This can include user stories (reviews), holidays (e.g International Women's Day), and events you, as a business owner, attended.
4. Reply your DMs
You will need to read new messages and comments sent to your Facebook Page and on Messenger. Additionally, you can create automatic replies to save time when responding to frequently asked questions.
5. Leverage Facebook Ads to gain visibility
You can create ads, boost posts, and promote your page using simple, self-service tools. Facebook offers advertising solutions for all skill levels. Plus, you'll see metrics for the ads you create to track the performance of your advertising campaigns.
In conclusion, social media is at your service
With Facebook Marketplace accessible by over 1.1 billion monthly active users globally across 228 countries, the growth potential it can offer small business owners is undeniable.
Now that you have the knowledge and tools to sell on Facebook, it's time to put your plan into action.
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