User Experience

While the user journey on Facebook and Instagram Shopping may differ at the point of discovery, both share similar point of purchase. This guide explains the nuances of a buyer’s and seller’s journey.

Buyer’s Journey

Customers can shop directly from the posts they see on Facebook and Instagram, and discover products through the following channels:

If you have onsite checkout set up, customers can browse product details, select sizes and variants, use saved address and payment information, and make the purchase directly on Facebook and Instagram.

Seller’s Journey

As a seller, you can manage your sales on Facebook and Instagram through these stages:

  1. Set up a commerce account. As you bring your business on to our commerce platform, you’ll go through an onboarding process. You'll choose whether you want to sell on Facebook or Instagram, link your business accounts, set your shipping options and return policy, and designate a bank account for your payouts.

  2. Manage inventory. To make sales, upload your products and manage your inventory in a catalog. You can list as many products as you want. We’ll walk you through how to manage your product catalogs and resolve issues. See Catalog and Inventory.

  3. Fulfill orders. When you make a sale, you need to fulfill the order and ship it to the customer. You’ll provide tracking information and mark the order as shipped, which is how you get paid. See Order Management.

  4. Receive payouts. Keep track of your balance, see all your incoming payments, and download cash reconciliation and tax reports. See Finance Reporting and Payouts, Business Help Center.

  5. Provide customer support. If your customers have issues with their orders, you can provide customer support. This may include handling returns, issuing refunds, managing chargebacks and resolving other issues. Learn more about customer communication, service, and support.

While you can use Commerce Manager to perform all of these stages, you can also automate them using the powerful Facebook Commerce API. If you are an ecommerce platform, you can also use these APIs to manage your merchants’ commerce accounts on their behalf.