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:

• Tapping on products tagged on an Instagram posts or via Shops on Instagram
• From Facebook Shops
• From Facebook Marketplace

Customers can browse product details, select sizes and variants, then go to your website’s checkout for purchase.

Seller’s Journey

As a seller, you can manage your shop 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, and set your shipping options and return policy.

2. Manage inventory. To show products, 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. Manage checkout URL. Your shop will use your website’s checkout for all purchases. Build and validate that your checkout URL will seamlessly lead customers from your shop to checkout.

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.