With a daily active user base of over one billion, Facebook is where people converse, catch up on news, interact with brands and even shop for products these days. But not many online retailers in Australia are using this opportunity to generate sales on Facebook.
Steve Crough, founder and Managing Director of Melbourne creative digital agency Dando, recommends selling your products directly on Facebook because it “provides an added level of convenience for people who spend so much of their time on the platform”.
He explains further, “Facebook can become a major revenue driver for retailers as it allows them to get their products out into the marketplace and either have the consumer complete the entire transaction within Facebook or push them to the e-commerce website.”
A majority of global brands sell their entire catalogues directly on Facebook with the top 500 retailers earning US$3.3 billion in total from social shopping in 2014, according to the Internet Retailer’s Social Media 500.
How to sell on Facebook
The easiest, quickest and the most cost-effective way to sell on Facebook is through a Facebook Store, which is essentially “an app that pulls your products, pricing and product information through from another e-commerce platform to Facebook”, says Crough.
“A Facebook Store enables you to integrate your e-commerce platform with your products and sell on the social media platform without ever having to re-upload your inventory,” he adds.
Here Crough outlines five reasons for setting up a Facebook Store.
1. Easy to set up If you already have an online store on a platform like Magento or Shopify, you can create a Facebook store using its built-in e-commerce app.
Otherwise, you can choose from a host of “paid and free Facebook apps such as Storefront Social.
or Ecwid. These apps are easy to use, secure and offer free support to help you get started selling on Facebook,” says Crough.
2. Marketing For brands new to Facebook commerce, these apps are not just a tool, but also a resource for educational content and marketing tips.
Crough shares an example, “Storefront Social provides detailed instructions on how to generate dynamic product ads on Facebook. This is gold for owners trying to get their head around Facebook and marketing online in general.”
3. Target audience “Facebook Store apps layer the convenience of operating a social-centric storefront with the ability to target and market to your ideal customers,” says Crough.
If you are new to social selling, you can start targeting your audience on the basis of demographic, purchase history and behaviour.
4. Customisation Many apps allow you to customise your store “should you want to do more or make it look a bit different”, says Crough.
Customisable features include call to actions, product view, product badges, colour and social media integration, among many others.
5. Mobile friendly Reaching a growing mobile audience is a must-have for online retailers in 2016. With a Facebook Store, you can easily set up a mobile-friendly shop and target customers on the go.