How to Set up a Facebook Store with Ecwid

This is your complete guide to setting up a Facebook store for your business. Ecwid provides an easy, user-friendly shopping cart plugin for e-commerce sites. This means you can use Ecwid to take your existing Facebook business page to the next level, enabling your customers to shop directly from there without leaving Facebook. Learn to integrate the shopping cart and checkout functions on your Facebook page in minutes and get selling!

Why use Facebook for ecommerce?

Even if your business is still primarily brick-and-mortar, a Facebook business page is essential. Naturally, online businesses rely on social media channels including Facebook, but every business needs to understand the lifecycle of its customers and connect regularly with customers and new prospects. Facebook is a great way to do this for several reasons.

Facebook remains the leader among social media platforms with around 1.55 billion active users as of the third quarter of 2015. This makes it the strongest platform for reaching new customers and reinforcing the strength of your brand. Facebook also allows you to tailor your approach and accurately target micro-segments of the platform’s users by providing a rich range of marketing data.

Use your Facebook business page to drive traffic to your store, whether it’s online or brick-and-mortar. You can do this in several ways. Obviously listing details about your store such as the address and hours makes your business more accessible. Including these details on your page also allows people to find your business when they search Facebook or use its “Nearby in your neighborhood” feature.

Even more useful, though, are the ways you can use the platform to interact with your customers and prospects. Share news and fresh content about your specials, new products, in-store events, and seasonal items to generate interest and promote interaction. Use sharp images with your posts and respond to comments and shares. You can also run contests and promotions on your Facebook page, and offer Facebook users a discount.

You can also use your Facebook business page and presence to drive online sales, find new customers, and build brand loyalty. There are several ways that Facebook can help you do these things.

Use Facebook ads to target the right audience. The system is fairly sophisticated, allowing you to target your ads based on age, demographics like gender, location and even your own data if you import emails. You can also decide where your ads will appear in the platform and whether to focus on mobile or desktop users. Use the platform to build your brand loyalty by publishing useful content designed for your customer base. Finally, the Facebook Exchange feature lets you remind those who visit your site and page to remarket those potential customers.

Creating a Facebook for business page

Creating a Facebook page for your business is very easy, whether or not you already use the platform. First go to the setup page for Facebook businesses here: https://www.facebook.com/business/learn/set-up-facebook-page


Create a Facebook Store

You can watch the video if you’d find it helpful. Otherwise, scroll down until you see the “create a page” button and click on it.



At this point you’ll be at a page that gives you a choice of six kinds of business pages to choose from: local business; company, organization or institution; brand or product; artist, band or public figure; entertainment; and cause or community. Choose whichever category works for your business and brand.


Choose the Business for Your Facebook Store

At this point if you are a Facebook user, make sure you’re logged in. This way you’re creating the page to be connected to your profile. This will help you manage the page as you’ll be able to move back and forth between acting as your profile and acting as the administrator of the page.

For the purposes of this guide, we chose local business or place:


Local Business Facebook Page

The page prompts you to enter your business category, name, address (if you have a non-virtual location), city, state, zip code and phone number. Once you have entered the information, click on “Get Started.”

This leads you to a screen that looks like this:


Set Up Facebook Business Page

Here you provide more detailed information such as what category of business your page should be grouped with. It also allows you to describe your business or brand, and to choose a unique page address within Facebook. Next you’ll save your information and move onto this page where you’ll add your profile photo for the page:



Be sure you use an original image that is visually interesting, high quality, and on-point for your brand. After you save the photo you’ll see this:



Facebook is asking if you want to add your page to your favorites (and you should). This way you’ll see notifications for your page anytime you log in, even if you’re just on your personal profile page and not the business page. Next Facebook prompts you about your preferred page audience:



Here you’ll specify which people you want to see your business page most frequently. Finally, after you’ve saved this information you’ll see your finished page:


Facebook Business Page

Set up your Ecwid account and install the Facebook store

To set up an account with Ecwid, follow these simple steps.

First, go to the main Ecwid page and click “Get Started” to set up an account: https://my.ecwid.com/cp/#register. It looks like this:


Facebook for Business

Sign up using Facebook if you mean to connect them; you can also sign up via PayPal, Google or your email address. From there, you’ll be prompted to set up your store:


Create an Ecwid Store

You will notice a very helpful Setup Wizard to walk you through the steps needed to set up a complete online store. First it will ask you to start building your product catalog by adding items for sale. You can skip this step and leave it for later if you need to, but it helps to set up at least a few items so you can test the store when you’re done.


Sell Online with a Facebook Store

After you either enter products or skip this step, Ecwid will ask you whether you have an existing website or page:



Since you set up your Facebook page, click on “Yes, I have a website”, and you will see this:


Add your Facebook store from Ecwid

Choose “Facebook” since that’s where your page was created. This will lead to a page asking you to add your Ecwid store to Facebook; it looks like this:


Add your store to Facebook

Login and launch your Facebook store as prompted. Next it will prompt you to install the Ecwid app:


Facebook Ecommerce App

Install the app. When you do you will see this page:



Click on “okay” and you will see this page which is just asking you to add Ecwid to your page tab:


Add Page Tab

Click on “add page tab”. Now you will see a drop down bar that allows you to choose your Facebook page. Once you select it, confirm by clicking on “add page tab.” Next you will see this page which lists the Facebook pages associated with your Ecwid account:


Your Online Facebook Store

Click on step two of three, “Connect to store.” You will see this page:


Your Online Store

You will need to enter your Ecwid ID here. You can find your Ecwid ID by going to the main Ecwid page and logging in. Once you do you will see this view:


Add products to your Facebook store

Scroll down from there until you see your store ID on the right-hand side of the screen:



This is the code you plug in on Facebook where it asks you for your ID. So you’ll be here again, adding in the code:



Once you’ve completed these steps, get back to your Ecwid process. You were asked by Ecwid to set up your Facebook store, and you just did. Before you saw this prompt in Ecwid:



And now you will see this in Ecwid:



Notice that it says, “Congratulations, you can now sell to 1 billion people on Facebook”. Now click on “Proceed to next step”. You will see “Customize your store for your local market”:


Customize Your Facebook Store for your Market

Click on the forward arrow and you will see the place to enter in your country and currency:


Geographic Settings

Enter the information and click on “Proceed to next step” to reveal this screen that asks you to provide your store’s name and address:


Set Your Company Info

Enter your information and click “Save”. This will lead you to the prompt page for shipping options:


Set shipping Options

Set up your shipping options as prompted. You’ll be asked to establish the destination zone where your products can be shipped, choose your preferred shipping methods, set up your rates (like carrier calculated, flat rate, and custom), and set your tax rates based on your location and your destinations. After you’ve done this, click on the forward arrow to find the page for setting up your payment options:


Set up payment options

For simplicity most Ecwid users choose either PayPal or Stripe, but there is a link for other payment options below these two choices. You can also customize your secure checkout process during this step:



Setting up a Facebook ad strategy and promoting your business

Many small businesses have been reluctant to advertise on Facebook; after all, ROI is everything and many users can’t tell how their ads are working for them. But there are several important reasons why you should be advertising on Facebook.

First, there are one billion users on Facebook every single day. In other words, Facebook is where your customers are gathered. Second, Facebook ads reach mobile users, and around 90 percent of Facebook users use their smartphones to access the platform. Finally, Facebook is a platform that offers tailored, focused targeting options for ads and they know your potential customers, especially their online habits, intimately well. Facebook’s ability to help you target shoppers of a certain gender, age range, and location near you who have specific interests and needs — even if they’ve never bought your product — is unique.

There are multiple ways to make Facebook really work for you as a sales tool, although many businesses simply don’t employ these kinds of strategies. Here are some of the best options for putting Facebook to work.

Getting started with ads on Facebook

There are two basic kinds of ads on Facebook that can help your store get traffic: sponsored ads and promoted ads. Sponsored ads are seen by your target audience that you choose on the Facebook platform. Sponsored ads can be either pay per impression or pay per click, so watch your metrics closely so you know when to try a new tactic. Promoted posts are seen by people who have already “liked” your page; in other words they are more limited in reach than sponsored ads that are widely seen but are focused on people who are likely to buy from your own store.

To create a Facebook ad, choose the “Create an Ad” option on the right sidebar in your Ecwid store. Facebook will prompt you from there.

Landing pages

Landing pages are a great way to improve and measure your performance on Facebook. Landing page apps (also called tabs) used on the Facebook Page for your brand let you collect crucial marketing information from your fans. They are another way to help you monetize your Facebook page and gather leads.

Cover photos

Make sure your strategy includes your timeline cover photo. It should include a direct link to your product in the caption, and anytime you choose a new photo it will appear in the news feeds of your fans along with your link.

Great images

Speaking of photos, your ads and posts should always include high quality, optimized images without much text. Remember, you’re trying to get viewers to pay more attention to an ad than to funny quizzes and photos of people they actually know. Trim your text and make sure your photos are appealing and well-lit. Avoid using stock photos; they add very little actual information about your product, so why click on them? Instead choose sharp photos of people using your product whenever you can.

Embedded posts

Your status updates are also opportunities to sell your products. Use the Facebook embedded post feature to ensure that each post has a direct link to your product in your store. No one should have to search around to see the product you’re discussing; your goal is to make it as easy as possible to click on your post and get right to the product listing in the store. When your Facebook page updates include embedded links you see more sales and traffic. Keep in mind that Facebook only shows about 2% of the posts on the timelines of followers so you have to keep posting interesting and relevant information to stand out from the crowd.

Special offers and discounts

Special offers and discounts bring new customers into your store. Be sure to choose specific goals for each promotion and shape them carefully with your goals in mind. Always include a clear call-to-action that includes the right buzz words for this kind of promotion. Here are some of them: exclusive offer, free gift, limited time offer, gift with purchase, loyalty rewards, special sale, new discount, and save when you spend. Test out different variations and keep the timeframe of the deals short so the viewer feels compelled to act right now. These promotional items are also the posts least likely to make it through Facebook’s filter and show up on your followers’ timelines so be prepared to pay for advertising. These would be good examples of promoted posts to test.

Apps and tools

There are lots of great apps you can use in conjunction with Ecwid. For example, PagePart AdVisor lets you set up an ad campaign for your Ecwid store using guided prompts and templates along with your own specific sales target demographics. It also allows you advertise your Ecwid store directly in your ads so users can jump right from your ad into a shopping cart. Best of all, results are guaranteed.

Another great Facebook tool is the call-to-action button you can place right at the top of your page. This button takes customers to a unique website — like your Ecwid store. There are seven “call-to-action” buttons available: “book now”, “contact us”, “play game”, “sign up”, “shop now”, “use app”, and “watch video”, so choose the one that’s best for your products.

Lookbooks/albums

You can use the Facebook photo album to showcase products just as you would in a catalog or preferably photos of your products being used by customers. You can cram up to 1,000 photos in an album, but don’t! Create small, easily digestible albums with specific themes.

Trending topics

Watch the trending topics on Facebook to better shape your ads and content. Similarly, watch hashtags and use them in your ads — but not in an annoying way. Your posts should have no more than two or three hashtags each.

Mix it up

Remember, promote your store and your brand in as many different ways as you can. Blog posts, email newsletters, social media posts on other platforms, and website banners can all direct people back to your Ecwid store.

Be Patient

Building an audience takes time and you can’t have every post be a sale notice. Put yourself in customers shoes and think about what you read and click on inside Facebook. You have to find ways to provide value with your posts in your niche. Maybe it’s useful information, your personality, other resources in the niche and then try to get your deals and products into the mix. Try for a least 3 non-promotional posts for every clearly promotional post to keep your followers engaged. It takes more time, but there are no shortcuts.

Tracking on Facebook

Tracking your results is easy with Facebook Insights. Facebook Insights allows you to assess which kinds of content are leading to more engagement. For example, you can see the “All Posts Published” report to see which posts in particular are working best for your store. To see this report, go to Facebook stats, and then “insights”, “posts”, and finally “all posts published”.

You can keep an eye on what’s working from the other side by viewing your orders in the Ecwid platform. Check the “Sales” area via your Ecwid control panel to track, process and generate sales reports.

Finally, remember to use Google Analytics to access detailed information about your traffic. Ecwid and Google Analytics connect well, so don’t skip this step.

To use Google Analytics in Ecwid, first find your web property ID on Google Analytics. Next, go to your Ecwid control panel, click on “systems settings”, “general”, and then “store profile”. Choose the “Google Analytics ID” option, enter your web property ID and save the changes. Now you enable “ecommerce tracking” in your Google Analytics. That’s it!

The bottom line

If you’re not already making the most of what Facebook offers your business, get started. It’s simple to set up your Ecwid store on Facebook, and the store provides an appealing, easy to use option for both loyal customers and new prospects.