How To Sell on Social Media (2024) - Shopify (2024)

Selling on social media used to be a gamble. You’d share a link to your website and hope people would find it, like what they saw, and make a purchase.

Now, it’s a whole lot easier. Big social media platforms have added shopping features, so customers can buy products directly without leaving their feed.

Considering people spend over 140 minutes a day on social media, if you’re a busy entrepreneur, the real question isn’t if you should sell on social media, but where and how to focus your efforts.

This guide will show you how to set up a store, run ads, and boost your brand on Facebook, Instagram, TikTok, YouTube, and Pinterest.

Choosing the right social media platforms for selling

When it comes to selling your products, not all social media platforms are created equal. Facebook, Instagram, TikTok, Pinterest, and YouTube excel due to their advanced social commerce features and large, targetable audiences.

All of these platforms integrate with Shopify, allowing you to connect social media to your online store, sync your products, and sell across multiple channels simultaneously.

Below, dive into the specific features of each platform that supports direct product sales.

Keep in mind that social commerce features may vary by region, often launching in the US before expanding. If some features aren’t available in your area yet, they’ll likely be released in the future.

How to sell on Facebook

Facebook is the largest social network in the world, with a reported three billion users. But the longtime social heavyweight offers more than just an audience—it was also one of the first social networks to take social commerce seriously. It has advanced features for categorizing its users by their interests, habits, and preferences, allowing sellers to accurately target users with products.

There are several ways to sell on Facebook. Here are some popular options:

• Open a Facebook Shop
• Create shoppable Facebook posts
• Sell on Facebook Marketplace
• Run Facebook ads

Open a Facebook Shop

Opening a Facebook Shop is the most straightforward option for selling directly on Facebook. It allows you to showcase your products right on your Facebook page, complete with detailed descriptions, prices, and sizes. Customers can browse and check out without leaving Facebook (provided you meet the eligibility criteria).

If you’re a Shopify user, setting up a Facebook Shop is simple. Start by integrating Facebook with your Shopify store to sync your product catalog.

Canadian brand Peace Collective uses its Facebook Shop to mirror the shopping experience of its website, listing products complete with details and variants directly on social media.

Next step: Learn how to create a Facebook Shop in 6 simple steps.

Create shoppable Facebook posts

In the same way you might tag a friend in a post on your personal Facebook page, you can also tag products from your Facebook Shop in posts on your business page. This lets your audience shop directly from your updates.

The process is simple: Upload a photo or video and tag up to five products from your shop.

Here, cosmetics brand Kate Mcleod uses the product tagging feature to add a shoppable carousel to a Facebook video.

Next step: Read Meta’s guidance on how to tag products from your Facebook page.

Sell on Facebook Marketplace

Facebook Marketplace isn’t just for second-hand items; it’s a prime spot for businesses to sell new products. With users already in the mindset to buy, listing your products on this Facebook channel can help you reach motivated consumers.

When you list on Marketplace, Facebook will do much of the hard work for you—suggesting your products to users searching for items similar to those you offer. Plus, you can boost visibility by using Facebook ads that show up in Marketplace alongside regular listings.

For a quick guide on how to list your products on Marketplace, check out this video:

Run Facebook ads

Facebook ads put your products in front of relevant users. By paying for ads, you can make sure your items appear where your potential customers spend their time, with various types of ads for news feeds, Stories, Messenger chats, and other Facebook surfaces.

Starting with Facebook ads is pretty simple. First, make sure you have a Facebook page for your business. Then, using the Meta Business Suite, you can manage your ads, pick where they’ll show up, and see how they’re doing.

Next, read this complete guide to Facebook ads.

How to sell on Instagram

Nearly half of the people surveyed by Instagram shop on the app weekly. With its visually rich, creator-friendly platform, Instagram integrates shopping seamlessly into the user experience, much like its sister platform, Facebook.

Here are some effective ways to sell on Instagram, which mirror the strategies used on Facebook:

• Open an Instagram Shop
• Create shoppable Instagram posts and Stories
• Run Instagram ads

Open an Instagram Shop

Instagram allows you to set up a storefront on your business profile, to enable in-app shopping. Both your Instagram and Facebook shops can be managed in Meta’s Commerce Manager, or directly through your Shopify store.

To set up an Instagram Shop, you’ll need to start an Instagram business account.

Create shoppable Instagram posts and Stories

Once your shop is set up, you and other users can tag your products in posts and Stories. When users tap on these tags, they see more details about the product, such as pricing and descriptions, and can then head to your website or proceed to purchase directly within Instagram.

Not only does this make collaborating with influencers, creators, and affiliates easier, it also means existing customers will be more likely to share content about your products and tag them directly.

Here’s how to tag products on Instagram.

Run Instagram ads

Using Meta’s ad manager, you can run ads on Instagram in various formats and placements, including feeds, Explore tab, Shop tab, Stories, and Reels. This is similar to Facebook’s advertising options, allowing for a cohesive ad strategy across both platforms.

How to sell on TikTok

TikTok remains a popular platform, ranking just behind Meta’s platforms and YouTube in usage. Its focus on short-form video content that blends authenticity with entertainment offers unique challenges and opportunities for sellers. With the right strategy, TikTok can be a powerful tool to go viral and boost sales.

Here are the most popular ways to sell on TikTok:

• Open a TikTok shop
• Create live shopping ads
• Add product links to videos
• Run TikTok ads

Open a TikTok shop

Similar to Instagram and Facebook, TikTok Shop allows you to sell products directly from your profile and content. Seller profiles feature a Shopping icon which, when tapped, displays products tagged in their videos.

Brands like Gymshark have leveraged their large TikTok followings to turn engagement into sales directly through TikTok Shop.

Next, find out everything you need to know about TikTok shopping.

Create live shopping ads

TikTok’s live shopping feature combines real-time video streaming with the ability to purchase products instantly. Viewers can interact with content and easily swipe to view and buy products, making it an engaging way to showcase a range of items.

You can see below how one TikTok live event can garner hundreds of engaged viewers while promoting several products. Collaborations with other creators can enhance the reach and effectiveness of live shopping events, creating a dynamic new form of influencer marketing on TikTok.

Add product links to videos

Adding product links to your TikTok videos works similarly to tagging products in Instagram reels. This feature allows you to promote items from your TikTok Shop directly in your videos, enhancing product visibility and simplifying the path to purchase.

Big brands like Kylie Cosmetics use product links to announce product launches and drive sales.

To create content that features your products, explore these engaging TikTok video ideas.

Run TikTok ads

TikTok ads have evolved to support the platform’s unique social commerce environment. Here are the key types of ads you can use:

• In-feed ads blend into the TikTok feed, appearing between user videos.
• TopView ads grab attention as soon as users open the app.
• Dynamic showcase ads are personalized based on user interests, showing them products they’re more likely to buy.

How to sell on YouTube

YouTube is not just the go-to platform for video content; it’s also a powerful channel for monetization and selling products. With its vast audience, YouTube offers unique opportunities for creators to monetize their content and sell directly to viewers.

Here are the most effective ways to sell on YouTube:

• Promote products in and around videos
• Run YouTube ads

Promote products in and around videos

YouTube allows you to integrate your online store with your channel, making it easy to promote and sell products through your videos.

YouTube’s Shopping features let you place your products in the following places:

• Display products in video descriptions and on a product shelf below your content.
• Tag products in your regular videos, Shorts, and during livestreams.
• A dedicated store tab where all your products are displayed.

Here’s YouTube’s video explainer on its shopping features:

Run YouTube ads

Alongside earning through ads via the YouTube Partner Program, you can also run your own targeted ads to promote your products or channel. These ads can help you reach a broader audience and drive more sales or channel subscriptions.

Here’s the beginner’s guide to creating YouTube ads.

How to sell on Pinterest

Pinterest is more than just a hub for creative ideas; it’s a powerful platform for product discovery and sales, especially given its reach among 40% of US households with incomes over $150,000. Users turn to Pinterest to plan big purchases, making it an ideal place for businesses to capture attention and drive sales.

Here are the most effective ways to sell on Pinterest:

• Add the Shop tab to your Pinterest profile
• Run Pinterest ads

Add the Shop tab to your Pinterest profile

Enabling shopping on Pinterest lets you feature a Shop tab similar to Instagram, Facebook, and TikTok. What’s worth mentioning about Pinterest is its Verified Merchant Program, where approved sellers not only get a badge on their profile to help secure trust, but may gain more visibility in organic Pinterest search results.

Sukoshi Mart, a Korean beauty and Asian goods brand, has a well-organized shop on its Pinterest profile that allows its content and repins to generate awareness and its products to generate sales on the platform—all organically.

Next, discover more about setting up your Pinterest profile for sales.

Run Pinterest ads

Pinterest also offers advertising options to complement your organic efforts. Choose from several ad formats to highlight your product pins:

• Shopping ads. These appear directly in user feeds, displaying key product details like price and availability.
• Collection ads. When users tap these ads in the Pinterest mobile app, they expand to reveal a browsable collection of products.

For example, a search for “coffee” might not only surface organic content but also targeted ads for coffee products, perfectly timed for users exploring summer drink recipes.

Next, Learn how to set up and run effective Pinterest ads.

Social selling vs. social commerce

When selling on social media, there are two key strategies: building relationships and streamlining the buying process.

Social selling

Social selling is about using social media to connect and engage with potential customers. This isn’t about direct sales; it’s about building trust through interactions, like responding to comments, sharing valuable content, and engaging with influencers.

For example, eco-friendly cleaning brand Blueland engages in social selling on Instagram, to educate and interact with its audience about sustainable cleaning products. Platforms like Instagram, TikTok, and Reddit are great for this type of engagement, especially if your target audience hangs out there.

Social commerce

Social commerce, on the other hand, makes the shopping experience part of social media. It allows customers to discover, consider, and buy products without leaving the platform. Features include product tags in posts, easy access to product information, and streamlined checkout processes.

For example, Instagram’s shopping feature is one of the most advanced social commerce tools, allowing users to buy products directly through the app.

Each type of social selling caters to different aspects of the customer journey. Social selling focuses on connecting and engaging with consumers, while social commerce handles the actual transaction.

Sell where your customers are

Social commerce is a trend that shows no signs of slowing down. Building a presence on social media—where your customers already spend their time—makes more sense than ever.

By leveraging Facebook, Instagram, TikTok, and other platforms, you can tap into vast networks of potential buyers. Today’s social networks not only offer storefronts and shoppable posts to showcase your products, but also provide sophisticated advertising options to target your ideal customer base.