How To Sell on Facebook: A Beginner’s Guide for 2026

There are a few different ways to sell on Facebook: You can list products on Facebook Marketplace, set up your own shop on Facebook, or post in Facebook buy-and-sell groups. 

Selling on Facebook can be a smart way to reach potential customers who are ready to buy. For many consumers, Facebook is a destination for online shopping. In 2025, shoppers said they were most likely to make online purchases on Facebook over other social networks.

In this guide, you’ll learn how to sell on Facebook Marketplace, through shops on Facebook and Instagram, and in buy-and-sell groups.

Ways to sell on Facebook

• Facebook Marketplace
• Shops on Facebook and Instagram
• Facebook buy-and-sell groups

Facebook offers several sales channels to help merchants and users sell online. Here’s a quick overview of the different ways to make money on Facebook:

Facebook Marketplace

Facebook Marketplace launched in 2016 as a consumer-to-consumer (C2C) sales tool, and it’s become immensely popular. According to the 2025 Global Shopper Survey from EMarketer and ESW, 20% of global consumers have made a purchase on the platform. 

Users post classified ads and arrange in-person exchanges, much like they do on Craigslist. Since its launch, Facebook Marketplace has added on-site checkout and shipping options.

Shops on Facebook and Instagram

Shops on Facebook and Instagram are online storefronts connected to Facebook business pages. Customers browse products on Facebook (or Instagram), then complete checkout on the business’s ecommerce site. 

Shopify store owners can start selling on Facebook by installing the Facebook & Instagram app, which automatically syncs inventory and sales data between Shopify and Meta.

Facebook buy-and-sell groups

Buy-and-sell groups are another option for C2C transactions. Any Facebook group can enable the buy-and-sell feature, which allows users to list products for sale.

Many buy-and-sell groups are location-specific. For example, a certain neighborhood might have a buy-and-sell group for residents.

How to sell on Facebook Marketplace

1. Understand Facebook Marketplace policies
2. Create your marketplace listing
3. Add listing details
4. Explore More listing options
5. Set up shipping and publish
6. Experiment with boosted listings

You don’t need an ecommerce store to sell on Facebook Marketplace. Here’s a step-by-step guide to selling your first item on Marketplace: 

1. Understand Facebook Marketplace policies

Facebook Marketplace has rules about what can and can’t be sold, how to manage listings, and how sellers can interact with buyers on the platform. You’ll want to follow these rules to protect your account and keep your listings active.

In addition to adhering to Meta’s community standards, you must follow the platform’s commerce guidelines (which apply to all forms of selling) and the Marketplace-specific seller protection policy. Here are a few important requirements:

• Your Facebook Marketplace listings must be products for sale—not services or “in search of” posts.
• Your products must be allowed on Marketplace. Prohibited items include weapons, animals, alcohol, adult products, and counterfeits.

For your own safety, refrain from sharing personal information (like your address, phone number, or email address) in your product listings. If you meet up with sellers in person, Facebook recommends meeting in a public, well-lit area and sharing your meeting plan with a friend or family member.

2. Create your Marketplace listing

To create a Marketplace listing: Log into Facebook, select the Marketplace button on the left-side menu of your Feed, then select Create new listing.

If you’re using the mobile app, select the Marketplace icon (a storefront) at the bottom of your screen, then in the top left corner, select Sell > Create listing. You’ll be prompted to select from the following item types:

• One item
• Multiple items
• Vehicle
• Property for sale or rent
• Sale event

3. Add listing details

Fill in your listing details. If you start by uploading a photo, you can select Create listing details and Meta’s AI tool will generate a title, price, description, and condition based on similar listings.

You may want to edit the AI’s selections or write your own title or product description. Your product description should explain any condition flaws so customers know exactly what they’re getting.

Make sure your title is concise yet descriptive, so that customers can quickly understand what you’re selling. To aid searchability, include descriptive keywords that customers might look up. In the example below, the seller uses keywords like “vintage,” “country,” and “stoneware” in a listing for two ceramic mugs.

You can also add additional product photos and upload one video up to 60 seconds long. Use bright, natural lighting in your product photography and capture multiple angles. Show close-ups to highlight details, and lifestyle shots for context and scale.

Check out similar products on Facebook Marketplace, ecommerce websites, and other marketplaces like Etsy and eBay to research how much your product usually sells for. Explore different pricing strategies to ensure you make a profit while still encouraging sales.

4. Explore More listing options

Once you’ve added your product details, you’ll see a few options under “More listing options.” You can choose a category for your product (the AI will do this automatically), opt to hide your listing from friends, and turn off comments. You’ll also see the option to List in additional places.

If you select this choice, you’ll see a list of Facebook groups with selling features enabled. Posting your product in these groups is not mandatory, but it can help your listing reach more potential customers. 

5. Set up shipping and publish

Marketplace listings are available for local pickup and delivery by default, but some users have the option to offer shipping in the US. (If you’re eligible, you’ll see this option when you create your listing.)

When you ship products on Marketplace, you’ll use Facebook Checkout, which incurs a 10% transaction fee (minimum 80¢). 

Once you’ve chosen your shipping settings, select Publish to push your listing live.

If customers are interested in your product, you’ll start to receive messages on Facebook Messenger about its availability. Meta has a new AI feature that helps you automatically draft and send replies.

6. Experiment with boosted listings

If you want more users to see your products on Facebook Marketplace, you can promote them by boosting your listings. Boosted listings appear in Facebook Feeds, Facebook search results, and on Marketplace.

To get started, navigate to Facebook Marketplace, then select Your account > Your listings. Select “Boost listing” for the product you want to promote. Now, set your budget and campaign duration. Facebook will make a recommendation for the latter, but you can set your own, too. 

To set your own, choose “Select custom budget & duration.” Select the + or – symbol to add or subtract days from your boosted listing’s runtime, or enter a day into the “End date” box. To set a budget, use the slider or select Edit to enter a number. 

If you boost a shipped product, you’ll be able to select your audience. If you boost a local listing, your audience will be adults over the age of 18 within a 40-mile radius.

Once you’ve fine-tuned your campaign details, verify your payment method, preview your Boosted listing, and check your Payment summary. When you’re done, select “Promote now.”

How to sell with shops on Facebook

1. Create a Facebook business page
2. Add the Facebook & Instagram app to your Shopify store
3. Connect your account
4. Determine data sharing and enter business details
5. Accept terms and conditions and undergo review
6. Set up your shop
7. Experiment with Meta ads

Selling through a shop on Facebook gives you more control over the customer experience than selling on Facebook Marketplace does. Your products will appear alone (not next to items from other sellers), and you’ll be able to put together product collections and promotions.

Follow these seven steps to get your shop on Facebook up and running:

1. Create a Facebook business page

To set up shops on Facebook (and Instagram), you need a Facebook business page. To create your business page from your personal Facebook profile, navigate to the Pages section on the left side of your homepage, then select Create Page. 

Alternatively, you set up a new business page through Facebook’s Create a Page link.

2. Add the Facebook & Instagram app to your Shopify store

If you use Shopify, download the Facebook & Instagram app to connect your inventory to Meta and start selling on Facebook and Instagram. Once you install the Facebook & Instagram app, you’ll be able to manage your catalog and all orders through your Shopify admin. 

You’ll also use your Shopify admin to manage discounts and shipping profiles—sets of rules that dictate shipping costs for different products and locations.

If you use another ecommerce platform, check if your provider offers an integration for Facebook. If not, you’ll need to manually upload your product catalog.

3. Connect your account

Shopify walks you through each step of creating a shop on Facebook. Review Shopify’s preparation guidelines, then select Next.

Now, connect your personal Facebook account. If you don’t have a business page yet, you can create one during this step.

4. Determine data sharing and enter business details

Decide how much data you want Facebook to collect about your customers. This matters if you plan to run Facebook ads, which can target customers based on the data you share. Meta offers three levels of data sharing: standard, enhanced, and maximum. (You can also opt not to share customer data with Facebook by toggling the Share data button.)

When you select one of the three data sharing options, Shopify will add the Meta pixel to your Shopify store. This line of code is what Meta uses to track customer behavior on your site for its ad targeting.

5. Accept terms and conditions and undergo review

In the next step, you’ll add your email address and return window. Then you’ll review your shop details, read and agree to the terms and conditions, and submit your shop for review. 

During the review, Meta checks to ensure your store complies with its commerce eligibility requirements and other policies. The process can take up to four weeks.

Note that as of August 2025, you’ll be responsible for collecting sales tax for orders placed through Facebook shops. Since customers will be directed to your ecommerce site for checkout, make sure you’ve properly configured your tax settings in Shopify.

6. Set up your shop 

Once your shop has been approved, you can manage its inventory, orders, and fulfillment from your Shopify admin. 

When you’ve set up your shop on Facebook, you can also:

Manage your catalog

Decide which products to make available on your Facebook shop by navigating to the Products page and changing the availability settings for the Facebook sales channel. 

From the Products page, select More filters > Availability > Unavailable on Facebook.

Now, select all the products that show up when you select the Unavailable on Facebook filter. Choose which products you want to make available, then select More actions > Add available channel(s) > Facebook > Make products available.

When you make a product available on your shop on Facebook, any changes you make to products in your Shopify store will sync with your shop on Facebook.

Create a collection

Organize your products into collections to make it easier for customers to browse your shop. You can base collections on product categories, seasonality, or any other theme that makes sense for your business. If you’re in the US, your Shopify store collections will sync with your shop on Facebook.

Customize the layout of your shop

You can select products, collections, and promotions to feature on your shop on Facebook homepage. Navigate to Commerce Manager > Shops > Edit shop. You can make manual changes or toggle Optimize layout if you want Meta to dynamically display the layout that customers “are most likely to respond to.”

7. Experiment with Meta ads

If you want to get more eyes on your products, create shoppable ads through Meta Ads Manager. The Meta Ad Library is a good source for inspiration—you can search for a competitor and see all of their active ads.

Remember that a healthy social media presence for a small business includes organic content, too. Experiment with Facebook marketing strategies like influencer marketing and affiliate marketing, and consider free Facebook advertising tactics like posting Reels.

How to sell through Facebook buy-and-sell groups

1. Join a buy-and-sell group
2. Draft your product listing
3. Publish your product listing

Facebook buy-and-sell groups let members post items for sale, mark products as sold, and search for items to buy. Facebook group admins can turn any group into a buy-and-sell group by enabling buy-and-sell features.

Many of these groups are local networks with members living in specific neighborhoods. This makes them a channel for small businesses to list products for a local audience. Here’s how to do it:

1. Join a buy-and-sell group

To find local groups with selling features enabled, go to Facebook > Groups, and use the Discover or “Search groups” function. Try to join groups with members in your target audience.

Some groups are private, so a group member will need to approve you after you select Join. Some are public, so you can join immediately.

Many sales in buy-and-sell groups are arranged privately between buyers and sellers, but sellers in these groups can also ship their products.

2. Draft your product listing

Once you’re in a group, select “Sell something,” then select “Item for Sale” from the listing categories. Now, enter your product information, including an image and description. 

3. Publish your product listing

Click on the check box next to other buy-and-sell groups if you want to list your product in more than one group. You can also list your product on Facebook Marketplace by selecting the checkbox next to “Marketplace.”

Once you’ve selected where your listing will show up, select Post.