Sell on Facebook: The Ultimate Guide for Jewelers

Let us first get the “why must you sell on Facebook as a jeweler” question out of the way.

• According to Facebook, the platform sees over 2.41 billion active users in a month, and on average, 1.8 billion people used Facebook daily during Q4 of 2021.
• Statistica reported that 69% of all Americans use Facebook and almost 73% of them visit the social media platform daily.
• Hootsuite’s 2020 report concluded that Facebook ads have the potential of reaching almost 2.18 billion people across the world.
• Hootsuite’s 2020 report concluded that Facebook ads have the potential of reaching almost 2.18 billion people across the world.

Naturally, it is not surprising that 93% of all businesses are now active on Facebook owing to its great reach in marketing campaigns. The potential customer base is overwhelming. Selling on Facebook can not only give your jewelry business the much-needed competitive edge but also keep you visible on a platform where people spend most of their time.

Now that you are convinced about selling on Facebook, let’s dive into the how.

How to sell on Facebook?

Up until 2016, Facebook was majorly a social media application where you could stay connected with your friends and family. Occasionally, as a user, you would come across business advertisements that directed you to the company website should you intend to make a purchase online.

But Facebook transformed itself majorly during 2016 and 2017 when it rolled out the Shops feature and started its Marketplace wing. Small, medium and large businesses now had the option to list, advertise, and sell their products directly through the Facebook application without ever requiring the user to leave the platform.

Facebook Shops

The feature means exactly as it reads. With the Facebook Shops feature, you can extend your existing or new jewelry business Facebook page into an online store within Facebook. You can list your products directly on Facebook. Interested customers can view the product details in your Facebook store and check out securely within the application. You can also extend your Facebook store into Instagram, Messenger, and WhatsApp, and tag your listed products during Facebook live streams.

Facebook Marketplace

Facebook Marketplace is a peer-to-peer buying and selling platform where Facebook users can list any product to sell and buy items by directly contacting the seller. But Facebook extended its Marketplace’s potential to businesses as well where products listed on Facebook Shops can now show up on Marketplace’s results page. Being active on Marketplace gives you more visibility. And your revenue can exponentially rise as the users of this platform specifically look to make purchases.

So, to sell on Facebook, you will need to activate the Shops and Marketplace features on your Facebook business page. But before we list the steps of doing that, let us quickly introduce you to Facebook’s Commerce Manager from where you can control all the magic.

What is Commerce Manager in Facebook?

With your jewelry business’s visibility diversified, you will now need a dashboard from where you can connect with and convert all your customers coming from Shops, Marketplace, WhatsApp, and Messenger. And that is where Facebook’s Commerce Manager comes in to offer you a set of tools to handle your inventory, complete payments, and conduct sales - all from one place.

The best part of Commerce Manager is that enables your customers to check out securely right within Facebook after they have placed an order for your product through Shops or Marketplace. You get to take advantage of Facebook’s credibility in the checkout process and track the customer’s journey through the tools available to collect invaluable insights. Depending on your business size, your sales and marketing team can use the data to modify your Facebook Ads and your entire unit can work together to improve your bottom-line results.

You will need to set up Facebook Shops and Marketplace from your Commerce Manager account. So, without further delays, let’s dive right into it.

How to set up your online Facebook Jewelry Shop?

Before you can set up a Facebook Shop, you must read through Facebook’s Commerce Policies and Merchant Agreements to ensure that your physical goods comply with Facebook’s guidelines. You will also need a Business Manager Account and must be the admin of the same. And you must have the managing permissions of your Facebook business Page to ensure that your future customers directly deal with you, the business owner.

Once done, follow these steps next to set up Shops and start to sell on Facebook.

Step 1: Create a Facebook Page for your jewelry brand

A Facebook Page is not the same as your personal Facebook account. You can only access the Shops feature from a functioning Facebook business Page. If you do not already have one, begin by:

• Log into your personal Facebook account.
• Find the Create button and select Page from the drop-down list.
• On the screen, input your business details like brand name (page name), category, description, location, and others.
• Upload your brand’s logo in the Profile Picture section and use a captivating cover photo.
• Customize your business page as you like by adding CTA buttons.

And you are done. A Facebook Page for your jewelry business is ready for use.

Step 2: Set up Commerce Manager

This is where you begin setting up your Facebook Shops feature.

• Visit the Commerce Manager site and log into your Facebook account.
• Facebook will ask you to “Get Started” to sell on Facebook and/or Instagram.
• Click on Get Started and select Create a Shop next. Click on Get Started again.

You will encounter three options to enable your customers to checkout after selecting a product from your soon-to-be-ready Facebook Shop. One, purchase from your website. Two, checkout via Facebook or Instagram. And three, checkout with messaging apps like Messenger or WhatsApp.

If you already have a website with a checkout facility, select the “your website” button. Most businesses prefer this path to direct their Facebook audience to their website. If you, however, do not have a website with an e-commerce facility, select the “checkout on Facebook and Instagram” option. Lastly, if you wish to sell directly over messaging apps, select this option and be ready to build your payment systems and order processing platform.

• Next, select the Facebook Business Page you just created in Step 1, or the one you already have, to set up a sync with Facebook Shops.
• Input the required Account Details that Facebook asks you to fill in.
• Choose where people can see your shop - directly on your Facebook page or Instagram business profile.
• Add a catalog of your products, if you already have one.
• Read through Facebook’s Merchant Agreement shown and click on Create Your Shop.

You have successfully added the Facebook Shop feature to your Facebook business Page.

Step 3: Sell on Facebook vs. Sell on your site

You need to explore this option because selling through a fully-integrated Facebook Shop is absolutely free. Facebook will walk you through the steps to set up the direct-sale feature if you choose to do so. However, selling through Facebook means you will have to manage your orders manually and your products will not appear on any other platform but Facebook.

However, if you own an independent website synced with Shopify (say), you can integrate its checkout feature with Facebook Shops and be visible on Amazon, eBay, Pinterest, and more. Depending on your budget and team capacity, make a choice between selling fully on Facebook or through your site.

Step 4: Create your catalog

For this, you will have to revisit your Commerce Manage page. Once there,

1. Click on the Catalog option and hover to Add Products.
2. Choose the Add products manually option.
3. Enter all the required fields like brand, condition, description, and others.
4. Add delivery options, return policies, variants, sizes.

Click on Add product when you are finished and the item will start showing on your Page’s Shops. Keep adding all your products this way until you have a complete catalog.

How to set up Facebook Marketplace?

Now that your Shops feature is ready for use, you need to proceed to Marketplace and create a sync with your Page. Note that Marketplace is not available to merchants outside the US. The idea is to boost your visibility in your locality and be listed on a platform where people arrive with the intention to buy.

Step 1: Change your checkout method to Checkout on Facebook

Right! To allow your potential customers to find you directly on Marketplace and buy from there, your Shops must Checkout on Facebook instead of any other platform. Only Shopify users can still sell on Facebook but manage their orders on Shopify.

1. Visit Facebook Commerce Manager and log in.
2. Under Settings, find the General section and click on the Checkout method.
3. You will see your current checkout method. Click on the drop-down icon and select Change.
4. Select the Checkout on Facebook and Instagram option.
5. Click on Get Started next, go to Set delivery and customer service preferences, click on Setup Payouts, and enter the required information.
6. Click on Finish and Confirm when done.

Step 2: Add Marketplace to your Facebook Shops

Return to your Commerce Manager home page and follow these simple steps.

• Select your shop that is displayed on the screen.
• Go to Settings next. The option should be on the left-hand side menu.
• Click on Business Assets and then Enable Marketplace.

Your products from your Shops catalog will start showing up in Facebook Marketplace within 24 hours. Your jewelry business is live on Facebook. Now, depending on your ad campaigns and marketing strategies, you should soon start seeing traffic on your Facebook business page.

Driving Sales through Facebook Ads

However powerful Facebook Shops and Marketplace may seem to appear on paper, they remain ineffective if you do not combine them with Facebook Ads. And the average cost per click on Facebook stands at around $1.72.

Additionally, Facebook Shops and Marketplace are not available to businesses outside the United States. You only get the Contact the Seller option or Check Out at Another Website button.

Integrate SocialAR into your marketing campaigns instead

Augmented Reality is changing the dynamics of social media marketing. Providing immersive experiences through SocialAR is now returning higher conversion rates, better visibility, and so on. With SocialAR, you can use AR technology to give realistic experiences to your visitors and enable them to interact with your products virtually.

For instance, Taco Bell used SocialAR to create a taco-shaped Snapchat filter back in 2016. The campaign generated 224 million interactions for the brand in one day. Following that, other top brands like IKEA, Nike, and Starbucks also adopted SocialAR in their marketing strategies. The higher engagement factor of augmented reality can increase your conversion.

How to get started with SocialAR?

You will need to partner with a reputed augmented reality platform to integrate its futuristic features into your jewelry brand. And mirrAR is a top name in the industry, trusted by top brands like Tanishq, Kalyan Jewelers, and Senco Gold. With mirrAR, you can finally offer your customers the virtual try-before-you-buy feature that almost always ensures conversion. You can integrate mirrAR into your social media account, as well as your existing website, mobile application, and inside your brick-and-mortar store.

You can tap into the potential of SocialAR with mirrAR. Our seamless augmented reality technology will enhance the experience of your potential customers on Facebook (and Instagram) which, in turn, will help your revenue.

When the world is moving towards AR and VR, your jewelry business needs to follow suit to stay a step ahead of all the competitors. By offering virtual try-ons on Facebook, you can build credibility around your jewelry business and accumulate a wide base of loyal customers.

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