How to Set Up a Facebook Shop Without a Website

You can start selling physical products directly on Facebook today, even if you don't have a website. By using Meta’s own tools, you can create a fully functional online store that lives entirely on your Facebook Business Page. This guide will walk you through the entire process, from gathering the information you need to setting up your shop and adding your first products.

Can You Really Set Up a Facebook Shop Without a Website?

Absolutely. The feature that makes this possible is called Checkout on Facebook or Instagram. When you're setting up your shop, Meta gives you a few options for how customers will complete their purchases. One option directs shoppers to your website to check out, but the other lets them complete the entire transaction - from browsing to payment - without ever leaving the Facebook app.

This "Checkout on Facebook" feature is the key. It turns your Facebook Page into a self-contained ecommerce platform. Customers can add items to their cart, enter their shipping and payment details, and place their order, all within a secure, mobile-friendly interface hosted by Meta. You receive the order details and customer information, process the shipment, and get paid directly to your bank account.

There are a few things to keep in mind:

• Geographic Availability: The on-platform checkout feature is currently only available to sellers in the United States. If you're outside the U.S., you'll need a website to link to for checkout for now.
• Physical Products Only: Facebook Shops are designed for selling physical goods. You can't sell services, digital products, or downloadable content through this channel.
• Compliance is Mandatory: All products must comply with Meta's Commerce Policies. It's a good idea to review these policies before you start to make sure your products are eligible.

Before You Start: What You'll Need

Gathering all your information beforehand will make the setup process smooth and fast. Think of this as your pre-flight checklist. Here’s what to have ready:

1. An 'Eligible Business' Status

Your business needs to meet a few core requirements to open a shop.

• A Facebook Business Page: You cannot sell from a personal profile. If you don't have one, it only takes a few minutes to create. Your Page should be published and set to the "Shopping" or "Business" template if possible.
• A Meta Business Manager Account: This is a central hub for managing your business assets (like your Page and shop). If you don't have one, you can create it during the shop setup process.
• Admin Permissions: You must be an administrator for both your Facebook Page and your Meta Business Manager account to have the necessary permissions to set things up.

2. Key Business Information

Have this information saved in a document so you can easily copy and paste it during setup:

• Business Address: Your company’s physical address.
• Tax Identification Number: For U.S.-based businesses, this will be your Social Security Number (SSN) if you’re a sole proprietor or your Employer Identification Number (EIN) for other business structures.
• Bank Account Details: You'll need your bank's routing number and your account number to set up payouts so Meta can send you the money from your sales.
• Business Representative Info: The name, date of birth, and email address of a designated business representative.

3. Your Product Catalog and Policies

• Product Details: For each product you plan to sell, you’ll need high-quality images (ideally on a clean background), a product title, a detailed description, the price, and the current stock quantity.
• Shipping Options: Decide what shipping speeds you will offer (e.g., standard, expedited, rush) and how much you will charge for each.
• Return Policy: You must have a return policy. Decide on your return window (e.g., 14 days, 30 days) and who pays for return shipping.

Step-by-Step Guide: Building Your Facebook Shop

Once you’ve gathered all your information, you’re ready to build your shop. The whole process happens inside Meta's Commerce Manager.

Step 1: Go to the Commerce Manager

Start by navigating directly to Meta's Commerce Manager setup page. Click the "Get Started" button. It will ask if you want to sell on Facebook, Instagram, or both. Select your platforms and click "Next."

Step 2: Choose Your Checkout Method (This is the important part!)

This is the most critical step for setting up a shop without a website. You'll be presented with a few checkout options. You must select "Checkout with Facebook or Instagram."

Do not choose "Checkout on another website," as this would require you to use an external ecommerce site. Choosing the on-platform checkout option is what allows you to operate entirely within Facebook's ecosystem.

Step 3: Connect Your Business Page

Next, you’ll be asked to connect the Facebook Business Page where you want your shop to appear. If you manage multiple pages, be sure to select the correct one from the dropdown list. If you don't have a page yet, it will prompt you to create one here.

Step 4: Create or Connect a Commerce Account

A Commerce Account is essentially the container for your shop and catalog. Give it a name - typically your business name - and link a Meta Business Account. If you already have a Business Manager account set up, select it from the list. If you don’t, you'll be guided through creating one here.

Step 5: Provide Your Business and Payout Information

This is where that checklist from earlier comes in handy. You will now be prompted to enter all the business details you collected:

• Confirm your business address and contact information.
• Enter your tax identification number (EIN or SSN). This is for identity verification and tax purposes.
• Link your bank account by entering your routing and account numbers for payouts.

Step 6: Set Up Your Shipping and Returns

First, configure your shipping options. You can set up different tiers with varying costs and delivery times. For example, you might create a "Standard Shipping" profile that costs $5.99 and takes 5-7 business days, and an "Expedited Shipping" option that costs $12.99 and takes 2-3 business days.

Next, set your return policy. You are required to state a return window (the number of days a customer has to request a return after delivery). You must accept returns for at least 30 days unless an item is marked as a final sale.

Step 7: Final Review and Submission

Before finishing, you'll get a chance to review all the information you’ve entered. Double-check everything for accuracy, especially your bank and tax information. Once you’re satisfied, agree to the Seller Agreement and submit your shop for review.

Meta’s team will review your account to make sure it complies with their policies. This approval process typically takes up to 48 hours but can sometimes be faster.

Adding Your First Products Manually

Once your shop is approved, it’s an empty digital storefront. Now it’s time to stock the shelves! Adding products is straightforward and is done within the Commerce Manager.

1. Navigate to your Commerce Manager.
2. In the left-hand menu, go to Catalog > Items.
3. Click the blue "Add Items" button in the top right corner.
4. Choose "Add Manually" and click "Next." This is the best option when you're just starting and have a handful of products.

On the product detail page, you’ll fill out the following fields for each item:

• Image: Upload at least one high-quality product photo. Aim for a square image (1080x1080 pixels) on a clean, simple background. You can add multiple photos.
• Title: A clear, descriptive name for your product.
• Description: Provide details about the product. Include materials, dimensions, care instructions, and what makes it special. Use paragraphs and bullet points to make it easy to read.
• Price: Set the price for your item. You can also set a "Sale Price" to show a discount.
• Inventory: Enter the number of units you have in stock. The shop will automatically track this and mark items as "sold out" when the count hits zero.
• Variants: If your product comes in different options, like sizes or colors, you can add them here.

Continue this process for all the products you want to feature in your shop. When you're done, they will be listed in your catalog and visible on your Facebook Shop tab.

Tips for Managing Your New Website-Free Shop

With your shop live and stocked, your focus shifts to marketing and management.

• Tag Products Everywhere: The best part about a Facebook Shop is the ability to tag products directly in your content. Tag items in your regular feed posts, Reels, and Stories. This adds a small shopping bag icon, allowing users to tap and shop directly from the content they're enjoying.
• Organize Products into Collections: Don’t just leave your products in a big list. Group them into "collections" to make them easier to browse. You can create collections like "New Arrivals," "Bestsellers," "Holiday Gift Guide," or "Items Under $50." You can find this option under Catalog > Sets in Commerce Manager.
• Engage with Your Community: Since your entire store lives on social media, community management is paramount. Respond quickly and helpfully to comments and direct messages about your products. Excellent customer service can turn a prospective guest into an excited customer.
• Promote Your Shop: Tell everyone your shop is open! Regularly post content that highlights your products, use "behind-the-scenes" videos in your Reels to show how items are made, and encourage user-generated content from happy customers.

Final Thoughts

Setting up a Facebook Shop without a website is a powerful and accessible way to start an ecommerce business, allowing you to reach millions of users directly where they spend their time. By following these steps, you can build a stand-alone digital storefront and start making sales straight from your Business Page.

At Postbase, we built our tool to help with the next critical step: promoting your shop. Once you're live, getting the word out requires consistent, high-quality content. Our visual calendar helps you plan all your promotional posts and Reels, our scheduler lets you publish shoppable content across Facebook and Instagram at the same time, and our unified inbox collects all your customer comments and DMs in one place. Using a tool like Postbase takes the chaos out of managing the marketing side of your new social-first business.