How to use Facebook to your ecommerce advantage?

The world’s largest social media network is also one of the best destinations on the Internet for ecommerce businesses.

Whether selling through Facebook Marketplace or using the platform to promote products on their pages and drive traffic to their stores on online marketplaces, millions of online sellers rely on it to generate additional organic traffic and sales.

Still, reaching potential customers in such a competitive environment requires careful planning, preparation, and constant adjustments to marketplace fluctuations and consumer demands.

The latest statistics show that Facebook should remain the top destination for online sellers in the foreseeable future, as the number of consumers using the platform to search for, discover, or buy products has been steadily increasing over the last few years.

Keep reading to discover the key ecommerce statistics for Facebook and learn how you can use the social media platform as a part of your multichannel sales strategy.

FREE download: Facebook ecommerce guide

Top 15 Facebook ecommerce & usage stats and facts

In terms of using social media for business, depending on the type of your business type, some platforms may work better than others. Still, the most popular social networking site is Facebook, followed by YouTube, WhatsApp, WeChat, and Instagram.

As Facebook changes and evolves frequently, online sellers must stay on top of Facebook-related stats and facts, such as demographics, usage, and platform trends.

Here are the top 15 Facebook usage and ecommerce insights:

1. Facebook has 3.068 billion monthly active users.
2. 2.11 billion users visit Facebook daily.
3. Facebook’s demographics span all ages and backgrounds.
4. 40,6% of Facebook users are between 18 and 34 years old.
5. Users 65 years and older are the fastest-growing group on Facebook.
6. 73% of Facebook users are middle-income earners.
7. Users spend 32 minutes on average on Facebook each day
8. The highest traffic occurs midday on Tuesday, Wednesday, and Thursday.
9. Facebook Stories have 571 million daily active users.
10. 94% to 98% of Facebook Ad revenue comes from mobile devices.
11. Users watch 85% of Facebook in-feed videos without sound.
12. As of 2026, Facebook Live averages 32.6 million monthly watch hours.
13. Over 200 million small businesses worldwide have Facebook Pages.
14. Facebook connects people to brands and products. Approximately 1.5 billion people globally use this social media platform to discover products.
15. Facebook is the leading social platform, reaching 54.33% of Internet users.

It’s also worth noting that a considerable number of digital retailers use Facebook to establish brand identity and build a loyal following that enables them to increase the number of their recurring customers.

Optimizing your store for Facebook Marketplace

Facebook is one of the leaders when it comes to sales conversion rates among social networking sites, so let your potential buyers use Facebook to buy directly from you.

Add a ‘Shop Now’ button to your Facebook page, if you haven’t already done so.

Use smart calls to action and engaging product descriptions in your Facebook ads. Additionally, facilitate the engagement of your buyers (likes, comments, shares) by including social media buttons on your website.

Let’s take a look at a few facts to help you increase engagement and ecommerce conversions on Facebook:

• Posts between 40 and 80 characters have a 66% higher engagement rate than longer posts
• Adding emoticons to a Facebook post increases comments by 33%.
• Use quotes to get 26% more ‘likes’ and 19% more shares.
• Image-based content can help you increase interactions by more than 40%.
• End your posts with questions to increase the likelihood of likes, shares, and comments by 162%
• Your visitors will love discounts, deals, and special offers.
• Make your updates a combination of text-only, text and image, or image and video-only posts.
• For ecommerce stores, it is essential to simplify the buying process, e.g., by ensuring a smooth checkout.

Additionally, you can use eBay’s Social Sharing feature to post product listings on your Facebook Business account.

Advertising on Facebook

In 2025, Meta brought in $197 billion in ad revenue, while the average revenue per user during that time in the US and Canada was $68.44. Interestingly, Instagram is generating more than half of Meta’s overall ad revenue.

Due to increased engagement with Stories, compared to Facebook, clicks on Instagram are 25% to 40% more expensive, but the average conversion rate on Instagram is also around 20% higher than on Facebook.

Hence, advertisers using Facebook and Instagram stories can benefit from using both platforms to promote products.

Ecommerce advertising works. However, with thousands of businesses already advertising on Facebook, grabbing the right audience’s attention is far from easy.

Even though you’re unlikely to be the key player on everyone’s wall, you can still reach your target audience with the right tools and content strategy.

If your content is short, catchy, visually appealing, and action-oriented, it may yield satisfactory conversion rates. For more tips, download our Facebook guidebook.

Your 5-step Facebook shop plan & content strategy

Planning your Facebook strategy goes beyond posting regularly and winning likes. It’s more about meaningful engagement that should eventually lead to more sales.

Here’s a five-step Facebook content strategy:

1. Quantify your goals using Facebook analytics. Prioritize follower count, click-through rates, and contact-to-customer conversion rates. Seeing your results as data will help you determine the clear direction.
2. Define your ideal buyer profile and save time by reaching the right audience based on their location, age, and interests.
3. Keep your Facebook activities in line with the rest of your marketing efforts and campaigns. Your posts should reflect and be integrated with your broader marketing strategy.
4. Create a content calendar that includes ‘what’s and when’s’. You need a consistent publishing flow to keep your Facebook community engaged, especially at the busiest times of the year. Also, the content calendar will help keep your content strategy on track.
5. Create content containing information about the industry, your products or services, offers, and company updates. Create your own materials, but don’t be afraid to use quality content from other websites, too. Valuable content will help you keep your audience engaged.

Don’t underestimate the importance of tracking how your content performs and adjusting your strategy when necessary to achieve your goals.

Facebook for ecommerce: turn your contacts into customers

Cultivating an audience on Facebook will help establish a brand identity, increase product visibility, and build a solid customer base.

So, instead of focusing all your energy on sales, you should develop a strategy that would allow you to expand your audience and drive traffic to your store on an online marketplace.

Let’s go through the steps you need to take to turn contacts into customers.

Gain pre-transactional contacts

It may be easier and cheaper to make instant profits from immediate sales. It takes more effort to make your customers come back to your shop. Thus, take your time to get to know them, share something valuable, and nurture your prospects.

Get valuable, loyal customers, not ANY customers

Form quality relationships right from the beginning. Get to know your potential customers, their needs, and expectations before they become your actual clients.

The moment you learn what they need, provide them with a solution or a tip

Instill trust and loyalty first. It’s likely that when they finally do need your product, they will turn to you first.

Cost is not the whole story

Think of the customer’s lifetime value rather than the customer acquisition cost.

Many businesses aim for the lowest customer acquisition cost, which seems a good solution in the short term. Long-term, however, investing more in the customer at the initial stages is likely to yield loyal, returning buyers.

Turn contacts into customers

When you have won pre-transactional contacts, it’s time to turn them into customers. Read more on how to achieve this in our guidebook.

Conclusion

Facebook users tend to bombard one another with posts, updates, and ads, minute by minute, second by second.

That’s why ensuring that your voice is heard in the screaming world of social media requires a strategic approach to this sales channel.

To maximize the sales potential of your products and generate an additional source of organic traffic for your store on an online marketplace, you must optimize your Facebook page and ensure your posts are engaging enough to attract the relevant audience.

To achieve this goal, take time to develop your content strategy in line with your marketing objectives, and carefully target Facebook ads.

Turning your Facebook followers into loyal customers will bring true value to your business and enhance its chances of long-term success.

Finally, for advice on growing your domestic and international ecommerce sales on marketplaces, contact our cross-border specialists.