Social commerce continues to surge. In the US, sales on social platforms are on track to hit roughly $80 billion by 2025, about 17% of all online retail. With over 5.2 billion people using social media, Instagram, Facebook, and TikTok are now full-fledged shopping destinations.

This blog explains how to set up shops on these platforms, connect payments and order systems, and use best practices to drive sales.

Setting Up Shop on Major Platforms’

First, switch your business pages to a professional account and use Meta’s Commerce Manager (in Business Suite) to create your Facebook and Instagram Shop. You’ll link a product catalog – either by creating one in Catalog Manager or by syncing your existing ecommerce platform (Shopify, BigCommerce, etc.).

Meta will review your business and catalog. Once approved, your Instagram profile will gain a “Shopping” section. Then you can tag products in posts, Reels, and Stories so users can tap to view them. Keep all product details (price, descriptions, stock) up to date in the catalog so shoppers see the correct info.

Note: In mid-2025, Meta announced that Facebook/Instagram Shops will end in-app checkout for U.S. merchants.

By August 2025, purchases will redirect to your own website’s checkout instead of completing inside the app. In practice, this means your Shop pages will act like catalogs (like Pinterest) – discoverable on the platform, but with “Buy Now” links that lead off-platform to your store.

• Set up process: On Facebook’s “Create your shop” page, ensure you have page admin rights and follow the prompts. Either select “Sync a partner platform” to import products from Shopify/BigCommerce, or manually add items in Commerce Manager. Choose an existing catalog or let Facebook create one. Review and publish your Shop when ready.
• Tag products in content: After setup, any new feed post or Story can include product tags (or stickers) that shoppers tap to see the product page. This turns your regular content into “shoppable” content.

Another popular online selling social channel is TikTok Shop. TikTok’s commerce relies on TikTok Shop. U.S. businesses can sign up via TikTok’s Seller Center (seller.tiktok.com). You must provide business verification documents (ID, business license) and link a bank account for payouts. Once your Seller Center account is approved, you add products to your TikTok Shop catalog.

On TikTok, you can then use shopping features, attach product links to video posts, and live broadcasts. In the TikTok app’s video editor, select “Add Link > Products” and pick items from your shop. After a brief review, the product link appears on the video; tapping it takes users to a product-details page where they can check out directly in the app. Similarly, during TikTok Live sessions, you can tag products (via “Live Product Sets”) so viewers can buy in real time.

• Joining TikTok Shop: Go to Seller Center and create a seller account. Follow the onboarding steps: choose your country, business type, and enter legal info. You will be prompted to upload ID or business documents for verification. After approval, use the “Link Bank Account” section to add your payout details. TikTok will then transfer your sales earnings to that bank account on a regular settlement schedule.
• Adding products: In Seller Center, add your products (details, images, inventory). These feed into TikTok’s shopping features. You can link products to organic videos or paid ads, and schedule livestream shopping events where items appear for sale. Consumers shopping via TikTok Shop can check out in-app, with TikTok processing the payment and passing funds to your bank.
• Keep info fresh: As with Meta Shops, make sure your TikTok product catalog stays updated (prices, stock levels, etc.) so that the app reflects current availability.

Social Commerce – Integrating Payments and Order Management

For seamless operations, tie your social channels to an ecommerce backend if possible. Facebook & Instagram payments: When checkout was in-app, Meta used Meta Pay (formerly Facebook Pay) as the payment method. Meta Pay is a digital wallet that stores a shopper’s card, shipping, and billing information for quick one-tap purchases on Facebook, Instagram, etc.

If you use an ecommerce platform (like Shopify) with Meta Pay support, you can also add Meta Pay to your online checkout page so customers can use it on your website. (In practice, with Meta phasing out native checkout, many merchants direct traffic to their site, using whatever payment gateway they have set up there.)

TikTok Payments

TikTok Shop handles payment on its end. When a customer buys through TikTok, TikTok collects the payment, deducts any referral fee, and deposits the remainder into your linked bank account. TikTok notifies you in Seller Center of each payout.

Note that TikTok Shop charges a commission on sales (see TikTok Shop Academy for fee details). Sales tax is calculated by the platform and reported in your transaction details.

Order and Inventory Sync

To avoid overselling and simplify order tracking, sync social sales into your central inventory system. For example, if you use Shopify, install the official Facebook & Instagram sales channel app – it imports your product catalog and lets you manage Facebook/Instagram orders inside Shopify’s admin.

Similarly, Shopify’s TikTok integration creates Shopify orders for TikTok sales. When a TikTok Shop sale occurs and inventory is available, it automatically creates an order in Shopify with the TikTok order ID, payment amount, estimated tax, and customer info. (If stock is insufficient, TikTok will not place the order.) Having a centralized system means all orders (social or direct) update the same stock levels, reducing sell-out errors.

Tracking, Fulfillment, and Tax

Use Commerce Manager (Facebook) and Seller Center (TikTok) to manage order status. Meta requires you to add shipping and tracking info for each Facebook/Instagram order before payout. TikTok likewise uses its Seller Center to process returns, refunds, or cancellations. For instance, refunds for TikTok orders must be issued through TikTok’s dashboard.

Each platform also provides reports on transactions and sales tax. (For example, Facebook’s Commerce Manager can compute and report collected taxes per sale.) Having your store platform handle final checkout means it will also handle taxes via its usual settings.

Social Selling Best Practices

• High-quality visual content:

Post crisp, well-lit photos and engaging short videos of your products in use. Show the product from multiple angles or on real people.

According to trend reports, shoppable videos and images grab attention and convert – users are more likely to tap and buy when they see products demonstrated in context. Use branded styling or consistent filters to make your feed look professional and cohesive.

• Partner with influencers and encourage UGC:

Authenticity sells. Collaborate with trusted niche influencers – even micro-influencers with smaller followings – since followers trust them. 63% of shoppers say they’re more likely to buy an item recommended by a social influencer they trust. TikTok data shows 78% of users bought a product after seeing it featured in creator content.

Likewise, encourage customers to share reviews or photos of themselves using your product. Peer reviews have enormous sway: a recent survey found 47% of social media shoppers trust customer testimonials and reviews when shopping on social platforms. You can highlight this UGC on your profile or Stories to show real people loving your brand.

• Engage promptly:

Social shoppers often ask questions in comments or DMs before purchasing. Respond quickly and helpfully to queries about sizing, details, or stock. Every answered question is a chance to convert a curious browser into a buyer.

Use features like Story stickers (polls, Q&A) to interact with your audience. Quick, friendly customer service on social builds relationships and reassures buyers.

• Go live and run time-limited promotions:

Live streaming can significantly boost engagement and drive impulse buys. During a live video, you can demo products and field questions in real time, while viewers can click tagged products to shop instantly. Live commerce is proven effective: 73% of consumers say they’re more likely to purchase after watching a livestream shopping event, and 47% of live viewers end up making impulse purchases during the stream.

Create urgency with flash sales or exclusive deals (“only during this live” discounts). Limited-time offers and scarcity (e.g., “10 left!”) leverage FOMO and push viewers to act fast.

• Build trust with your profile:

Shoppers feel safer buying from a social storefront that looks credible. Aim for a verified profile badge if possible (Instagram/Facebook verification signals authenticity). Display positive reviews and ratings prominently. Community trust is key: most social shoppers rely on social proof. For example, not only do many trust written reviews, but 71% of shoppers say they trust a live host’s product recommendation more than a static online review.

In other words, demonstrating your products on camera (or via real customers) can carry more weight than ads. Highlight customer testimonials, show “before-and-after” images, or repost user photos (with permission). The more credible voices praising your products on your profile, the more confident others will feel about buying.

Conclusion

Selling on social media in 2025 requires more than just setting up shop; it involves maintaining updated product info, connecting your storefronts to reliable order and payment systems, and engaging with your audience consistently. While Meta is shifting away from in-app checkout in the U.S., platforms like TikTok continue to support full in-app purchases. Regardless of platform, the goal is to guide users from discovery to purchase as smoothly as possible.

Success depends on combining clear product presentation, responsive customer interaction, and tools like influencer partnerships or live events to build trust. With the right setup and approach, these platforms can serve as powerful sales channels, not just promotional ones. Keep your catalogs current, respond to buyers promptly, and treat your social profiles like extensions of your store.