# Sell on social and marketplace channels

Level: Beginner. About 45 minutes. Plans: Not stated by Shopify for channels in general; Facebook & Instagram is free on all plans, subject to eligibility. Checked against Shopify's documentation on 2026-10-08.

**Short answer:** From your Shopify admin, go to **Settings** > **Sales channels**, click **Shopify App Store**, search for the channel and click **Install** [4]. All existing products become available on a new channel, so open any product you want to hold back and change its channels in the **Publishing** section [4][8]. Each channel has its own eligibility rules and terms [4].

## Before you start

A sales channel connects your Shopify store to another place where people shop. Once connected, you manage the channel's products and orders from your Shopify admin [1]. Shopify lists social channels such as Facebook and Instagram, TikTok Shop and Roblox, and marketplace channels such as Google & YouTube, Shopify Marketplace Connect (for marketplaces such as Amazon and Walmart), Faire, Whatnot, Temu, DoorDash, StockX and Newegg [2][3].

What to check first:

- **Eligibility.** Some channels have eligibility rules, and you might need to change store settings before adding them. A channel you cannot add shows as **Unavailable** [4].
- **Terms.** Read each channel's terms first. Some require or forbid certain product information, and some require you to ship within a set time [4].
- **Plan.** Shopify's channel pages do not state plan limits for channels in general. The Facebook & Instagram channel is free on all Shopify plans, subject to store eligibility [5].
- **Taxes.** Since August 26, 2025, Meta is no longer a marketplace tax facilitator. You collect and remit sales tax on Facebook and Instagram orders, so check **Settings** > **Taxes and Duties** before you start [5][6].

This guide uses Facebook & Instagram as the worked example, because Shopify documents its setup step by step. A candle shop that already sells on its online store adds this channel and keeps two seasonal candles off it.

## Steps

1. **Remove your store password.** The Facebook & Instagram channel needs an online store that is not password protected, and a valid sender email address [6].

2. **Prepare the accounts the channel asks for.** For Facebook & Instagram, you need a published Facebook Page connected to a business portfolio, and your personal Facebook account needs full control of both [6]. To sell on Instagram, your account must be a professional account linked to that Page [6]. Your business must be in a country Meta supports for shops [6].

3. **Find the channel.** From your Shopify admin, go to **Settings** > **Sales channels** and click **Shopify App Store** [4]. Search for the channel, here **Facebook** [7].

4. **Install the channel.** Click **Install**, or **Add channel** or **Add app**, depending on the listing [4][7].

5. **Connect your accounts.** Click **Start set up** on the feature you want first, then **Connect account** and sign in to Facebook. Connect the Page and other assets the feature needs, accept the terms and click **Finish setup** [7]. The business portfolio you choose must own the Page, and the Page must not be connected to another Shopify store [7].

6. **Choose which products the channel sells.** When you add a channel, all existing products become available on it [4]. To hold one back, go to **Products**, click the product, click the **Adjust** icon in the **Publishing** section, deselect the channel, click **Done** and then **Save** [8]. For many products, use a bulk action [8].

7. **Check markets, if you use channel markets.** If a channel belongs to a channel market, a product shows on that channel only when it is in the catalogs assigned to that market and is published to the channel [8].

8. **Wait for product review.** Products on Facebook and Instagram go through Meta's review, and products that break Meta's Commerce Policy can be removed [6]. Only Meta can approve use of the channel. For status updates, use the **Get Support** link inside the channel [7].

9. **Add more channels the same way.** Repeat steps 3 to 6 for each channel. For Google & YouTube, Shopify syncs products to Google Merchant Center, and setup guides are in Google Merchant Center Help, since Google runs the channel [9]. The channel is available only in some countries and currencies [9].

10. **Remove a channel you no longer use.** Go to **Settings** > **Sales channels**, click the **Horizontal menu** icon for the channel, click **Uninstall**, select **I understand the risks of uninstalling this sales channel**, and click **Uninstall** [4].

## Check your work

- Go to **Settings** > **Sales channels** and confirm the new channel is listed [4].
- Open a product you held back and check that the channel is not selected in its **Publishing** section [8].
- In Shopify Home, choose the channel from the drop-down menu to see its sales and traffic summary [4].
- Open your shop on Facebook or Instagram and add an item to the cart. Checkout there sends the shopper to your online store with **Checkout on seller's website** [6].

## Common problems

- **"The channel says Unavailable."** Your store does not meet its requirements. Click **You can't add this channel** to see why [4].
- **"My Facebook Page doesn't appear during setup."** The business portfolio you selected must own the Page. Check Page ownership or connect a different portfolio [7].
- **"A product disappeared from Facebook, Instagram and my ads at once."** Shops, shopping and ads share one product catalog, so making a product unavailable to the channel removes it from all three [6].
- **"A staff member can't use the channel."** Each staff member connects it in their own admin with their own Facebook account that has full control of the portfolio and Page [7].
- **"A channel stopped working after an update."** Contact the channel's developer. If you cannot reach them, uninstall the channel; Shopify cannot update third-party channels [4].

## Further reading

- Sales channels, Shopify Help Center [1]
- Marketplace sales channels, Shopify Help Center [3]

## Sources

1. [Sales channels](https://help.shopify.com/en/manual/online-sales-channels), Shopify Help Center, accessed 2026-10-08
2. [Social commerce sales channels](https://help.shopify.com/en/manual/online-sales-channels/social-commerce), Shopify Help Center, accessed 2026-10-08
3. [Marketplace sales channels](https://help.shopify.com/en/manual/online-sales-channels/marketplaces), Shopify Help Center, accessed 2026-10-08
4. [Managing sales channels](https://help.shopify.com/en/manual/online-sales-channels/manage), Shopify Help Center, accessed 2026-10-08
5. [Facebook & Instagram by Meta](https://help.shopify.com/en/manual/online-sales-channels/social-commerce/facebook-instagram-by-meta), Shopify Help Center, accessed 2026-10-08
6. [Facebook & Instagram by Meta: requirements and considerations](https://help.shopify.com/en/manual/online-sales-channels/social-commerce/facebook-instagram-by-meta/requirements-and-considerations), Shopify Help Center, accessed 2026-10-08
7. [Setting up Facebook & Instagram by Meta](https://help.shopify.com/en/manual/online-sales-channels/facebook-instagram-by-meta/setup), Shopify Help Center, accessed 2026-10-08
8. [Adding and updating products](https://help.shopify.com/en/manual/products/add-update-products), Shopify Help Center, accessed 2026-10-08
9. [Google & YouTube](https://help.shopify.com/en/manual/online-sales-channels/marketplaces/google), Shopify Help Center, accessed 2026-10-08

Source page: https://webmerchants.net/guides/sales-channels