Selling on Facebook: the complete guide for individuals and professionals

Why sell on Facebook in 2025?

Before you get started, here's why Facebook remains a strategic channel for testing or developing a business.

A massive, diversified audience (over 2.9 billion users)

Facebook compte 2.989 billion monthly active users in the world.

In France, nearly 70% of Internet users still use the platform, across all age groups. It's a huge breeding ground for potential customers Whether you're a craftsman, shopkeeper or self-employed entrepreneur.

Free tools accessible to all sellers

Facebook offers several features free to sell: Marketplace, groups, store, private messages.

You don't need a website, advertising budget or advanced technical skills to get started. The interface is easy to learn and use. accessible to all profiles .

An ideal channel for testing a product or launching a business

Before creating an e-commerce site, Facebook is an excellent place to experiment. You can validate an idea test an offer or launch your first sales quickly. With the right product, a few visuals and a clear message, the first results can be seen in just a few days.

What are the options for selling on Facebook?

There are several ways to sell on Facebook with or without a store. Here are the three main ones.

Marketplace: the Meta version of Bon Coin

Facebook Marketplace allows you to publish a locally visible ad free of charge. Widely used by second-hand items, furniture, clothing or home decor It's also a good channel for local retailers.

The interface is intuitive reach est organique (free) and buyers can contact you directly.

Buy-and-sell groups: sell locally, free of charge

Facebook hosts thousands of specialized groups (city, region, theme). Examples:

• "Agate/vente Lille"

• “Vinted pour enfants”

• “Mobilier design seconde main”

By posting in these groups, you reach an audience of ultra-targeted and often very reactive. It is ideal for selling without fees or intermediaries .

Professional page with integrated store: for brands and professionals

Create a page Facebook Business activates a e-commerce showcase directly on Facebook. You can add a catalog product and price and shopping links and even integrate a payment module depending on your country. This is the recommended solution if you wish to sell regularly or professionalize your presence .

How to create a Facebook store step by step?

Creating a Facebook store takes just a few steps. Here's how to get started.

Create a Facebook Business page

Go to facebook.com/pages/create and select "Company or brand". Fill in the basic info (name, category, profile picture). This page will be your the basis of your commercial presence on Facebook.

Add a product catalog with Commerce Manager

Connect your page to Meta Commerce Manager the official tool for manage your products, prices and inventory . You can create a catalog manually, import a .csv file, or connect an e-commerce solution (Shopify, Prestashop...).

Synchronize with your website (Shopify, Prestashop...) or sell without a website

If you have a site, connect it via a native integration or via a automated product flow . Alternatively, you can activate the "Payment on another site" option or redirect to DMs / WhatsApp to finalize the order. You don't need an e-commerce site to sell.

Selling on Facebook without a store: what are the alternatives?

If you don't want to create a store, you can still sell effectively on Facebook thanks to other formats.

Use Marketplace for direct sales between private individuals

Marketplace reste the fastest method to sell without infrastructure. Create an ad, add photos, a price and a clear description, and you can be contacted within the hour. No site or store required .

Sell via posts, stories and private messages (DMs)

Many vendors share their products in post or story and then conclude the sale by private message. This approach works particularly well in groups or on a lively pro page. Remember to include a call-to-action in each post: "DM to order", "Link in bio", etc.

Redirect to WhatsApp or a simple order form

Un lien vers WhatsApp or a Google Forms form simplifies the ordering process. It's a trick often used by sellers of handmade products or service providers without the need for an e-commerce site or tool.

What are the legal rules and obligations?

Even on Facebook, you have to respect certain legal obligations depending on your status.

Selling as a private individual or auto-entrepreneur

If you're an occasional seller, you can remain individual . But if your business becomes regular (several sales per month), you must register as an auto-entrepreneur .

The 2025 ceiling is 188,700 for resale of goods and 77,700 for services .

Declaring income to URSSAF (micro or BIC scheme)

If you sell regularly, your income should be declared to URSSAF and subject to social security contributions . The easiest way is to opt for the micro-BIC with a flat-rate allowance of 71% for sales of goods .

Respect the Facebook Terms of Use and e-commerce rules

Facebook prohibits the sale of certain products (weapons, live animals, alcohol, counterfeit goods, etc.). You must also respect distance selling rules : Terms and conditions, right of withdrawal, legal notice if you are a pro. If you fail to comply, your account may be suspended.

How to boost sales with Facebook ads?

Facebook advertising allows you to accelerate your sales by reaching the right people on a small budget.

Which formats to use: carousel, video, collection...

The most effective formats are :

• Carrousels to show several products

• Short videos (15 sec max) to capture attention quickly

• Collections for a mobile e-commerce showcase

According to Meta, video ads get on average 3 times more commitment than static images.

Precise targeting with the Business Manager

With Facebook Ads Manager you can target:

• From similar audiences (lookalike)

• From specific interests (fashion, sports, real estate...)

• From visitors to your site (via pixels)

This granularity makes it possible to don't waste your budget and reach really interested people.

Tracking performance with Pixel and ROAS

Le Facebook Pixel allows you to track actions on your site (clicks, shopping carts, purchases). Analyze your ROAS (Return On Ad Spend) to find out if your ads are profitable. E.g.: 1 € invested = 5 € in sales = 1 € invested = 5 € in sales = 1 € invested = 5 € in sales. ROAS of 5 . Good ROAS are between 3 and 8 depending on the sector.

Which products sell well on Facebook?

Some products perform better than others on Facebook, thanks to the visual and social nature platform.

Second-hand items, home decoration, fashion, electronics

The queen categories of Marketplace : furniture, smartphones, household appliances second-hand clothing, decoration. They work very well in local direct selling .

Handicrafts, DIY and local creators

Visit independent designers (jewelry, home cosmetics, sewing, candles...) are a big hit on the groups and pages local. The authentic and personalized is becoming increasingly popular.

Home services, training, coaching

Facebook is also a lever for selling prestations hairdressing, sports coaching, private tuition... These services are supported by a fast digital word-of-mouth via shares and reviews.

3 mistakes to avoid when selling on Facebook

Here are the most common pitfalls that can lead to plomber vos ventes.

Neglecting visuals and descriptions

A dark or blurred photo = zero clicks. Take some sharp, well-focused visuals on a neutral background. Add a clear title a visible price and a concise but complete description .

Do not reply to messages or comments

Visit quick answers greatly increase your chances of selling. On Marketplace, more than 60% of buyers choose a seller who responds within the hour . Activate notifications and be reactive.

Spamming groups or making misleading promises

Post the same message 10 times in 10 groups = insured ban . Adapt your message, respect the rules of each group and don't lie about your products It's immediately obvious.

Heropay finances your Meta campaigns so you can sell without blocking your cash flow

You want to scale up with Facebook ads, but your cash flow is too low ?

Heropay advances you the funds to finance your Meta campaigns, you keep your cash flow, and you only pay back the cost of your Meta campaigns. after collection of your sales .

• No bank records

• Quick decision and 100% online

With Heropay, you no longer have to choose between growth and cashflow.