Selling on Facebook & Instagram with Meta Commerce

IndieMade integrates with Meta Commerce so your products can be discovered and purchased through Facebook and Instagram. When a customer taps a product on your Facebook Shop or Instagram profile, they are sent directly to your IndieMade store to complete checkout.

How it works: Meta no longer processes payments on Facebook or Instagram. All checkout happens on your own website. When a customer clicks a product on Facebook or Instagram, they are redirected to your IndieMade store with the product already in their cart, ready to check out.

What You Need

To sell through Facebook and Instagram, you need to set up three things:

  1. Meta Pixel — Tracks visitor activity and conversions on your site.
  2. Product Feed — Sends your product catalog to Meta so your products appear in your Facebook and Instagram Shop.
  3. Meta Commerce Manager — Where you manage your shop, catalog, and settings on Meta’s side.

Step 1: Set Up Your Meta Pixel

  1. Go to Meta Events Manager.
  2. Click Connect data sources and select Web.
  3. Select Meta Pixel and click Connect.
  4. Add your Pixel name and enter your website URL.
  5. Click Continue.
  6. Once created, go to Data sources, select your pixel, click Settings, and copy your Pixel ID.
  7. In IndieMade, go to Dashboard → Settings → Integrations → Facebook Commerce.
  8. Paste your Pixel ID and click Connect Pixel.

The Meta Pixel automatically tracks page views across your site. For additional event tracking (like Add to Cart or Purchase events), you can use Meta’s Event Setup Tool from your Events Manager.

Step 2: Set Up Your Product Feed

Your product feed is an automatically generated file that contains all your published, in-stock products. Meta uses this feed to populate your Facebook and Instagram Shop.

  1. Go to Dashboard → Settings → Integrations → Product Feeds.
  2. Set your Google Product Category (this helps Meta categorize your products).
  3. Set your Product Condition (New, Refurbished, or Used).
  4. Click Save.

Your product feed URL is:

https://yourdomain.com/google/merchant/product-feed.xml

You will need this URL when setting up your catalog in Meta Commerce Manager.

What the Feed Includes

For each product, the feed sends: title, description, price, images (up to 10), availability, condition, stock quantity, and a direct link to the product on your site.

Step 3: Set Up Meta Commerce Manager

  1. Go to Meta Commerce Manager.
  2. Create a new Shop if you don’t have one.
  3. Select Checkout on another website as your checkout method.
  4. Create or connect a Catalog.
  5. Add a Data Feed as your data source and paste your product feed URL.
  6. Set the feed to update on a schedule (Meta typically refreshes feeds every 24 hours).
  7. Connect your Facebook Page and/or Instagram Business account.
  8. Submit your shop for review.

How Checkout Works

When a customer finds your product on Facebook or Instagram and taps to buy:

  1. They are redirected to your IndieMade store.
  2. The product is automatically added to their cart using the exact variation they selected (matched by SKU).
  3. They complete checkout on your site using your payment processor (Stripe, PayPal, etc.).
  4. You manage the order, shipping, and customer communication entirely from your IndieMade dashboard.

Multiple products can be added at once if the customer selects several items from your shop before heading to checkout.

SKU Matching

For the best experience, make sure your products have SKUs assigned. When Meta sends a customer to your store, it uses the SKU to find the exact product variation (size, color, etc.) the customer selected. If no SKU match is found, the system falls back to matching by product ID and uses the default variation.

You can assign SKUs when editing any product in Dashboard → Products.

Tips

  • Keep your product data accurate — titles, descriptions, prices, and stock levels in your IndieMade store are what appear in your Facebook and Instagram Shop.
  • Use high-quality product images. Meta recommends at least 1000×1000 pixels.
  • Assign SKUs to all products and variations for accurate checkout matching.
  • Your feed updates automatically, but Meta may take up to 24 hours to reflect changes.
  • Use the Google Analytics integration alongside Meta Pixel to get a complete picture of where your traffic comes from.

Troubleshooting

  • Products not showing in your shop? — Make sure they are published and in stock. Check your feed URL in a browser to confirm products appear in the XML.
  • Wrong variation added to cart? — Ensure the product has a SKU assigned. Without a SKU, the default variation is used.
  • Pixel not tracking? — Verify your Pixel ID is entered correctly in Dashboard → Settings → Integrations → Facebook Commerce. Use the Meta Pixel Helper browser extension to debug.