Sell on social and marketplace channels
From your Shopify admin, go to Settings > Sales channels, click Shopify App Store, search for the channel and click Install4. 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 section4,8. Each channel has its own eligibility rules and terms4.
You need: A store without password protection · The accounts the channel asks for, such as a Facebook business portfolio and Page · Tax settings for every channel you sell on
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 admin1. 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 Newegg2,3.
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 Unavailable4.
- Terms. Read each channel's terms first. Some require or forbid certain product information, and some require you to ship within a set time4.
- 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 eligibility5.
- 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 start5,6.
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
Remove your store password. The Facebook & Instagram channel needs an online store that is not password protected, and a valid sender email address6.
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 both6. To sell on Instagram, your account must be a professional account linked to that Page6. Your business must be in a country Meta supports for shops6.
Find the channel. From your Shopify admin, go to Settings > Sales channels and click Shopify App Store4. Search for the channel, here Facebook7.
Install the channel. Click Install, or Add channel or Add app, depending on the listing4,7.
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 setup7. The business portfolio you choose must own the Page, and the Page must not be connected to another Shopify store7.
Choose which products the channel sells. When you add a channel, all existing products become available on it4. 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 Save8. For many products, use a bulk action8.
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 channel8.
Wait for product review. Products on Facebook and Instagram go through Meta's review, and products that break Meta's Commerce Policy can be removed6. Only Meta can approve use of the channel. For status updates, use the Get Support link inside the channel7.
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 channel9. The channel is available only in some countries and currencies9.
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 Uninstall4.
Check your work
- Go to Settings > Sales channels and confirm the new channel is listed4.
- Open a product you held back and check that the channel is not selected in its Publishing section8.
- In Shopify Home, choose the channel from the drop-down menu to see its sales and traffic summary4.
- 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 website6.
Common problems
- "The channel says Unavailable." Your store does not meet its requirements. Click You can't add this channel to see why4.
- "My Facebook Page doesn't appear during setup." The business portfolio you selected must own the Page. Check Page ownership or connect a different portfolio7.
- "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 three6.
- "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 Page7.
- "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 channels4.