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How to sell on Facebook

Short answer

Use Facebook Marketplace to sell personal items locally or with shipping, and buy and sell groups to reach a niche. Facebook says Marketplace is meant for consumer-to-consumer sales, so a business selling the same products again should use a shop on its Page or send buyers from posts and ads to its own site.

Two ways to sell, and which is yours

Sell inside Facebook

List on Marketplace or in buy and sell groups, answer buyers in Messenger, and meet locally or ship. It's fast for one-off items, but Marketplace is for personal sales, a Page can't create a Marketplace listing, and downloadable digital products aren't allowed.

Best for

Clearing out furniture, gear and clothes you already own.

Send buyers to your own site

Post, run ads or go live on Facebook, and link to product pages on your own domain, where you control checkout and keep the customer's email. Replo builds that store on your brand. It doesn't sync a catalog to Facebook, so your posts link to the pages directly.

Best for

Brands and makers selling the same products again and again.

Where to sell on Facebook and what each platform charges

Fees for selling on Facebook
Facebook MarketplaceNothing until a shipped saleShipped: 10%, $0.80 minimum. Local pickup: freeBusiness shops on Facebook no longer take payment; buyers check out on your website.
Your own site (Replo checkout)Your Replo plan2.9% + $0.30 card processingReplo checkout runs on Stripe, and Replo's docs list no extra per-sale fee.
Your own store on Shopify$39 a month, or $29 billed yearly2.9% + $0.30 with Shopify PaymentsUsing another payment provider on Basic adds a 2% third-party transaction fee.
InstagramFreeNo in-app checkout; buyers pay on your siteInstagram shops send buyers to your website, so your own checkout fees apply.

Weigh each fee against what you get back: Marketplace reaches local buyers with almost no setup, while your own store keeps the customer's email for the next sale.

What you keep on a $120 secondhand dresser

Each platform's fees on one $120 sale, before shipping, taxes, monthly plans and any ads you choose to buy.

  1. Your own site (Replo checkout)$116.22 kept, $3.78 in fees
  2. Your own store on Shopify$116.22 kept, $3.78 in fees
  3. Facebook Marketplace$108.00 kept, $12.00 in fees

Launch checklist

  • List on Marketplace from your personal profile, since posting as a Page hides the Marketplace listing option.
  • Read Facebook's Commerce Policies first: downloadable digital content can't be bought or sold there.
  • Outside the US, check business limits: in the EEA, Philippines and India, business sellers can lose Marketplace access.
  • Confirm payment in your own account before handing anything over, even if the buyer sends a screenshot.
  • Photograph items in daylight from several angles and put the price and pickup area in the listing.
  • Link your Page's posts and ads to product pages on your own site for anything you sell repeatedly.

Build your store for Facebook

Replo builds a store on your brand that your Facebook posts and ads can link to, with product pages and checkout.

The prompt Replo starts from

Build an online store for my [product type] business, [business name], that I'll promote on Facebook. Include a homepage with our best sellers, a product page for each item with photos, price and shipping details, a local pickup section for [city], reviews, an about page, and an email signup for new drops and restocks.
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Frequently asked questions

What is the best way to sell something on Facebook?
For a one-off personal item, list it on Marketplace with clear photos, a fair price and your pickup area. For a business, set up a shop on your Page or link posts and ads to your own site, since Facebook says Marketplace is meant for consumer-to-consumer sales.
Can a business Page post on Facebook Marketplace?
No. Facebook's help center says that if you're posting as a Page, you won't see the option to create a Marketplace listing. A business can sell through a shop on its Page instead, or send people from Page posts to its own website.
What is the safest way to accept money on Facebook Marketplace?
Confirm the money has landed in your own account before you hand anything over. Meta warns that buyers may send a screenshot of a payment, so check your payment app directly, and contact that app's support team if you're unsure.
Can I sell digital products on Facebook?
No, not as listings. Facebook's Commerce Policies say commerce content may not promote the buying, selling or trading of downloadable digital content. Sell the download on your own site and share posts about it on Facebook instead.

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