Facebook Commerce Manager: Shops, Catalogs, Checkout
Facebook Commerce Manager is Meta’s tool for running a product catalog and a Shop on Facebook and Instagram. Since September 2025, every Shop uses website checkout: people browse your shop but pay on your own site, and Commerce Manager no longer handles payouts, orders, returns, disputes or Inbox. Catalogs, shop setup and Shops ads remain.
Several older guides still describe checkout inside Facebook and Instagram; this one follows Meta’s current help pages. More in our Facebook how-to hub.
Table of Contents
- What is Facebook Commerce Manager?
- What changed in September 2025: website checkout for every Shop
- Who can use Commerce Manager? Eligibility and countries
- How to set up Commerce Manager and a catalog
- How to set up a Facebook or Instagram Shop
- Do you need a Shop to tag products?
- Facebook Commerce Manager FAQ
What is Facebook Commerce Manager?
It’s Meta’s platform for managing your catalog and sales on Facebook and Instagram. Anyone can use it to create a catalog, the list of items you want to promote, and you don’t need a shop to do that. If you sell physical products and set up a shop, Meta creates a commerce account for you, which unlocks more tools. Checked against Meta Business Help Center: About Commerce Manager
One rule to know early: a shop connects to one catalog, and you can’t switch it to a different catalog later. Catalogs and commerce accounts live in a business portfolio, the container that replaced Meta Business Manager. Checked against Meta Business Help Center: About business portfolios
What changed in September 2025: website checkout for every Shop
As of September 2025, Meta moved every Shop on Facebook and Instagram to website checkout. Shoppers still browse your shop, but they complete the purchase on your website, so the Commerce Manager tools for payouts, orders, returns, disputes and Inbox were discontinued. Shops that used checkout on Facebook or Instagram were switched over or made invisible. Meta gives no exact day.
Watch for stale advice. Meta’s own eligibility page still says “Checkout on Facebook and Instagram is currently only supported in the United States.” Go by Meta’s newer checkout article, which says every Shop now uses website checkout.
| Before | Now | |
|---|---|---|
| Where people pay | Shops could use checkout on Facebook or Instagram | On your website, for every Shop |
| Payouts | In Commerce Manager | Discontinued |
| Orders, returns and disputes | Managed in Commerce Manager | Discontinued in Commerce Manager |
| Commerce Manager Inbox | Customer messages | Discontinued |
| ”Meta purchases” metric | Counted purchases made on Meta | Shows 0; past values stay visible for up to 39 months |
| Shops ads conversion location | ”Website and shop” available | ”Website”; ads still send people to the shop or the site, whichever Meta predicts will convert |
Checked against Meta Business Help Center: About changes to Shops and checkout on Facebook and Instagram.
If your shop hasn’t switched yet, Meta asks for a checkout URL, shipping profiles and catalog variants.
Who can use Commerce Manager? Eligibility and countries
Anyone can build a catalog, but selling through a shop has two gates: Meta’s commerce eligibility requirements and a supported country. The full Shops and Shops ads experience is available in the United States; Canada, Brazil, Mexico, ten European and seven Asia-Pacific countries are in open beta; Ukraine and Indonesia have limited Shops without Shops ads.
The five requirements, in Meta’s order:
- Follow Meta’s policies. Your Facebook account and Page, or your Instagram professional account, must comply with Meta’s terms and policies.
- Sell from your own website. Listings must be available for direct purchase on your website, and you give Meta the single domain you sell through. Meta may ask you to verify it.
- Be in a supported country. See the table below.
- Show you’re established. Meta wants an authentic, established presence, which “may also include maintaining a sufficient follower base”.
- Be accurate. No misleading prices or availability, and refund and return policies that are easy to find.
Checked against Meta Business Help Center: Commerce eligibility requirements.
| Level | Countries |
|---|---|
| Full Shops and Shops ads | United States (excluding US territories) |
| Open beta (some sellers may not have full capabilities) | Canada; Brazil, Mexico; Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, Switzerland, United Kingdom; Australia, India, Japan, Korea, Singapore, Taiwan, Thailand |
| Limited Shops, no Shops ads | Ukraine, Indonesia |
Checked against Meta Business Help Center: Supported countries for Shops on Facebook and Instagram.
A shop’s location follows its commerce account: the country picked at setup, the creator’s location or other factors.
How to set up Commerce Manager and a catalog
Start with a catalog, which needs a business portfolio you have full control of, and add a commerce account when you’re ready to open a shop. The commerce account is where you choose your commerce platform, connect Facebook Pages and Instagram accounts as sales channels, pick one catalog, add business details and submit for review.
Create a catalog
Meta’s Create a catalog in Commerce Manager article (checked 2 October 2026) starts your first catalog from Add products on Commerce Manager’s Get started page, with Online products selected. You then fill it one of three ways:
- A data feed: a spreadsheet or XML file, uploaded once or on an hourly, daily or weekly schedule.
- By hand: a form for adding products.
- A partner platform: if your store runs on a platform with a Meta integration, connect it and sync your products.
Shopify sellers connect through the Facebook and Instagram Shopify app; Meta’s Shopify article lists the Basic Shopify plan or higher and a store that isn’t password protected among its requirements (checked 2 October 2026).
Create a commerce account
On a computer:
- Go to Commerce Manager and click Get started, then Get started again on the Create your shop page.
- Select your commerce platform (or I don’t use these platforms) and click Next.
- Add sales channels: the Facebook Pages and Instagram accounts to connect to the shop.
- Add a catalog (or an ad account if you do not have one).
- Provide business details: contact email, return window, return URL and privacy policy URL.
- Check I agree to the Seller Agreement, then click Submit for review.
Checked against Meta Business Help Center: Create a commerce account in Commerce Manager.
You can link only one catalog to a commerce account, and Meta notes the feature may not be available to you yet, depending on your country.
How to set up a Facebook or Instagram Shop
Once your commerce account exists, Commerce Manager shows a Set up your shop checklist: wait for the review, optimize your catalog, add a shipping profile and a checkout URL, then publish. The checkout URL is mandatory: without it, the shop isn’t visible. Meta says its review can take up to 4 weeks.
On a computer:
- Go to Commerce Manager and open Set up your shop.
- Wait for Checking your shop info to show Completed.
- Optimize your catalog (select catalog, add product variants, optional dataset).
- Set up a shipping profile (areas and at least one shipping speed), then Save.
- Add a checkout URL (required for the shop to be visible).
- Optionally click Optimize shop, then click Publish shop.
Checked against Meta Business Help Center: Set up a shop on Facebook and Instagram.
Two notes from Meta. To show the shop on Instagram, you need an Instagram business account in your business portfolio, and an Instagram-only shop doesn’t need a Facebook Page. To use an existing Page and catalog, you need full control of the business portfolio, the Page and the catalog.
Every purchase now happens on your website, so measure sales there: tag the links in your organic posts with our free UTM generator to see which posts send buyers.
Do you need a Shop to tag products?
Not for ads. Meta says you don’t need a shop to create ads with product tags or to boost posts with product tags, though Shops ads do require a shop.
Meta’s supported countries article (checked 2 October 2026) says using Shops “and associated features, including tagging products on Instagram” requires meeting the commerce eligibility requirements and being in a supported country, so tagging on Instagram follows the Shop rules. The three are easy to mix up:
- Shop: a storefront across Facebook and Instagram that people find in the apps; checkout happens on your website.
- Product tags: link products from your catalog; ads and boosted posts with product tags don’t need a shop.
- Shops ads: require a shop, and send people to your shop or your website, whichever Meta predicts is more likely to convert.
Checked against Meta Business Help Center: About Shops on Facebook and Instagram.
Outfeed AI, which we make, publishes Facebook Page posts and Instagram feed posts, carousels and Reels, but it adds no product tags and doesn’t touch catalogs or Shops; keep that work in Commerce Manager. For posts that sell without tags, see our business social media post ideas, and for everyday posting and messages, our Meta Business Suite guide.
Write and schedule your organic posts in Outfeed AI
Facebook Commerce Manager FAQ
What is Facebook Commerce Manager used for?
Commerce Manager is Meta’s tool for managing a catalog and sales on Facebook and Instagram. Anyone can use it to build a catalog, without a shop. If you sell physical products and set up a shop, Meta creates a commerce account for you, which unlocks more tools in Commerce Manager.
Is Facebook checkout still available in 2026?
No. As of September 2025, every Shop on Facebook and Instagram uses website checkout: shoppers browse your shop, then buy on your own website. Commerce Manager’s payouts, order management, returns, disputes and Inbox features are discontinued, and a shop now needs a checkout URL to be visible.
How do I set up a shop in Commerce Manager?
First create a commerce account: in Commerce Manager, click Get started, choose your commerce platform, add your Facebook Pages and Instagram accounts as sales channels, add one catalog, enter business details and submit for review. Then work through Set up your shop: catalog, shipping profile and checkout URL, then Publish shop. Review can take up to 4 weeks.
Why was my Commerce Manager account rejected or my shop not approved?
Meta reviews each new shop, and the review can take up to 4 weeks. To sell at all, a business must follow Meta’s policies, sell products available for direct purchase on its own website, be located in a supported country, show an authentic, established presence and give accurate pricing with visible refund and return policies.