How do I connect Shopify to Facebook, Instagram and other sales channels?

Shopify allows you to connect Facebook, Instagram, TikTok, Amazon, and other platforms directly from your admin. This enables product syncing, social selling, unified catalogs, and centralized order management across all connected sales channels.

Connecting Facebook & Instagram to Shopify

Shopify uses the Facebook & Instagram sales channel (also known as Facebook and Instagram by Meta) to integrate both platforms with a unified product catalog for Facebook Shop, Instagram Shopping, and Facebook Marketing.

Step-by-Step Setup Process (Desktop)

1. Go to Settings > Sales channels in your Shopify admin.
2. Click Shopify App Store.
3. Search for Facebook & Instagram and click Add channel or Add app.
4. Click Start set up on the feature you want to install first.
5. Click Connect account and sign in to your Facebook account.
6. Connect the required Facebook assets (Business Manager, Facebook Page, Instagram account).
7. Accept the terms and conditions.
8. Click Finish setup.

Mobile Setup

1. Open the Shopify app and tap the Overflow menu.
2. Tap +, then Sales channels.
3. Tap Facebook & Instagram, then Add.
4. Follow the same connection steps as desktop.

Setting Up Instagram Shopping

Instagram Shopping creates a shop on your Instagram profile and allows you to tag products in posts and stories.

Requirements

• Must be located in a supported country or region.
• Products must meet Meta’s product requirements.
• Products must be available in both your Meta catalog and Shopify online store.
• Your Instagram account must be a Business or Creator account connected to a Facebook Page.

How It Works

• Customers can tap View Shop on your Instagram profile to browse products.
• Tagged products in posts and stories link directly to your Shopify checkout.
• As of August 26, 2025, Instagram Shopping redirects customers to your Shopify checkout, and you are responsible for tax collection.

Tagging Products: You can tag products in Instagram posts and stories if you’re in a supported country and the products exist in both your Meta catalog and Shopify store.

Important Tax Compliance Update (2026)

As of August 26, 2025, Meta is no longer a marketplace tax facilitator. You are responsible for collecting taxes on all Facebook and Instagram orders.

1. Navigate to Settings > Taxes and Duties in your Shopify admin.
2. Verify your tax settings are properly configured for all sales channels.
3. Ensure compliance in every region where you sell.

Connecting Other Popular Sales Channels

TikTok Shop Setup

1. Go to Settings > Sales channels.
2. Click Shopify App Store.
3. Search for TikTok and click Add channel.
4. On the Set up TikTok Shop page, click Connect in the TikTok Shop section.
5. Log in to your TikTok for Business account or register as a new merchant.
6. Accept the Merchant Terms of Service.
7. Verify shop information, upload required documents, and click Finish setup.

General Sales Channel Installation

For any sales channel (Amazon, eBay, Pinterest, Google, etc.):

1. Go to Settings > Sales channels.
2. Click Shopify App Store.
3. Search for your desired channel.
4. Click Add channel.
5. Follow the platform-specific authentication and setup process.

What Features Does Facebook & Instagram Include?

• Facebook Shop – Sell directly on your Facebook Page.
• Instagram Shopping – Tag products in posts and stories.
• Facebook Marketing – Create and manage ad campaigns.
• Unified Product Catalog – One catalog syncs across both platforms.
• Meta Pixel Integration – Track conversions and optimize ads.

Roles and Permissions Required

• Facebook Business Manager access.
• Admin or Editor role on your Facebook Page.
• Instagram Business or Creator account linked to your Facebook Page.

Once you set up one feature (such as Instagram Shopping), your connected Meta business assets can be reused for additional features like Facebook Shop or Facebook Marketing.

Adding Staff to Facebook & Instagram

Staff members must have appropriate permissions in both Shopify and Facebook Business Manager. Assign required roles in your Meta Business settings to allow proper management.

Troubleshooting Connection Issues

• “Authorized account and selected account do not match”: Log in to the correct Instagram account at instagram.com and reconnect.
• “Instagram business account or Facebook Page not selected”: Verify the Facebook Page linked to your Instagram account in Instagram settings.
• {“error”: “Unauthorized”}: Try connecting from a desktop computer or Apple device instead of Chrome on Android with the Instagram app open.
• “Your activity off Meta technologies is turned off”: Enable this feature in your Facebook off-Meta activity settings.

Best Practices for Multi-Channel Selling

• Review eligibility requirements before setup.
• Configure tax settings before launching (mandatory as of August 2025).
• Maintain high-quality product data for each platform.
• Test checkout flows before going live.
• Monitor inventory syncing across channels.

How to Add Social Media Links in Shopify

1. Go to Online Store > Themes in your Shopify admin.
2. Find the theme you want to edit (usually your live or published theme).
3. Click Customize (or Edit theme) next to that theme.
4. Once the theme editor opens, click the Theme settings icon (usually in the left sidebar).
5. Click Social media from the settings menu.
6. Enter your social media URLs (for example: https://instagram.com/yourshop or https://facebook.com/yourpage).
7. Click Save.

Key Takeaway

To connect Shopify to Facebook and Instagram, install the Facebook & Instagram sales channel from Settings > Sales channels > Shopify App Store, connect your Meta business assets, and verify tax compliance. Other platforms like TikTok, Amazon, and Pinterest follow a similar setup process. As of August 2025, you are responsible for collecting taxes on all social commerce orders.