Facebook Live Shopping – Boosting Conversion Rates During Live Streaming Sales

Statistics from Meta show that 77% of Vietnamese people watch live streams at least once a week, and nearly 80% of consumers said they would return to make purchases from brands that conduct live streams at least once a month. This demonstrates the strong potential of Facebook live streaming as a sales tool.

Capitalizing on this growing trend, Meta has developed the Facebook Live Shopping feature, which allows sellers to pin featured products during live streams to encourage viewers to explore and shop. By combining this feature with our solutions, sellers can optimize their processes and boost sales effectiveness during each live stream.

1. What is Facebook Live Shopping?

Facebook Live Shopping is a new feature implemented in collaboration with Sapo and Meta, designed to help online sellers optimize their live stream sales process on Facebook. With Facebook Live Shopping, sellers can sync their products from Sapo to Meta’s Catalogs, making it easier to pin featured products during the live stream. This gives viewers the ability to explore and purchase products directly, providing a seamless and convenient shopping experience.

This feature not only strengthens customer connections but also boosts conversion rates, helping sellers achieve higher business efficiency.

2. Key Benefits of Facebook Live Shopping

Facebook Live Shopping brings many benefits for both sellers and buyers during live stream sales. Specifically:

For Sellers:

• Encourage Viewers to Explore Products: This feature allows sellers to pin featured products during live streams, grabbing the viewers’ attention with special offers and pricing. This encourages viewers to explore the products, make purchases, and discover more items from the store.
• Increase Conversion Rates: Direct interaction during live streams allows sellers to close sales in real-time, leveraging the viewers’ immediate purchasing intent, which boosts the conversion rate.
• Save Operational Resources: Sellers no longer need to manually check comments or call to confirm orders after the live stream. Since customers can place orders and make payments themselves, this reduces the time spent on customer care, optimizes resources, and streamlines operations.
• Centralized Order Management: All orders made during the live stream are managed centrally on Sapo, allowing sellers to process them on a single interface. This reduces errors, speeds up processing, and improves customer satisfaction.

For Buyers:

• Empowered Shopping Experience: Customers can see products in real-time during the live stream, view detailed information, and directly add items to their shopping cart and pay, all on one screen without needing to switch platforms. This creates a seamless and self-guided shopping experience.
• More Private Shopping: Instead of publicly commenting with their phone number to finalize an order, buyers can send private messages via Messenger to the business for purchasing and additional inquiries.
• Easily Choose Desired Products: Buyers can see the products featured in the live stream through the product cart, making it easier to choose the items they want without needing too much guidance from the staff.

3. How to Connect Facebook Live Shopping to Your Fanpage

Meta has not yet rolled out the Facebook Live Shopping feature to all pages. To use this feature, you need to connect through Meta’s partners, such as Sapo.

Steps to Connect Facebook Live Shopping:

• Access the Sapo admin page and connect to the Facebook Sales Channel.

• Connect your account with administrative rights to your business fanpage.

• Sync products from Sapo to Meta.

Depending on your business needs, you can choose to sync all products, specific product categories, or selected items. You can easily check the list of products successfully synced between Sapo and Meta.

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4. How to Set Up Live Shopping on Your Livestream?

After successfully syncing products from Sapo to Meta, your fanpage is now ready with a catalog on Meta to begin your live streams. Meta recommends pinning a moderate number of products to ensure that viewers focus on the items you want to highlight.

Here are the basic steps to set up a livestream using Live Shopping:

• Access your fanpage and select Live Video.

• Select Go Live.

• Set up the livestream description and start broadcasting.

• Pin the products to your livestream.

5. Frequently Asked Questions about Facebook Live Shopping

Here are some common questions related to connecting and using this feature:

1. What are the requirements for my fanpage to use the Live Shopping feature?

To use Live Shopping, your fanpage must meet the following conditions regarding account connection, activity time, and followers:

• A Business Manager account connected to the fanpage with admin privileges.
• The page must be active for at least 60 days and have a minimum of 100 followers.
• The fanpage must have this feature enabled by Meta.

2. What product standards must be met for the livestream?

All products in the product catalog (Catalog) must meet Meta’s standards to be applied to the livestream. Here are the specific product criteria:

All products in the product catalog (Catalog) must meet Meta’s standards to be applied to the livestream. Here are the specific product criteria:

• Images: At least one image with a resolution of ≥ 500px * 500px, and a maximum file size of ≤ 8MB.
• Product Name: Should be concise and easy to understand, with a maximum of 200 characters.
• Price: A price must be listed.
• Attributes: Meta supports two attributes: color and size.
• Product Description: Should not be identical to the product name, with a maximum of 9999 characters.
• Product Usage Time: Products must be created or updated within the past 6 months.
• Sync Quantity: At least 6 products must meet these requirements.

Note:

• Products must be synced at least 2 hours before the live stream starts to ensure Meta’s review process. Meta encourages sellers to sync products 3 days in advance.
• Each live stream can pin a maximum of 100 products.

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3. Why hasn’t my page been enabled for this feature?

Currently, Meta only enables this feature through its partners (Meta Business Partners), and Sapo is one of them.

4. Can I review comments and order confirmation messages from customers during the livestream?

Yes! Comments on the livestream and order confirmation conversations from customers are managed through Multi-channel Chat. Conversations where customers have placed orders through the livestream will be labeled as “Customer-created orders.” You can easily use the filter to view these conversations.

This concludes the updated information on Live Shopping – Meta’s new shopping trend. We hope this article provides useful insights to help increase conversions during your livestreams.

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