Selling on Meta

The Meta channel lets customers complete their purchases through a Shopify-powered direct checkout on Meta surfaces, such as shoppable ads on Instagram and Facebook, without having to leave the experience that they're shopping in.

Purchasing in direct checkouts is activated by default for eligible stores, but you can deactivate direct checkout and have customers complete their purchase on your online store instead. Products are made available on Meta through the Facebook and Instagram by Meta sales channel.

Requirements for selling on Meta

Review the following eligibility requirements for selling on Meta with direct checkout:

Your store must be based in the United States and you must sell to customers in the United States.
You must be using the Facebook and Instagram by Meta sales channel with product syncing activated in the Product feed section of the sales channel.
Your products must be eligible for Shopify Catalog.
You must read and agree to the Shopify Agentic Storefronts Supplemental Terms of Service.
You must have your Terms of service, Privacy policy, and Return and refund policy completed in Settings > Policies in your Shopify admin. Learn more about adding store policies.

Considerations for selling on Meta

Review the following considerations for selling on Meta:

Product discovery is powered by the Facebook and Instagram by Meta sales channel with product syncing activated. You need to keep your product data and store policies, including your return and refund policy, up to date so that the information displayed to customers on Meta surfaces matches your online store.
When your store is eligible, purchasing through Meta's direct checkout is active by default in your Shopify admin, and it has to remain active for your products to be directly bought by customers on Meta surfaces.
If you deactivate direct checkout for Meta, then customers on Meta surfaces can still discover your products, but they're redirected to your online store to complete their purchase.
Meta's direct checkout is displayed only to customers based in the United States.
Certain features of Shopify, such as custom pixels or product bundles, aren't supported in Meta's direct checkout. Learn more about unsupported features for direct selling with Meta.
Shopify Functions, such as shipping, discount, and cart and checkout validation functions, are supported or run in Meta's direct checkout.
Any automatic discounts or discount codes that you set up are supported in Meta's direct checkout.
Ensure that your product descriptions include any relevant legal disclosures in the first 6,000 characters.
There are no fees associated with selling in Meta's direct checkout. You pay only your standard payment processing fees.

Unsupported features for Meta's direct checkout

The following features are unsupported for direct selling in Meta's direct checkout:

Checkout blocks aren't supported in Meta's direct checkout. Meta might render the customer checkout differently than your online store checkout.
Meta's direct checkout supports a subset of accelerated checkout options activated on your store.
The following types of products aren't supported in Meta's direct checkout:
Google Analytics and custom pixels won't fire in Meta's direct checkout. The checkout fires only server-to-server pixels (started, completed), so none of the standard or custom client side pixels fire.
Local delivery, pickup in store, and pickup points aren't supported as delivery methods in Meta's direct checkout.
You can't require customers to sign in to their account before checkout.

Managing the Meta channel

You manage your participation with Meta in agentic storefronts through the Facebook and Instagram by Meta sales channel and Sales channels > Agentic in your Shopify admin.

To make your products available for discovery on Meta surfaces, sync your product feed in the Facebook and Instagram by Meta sales channel. In Sales channels > Agentic in your Shopify admin, you manage only whether direct checkout is active for Meta.

Opt in or out of direct checkout on Meta

Meta's direct checkout is active by default for eligible stores, to let customers buy your products directly on Meta surfaces. You can manage your settings and decide whether customers can check out directly on Meta surfaces, or whether they're redirected to your online store to complete their purchase.

If you opt out of direct checkout with Meta, then your products can still be discovered on Meta surfaces through the Facebook and Instagram by Meta sales channel, but they can't be purchased through a direct checkout.

Steps:

From your Shopify admin, go to Sales channels > Agentic.
Deactivate Allow Shopify to manage for me.
Click Meta.
Activate or deactivate Direct checkout.
Click Save.

How customers complete their orders

If you have Meta's direct checkout activated, then customers can start a purchase directly from a Meta surface, such as a shoppable ad on Instagram or Facebook, and complete their order without leaving Meta.

If a customer's checkout requires information that can't be collected on the Meta surface, then the customer is redirected to your online store checkout in a Meta in-app browser to finish their purchase, with their cart preserved.

If you have Meta's direct checkout deactivated, then customers can still find your product on Meta surfaces, but if they want to complete a purchase, then they're redirected to your online store where they can add the product to the cart and complete their order.

Orders and attribution

Orders that customers place on Meta surfaces are attributed to Meta AI, and the orders are displayed in your Shopify admin in the same way as for any other sales channel. You remain the merchant of record, and you continue to manage fulfillment, returns, and customer service for these orders.