Facebook Shops have quickly become a major player in social commerce. With over 1 billion monthly active users browsing Marketplace and Shops, the platform gives businesses immediate access to a massive audience. According to Meta, businesses using Shops experience 2x higher engagement rates compared to those without.
Shops are especially effective for impulse purchases and low-friction sales, as customers never have to leave the Facebook or Instagram app to complete their order.
The Strength of E-Commerce Websites
E-commerce websites, on the other hand, offer full control over branding, user experience, and customer data. While Facebook Shops keep users within Meta’s ecosystem, websites give you direct ownership of:
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Customer email lists
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Analytics and conversion tracking
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Design and branding elements
Data from Statista shows that global e-commerce sales reached $6.3 trillion in 2024, with websites still leading the way in total revenue generation. For high-value products and repeat business, a dedicated site often converts better.
Conversion Benchmarks
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Facebook Shops: Average conversion rates range from 1.5%–2%, depending on targeting and product type.
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E-commerce Websites: Average conversion rates typically range from 2.5%–3%, with some niches performing even higher when optimized.
This suggests that while Facebook Shops are great for quick sales, e-commerce websites generally perform better for long-term, scalable growth.
When to Use Facebook Shops
Facebook Shops are ideal if you:
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Want fast access to a large audience
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Sell lower-priced, impulse-friendly products
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Rely on social media ads for most traffic
They’re also a great way to test new products before investing in a full e-commerce buildout.
When to Use an E-Commerce Website
A website is the better choice if you:
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Sell higher-ticket items requiring brand trust
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Need control over customer relationships and remarketing
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Want to scale long-term and own your customer data
Websites also integrate more easily with email marketing, SEO, and multi-channel strategies.
The Best Approach: Combine Both
For many businesses, the smartest move is to combine Facebook Shops with an e-commerce website. Use Shops to reach new customers inside the Facebook ecosystem, then guide repeat buyers to your website where you control the experience.
Related Reading from LeadEnforce
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Final Thoughts
Facebook Shops provide quick access and convenience, while e-commerce websites deliver long-term control and stronger conversion rates. The best choice depends on your goals, products, and growth strategy—but for most businesses, using both together offers the greatest potential.
