All you need to know about the Facebook Marketplace: target younger audiences

by Mariluz

October 13, 2021

Going to the market is not what it used to be. Nowadays you do not get the same feeling you used to get when the seller tried to talk you into buying his vegetables or socks, yelling offers and giving the market its characteristic sounds. Now, most of the purchases are made at home, and, […]

All you need to know about the Facebook Marketplace: target younger audiences

Going to the market is not what it used to be.

Nowadays you do not get the same feeling you used to get when the seller tried to talk you into buying his vegetables or socks, yelling offers and giving the market its characteristic sounds. Now, most of the purchases are made at home, and, if possible, in your pj’s.

In Outvio we are aware of this change in the consumers’ habits and in the tech industry, that is constantly developing new tools to improve the customers and entrepreneurs’ experiences. One of these tools has been growing since it launched: Facebook Marketplace, the market created by tech-genius Mark Zuckerberg.

Let’s go bit by bit.

What is Facebook Marketplace?

If we take a quick look, we can define Facebook Marketplace as an improvement of the commercial functionalities that the social network already has, in order to offer a specialised trade portal. Like the flea market in your town, but digitalised and with monthly visitors that are close to 800 millions, to put it best.

Now, the logical thing to do would be to wonder why it is so successful. For that, let’s talk about its advantages.

  • It is a free tool for all Facebook users.
  • It is a tool with a clear and concise goal. Facebook Marketplace is designed for  managing inventory of bulky products in a convenient way.  This is incredibly beneficial for those e-Commerce shops that want to sell considerable amounts of stock after an important campaign.
  • You can divide them into new and refurbished products. This will ease the way you market your products and communicate with your audience. The buyers that purchase second-hand products are quite different from those looking to buy new products.
  • Geographic segmentation. The first results suggested by Facebook Marketplace when someone looks for something are in a 200 km range from the user. Later on, the portal categorises according to the user’s interests and preferences. This is a fundamental point: the portal is designed to promote local sales. If you have several points of sale across the country, you can attract a large young audience. This could be the case if you make sure to target that audience and rely on solid customer segmentation strategies for every location.
  • Bigger impact. The product posts on Facebook Marketplace have a longer lifetime than any other posts on Facebook. In other words, you will reap the fruits of your work.
  • Provides more niche opportunities. When you create a new post, the platform will offer you the possibility to show that ad in public trade groups or in the groups you already joined. If the group is private and you are not a part of it, you will not be able to publish. Thanks to this key functionality, it will be easier to improve and gain presence in other markets that, in principle, are less accessible to your products and brand.
  • Improves communication with the client. Given that this marketplace works inside a social network, buyer and seller can interact easily without using third-party apps. Moreover, you can automate replies to better manage your time.
  • Increase your sales. The annual analysis on social media by Hootsuite, where the following infographic appeared, shows how Facebook is still the most used social network in the world, before other massive platforms like Youtube or Whatsapp.

Estadísticas sobre el consumo de redes sociales que puede explicar la alta aceptación de Facebook Marketplace.

After seeing this data, it is not too risky to suggest that e-Commerce companies try to take advantage of this social network to increase their sales. Naturally, the final figures on active users support this decision by far. 

How to start selling through Facebook Marketplace

Selling on Facebook Marketplace is easier than it seems. You only need to activate the account in the Facebook desktop version and create a post. You will need to fill in the next fields:

  • Image
  • Product category
  • Product status
  • Details, description and additional information
  • Location

Careful! It might be possible that you will not find the option to activate your account in Facebook Marketplace. If that is the case, we would recommend to update the app and delete the cache in your device.

You also need to take into consideration that Facebook, in its wish to be as legal as possible, has a forbidden items’ list. Do not make the mistake of posting any of these:

  • Products for adults
  • Alcohol
  • Animals
  • Gambling games
  • Documents or currencies
  • Weapons

How to optimise Facebook Marketplace to improve your sales

Seize every post as an opportunity to impress

The impression we make in order to sell something tends to be one of the reasons behind most purchases. 

How do we alter the perception of the products that are for sale? By tuning up its pictures and description

  • Pictures. On the one hand, you have to take care of the technical part. It is important that you use pictures with good resolution (1200 x 628 size). Bonus points if it does not have much text in it! On the other hand, there is an artistic side to this. Pictures that show the more attractive side of the product and make an impact on the clients will generate better results.
  • Description. The product description should be the perfect balance between information and emotions. Try to clarify all the benefits that buyers cannot see at first glance, without neglecting the more moving and marketing side. Do not forget the price!

You should be really careful about the tone you use to describe your products, sounding too excited or eager can be counter-productive. The less commercial they sound, the better.

In addition to catching the users’ attention, you should also play around with the positioning algorithm with specific techniques for marketplaces, like:

  • Optimising the title and description of the product with keywords that you have previously researched in a Keyword Planner tool.
  • Researching the purchase intention of the users when it comes to your product and focusing the message to them.  The more benefits you present to your clients, more possibilities to pop up in the queries and, as a result, more conversions.
  • Rewriting the name of the pictures files trying to describe the image between dashes and adding keywords, e.g.: red-car-cheap-second-hand.
  • Writing the alternative text in the pictures according to the theory of the last item. This time, without using the dashes: a red car, cheap and second hand.

Make the most of your Facebook Ads campaigns

Can you imagine having an e-Commerce store, wanting to improve your sales through running Facebook ads with the certainty that you will make an impression on a platform focused on buying and selling? Conversion rates skyrocket. Truly a dream for any seller or owner of an online shop.

Tip: select automated locations. This will enable the possibility of your ad to appear in other sections of Facebook, not only its marketplace.

Work on your personal brand

When users or future customers have an interest in any of your products, you need to know that  before they make a purchase, they will research about you. It is not the same to buy a mattress from an e-Commerce that has been looked after although it is on Facebook, than from an online shop whose product description does not match the features of the product. Facts are facts.

We suggest completing your profile with relevant information about the products, the couriers, payment methods or return policy are just some of the topics you can cover. A key element to include are reviews from previous customers. Contact them and invite them to leave an opinion about the purchase process. You will see the results.

If you are willing to go the extra mile in order to make your e-Commerce a hit, record a video explaining the reasons why people should buy your products and pin it to top. This will be the first thing your clients see when they visit you. By the way, you can use an app like Wideo to record and edit the video.

Step yourself up to work on a smaller scale

Facebook’s Marketplace relies heavily on location, so probably you will not be making a ton of shipments internationally.

Find a courier that suits your needs and offers good rates. On a national level, we can suggest working with Omniva, Itella Smartpost or DPD, or more international courier companies like TNT, FedEx, DHL, MRW… If you do not know which one is more suitable for your company and clients, you can do a research online to find out which couriers offer the best solutions when it comes to price, delivery time or flexibility.

Furgoneta blanca de un transportista en reparto de productos vendidos en Facebook Marketplace.

Get better at shipments to be more profitable

We do not want to spoil it, but every e-Commerce or online shop has to deal with the shipping management. It is a good step towards improving your sales through Facebook marketplace. However, then you also need to deliver that product to the buyer. A raise in the sales, means a raise in shippings and the need for better logistics in your e-Commerce.

This can be easy, in the beginning. Nevertheless, if you really want to optimise your logistic system and better manage a bigger and consistent order volume, a more complex CMS, one or more warehouses, couriers, etc. you will need a tool for this. No worries, we can help you. At this point, we do not want to endorse our tool, but we recommend you to check out our features and learn the benefits of automating your e-Commerce logistics. You could probably do the same manually, but it will take years and compromise the efficiency of your business.

Outvio concentrates all of your workflow in a single interface. This tool will allow you to better manage your tasks, in a more logical and organised way. Outvio helps you automate shipments, compare shipping rates, reduce incidents, track shipments and returns, enable international deliveries, etc.

Omnichannel strategy, the key to success 

If you own a considerable-size e-Commerce shop, you are surely wondering: is this doable on a bigger scale? It depends.

Facebook Marketplace is clearly designed as a peer-to-peer tool that can help small and medium-size businesses to sell without all the hassle, but it is not an optimal channel for bigger online shops since it:

  • Has a lot of sellers
  • Relies heavily on geolocation
  • Does not offer a payment gateway
  • Does not include any of the functionalities available on a CMS like Shopify, WooCommerce or PrestaShop

Does this mean that it is completely useless for them? No. In fact, Facebook Marketplace can be a good alternative to more traditional channels.

Facebook Marketplace as an advertising channel

Facebook is a clever boy and knows who has the money. That is why it allows businesses to use the Facebook Ads extension to promote their products or services in the marketplace, even though they are not for sale!

You may be wondering why would anyone want to promote a product that is not for sale. Think about all the traffic they can redirect to their main channels. We are talking about a huge sea full of fish, it is impossible not to catch any.

The possibilities that Facebook Marketplace enables are rather interesting. You could start promoting your articles there before any major e-Commerce event. This way, you start attracting traffic to your main sales channel and increase brand awareness overall.

Facebook Marketplace as a parallel shop

Facebook Marketplace allows e-Commerce and online shops the opportunity to promote those articles that are out of season. You could use your presence in Facebook Marketplace as an outlet for your brand. Moreover, this type of items tends to be more popular among Facebook’s Marketplace users. This translates to higher conversion rates.

Outvio is an app suitable for all e-Commerce and online shops with a more holistic approach that want to combine several channels in a single interface, since it allows real-time management of different accounts and integrations. Independently of the sales channel you sell from, its functionalities will allow you to improve your post sale service and adapt it to your target. This is fundamental when it comes to trying to make an impact on younger generations that are naturally more demanding and unpredictable.


So, if you want to improve your customers’ experience, what are you waiting for? Get to  all the advantages that come with Outvio  and start optimising your e-Commerce shop today.

How to Boost Sales Online with Valentine’s Day: 8 Examples

As an online shop owner, you probably know that every holiday and celebration offers a great opportunity to boost sales. Valentine's Day is no exception. In fact, it allows you to approach a much wider audience as gone are the boring times when Day of ❤️❤️ was celebrated only by…

Going to the market is not what it used to be. Nowadays you do not get the same feeling you used to get when the seller tried to talk you into buying his vegetables or socks, yelling offers and giving the market its characteristic sounds. Now, most of the purchases…

All you need to know about the Facebook Marketplace: target younger audiences

Going to the market is not what it used to be. Nowadays you do not get the same feeling you…

How to go viral and boost your online sales: 4 case studies

Many online shops want to go viral as it is the fastest way to get their brand famous overnight and introduce their product(s) to massive new audiences. However, there is no simple formula to go viral. In fact, most of the viral marketing success stories are based on many years…

Going to the market is not what it used to be. Nowadays you do not get the same feeling you used to get when the seller tried to talk you into buying his vegetables or socks, yelling offers and giving the market its characteristic sounds. Now, most of the purchases…

All you need to know about the Facebook Marketplace: target younger audiences

Going to the market is not what it used to be. Nowadays you do not get the same feeling you…