As of June 2025, Meta has started rolling out major changes to Facebook and Instagram Shops. The most important update? Businesses are now being directed to use website checkout instead of the in-app Checkout on Facebook or Instagram. Customers browsing your Shop will still discover products through features like product pages, shoppable posts, and your Shop’s homepage, but when they’re ready to buy, they’ll be sent to your website to complete the purchase.
This shift gives you more flexibility and control over the checkout process and your branding. You’ll be able to manage post-purchase experiences your way—directly on your site. However, it also comes with a few important changes to be aware of.
After your Shop is updated, you’ll no longer be able to manage post-purchase activities through Commerce Manager. That means functions like returns, refunds, and order updates will need to be handled on your website. Additionally, checkout-related metrics tracked by Meta, like in-app conversion events, will no longer be available after this switch. These updates aim to give brands more control, but they also require a bit of prep work to ensure a smooth transition.
Even though checkout is moving off-platform, your Facebook and Instagram Shops will still play a valuable role in product discovery. People clicking on your ads may still be directed to your Shop or your website, depending on where Meta’s systems think they’ll be most likely to convert. So your Shop presence still matters, even if purchases now happen elsewhere.
Meta will notify you when your Shop is scheduled to be updated, but in the meantime, here’s how you can prepare:
- Fulfill any outstanding orders
- Build and add a checkout URL to your Shop
- Decide whether to keep your Shop visible
- Add or update your shipping profiles
- Update your ad strategies and tracking to reflect the new checkout flow
We know keeping up with changing platform features can be overwhelming, especially when your business depends on getting it right. That’s where we come in. Whether you’re looking to update your Shop, refine your strategy, or build a website flow that drives conversions, our team is here to help. Contact us today to create a social media plan that works with these changes and drives real results for you!
