Meta is switching checkout for Shops on Facebook and Instagram to websites.
Shoppers will now complete their purchase on your website, not inside Facebook or Instagram.
The update is rolling out in phases. Most Shops will be updated by the end of August 2025. Meta will notify you when it’s your turn.
If your Shop uses a third-party order management system (like Magento or Adobe Commerce Cloud), your update will happen later.
What happens to Shops ads
Your Shops ads will still run. When someone clicks your ad, Meta will decide whether to send them to your website or to your Shop on Facebook or Instagram. The goal is to send them where they are more likely to buy.
Some changes to ad setup:
- The “Website and shop” conversion location option will go away.
- You will select “Website” as the conversion location.
- To let Meta send people to either place, turn on “Use shop to personalize buyer journey” when setting up your ad.
Also, some conversion events will no longer be available:
“View content,” “Add to cart” and “Initiate checkout” will not be available.
You can only use “Purchase” as the event.
What happens to metrics and reporting
Checkout-related metrics from Facebook and Instagram will not apply anymore:
- Meta purchases
- Meta checkouts initiated
- Meta purchase conversion value
These metrics will not appear in new reports. If you see them, those are from before your Shop switched.
You should use other purchase metrics going forward.
It is a good idea to connect Google Analytics or another tool to track results.
You may also see an increase in “Shops-assisted purchases,” since all purchases will now happen on your website.
What features will go away
When checkout moves to your website, some Commerce Manager features will stop working.
For Shopify sellers:
- Keep processing returns and refunds for existing orders.
- Order attribution for Facebook and Instagram orders may be delayed during the change.
- Pre-orders for future dates will not be sold through Facebook or Instagram (Meta will confirm the date later).
For all other sellers:
Payouts:
- Meta will stop processing payments in Shops.
- You can still see past payout info for a while.
Order management:
- You will no longer manage new orders in Commerce Manager.
- Existing orders will stay visible. New orders will be managed through your website.
Returns:
- Returns will no longer be handled in Commerce Manager.
- You will manage returns through your website or ecommerce platform.
Disputes:
- Meta will not handle chargebacks or disputes for new orders.
Inbox:
- Inbox will not be available to reply to customers through Shops.
What you need to do
Meta will tell you when your Shop is about to update. You will see prompts in Commerce Manager if you need to take any actions.
Your active ad campaigns will keep running.
Draft campaigns will update automatically:
- Conversion location will be set to Website.
- “Use shop to personalize buyer journey” will be turned on.
If your Shop already uses website checkout
- Add a checkout URL (skip this if you use Shopify).
- Add shipping profiles (skip if you use Shopify).
- Prepare your catalog (skip if you use Shopify).
- Make sure product variants on your website can be added to your catalog, and add them.
- Merge catalogs if needed (for Advantage+ catalog ads).
- (Optional) Connect a dataset to track product interactions.
- Update product info. Check prices, availability, images, size charts, and descriptions.
- Check that Meta Pixel content IDs match your catalog.
If your Shop uses website checkout but is hidden
- Decide if you want to make it visible.
- If yes, follow the steps above.
If you use Shopify and Meta set your Shop to hidden, it will be made visible automatically when checkout is updated. You will be notified first. You can choose to keep it hidden.
If you set your Shop to hidden, it will stay hidden. You can choose to make it visible when you want in future.
If your Shop still uses checkout on Facebook or Instagram
- Fulfill your existing orders.
- Add a checkout URL (skip if you use Shopify).
If your Shop is hidden and uses checkout on Facebook or Instagram
- First, make your Shop visible.
- Then add a checkout URL (skip if you use Shopify).
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