Facebook vs. Instagram – which is better for e-commerce?

Published: 08.03.23Marketing
Which is better for e-commerce? Facebook vs. Instagram

Social media platforms are a critical component of any successful e-commerce business, providing a way to reach and engage with customers. Two popular social media platforms for e-commerce are Facebook and Instagram. In this article, we’ll explore the pros and cons of each and help you decide which is better for your e-commerce business.



  1. Large User Base: Facebook has a large user base, with over 2.7 billion active monthly users. This can provide a significant audience for businesses looking to reach new customers.
  2. Advanced Targeting: Facebook offers advanced targeting options, allowing businesses to reach specific audiences based on demographics, interests, and behaviors.
  3. Diverse Ad Formats: Facebook offers a range of ad formats, including video, image, and carousel ads, allowing businesses to showcase their products and services in a variety of ways.


  1. Declining Engagement: Facebook’s organic reach has been declining over the years, making it harder for businesses to reach their audience without paying for ads.
  2. Competition: With so many businesses advertising on Facebook, the competition for attention can be fierce.
  3. Limited E-commerce Functionality: While Facebook does offer e-commerce functionality, it is limited compared to other platforms like Instagram.



  1. High Engagement: Instagram has high engagement rates, with users spending an average of 30 minutes per day on the platform. This can provide a significant opportunity for businesses to reach and engage with their audience.
  2. Visual Content: Instagram is a highly visual platform, making it ideal for showcasing products and services.
  3. Advanced E-commerce Functionality: Instagram offers advanced e-commerce functionality, including shopping tags and in-app checkout, making it easy for businesses to sell directly to their audience.


  1. Limited Targeting Options: Instagram’s targeting options are more limited compared to Facebook, making it harder for businesses to reach specific audiences.
  2. Limited Ad Formats: Instagram’s ad formats are more limited compared to Facebook, with the platform primarily focused on image and video ads.
  3. Limited Organic Reach: Like Facebook, Instagram’s organic reach has been declining over the years, making it harder for businesses to reach their audience without paying for ads.


In conclusion, the decision between Facebook and Instagram ultimately depends on your business’s specific needs and goals. While Facebook offers a larger audience and advanced targeting options, Instagram offers higher engagement and advanced e-commerce functionality. When evaluating options for your e-commerce business, it’s important to consider the short-term and long-term needs of your business and choose a platform that aligns with your goals and objectives.

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Author Avatar Damian Janicki

Customer Success Manager. An expert with years of experience in customer service. Firmao has no secrets from him. Thanks to continuous work with customers, he knows perfectly well what problems companies face without the right software.

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