Look, I’ll be straight with you. Most small business owners I talk to in Brisbane are fed up with Facebook.
They’ve been told for years that 'social commerce' is the future. They spent hours setting up a Facebook Shop, syncing their inventory, and waiting for the sales to roll in.
And then? Nothing. Crickets.
They might get a few likes from their mum or a couple of 'is this available?' messages from people who have no intention of buying. It’s frustrating. It’s a time-sink. And for most of you, it’s a complete waste of money.
I’m sitting here at the pub telling you this because I’ve seen the back-end of hundreds of accounts. The reality of selling on Facebook isn't what the 'gurus' tell you. It’s not about having a pretty shopfront. It’s about how you get people to actually part with their cash.
Here is my honest take on why your Facebook selling is probably rubbish right now, and what we’ve learned actually puts money in the bank.
The Big Lie About Facebook Shops
Facebook wants you to believe that if you just list your products, people will buy them. They won't.
People don't go onto Facebook to shop. They go there to procrastinate, look at photos of their grandkids, or argue about local council bins in community groups.
When you shove a 'Buy Now' button in their face while they’re looking at a mate's holiday photos, you’re an interruption.
Mistake #1: Treating it like a vending machine
Most businesses treat their Facebook page like a static vending machine. They post a product photo, a price, and a link.
That’s boring.
If I wanted to browse a catalogue, I’d go to your website or Google. On Facebook, I want to see the person behind the business. I want to see the product in action.
If you’re a tradie, don’t just list 'Leaking Tap Repair - $150'. Show me a video of you actually fixing a nightmare leak that’s been ruining someone's kitchen. Tell me how much money you saved them in water bills.
Mistake #2: Forgetting about trust
People are terrified of getting scammed on social media. There are too many dodgy 'businesses' out there that take the money and run.
If your page looks like it was set up yesterday and has zero personality, nobody is giving you their credit card details. You need to show you’re a real person in a real suburb.
Mention you’re based in Paddington. Post a photo of your team at the local coffee shop. You’ve got to get people to trust you before they’ll ever click that buy button. Without trust, you’re just shouting into the void.
Why Your Ads Are Burning Money
I see this every single week. A business owner hits 'Boost Post' on a product photo and wonders why they spent $500 for three likes and a comment from a bot.
Boosting posts is the easiest way for Facebook to take your money and give you nothing back. It’s a 'vanity' button. It makes you feel good because the numbers go up, but your bank balance stays exactly the same.
If you want to actually sell things, you need a proper strategy.
The 'Right' Way to Spend Money on Ads
Don’t try to sell to strangers on the first date.
Use your ads to show people what you do. Show them a problem you solved. Then, and only then, show an ad to the people who actually watched your video or visited your site.
It’s called remarketing, but let’s just call it 'not being annoying'. You’re following up with people who already know you. That’s how you get more sales without wasting a fortune on people who don't care about you.
"Most businesses fail at social commerce because they try to close the sale before they've even introduced themselves. You need to treat your Facebook feed like a conversation at the pub, not a pitch in a boardroom."
— Daniel Cooper, Growth Marketing Lead
The 'Is This Available?' Trap
If you’ve listed anything on Facebook, you know the pain of the 'Is this available?' button.
It’s the bane of every small business owner's existence. You spend half your day replying to people who never message back.
This is where you need to turn your social media into an enquiries machine. Stop letting people just click a generic button. Use automation or clear calls to action that force them to actually tell you what they need.
If they’re serious, they’ll answer a question. If they’re just bored on the couch, they’ll disappear. Good. You don’t want to spend your time chasing tyre-kickers while you’re trying to run a business.
What About Reels and Video?
Look, I know you probably hate being on camera. Most of my clients do.
But the reality is that Facebook and Instagram are pushing video hard right now. If you aren't using video, your reach is going to be rubbish.
But don't just make videos for the sake of it. You need to know how video content can actually make you money rather than just getting you views from people in another country who will never buy from you.
Focus on: - How-to videos (show your expertise) - Behind the scenes (show you’re real) - Customer testimonials (let other people do the bragging for you)
The Hidden Costs of 'Free' Tools
Facebook tells you their commerce tools are free. They aren't.
They cost you time. They cost you the 'processing fees' they take on every sale. And they cost you the data.
When someone buys on Facebook, Facebook owns that customer. You don’t. You want people on your website, on your email list, and in your world.
Don't build your entire business on rented land. If Mark Zuckerberg decides to change the rules tomorrow (and he will), you don't want your entire income stream to vanish overnight.
My Honest Recommendation
If you’re a local Brisbane business, here is what I’d tell you over a beer:
1. Stop obsessing over the Shop tab. It’s a nice-to-have, not a must-have. 2. Focus on the conversation. Reply to comments. Send helpful messages. Be a human. 3. Use video to build trust. Show your face, show your work, and show your happy customers. 4. Don't boost posts. If you're going to spend money, do it properly through the Ads Manager with a clear goal of getting enquiries or sales. 5. Get them off Facebook. Use social media to find people, but get them to your website or on the phone as fast as possible.
Selling on social media isn't a 'set and forget' thing. It’s hard work. But if you stop making these common mistakes, you’ll actually start seeing the phone ring.
If you're sick of trying to figure out why your Facebook page isn't making you any money, let's have a chat. We do this every day for businesses just like yours.
You can find us at Local Marketing Group. No jargon, just results.