Meta Shops Transition Overview

Summary

Meta is transitioning all Shops on Facebook and Instagram from in-app checkout to website checkout, starting in June 2025 and continuing through August 2025.
This shift will impact shop functionality, ad campaigns, available conversion events, and reporting, requiring e-commerce businesses to prepare their websites for increased direct transactions.
The changes require proactive updates to shop setups, ad campaign settings, analytics tracking, and catalog management to maintain smooth operations and accurate campaign measurement.
Pennock recommends a series of preparations and offers their services to aid e-commerce companies during this transition.

As soon as notified – All store owners: Pay close attention to Meta notifications regarding your shop's scheduled transition date.
Before transition – E-commerce managers: Audit current shop setups, download/backup Commerce Manager historical data, and review all active Shops ad campaigns.
Before transition – Web team: Optimize website checkout experience for speed, simplicity, mobile, transparency, and security.
Before transition – Catalog managers: Validate all product data, merge separate catalogs if necessary, and ensure product variants and fields are current.
Before transition – Analytics/IT: Verify Meta Pixel implementation, content ID mapping, and connect datasets; integrate with Google Analytics or equivalent for post-transition tracking.
Upon transition – Ad team: Update all new and draft Shops ad campaigns to use "Website" as conversion location and turn on "Use shop to personalize buyer journey."
Immediately after transition – Customer service teams: Prepare to manage all new orders, returns, and disputes directly through the website or e-commerce platform, not Commerce Manager.

Meta is discontinuing in-app checkout for Shops on Facebook and Instagram, moving all transactions to merchants' own websites.
The transition takes place gradually between June and August 2025, with shops notified in advance; shops with third-party order management will be updated at a later date.
Order management, returns, disputes, and payouts will no longer be available in Commerce Manager for new website-based orders.
Historical in-app commerce data remains accessible for a set period; order management for new website orders must occur off Meta’s platform.
Shopify sellers may experience temporary order attribution gaps and are subject to specific visibility and fulfillment protocols during the transition.

The "Website and shop" conversion location will be retired; all campaigns must now use "Website."
Conversion events on Meta (e.g., "View content," "Add to cart," "Initiate checkout") will no longer be tracked for Shops ads; only "Purchase" will remain.
Checkout-related reporting metrics tied to Meta purchases will be obsolete after migration; merchants should use website analytics to track conversions and performance.
For best ad delivery, merchants should enable "Use shop to personalize buyer journey" in campaign settings as recommended by Meta.

Confirm your shop’s current checkout method and review all campaign settings before migration.
Archive or download essential historical ad and order metrics from Commerce Manager.
Ensure website checkout is user-friendly, fast, mobile-optimized, and transparent regarding policies and payment.
Update and validate product data fields, images, and variant information across all catalogs.
Merge separate Advantage+ and standard catalogs if needed to streamline operations.
Audit Meta Pixel deployment and ensure IDs align with catalog entries for proper tracking and retargeting.
Integrate or strengthen third-party analytics tools like Google Analytics to monitor end-to-end purchase funnels.
Be prepared to take prompt action once notified by Meta about your shop’s migration window.

For shops already using website checkout (visible): Verify checkout URL, shipping profiles, catalog, and recommendations.
For shops using website checkout (hidden): Decide on visibility and take the same steps as above if activated.
For shops using Facebook/Instagram checkout (visible): Complete/fulfill all outstanding orders; build and add website checkout URL (unless on Shopify).
For shops using Facebook/Instagram checkout (hidden): Activate visibility if you wish to continue; confirm checkout URL.
Adjust ad campaigns per new requirements; active ones will continue, but drafts and new ones must reflect "Website" conversion settings.

Transition to website checkout for all Meta Shops — Meta is discontinuing in-app checkout to give merchants more control and streamline operations directly through their own platforms.

Timing and details for Shops using third-party order management systems (e.g., Magento) remain unspecified and will be updated by Meta at a later date.
The specific cut-off date for pre-order sellers regarding orders to be fulfilled post-migration is still to be determined by Meta.