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How To Incorporate Facebook In Your Multichannel Strategy? Trends Overview

In today's rapidly evolving digital landscape, online retailers must stay ahead of the game and leverage the power of multiple channels to reach their target audience effectively. That's where Facebook comes in. With 2.064 billion users logging in to Facebook daily, it's a platform that cannot be ignored.

This article will give you an overview of the trends, mostly coming from the recently released Multichannel Marketing Report 2023 by DataFeedWatch by Cart.com. This report consists of global data from over 50 countries and over 17,000 online stores and brands and combines data from 2022 and 2023.

Whether you're a small business owner looking to expand your reach or an established brand aiming to amplify your online presence, these trends may convince you to invest more in Facebook.

Let's harness the power of Facebook and make it an integral part of your multichannel success story!


Facebook is a top social channel for e-commerce.

Facebook is not just a social media platform; it's a powerhouse for successful e-commerce. With its massive active monthly user base of nearly 3 billion and widespread usage, Facebook offers excellent reach and audience potential for businesses. Its robust advertising tools allow businesses to create engaging advertising formats and effectively target specific demographics.

According to the Multichannel Marketing Report 2023, Facebook remained the leading social advertising platform and one of the top advertising platforms overall for all e-commerce sectors in 2022 and 2023.

Facebook's impact on advertising strategies is only possible to notice. With over 50% of businesses integrating Facebook ads into their advertising strategy, Facebook is the second most used channel by advertisers, just behind Google.

Source: Multichannel Marketing Report 2023 | DataFeedWatch


But Facebook goes beyond just advertising – it provides a complete e-commerce solution. Through features like product catalogs, shoppable posts, and seamless integration with online stores, businesses can showcase and sell their products directly on the platform. 

Source: Linkedin


Its ability to foster social engagement sets Facebook apart from other platforms. The power of likes, comments, and shares cannot be understated in building brand awareness and customer loyalty. Customers can interact with businesses directly, and their advocacy can spread like wildfire, increasing a brand's visibility and credibility.

And let's remember the data. Facebook provides detailed analytics and insights, enabling businesses to track performance, optimize campaigns, and make data-driven decisions. This invaluable information ensures that companies always stay on top of trends and maximize their ROI.

So, the top tip for all online businesses is simple: 

Don't think twice! Invest in Facebook advertising – that's where your potential customers are, and you have the tools to succeed in e-commerce!


Facebook users are young but older than on TikTok.

Did you know that most of Facebook's audience falls between 25 to 34 years old and that 70% of users access the app daily? While understanding statistics is helpful, knowing your target audience is crucial so you can customize your advertising offers and content to resonate with them personally.

Source: Statista

For example, Facebook's users are young but less young than TikTok's. According to the latest data, most of TikTok's audience consists of users between 18-24 years

And even though TikTok is growing in popularity as an advertising channel in industries such as Health & Beauty and Apparel & Accessories (as revealed in MMR 2023), Facebook is still the platform where the most significant number of potential buyers are present. Additionally, the older age of Facebook users may indicate that they have better financial stability and can spend more money on your products.

Regarding country representation, India has a remarkable 315 million Facebook users, which equates to around 22% of the total population of India. There are almost two times fewer Facebook users from the US, but this representation makes up nearly 53% of the US population.

Source: Statista 

Facebook is even better than Google among Fashion retailers

Facebook has emerged as the top advertising channel in the Apparel product category, surpassing Google Shopping!

The MMR Report 2023 data shows that Google is gaining popularity among Fashion businesses. Its share among all utilized ad channels has risen from 41.38% in 2022 to a significant 47.5% in 2023. 

Still, Facebook is the largest platform for this product category. Recent trends show that apparel retailers are likelier to invest in trusted sales platforms that have proven their success – just like Facebook.

Source: Multichannel Marketing Report 2023 | DataFeedWatch

If you're in the Apparel industry, it's worth considering the benefits of leveraging the ever-popularity of Facebook as a sales platform for your products, as otherwise, you could fall behind your competitors who are present with their products on this popular platform. Google is not sufficient for Fashion retailers.

Facebook is prominent in the Furniture, Health & Beauty sectors.

Google Shopping is the go-to platform for the Furniture, and Health & Beauty industries. But Facebook is just a little behind, proving to be a robust and formidable runner-up. 

Using Facebook as a sales channel for retailers in these categories can bring huge benefits. Why is that? Well, think about it – the products in these industries often require a visually appealing presentation to attract potential customers. And what better platform than social media to showcase these products in all their glory? 

Social media platforms like Facebook are the perfect stage to capture the attention of users actively seeking inspiration and trying to make their spaces and themselves beautiful.

Source: Multichannel Marketing Report 2023 | DataFeedWatch

While Facebook may not be the industry leader in sectors such as Electronics and Home & Garden, it still manages to secure a spot on the podium. Interestingly, products in these sectors may not necessarily rely heavily on visual presentation. Yet, Facebook still proves its power as a sales platform, regardless of your industry. This demonstrates the versatility and effectiveness of Facebook as a marketing tool. 

Source: Multichannel Marketing Report 2023 | DataFeedWatch

So, whether you're in Apparel, Furniture, Electronics, or any other sector, you should always appreciate the potential of Facebook to drive your business forward. 

Facebook and Google are a perfect combo for every retailer

Despite Facebook's strong position, Google remains the undefeatable king of online advertising.

Google and Facebook, as a part of running a multichannel strategy, should be at the top of every advertiser's consideration list, regardless of their company's unique needs. 

According to the Multichannel Marketing Report 2023, an impressive 46% of all online advertisers are using these two significant channels simultaneously. This year, even more advertisers have realized the value of using both Google and Facebook, with an increase of 2 percentage points compared to the previous year. It looks like this trend is only going to get stronger.

Source: Multichannel Marketing Report 2023 | DataFeedWatch

We think convincing people why they should use Google to promote their e-commerce business is optional. But why use social media? 

The impact of social media on advertising strategies is impossible to overlook. With more than 57% of companies integrating social advertising into their marketing mix, where this number is growing year after year, it is clear that this platform has tremendous power.

Source: Multichannel Marketing Report 2023 | DataFeedWatch

If you're already running ads on Google Shopping and considering expanding to Facebook, we have great news! Setting up your product catalog on Facebook is incredibly easy. 

Facebook's feed requirements closely align with Google's, ensuring a seamless process that will save you precious time. There’s no need to prepare your Facebook product feeds from scratch.

Visibility on Facebook doubles with a new trend: Facebook Reels

Facebook Reels are short-form videos on the Facebook platform that include music, audio, AR effects, and other creative options. Users can view Reels from creators and also create their Reels to share with others.

Facebook Reels is experiencing tremendous growth, and the progress made so far is truly noteworthy. Over the past year, the number of Reels played across Facebook and Instagram has more than doubled, demonstrating the increasing popularity of this engaging video format. What's even more impressive is the rapid growth of the social component, with people resharing Reels at an even faster rate.

With Facebook Reels going global, you can expand your reach and target people who may have never discovered your brand otherwise. Even if they don't become your ideal customer, they can help increase your brand awareness and social media popularity. Who knows, they may become your most loyal fans in the future! 

Facebook Reels | Facebook

As a retailer, you should take advantage of this upward trend and harness the power of Facebook Reels as part of your Facebook strategy. Reels allow you to showcase your products, share your brand stories, and compellingly connect with your target audience. We'd suggest you allocate a portion of your ad budget to test Reels ads and find out how they work for your business.


Our article, based mainly on insights from the Multichannel Marketing Report 2023, has provided you with an understanding of the latest trends and valuable tips in Facebook advertising. By knowing what’s happening in the social media market, you can find new ways to boost your e-commerce business, not miss any new opportunities that Facebook offers, and get to know your target audience well.

Remember, Facebook advertising isn't just a trend – it's a powerful tool that, when used effectively, can open up endless potential for your e-commerce business. 

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