Selling on Instagram and Facebook from Singapore

Information checked as of 14 October 2026

Instagram and Facebook are where many Singapore brands are discovered, and a lot of small sellers still take orders by direct message. Shopify connects to both through Meta's own app, but what that connection can do has changed: Meta no longer runs checkout inside Facebook or Instagram. Shoppers browse on Meta and pay on your website. This guide covers the setup, what syncs, ads tracking, Singapore's rules on sponsored posts, and how to handle DM orders properly.

This is general information, not legal advice. It summarises Shopify, Meta-related, ASAS and government sources as of the date above. Meta changes its commerce features often, so check Commerce Manager for what your account can use.

The Facebook & Instagram app on Shopify

The Facebook & Instagram app is built by Meta and free to install. According to its listing and Shopify's Singapore page, it:

• Connects your Facebook Page, Instagram professional account, Business Portfolio and ad account in a guided setup.
• Syncs your Shopify product catalogue to Meta for shops, product tags and catalogue ads.
• Installs the Meta Pixel and sets up the Conversions API for ad measurement.

Shopify says listing products on Facebook and Instagram is included in your plan; ad spend and normal payment fees apply. It also notes that channel features depend on your region. Shopify's guide to Meta Business Manager walks through connecting the assets.

Checkout happens on your website

Meta announced in 2025 that Shops would move to website checkout. As quoted by Value Added Resource from Meta's Business Help Center, the change started in June 2025 and most shops were to be updated by the end of August 2025. BigCommerce's notice to its merchants describes the same change. Commerce Manager's payouts, order management, returns and dispute tools went with it.

For a Singapore Shopify store this is simple: shoppers tap a product on Instagram or Facebook and land on your Shopify product page or checkout, where your payment methods, GST settings and refund policy apply. Earlier in-app checkout was mainly a US feature anyway.

Shops, product tags and eligibility

A Facebook or Instagram Shop and product tagging on posts and Reels use your synced catalogue. Access depends on Meta's commerce eligibility requirements, which, according to a 2026 summary of Instagram's help pages, include following Meta's policies, selling products available to buy on your own website, being in a supported market, showing an established, authentic presence, and having clear pricing and refund policies. The same summary lists Singapore among "open beta" markets, which we couldn't confirm directly on Meta's pages because they blocked our checks. After connecting the Shopify app, look in Commerce Manager: if shops or tagging aren't available to you, catalogue ads and links to product pages still work.

Keep the catalogue clean: one product per Shopify product, accurate prices in SGD, real stock levels and photos that meet Meta's rules. Fix any items Meta rejects in Commerce Manager rather than ignoring them.

Meta Pixel and Conversions API

The Pixel tracks what visitors do in the browser; the Conversions API sends the same events from the server, which helps when browsers block tracking. Shopify's Singapore channel page and its Business Manager guide say the app sets up both, and that you can check events, deduplication and match quality in Meta's Events Manager. Choose your data sharing level in the app, and make sure your privacy policy and cookie banner mention Meta under the PDPA.

Influencers and sponsored posts: ASAS rules

The Advertising Standards Authority of Singapore's guidelines on interactive marketing and social media, part of the Singapore Code of Advertising Practice, apply to brands and influencers. The guidelines and guidance notes say:

• Sponsored content must be disclosed clearly and prominently, as early as possible, with minimal scrolling or clicking.
• Disclosure is needed when you pay for content, give free products for a review, invite creators to events, or pay to promote an offer.
• Accepted labels include "This post was sponsored by…", "#sponsored", "#sp", "#adv" and "This post includes affiliate links".
• Don't boost engagement by fraudulent means, such as buying likes or using fake accounts.

The government's reply to a parliamentary question confirms that ASAS asks non-compliant posts to be amended or removed, and that persistent misleading non-disclosure can be referred to the CCCS under the CPFTA. Put the disclosure rules in your briefs to creators. The same rules apply on TikTok.

Selling through DMs with PayNow

Taking orders in Instagram DMs and asking for a PayNow transfer is common, but it leaves you without order records, stock updates or GST tracking, and buyers have little protection. Better options:

• Send a product link so the customer checks out on your store.
• Create a draft order in Shopify and send the invoice link, so the sale is recorded and paid through your checkout.
• Offer PayNow at checkout through a gateway that supports it. Shopify Payments doesn't, so see our PayNow and GrabPay guide.
• If you take a direct PayNow transfer, mark the order paid in Shopify only after the money arrives, and never ask for card details or one-time passwords in chat. The Ministry of Home Affairs advises shoppers to keep transactions inside platforms with secure payment, so a proper checkout also builds trust.

If you follow up DM enquiries with marketing messages, the consent and Do Not Call rules apply; see abandoned cart, email and SMS rules in Singapore.

Instagram, marketplaces or both?

Instagram and Facebook bring discovery, but every sale lands in your own store, so you keep the customer. Marketplaces like Shopee and Lazada and TikTok Shop keep checkout and customers on their platforms. Many Singapore brands use Meta for content and ads, their Shopify store for checkout, and marketplaces for extra reach.

Setup checklist

1. Convert your Instagram account to a professional account and link it to your Facebook Page.
2. Install the Facebook & Instagram app from Shopify and connect your Meta assets.
3. Sync your catalogue and fix any rejected products in Commerce Manager.
4. Check whether shops and product tagging are available to your account.
5. Set the data sharing level and confirm Pixel and Conversions API events in Events Manager.
6. Update your privacy policy and cookie banner.
7. Brief creators on ASAS disclosure rules.
8. Move DM orders onto product links or draft order invoices.

Frequently asked questions

Can customers check out inside Instagram or Facebook in Singapore?

No. Meta began moving Shops to website checkout in June 2025, with most shops updated by the end of August 2025. Customers find products on Facebook and Instagram, then complete the purchase on your own website, which for a Shopify store means Shopify checkout.

What does the Facebook & Instagram app on Shopify do?

It's Meta's official Shopify app. It connects your Facebook Page, Instagram professional account and ad account, syncs your product catalogue to Meta, and installs the Meta Pixel with the Conversions API so you can run and measure ads. Shopify says listing products through the channel is free; ad spend and payment fees apply as usual.

Do I need a Facebook or Instagram Shop to tag products?

Product tagging uses your Meta catalogue and shop, which need to meet Meta's commerce eligibility requirements and be available in your market. Check Commerce Manager after connecting the Shopify app; if tagging isn't available, you can still run catalogue ads and link to product pages.

Do influencers have to label sponsored posts in Singapore?

Yes. ASAS's guidelines on social media marketing say sponsored content must be clearly and prominently disclosed, early in the post, with labels such as #sponsored or #adv. ASAS can ask for non-compliant posts to be amended or removed, and misleading non-disclosure can fall under the CPFTA.

Is it OK to sell through Instagram DMs with PayNow?

Many small sellers do, but you lose Shopify's order records, tax settings and buyer protections unless you record the sale. A safer approach is to create the order in Shopify, such as a draft order with an invoice link, and use a gateway that supports PayNow. Never ask customers for card details in chat.

Selling through Instagram already? A Shopify trial lets you connect the Facebook & Instagram app, sync your catalogue and send followers to a checkout you control.

Start a Shopify trial →

References

Rules, features and fees change, so check the live page before you act on anything here.

1. Facebook & Instagram, Shopify App Store. Accessed 14 October 2026.
2. Sell to customers on Facebook & Instagram, Shopify Singapore. Accessed 14 October 2026.
3. How to use Meta Business Manager, Shopify Singapore blog. Accessed 14 October 2026.
4. Meta phases out native checkout for Facebook & Instagram Shops (quoting Meta's Business Help Center), Value Added Resource (4 Jun 2025). Accessed 14 October 2026.
5. Updates to Meta Shops checkout, BigCommerce. Accessed 14 October 2026.
6. Instagram Shop in 2026: website checkout and tags, Outfeed. Accessed 14 October 2026.
7. Guidelines on interactive marketing communication and social media, Advertising Standards Authority of Singapore. Accessed 14 October 2026.
8. Guidelines for interactive marketing communication and social media (PDF), Advertising Standards Authority of Singapore. Accessed 14 October 2026.
9. Annex B: guidance notes, Advertising Standards Authority of Singapore. Accessed 14 October 2026.
10. Response to PQ on sponsored social media content, Ministry of Digital Development and Information. Accessed 14 October 2026.
11. E-commerce marketplace transaction safety ratings, Ministry of Home Affairs. Accessed 14 October 2026.
12. Creating draft orders, Shopify Help Center. Accessed 14 October 2026.
13. Personal Data Protection Act overview, Personal Data Protection Commission. Accessed 14 October 2026.