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Sell on Facebook Live

1. Introduction

Facebook Live selling lets merchants sell products in real time during a live video, letting customers place an order simply by commenting a product code in the video's comment section. It's a popular format across Southeast Asia for driving fast, high-engagement sales — and EasyStore supports Facebook Live selling through its native integration.

To get started, merchants start the live broadcast from their Facebook Page as usual, then connect it to a dedicated Live Control Room in the EasyStore admin panel to manage which products are on sale, automatically match customer comments to the right product, and track orders as they come in. When a customer comments to place an order, they receive an automated Messenger message with a checkout link that takes them to the merchant's online store to complete the purchase.

This guide walks through the complete process: connecting your Facebook account, creating and running a Live Control Room, selling products by announcing them or running timed flash sales, ending a live and reviewing its sales statistics, going live from a mobile device, customizing automated message formats, and hosting an interactive Lucky Draw event to boost engagement during your broadcast.

📌 Remark :
Some might be having a different interface on the Facebook Live Producer Page. The settings are the same, only layout & interface will be slightly different.
You need to have a Facebook page to create & run a Facebook Live. If you do not have any Facebook Page, you can create one from here.

2. Connect with Facebook Live

Step 1 : Go to EasyStore Admin Panel > Channels > Facebook Live > Enable Facebook Live

Step 2 : Continue as your Facebook account and you are connected.

3. Create and run a Facebook Live

Step 1 : Go to Facebook Page > Schedule Live event > select start & end Date/Time > click Next > select the settings available > Create Event

💡 Tips : You can set and check the settings before your video goes live.

1. Select a video source — use Webcam / Streaming software

2. Camera Controls — set Camera, Microphone and Screen Share.

Step 2 : In EasyStore Admin Panel > Channels > Facebook Live > click "Create Live Control Room"

Step 3 : Insert the "Title" and "Description" of your Live Control Room (for your own reference) > click "Create"

💡 Tips : Once you click "Create", this is what you will see next — this is your "Live Control Room".

Step 4 : Next, choose the product(s) you want to sell during the Facebook Live you are creating, by clicking "Add".

Step 5 : Tick the selected product(s), and click "Add Product".

💡 Tips : Once you click "Add product", you will see the added product(s) on the right in the Live Control Room. These are the product(s) that will be on sale during your Facebook Live.

Don't worry if you've missed adding a product — you can always click the "Add" button on the top right to add more product(s) even while your Facebook Live is running.

💡 Tips : Hover your mouse / tap on the added product to see 2 icons.

1. Edit. Click the "Edit" icon to make changes to :

The auto-generated Product Code (optional)
Product Price ($)
Product Inventory

✨ New Enhancement : You can now set a special offer for any product during a Facebook Live.

📌 Important Note : The edited price will ONLY affect this specific Facebook Live, and will apply as soon as the price change is made.

💡 Tips :
Custom-price products are not entitled to the normal discount.
Customers are not allowed to increase/decrease quantity in the cart.
Sellers are allowed to edit the quantity of custom-price products from the Facebook Live cart.
Once a product is added to the cart, you cannot add the same product again at its original price.

2. Remove. Click "Remove" to take a product off sale for the current Facebook Live you are creating/running.

Step 6 : Next, click "Connect to Facebook Live" > click "Create Live Video"

Step 7 : Once you click "Create Live Video", the ongoing live will pop up. Click "Connect" to link up with the live — you're now successfully connected.

💡 Tips : Once connected, this is how your Live Control Room will look.

You're all set — let's start selling! 😀

4. Sell on Facebook Live

📌 Before you continue : Make sure you've completed the settings in Create and run a Facebook Live first.

Here's how to sell your products to customers on Facebook Live.

💡 Tips : There are 2 ways to sell your product(s) to customers on Facebook Live.

1. Announce Product — sell more than one product at the same time during the live.
2. Run Flash Sales — sell products one at a time.

1. Announce Product

You can announce your product(s) to allow customers to comment product code + 1 at any time during the live broadcast to place an order.

For example :

Step 1 : When you click the "Announce Product" icon, an Automated Comment will appear below your Live Video to notify your customers.

The Automated Comment includes :

Product name
Product code
Price
Instructions on how to place an order

💡 Tips : If the selected product(s) have Variants (e.g. S, M, L, or Pink/Blue/Yellow), you'll notice a different product code is auto-generated for each variant. You can edit the auto-generated codes according to your preference.

💡 Tips : If the product(s) have Variants, the automated comment will include the variants, their respective prices and codes, and instructions on how to place an order.

Step 2 : Customers who want to purchase your product(s) just need to follow the instructions and comment "code + quantity" to place an order.

Step 3 : Once they comment, an automated message will be sent to the customer's Messenger based on the product code(s) + quantity they commented.

💡 Tips : Below are the supported "code + quantity" formats that can be commented :

Format	Example	Notes
Code only	`A1`	No quantity, only 1 product code at a time
Comma-separated	`A1+1, A2+1`	Only a comma between codes
Space-separated	`A1+1 A2+1`	Only a space between codes
New line-separated	`A1+1` `A2+2`	Each code on its own line

⚠️ Any other format will not trigger the system to send an automated message to the customer on Messenger to proceed with the purchase.

Step 4 : Once customers receive the automated Messenger message, they can click View Cart / Checkout to complete the purchase.

✨ New Enhancement — In your Live Control Room : Customers who commented on the product(s) they wish to purchase will be listed in the control room during the live, as shown below.

📌 Important Note : The list will show a maximum of 1000 orders for now.

Merchants are allowed to add products, edit product quantity, and remove products from a selected customer's cart.

📌 Important Note : Orders that have already been placed cannot be changed. (Our system will show an alert when the merchant clicks the cart icon.)

✨ New Enhancement — Experience more features in the New EasyStore Admin Panel Live Control Room :

If you've enabled, or are currently using, the New EasyStore Admin Panel, you can experience more features, such as :

A new layout where you can reply to comments, open a conversation, or edit a customer's cart :

Example of replying to a customer's comment :

Example of editing a customer's cart :

2. Run Flash Sales

Run a flash sale for your product(s) during the live, for a limited time, allowing customers to place orders by commenting +1.

For example :

Step 1 : When you click the "Run Flash Sales" icon, an Automated Comment will appear below your Live Video to notify your customers.

The Automated Comment includes :

Product name
Instructions on how to place an order

Customers can place orders within the limited time you set for each selected product's flash sale.

💡 Tips : If the product(s) have Variants, you'll need to run Flash Sales one at a time for each variant.

Step 2 : Customers who want to purchase during the "Run Flash Sales" period just need to comment "+1" to place an order.

Step 3 : Once they comment, an automated message will be sent to the customer's Messenger for whichever product's Flash Sale they commented on.

Step 4 : Once customers receive the automated Messenger message, they can click View Cart / Checkout to complete the purchase.

✨ New Enhancement — In your Live Control Room : Customers who commented on the product(s) they wish to purchase will be listed in the control room during the live, as shown below.

📌 Important Note : The list will show a maximum of 1000 orders for now.

Merchants are allowed to add products, edit product quantity, and remove products from a selected customer's cart.

📌 Important Note : Orders that have already been placed cannot be changed. (Our system will show an alert when the merchant clicks the cart icon.)

Step 5 : Stop the "Run Flash Sales".

⚠️ Remember to go back to the Live Control Room and click "Stop" to end the Flash Sale for the selected product before starting the next product's Flash Sale.

💡 Tips : Once you click Stop, an Automated Comment will appear below your Live Video to notify customers that the selected product's Flash Sale has ended.

⚠️ Example : If a seller stops the Flash Sale for "Family Tree Photo Frame" and the "unavailable" automated comment has posted below the Live Video, the system will no longer trigger any further "+1" comments from customers wanting to order "Family Tree Photo Frame," since that product's Flash Sale has ended.

5. End a Facebook Live

Step 1 : To end a Facebook Live, go back to "Live Control Room" > click "End Live" > click "End" to confirm.

💡 Tips : Once ended, go to EasyStore Admin Panel > Channels > Facebook Live > Live Videos to view your record of Live Videos.

💡 Tips : Click the title of a live video to view its statistics and watch the recording again. Statistics include :
Estimated earnings
Items in cart
Items purchased
Conversion rate

📝 Additional Note : You can now view the "Status" of every Live Video for your own reference.

Live Video Status :
Preparing
Scheduled
Live
Completed
Archived

Click the dropdown button in "All Live Videos" to filter and search your Live Videos by Status.

6. Check Statistic in Facebook Live

If you've enabled, or are currently using, our New EasyStore Admin Panel, you can access new features such as Sales Performance and Comment Management.

In Sales Performance, you can track :

The full list of products and variants added during the live
The number of items added to cart, ordered, and paid
The total amount paid for the items

In Comment Management, you can check :

A list of comments from each customer (limited to the first 10 comments)
Items currently in the cart (if available)
The order number for placed orders
Options to edit the cart, create an order, or send a message

Here's an example of how to create an order :

✨ New Enhancement : Our system has also improved the payment reminder feature — you can now send payment reminders to customers via Messenger instead of just email. Use this to reach customers who are more active on Facebook!

7. How to start a Facebook Live on mobile?

You can schedule the Facebook Live date & time on Facebook in advance. Scheduling ahead lets the system automatically publish an announcement about your upcoming live broadcast and notify your audience immediately.

Step 1 : Click Channels > Facebook Live > Create Live. You'll be directed to the Facebook Live Producer Page. Click "Schedule Live Video Event" under Schedule on the top left.

Step 2 : Schedule the start & end Date/Time for the Facebook Live > select the settings available > click Next.

Step 3 : Once everything is selected, click Create Event.

📌 Things to take note of :
The system will automatically start the Facebook Live at the scheduled time & date.
You must start the live broadcast 10 minutes before the scheduled time — otherwise, the Facebook Live will be cancelled.
Make sure your live broadcast is set up properly before starting.
You can preview the stream 20 minutes before the scheduled start time — go to Upcoming Live Videos & Events > Edit Post.
You can click View Post to see how it will appear on Facebook.

After that, go to Facebook on mobile > Events, and you'll see the scheduled Facebook Live there. Click it > Manage, and a dropdown will appear — click Start Live Video to begin your Facebook Live.

Go back to the EasyStore admin panel > Facebook Live. Click on the scheduled Facebook Live to start publishing the products you'll sell during your Facebook Live! 😍

⚠️ Kindly note : if the Facebook Live is scheduled on mobile, it cannot go live on laptop, and vice versa.

8. Facebook live message format settings

Step 1 : Click Channels > Facebook Live > Settings to edit the message format for :

Facebook Automated Responses

Announce Product Comment

Flash Sales Message

Lucky draw start and end

Step 2 : Once you've edited the message format, click Save and you're done!

9. Host Lucky Draw Event for your Facebook Live (New Feature)

If you want more chances to interact with your customers in real time, or to grab their attention and boost purchase decisions, you can now run a Lucky Draw event during Facebook Live.

9.1 Create lucky draw event

Step 1 : Once you've created a live control room, click the Event tab above the Live products section.

Step 2 : In the event section, click Add lucky draw on the top right.

Step 3 : Fill in the following fields : "Title", "Event Prize", "Number of winner(s)", and "Event Participation Keyword".

📌 Note :
The 4 fields above are mandatory.
Keywords only support alphanumeric characters (no special characters or spaces). Example : HappyMothersDay, 9988, Lucky7
Participants must comment the exact keyword set as the "Event Participation Keyword" to enter the draw.
The number of winners must be greater than 0.

Advanced Setting (optional) : You can offer a free product with a 100% discount, or a fixed-amount discount.

📌 Note :
Lucky draw prizes are counted as a custom-price product, unless you set the fixed percentage to 0%, in which case it's counted as a normal-price product.
Lucky draw prizes are not entitled to normal discounts, and their quantity cannot be increased/decreased in the cart.
If the prize's inventory is lower than the number of winners entered, you won't be able to create the lucky draw event. Make sure inventory is sufficient before choosing a product as a prize.

Step 4 : Click Save after filling in the details above.

📌 Important Note : Events can only be deleted if the live hasn't started yet. Once deleted, an event cannot be recovered.

9.2 Starting a lucky draw event

Step 1 : Once the live video has started, click the Play icon to start the lucky draw.

At the same time, a start message will post in the comment section, and an "Ongoing" indicator will appear on your admin panel beside the event title.

📌 Note :
Once an event has begun, you cannot delete it.
Only one lucky draw can run at a time.

Step 2 : Click Announce from the three-dot menu to repost the lucky draw event message in the comment section, so viewers are reminded of it.

9.3 Drawing a winner

Step 1 : Click Draw Now to start the drawing process.

📌 Note : Comments received after you click Draw Now will not count as entries.

Step 2 : A pop-up will show the chosen participants along with their Facebook profile photos.

Step 3 : Click Announce winner(s) to reveal the lucky draw winner — they'll receive a private message via Facebook Messenger, and the winner will also be posted in the comment section.