It’s now going to become a little more difficult and expensive to showcase your inventory on Facebook Marketplace.
As of September 13th, 2021 Facebook will no longer allow dealers to upload their used inventory to Marketplace through an approved whitelisted partner feed. Dealers, however, will still be able to manually upload their used inventory to Marketplace.
WHY IS THIS HAPPENING?
“As we evolve and build for the future, we continue to invest heavily in solutions for the auto industry, creating products and surfaces that help auto advertisers reach more potential car buyers while improving the consumer experience throughout the shopping journey. At the same time, we need to cater for a wide range of potential buyers and sellers on our platform. On Marketplace we’ve seen increased usage and demand for shipped goods with onsite checkout. So, to meet that demand, and best serve the people and businesses who use our services, at this moment we are shifting our product resources from supporting distribution of vehicles and rentals listings via partner catalogs on Marketplace, to expanding our offerings and features for shipped goods with onsite checkout.”
You can make the argument that Facebook is doing this for two reasons:
1 – They want dealers to pay to have their inventory displayed in Marketplace via Auto Inventory Ads (AIA)
2 – They are moving resources to focus on a play to have their Marketplace become more like Amazon.
Dealers with lower volume inventory could possibly manage their Marketplace feed manually, however, those dealers or dealer groups would have a much more difficult time keeping their listings fresh.
SO WHAT’S NEXT?
Option 1: You will be able to push both your new and used inventory to your Facebook page.
Option 2: You can create an AIA campaign that targets the Marketplace exclusively.
Option 3: You can manually upload each unit to Marketplace and remove them once they are sold.
Changes from Facebook are nothing new in the auto industry and we’ll do our best to keep you informed on what’s to come and how to make the best of this decision.