Selling entirely through Facebook and TikTok feels convenient — no setup cost, built-in audience, familiar tools. But it comes with a risk most shop owners only notice after something goes wrong.
You don't own the platform
An account suspension, an algorithm change that tanks your reach, or a policy update can happen without warning and without appeal in many cases. Years of followers and post history can become inaccessible overnight, through no fault of your own.
You can't run ads that land somewhere built to convert
Directing ad traffic to a social media profile page — instead of a landing page built for one specific offer — usually converts worse. A profile page has too many distractions competing for attention against your actual offer.
You can't rank on Google
A Facebook page has almost no ability to compete for search rankings the way a real website with SEO can. Customers searching 'best [your product] in Hanoi' will find a competitor's website long before they find your social page.
Social media is an excellent discovery channel. It's a poor foundation to build an entire business on. Use it to bring people to a website you actually own.