ECwid allows users to create an online store without advanced coding skills. It can be embedded into an existing website or Facebook page. To set up a store, users create an ECwid account, set up their store details, add products by filling out fields like name, price, and description. Categories can also be created and assigned to products. The store can then be connected to a Facebook page by installing the ECwid app and inputting the store ID. This allows products to be displayed on the Facebook page tab.