"The latest one ... we had 150,000 view the video and 1300 people have shared it.
"So it has increased substantially since the first one."
The video shows two women looking at clothes in the store. One holds up a jacket while another places an item of clothing in her bag.
One of the items stolen was a $390 jacket.
The video includes a description of what happened and asks for the public's help in identifying the pair.
The owner said staff were "sick of banging our heads against the wall with shoplifting".
Police had seen the latest video and asked him to file a report.
Retail theft was getting worse, he said.
"It is getting harder and harder to get any compensation or any justice."
He said the store had spent a large amount on security but believed social media would also help deter thieves.
"At the end of the day, it is something that police use on the Police Ten 7 TV programme which brings in a lot of returns for what they were looking for.
"Any information we can get on these people to help police the better."
He said the amount of product being stolen was concerning.
"If you do not get on top of it, it keeps growing. It does not take long to add up."
Staff, he said, did not post any videos on Facebook unless they were absolutely certain something had been stolen.
"If we cannot get clean footage we will not put it up," he said.
"It is time-consuming but it is something we have to do ... In this market your best price is your best price, you cannot afford to put a margin on it for shoplifting."
Tauranga police area response manager Senior Sergeant Mark Pakes said no arrests had been made.
Mr Pakes said social media was useful to gather information, due to the large number of people it could reach in a relatively short space of time.
"We acknowledge businesses and retailers may decide to use social media to appeal to their community and the wider public regarding a crime at their premises," he said.
"We are supportive of this as it may provide information that can be helpful in identifying and locating those responsible."
However, he encouraged retailers who chose to use social media to report the incident to share with police any useful information received as a result.