Social media is lagging as a traffic source to e-commerce websites and as a driver of online purchases, despite increased brand investment, according to a recent report by Monetate.
The Ecommerce Quarterly (EQ) report, which analyzed a random sample of more than 500 million online shopping experiences in 1Q13, found that social media represented just 1.55% of all e-commerce traffic to top sites, far behind search (31.43%) and trailing email (2.82%). Moreover, social media platforms overall had a conversion rate of less than three-quarters of one percent (.71%), though this number varied by network.
Below, additional key findings from the report.
The Power of Pinterest
Compared with 4Q12, e-commerce traffic generated in 1Q13 by the collection of social networks evaluated either declined or remained flat.
However, the outlier was Pinterest, which sent more traffic to e-commerce websites in the first quarter than it did in the retail-heavy fourth quarter. Pinterest also had the highest average order value ($80.54) among social networks.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji