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Social Not a Big Help to Ecommerce

Ecommerce traffic and sales as a result of social networks extremely low

May 15, 2014 | Retail & Ecommerce | Social Media

Retailers use an abundance of community and social media tools to support their brands and target segments, but they may not be helping to fuel orders.

Social Media/User-Generated Tools and Features Used by US Omnichannel Retailers, Q1 2014 (% of respondents)

According to Q1 2014 data from the e-tailing group, 94% of US omnichannel retailers had a Facebook page, and 81% had a “like” button on product pages, allowing customers to share a particular item of interest. On top of that, 81% of respondents employed Pinterest, and a similar percentage monitored and posted tweets on Twitter.

But despite all of these efforts, the study found that social networks drove little traffic to ecommerce sites. More than a quarter of US omnichannel retailers said that less than 1% of traffic to their ecommerce sites came from social networks—the No. 1 response.

Percent of Ecommerce Shoppers Originating from Social Networks Who Make a Purchase According to US Omnichannel Retailers, Q1 2014 (% of total)

As a result of social’s small role in fueling ecommerce traffic, the channel had an even smaller effect on sales, with 43% of US omnichannel retailers polled saying less than 1% of shoppers who came to their ecommerce site from social networks made a purchase while visiting the site.

Digital Marketing Channels that Generated Orders for US Ecommerce Sites, Q1 2013 & Q1 2014 (% of total)

Data from Custora showed a similar trend, with social accounting for just 1% of US ecommerce orders in Q1 2014, tying display for the lowest share.

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