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.
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.
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.
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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