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Facebook Is No. 1 for Social Commerce

Average order values are highest on Polyvore

March 31, 2014

Recent research by Shopify found that Facebook was the top social commerce site worldwide. According to Q3 2013 polling, Facebook drove nearly two-thirds of social media visits to Shopify-operated stores and claimed about 85% of all orders from social media—a year-over-year increase of 129%.

However, Facebook was not the leader when it came to average order value—not even landing in the top three. Polyvore led the pack here, with an average order value of $66.75. Instagram ranked a close second, at $65.00 per order, and Pinterest was No. 3 ($58.95). Facebook had the fourth-highest average order value, with $55.00.

Social Commerce Average Order Value Worldwide, by Social Media Site, Q3 2013

Shopify found that Facebook’s level of dominance varied across shopping categories. Nearly all photography-related social commerce orders came from the network, and 94% of sports and recreation as well as pet supplies did, too. Drop shipping and jewelry and watches rounded out the 90%-plus list.

Social Commerce Orders Worldwide Originating from Facebook, by Shopping Category, Nov 2013 (% of total orders in each group on the Shopify platform)

But other social platforms did show success in generating orders, as well. The antiques and collectibles industry was the best example, with Pinterest generating 74% of social orders. YouTube saw success with digital products, services and merchandise, grabbing 47%, 36% and 29% of orders, respectively. Though a much smaller percentage, both etail catalogs as well as home and office furnishings saw 18% of orders coming from Twitter.

So, while Facebook was the clear leader, marketers may fare well when using secondary platforms such as Pinterest, YouTube and Twitter in conjunction with their Facebook page, Shopify suggested.


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