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Published: December 16, 2016
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Social commerce has gone through so many iterations, with experiments launched and killed, only to have the basic concepts revived in different ways—often in iterations that are unfortunately no better at producing direct sales than the last. But as multichannel attribution replaces the last click when it comes to assigning credit for a sale, the influence of social platforms on conversions should become more apparent.
"US retailers surveyed by RIS News and Gartner in February 2016 attributed just 2% of their revenues to social commerce. However, that stat doesn’t necessarily tell the whole story."
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Share of Revenues Derived from Select Sales Channels According to US Retail Executives, Feb 2016 (% of total)
Commerce Channels Used by Retail Professionals Worldwide, July 2016 (% of respondents)
Most Important Tactics/Metrics for the Digital Marketing Industry According to US Marketing Professionals, Brand vs. Agency, Aug 2016 (% of respondents)
Share of US Ecommerce Orders Attributed to Select Ad Formats, 2015 (% of total)
US Companies Using Multichannel Attribution Models, 2014-2018
How Retailers Use Social for the Holidays
Social Media Marketing Channels/Tactics that US Retail Marketers Plan to Leverage this Holiday Season, Oct 2016 (% of respondents)
Share of Retail Ecommerce Traffic in North America* Referred by Social Media, by Platform, Q1 2016-Q2 2016 (% of total)
Activities Conducted on Facebook, Instagram & Snapchat by US Social Media Users, Aug 2016 (% of respondents)
Social Media Platforms on Which US Social Media Buyers Have Made a Purchase, Oct 2016 (% of respondents)
US Social Media Users Who Have Purchased Products/Services Advertised on Select Social Media Platforms, May 2015 & June 2016 (% of respondents)
Reasons that US Digital Buyers Purchase Products on Social Media Sites, Feb 2016 (% of respondents)
Primary Attitude Toward Shopping via Social Media Sites* According to US Internet Users, April 2016 (% of respondents)
Usage and Awareness of Instagram's Buy Button Among US Instagram Users, July 2016 (% of respondents)
US Millennial vs. Total Mobile Messaging App Users Who Have Used a Chatbot to Communicate with a Business*, Oct 2016 (% of respondents)
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