The Rise of Social Media in Online Retail
The following content and infographic are brought to you by our friends over at SnapParcel.
Close to two percent of all e-Commerce traffic in the USA comes from social media networks. If you view the first quarter of 2015 and compare it to the first quarter of 2014, you will see that during this time period, social traffic was up, but many of the main streams of referral traffic to retail sites were down. These include; organic search, which decreased by eight percent, email, which decreased by four percent, and paid search, which decreased by a whopping 20 percent.
In terms of profits, operators of e-commerce sites are certainly feeling the web traffic and conversion benefits. In fact, the top 500 global retailers had earnings of $3.3 billion solely from social shopping in 2014, which was up by 26 percent compared to the previous year. Facebook is the dominant social network worldwide and is also driving traffic for e-commerce operators given its 1.5 billion users. However, Pinterest, while niche, with its relatively small 100 million users, has considerable influence with its highly targeted audience and almost one-third of Pinterest users make online purchases after viewing Pinterest content.
For more insights into the rise of social media in the world of online retail, check out this infographic produced by SnapParcel.