Facebook still dominates when it comes to social shopping sessions and driving traffic, but Pinterest continues to make up ground, while Twitter lags far behind, according to research scheduled to be released next week by personalized shopping data outfit RichRelevance.
RichRelevance analyzed more than 700 million online shopping sessions between Jan. 1 and Sept. 30 and found that:
- Facebook is responsible for more than three times the number of sessions than its closest competitor, Polyvore, at 4.31 million and 1.41 million, respectively.
- Facebook also drives the most traffic, accounting for 60 percent of social sessions.
- Pinterest has seen its sessions total rise 10 percent over the past year, to 1.1 million.
- Twitter delivers the lowest number of sessions, 322,000, and only 5 percent of traffic.
- Facebook’s conversion rate of 2.69 percent comes in just below the conversion rate for non-social shopping sessions, 2.98 percent.
- Facebook generates seven times more orders than second-place Polyvore.
- Facebook totaled the most sales during the period, at $10.7 million, but Polyvore drove the highest average order value per session, at $383.34. Facebook’s AOV was $92.27, well below Pinterest ($199.16), but well above Twitter ($58.02).
RichRelevance CEO David Selinger said of the findings:
Social shopping continues to account for less than 1 percent of total online shopping sessions, but among social networks, there are key trends that showcase consumer habits and preferences. The new Social Media Shopping data drills into real shopping behavior to pinpoint the emerging trends as the social shopping channel continues to evolve and retailers and consumers learn to leverage each platform’s unique benefits.
Chief Marketing Officer Diane Kegley added:
Facebook’s audience is huge, so it’s not surprising that it drives a mass audience, with somewhat lower average spend, on retailer sites. Pinterest and Polyvore attract a different shopper — in large part because of the user experience: Those sites are very visual and engaging and in many ways mimic a curated catalog experience with ensemble shopping.
Readers: Did any of the findings by RichRelevance surprise you?