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The Social Channels that Drive the Most Sales


We understand that social media is now a concept that has become ingrained in so many aspects of our lives. It certainly plays a large impact in how we shop and spend money online. The question we have to ask ourselves is how are people using social media for their ecommerce needs? Which social media outlets are people utilizing the most for those ecommerce needs?

Social Media And Ecommerce

Let’s begin by taking a look at the social media websites people use:

• Facebook
• Twitter
• Pinterest
• Google+
• LinkedIn
• Reddit
• YouTube
• Vimeo
• Vine
• Hacker News
• Polyvore

In terms of Shopify stores, you’re probably not going to be surprised to learn that Facebook is an absolute juggernaut in its dominance. A staggering 63% of all social media-directed hits to Shopify stores occur through Facebook. That’s well over twenty-three million hits! Pinterest is a surprising distant second, to some, but when you consider how popular the site is for fashion, furniture, and jewelry, it’s not so shocking. Twitter comes in at third with just ten percent.

Facebook continues to dominate the social media landscape. 85% of all Ecommerce orders occur through Facebook. They are particularly significant in areas like photography, sports and recreation, pet supplies, music/movies, and jewelry/watches.

We understand that Facebook stands at the top of the heap, but the other social media sites are hardly slouching. Their growth continues to impress experts and retailers alike. Reddit saw its orders growth skyrocket 152% in 2013. Pinterest grew by 79%, while Instagram climbed 122%. Facebook grew, as well, climbing 129% in 2013, but it’s interesting to note how that number falls shy of how much Reddit rose.

And how much are people spending on average at each social networking site? This is where things get interesting. Polyvore users spent an average of 66.75. Facebook wasn’t too far behind with 55.00 per order. At the bottom of the list, YouTube users spent an average of 37.63.

Facebook also dominates for conversion rates, but it’s not quite as clear-cut as it is in other categories. Although they lead by a fair margin, the conversion rates are actually pretty even across the board. Facebook doesn’t dominate everything, in case you’re wondering. Pinterest leads in antiques and collectibles, YouTube dominates digital products, and Twitter is the leader in home/office furnishings. Twitter users bought things like SASS for Web Designers, while Facebook users bought a ChargeKey from Nomad.

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