Facebook is leading the way in social commerce

Bii social ecommerce referral traffic3 1

Facebook is the top social commerce platform, driving more than two-thirds of mobile e-commerce traffic and boosting social media’s quickly growing share of e-commerce web traffic.

Facebook accounts for 50% of total social referrals and 64% of total social revenue. The site’s social commerce initiatives, including a recent focus on its Messenger app, largely reflect social media’s increasingly important role for online retailers.

In a new report from BI Intelligence we analyse social media’s impact on online retail — whether that’s driving direct sales with the use of embedded “Buy” buttons on social media posts, or referring traffic to retailers’ websites and apps. We measure the impact social media has on e-commerce by looking at metrics such as conversion rates, average order value, and revenue generated by shares, likes, and tweets. We also outline the latest commerce efforts by leading social networks.

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Here are some of the key points from the report:

In full, the report:

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