Social Commerce Is About More Than Driving Up Immediate Conversions

Monetate Conversion Rates Q1 2014

Social commerce conversion rates are undeniably low. Sites like Facebook, Twitter, and Pinterest trail email and search in terms of the number of visitors who click on a post and make a purchase.

But social still has a potent influence on consumers’ decisions further along the “purchase funnel.” Evidence shows that paid and organic posts on social platforms drive sales completed online and offline later on.

In a new report from BI Intelligence we break down how social media is impacting retail sales throughout the purchase process — whether a social media user clicks directly from a retailer’s Facebook ad to make a purchase, or sees a pin on Pinterest and ends up buying the product in-store a week later. We look at the varied metrics that underscore social commerce performance at the different networks, including 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 a selection of the key points from the report:

In full, the report:

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