A recent study from AddShoppers examined the marriage between social media and e-commerce — and found it quite harmonious. The data in the report was pulled from 10,000 e-commerce websites and 304 million unique users in 2014. To study the social impact AddShoppers analyzed on-site sharing and referral traffic from social media in a 30-day window. The results were quite astounding.
Overall, the study found that users who arrived from a share or a social network saw an average spend of $126.12 on average, compared to non-social orders of $116.55 — an increase of 8.2%.
The average share leads to $2.56 of sales on average but is highly dependent on the source of the share. A share via email generated the most revenue with $12.41 coming on each share. Pinterest on the other hand led to the lowest dollar amount per share at 67 cents per share. Google+ surprising lead the social networks with an average of $5.62/share while Twitter saw $1.03/tweet and Facebook saw $0.80/share. While the value of the shares varies wildly, the volume does as well. AddShoppers found that while Facebook had a lower amount of revenue per share, it had far and away the highest revenue driven of the networks (due to the volume of sharing).
Overall Revenue per Social Platform
It turns out that Facebook is by far the most popular platform for sharing, generating an overwhelming 73.68% of all social shares. The social behemoth also lead the way on traffic per share as well. For every Facebook share, 1.10 clicks where driven to the site. Twitter was close behind with 0.97 clicks per tweet, Pinterest saw 0.87 clicks per pin and Google+ saw an abysmal 0.21 clicks per share.
The study gets quite granular on Facebook share types as well. Facebook shares drove 3.4 times more revenue than a Facebook like and had a conversion rate 5.44 times higher than a like.
The full reports includes detailed breakdowns on Tumblr, Pinterest, email and other networks along with much more granular shopping data. Head on over to AddShoppers for the full 2014 e-commerce shopping breakdown.
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