To date the platform powers social commerce for over 10,000 brands including The Economist, NCR, O’Neil Clothing, Everlast, and St. Jude Children’s Research Hospital. With only a small snippet of code, marketers are empowered with accurate revenue attribution, lists of purchase influencers, and referral market campaigns. All told, the data they presented us with tells a very interesting tale, namely that Facebook reigns supreme in the conversion rate and social sharing realm. Each user’s activity was tracked over a 30 day period to determine how social networks and sharing influenced their purchasing decisions. View #SocialROI data updated monthly Here’s AddShoppers’ entire list of social commerce data from 2014: What exactly is a share worth?
$2.56 on average. A share’s worth is highly dependent upon the site’s category (e.g. Apparel is more social than Medical) and the social network…$12.41 per email$5.62 per Google+ share$0.80 per Facebook share$1.03 per Tweet$0.67 per Pin$3.46 per ‘other’ share
Do social networks convert the same? Nope, and much like how a share’s value is dependent upon website category, so is the likelihood of a social network helping to close a sale.
39% conv. rate for email70% conv. rate for Google+66% conv. rate for Facebook62% conv. rate for Twitter45% conv. rate for Pinterest27% conv. rate for ‘Other’
Which social platforms drive revenue?
Facebook: 69.10%Twitter: 12.11%Pinterest: 7.73%Email: 6.42%Google+: 2.56%Other: 2.06%
Which platforms are the most popular?
Facebook: 73.68%Twitter: 10.10%Pinterest: 9.87%Other: 5.53%Email: 0.44%Google+: 0.39%
Which social sources drive traffic? (clicks per share)
Facebook: 1.10 per shareStumbleUpon: 0.98 per shareTwitter: 0.97 per shareWanelo: 0.94 per sharePinterest: 0.87 per shareTumblr: 0.83 per sharePolyvore: 0.76 per shareWishpot: 0.76 per shareLinkedIn: 0.68 per shareKaboodle: 0.42 per shareEmail: 0.31 per shareGoogle+: 0.21 per share
Are using other social networks worth it? No, unless there is a large niche social network closely related to your vertical, your time is better spent elsewhere.
Wanelo: 0.94% of revenueTumblr: 0.42% of revenueStumbleUpon: 0.24% of revenueLinkedIn: 0.23% of revenuePolyvore: 0.16% of revenueKaboodle: 0.06% of revenueWishpot: 0.02% of revenue
Did you know Tumblr receives 1.13 times the amount of shares that Google+ did? Top categories for Tumblr: And although Wanelo is geared towards stores in the Apparel & Clothing category, it drives more revenue to Home & Garden stores. Wanelo also gets 8.95 times more shares than Polyvore, another apparel focused network. Top categories for Wanelo: Home and garden is the most shared category for Pinterest followed by apparel and clothing. The average order value from a home and garden share on Pinterest is an impressive $232.73. Top categories for Pinterest: Which store types are shared the most often?
