2013

Social Commerce Breakdown

About this data

This awesome data was analyzed from our 10k+ online merchants. Our merchants generated 1.2 BILLION pageviews from 212M unique shoppers in 2013. (Our data pool grew over 600% from 2012!)

The average order value influenced by social was

What shares are worth

  • 63¢
    Other
  • 87¢
    Pinterest
  • $5.08
    Google+
Other = Tumblr, Stumbleupon, Polyvore, Kaboodle, & Wishpot

How they convert

Email 7.02%
Google+
3.14%
Facebook Share
3.09%
Facebook Like
1.32%
Twitter
.69%
Pinterest
.51%
Others
.33%
Other = Tumblr, Stumbleupon, Polyvore, Kaboodle, & Wishpot

Who drives revenue?

Pinterest
24.30%
Facebook
24.19%
Twitter
20.86%
Email
19.22%
Google+
6.58%
Others
4.85%
Other = Tumblr, Stumbleupon, Polyvore, Kaboodle, & Wishpot

Who gets the shares?

Pinterest
Twitter
Facebook
Others
10.38%
Email
2.14%
Google+
1.75%
Other = Tumblr, Stumbleupon, Polyvore, Kaboodle, & Wishpot

Driving Traffic!

For every 100 shares from your site, you should expect about 81 directly referred visitors.

Who drives traffic?

Clicks per share

Twitter
.96
StumbleUpon
.95
Wishpot
.92
Tumblr
.90
Polyvore
.85
Pinterest
.78
Kaboodle
.76
Facebook
.71
Email
.35
Google+
.19

Is niche worth it?

Percent of social revenue

Tumblr
2.56%
StumbleUpon
1.28%
Polyvore
.64%
Kaboodle
.26%
Wishpot
.1%

A Tumblr share is worth $1.57 for health & beauty and $1.09 for apparel products.

Tumblr

Receives 1.88x the amount of shares that Google+ does.

Polyvore

Right below Facebook(shares), Polyvore showed the most growth in the number of social shares this year when compared to the other networks.

StumbleUpon

Highest average order value of all networks at $238.53.
Lowest Conversion rate at .14%. 21.7x lower than a facebook share!

Facebook Share vs. Like

When it comes to eCommerce, the share is the way to go. Facebook doesn’t seem to care about driving traffic to off-Facebook Liked content anymore. The amount of clicks to the site that each Like generated at the beginning of 2013(Q1) was an already low .212 and has since dropped to a now(Q4) .12. While the FB share has risen by .05.

Value per share Conversion rate Clicks per share
Share $3.58 3.085 .66
Like $1.41 1.316 .165

El fin.

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