Pinterest Eats Into Facebook’s Share of Social E-Commerce Traffic

April 29, 2013

This article is included in these additional categories:

Digital | Retail & E-Commerce | Social Media

RichRelevance-E-Commerce-Referral-Traffic-Apr2013Pinterest is becoming a more influential source of social e-commerce referral traffic, per new data released by RichRelevance. Between the week ending December 10, 2012 and the week ending April 1, 2013, Pinterest’s share of social shopping sessions grew from 6% to 25%, while Facebook’s share decreased from 92% to 69%. The remaining platform analyzed, Twitter, has seen a steady, albeit more muted growth in traffic share, but remains a somewhat fractional player. (Share of shopping sessions refers to the share of combined sessions coming directly from Facebook, Pinterest, and Twitter.)

Not only is Pinterest accounting for a greater share of weekly shopping sessions, but those sessions result in higher average order values than for Facebook referrals. On average, Pinterest shoppers spent $153 per order between November 20, 2012 and April 1, 2013, compared to $85 per order for Facebook shoppers.

That gap appears to be getting wider, too. In the week ending April 1, Pinterest shoppers spent $194 on average, versus just $84 for Facebook shoppers.

Social media is not yet a significant e-commerce traffic driver, per recent figures released by Adobe. Yet, unlike other online marketing channels such as paid and organic search, social tends to act more as an “assist” than “last” interaction along the online customer journey, according to a new Google analysis of US Google Analytics profiles with e-commerce tracking enabled.

About the Data: The RichRelevance study is based on dat gleaned from more than 1.5 billion shipping sessions that took place between November 20, 2012 and April 1, 2013 on select US sites which have deployed RichRelevance’s retail recommendation software in continuous operations for the duration of the study. The study includes only browser-based shopping sessions and does not include shopping that may originate from mobile app versions of these platforms. Sessions are defined as Facebook, Pinterest, or Twitter, respectively, if the referrer for that session originated from that site’s domain.

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