Facebook is the most popular network for social commerce, topping the list in a recent study of social networks that drive traffic to Shopify-operated stores. In Q3 2013, Facebook drove almost two-thirds of traffic to studied e-commerce stores and accounted for 85% of orders. However, when it comes to average order value (AOV), Facebook didn’t even make the top three.
Polyvore Drives Highest Average Order Values
Polyvore, a community powered social commerce engine, brought in the highest AOV at $66.75. With over 20 million unique monthly visitors, Polyvore says they are the world’s largest style community and house over 80 million collage-like “sets” of products.
Launched in 2007 by three former Yahoo engineers, Polyvore now feeds 7.5 billion product impressions per month to brands and retailers.
Instagram – A Modern-Day Bazaar
Instagram generates the second-highest AOV at $65.00 per order. Entire businesses have cropped up in an effort to maximize Instagram’s potential for e-commerce, like PayTagz, which hosts and promotes Instagram posts for retailers. Though it wasn’t designed as an e-commerce site, businesses are discovering different ways Instagram can help drive sales – quite effectively, it seems.
NYTimes blogger Jenna Wortham recently described Instagram as a “modern-day bazaar” to visit on her phone when she has a free minute. Amazon has mastered the product search algorithm, she says, but Instagram offers the pleasure of visual discovery. Wortham is not alone in her love for the platform; Instagram is now the 18th most trafficked website in the US.
Pinterest Third for Social Commerce Order Value
Rounding out the top three, Pinterest has an average order value of $58.95. A recent report from Javelin Strategy & Research also found that Pinterest drives higher average order values than Facebook, though their figures differ significantly. According to that report, the average order value on Pinterest was $123.50. It’s a huge discrepancy, but the takeaway is this: people are shopping online in droves and Pinterest is a place worth appearing for retailers.
If you’re thinking of giving Pinterest a try, check out these other insights and tips from Shopify, who compiled an infographic around Pinterest shopping stats.
Roughly one-quarter of US consumers have made a purchase on a retail site within the last year after clicking through from a social network. Other sites driving top 10 average order values include reddit ($52.96), Vimeo ($50.75), Twitter ($46.29) and LinkedIn ($44.24).
Have you seen successes in driving retail traffic from a social network? Share your own tips or questions in the comments!