STUDY: Facebook Still Dominates Social-Commerce Referrals But Lags Behind In Mobile

Despite Facebook’s strides in the mobile sector, only slightly more than 11 percent of the social network’s referrals to social commerce websites came via mobile, compared with 31 percent of Twitter referrals and 26 percent of those from Pinterest, according to the latest Ecommerce Quarterly study by Monetate, which covered more than 600 million online shopping sessions in the second quarter.

Monetate also found that:

  • Facebook dominated social media referrals to social commerce sites at more than 60 percent, with Pinterest rising to more than 20 percent, and Twitter up more than 77 percent from the year-ago quarter, to nearly 10 percent.
  • However, Facebook lagged behind in average order value, at $85.87, while Pinterest and Twitter were both above $90.
  • The overall average order value from social media was $86.80 in the second quarter of 2013, compared with $75.82 in the second quarter of 2012.

Readers: Are you surprised at the low percentage of Facebook social-commerce referrals via mobile?

Image courtesy of Shutterstock.

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