Chart of the Week: Social Media and E-commerce
The e-commerce space has been heating up all year. Unsurprisingly, Amazon has led the pack, with its acquisition of Whole Foods and a new shopping service for teenage consumers. And many social media platforms are also exploring how they can monetize their investors (and appease investors) through the creation of various e-commerce features. Snapchat recently launched Context Cards to aid content discovery and more importantly, make a connection between disappearing snaps and actual products and services. And Facebook has engaged in a series of efforts, including Marketplace and its new entry into the food delivery space. And then there’s the role of social media networks as good, old fashioned referral sources: which social media platforms lead the users to actual e-commerce activity?
Pinterest is best at driving users to e-commerce apps
According to Verto Analytics data, Pinterest is the social media platform with the highest affinity for e-commerce apps: following a Pinterest session, 3.15% of all sessions continue on to shopping apps (such as Amazon, Wish, and Target). That’s an even better rate than Google search (which we included as a benchmark), which only sends about 2.3% of all app sessions to e-commerce apps. Other major social media platforms, such as Facebook, Snapchat, and Twitter, showed a much lower propensity for driving consumers towards e-commerce apps: Facebook sends only 1.9% of app sessions on to e-commerce apps, while both Twitter and Snapchat barely send 1% of all app sessions on to e-commerce apps.