NoMoreRack’s social commerce sales surge is largely a reflection of the retailer increasingly viewing social media – and Facebook in particular – as a direct response channel rather than a forum to boost brand awareness, says Agarwal.
The majority of its posts focus on a specific product, as do most of the posts it pays to publicize via Facebook’s Promoted Posts… led to 35% of the retailer’s traffic in a typical month stemming from social networks.
This is in addition to Adobe’s latest Adobe Digital Index that reports;
…average revenue per visit for shoppers who click from Facebook was 93 cents in the third quarter, up about 39% from 67 cents in the same period a year earlier.
According to the Adobe Digital Index, average Revenue Per Visit from social channels is;
- Facebook @ $0.93 (up 39% YOY from $0.67)
- Twitter @ $0.44 (up 300% YOY from $0.11)
- Pinterest @ $0.55 (up 150% YOY from $0.22)