The top 500 online retailers in terms of site traffic from social media earned $3.3 billion in revenue from social shopping in 2014 while a popular eCommerce platform shows that many of its small and medium merchant clients are increasing site visits and volume through multiple social media apps and sites as well. If you doubted the significance of social media in driving web traffic and sales, these figures from Internet Retailer, Shopify and Business Insider may convince you otherwise.
Including desktop and mobile access, social media drove 1.5 percent of eCommerce web traffic in the first quarter of 2015. While this seems quite low in comparison to the 16 percent of eCommerce web traffic from paid search and 34 percent from organic search, traffic referrals from social media are in a period of steep growth as social contributed just 0.5 percent of eCommerce web traffic in the first quarter of 2014. This represents a year-over-year change of 200% for social driven web traffic, meanwhile traffic from emails, organic search and paid search fell by 4 percent, 8 percent and 20 percent, respectively.
Increasing traffic is one thing, but as merchants continue to shift more advertising dollars to social platforms they want to know how that translates to sales.