Social Media Lacks E-commerce Marketing Punch

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A new study of the source 77,000 online transactions over a two-week period conducted by Forrester Research and GSI Commerce has found that, while social media platforms such as Facebook and Pinterest are the subject of intense interest by marketers, fewer than 1 per cent of examined online purchases could be directly traced to social media activity.

The results showed that 39 per cent of new customers who make purchases on e-commerce sites are led there by paid or organic search links while 30 per cent of transactions completed by repeat customers begin with a click on an email from the retailer.

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