06 Nov

Choosing the Right Social Media Platform for Your E-Commerce Business

Today’s generation of online users usually turn to social media to find what they’re looking for. In many cases, social media has evolved from being avenues for self-expression to effective platforms to stage a marketing campaign.

If you own an online store, it’s understandable that you’re skeptical about the benefits of social media marketing. After all, maintaining a social media account – let alone four accounts at the same time – can be taxing for any business owner.
E-commerce company Shopify looked into which social media platforms could best benefit any online seller in terms of customer exposure and actual sales. Here are some of the important discoveries revealed in a study conducted by Shopify early this year:

Facebook is still king

Facebook rises over other social networking sites in terms of traffic and sales. According to Shopify, almost two-thirds of all social media referrals to their users’ stores come from Facebook. In addition to this, a huge majority of orders linked to social networking sites were also from the social media giant. On top of all these, Facebook posted the highest click-to-sale conversion rate from social media.

Reddit showed the highest growth in orders

It may not look like a good bet for your next social media campaign, but check this out: Based on 2013 records, Reddit tops the list in terms of orders growth at 152%, beating out Facebook’s 129% and Pinterest’s 79%.

Polyvore wins highest average order value

Poly—what? While this community-driven social website does not belong to the top echelons of social media traffic, Polyvore makes up for lack of name recognition by providing the best bang for your buck. The Shopify study notes that orders from Polyvore had the highest average value at $66.75 per order, besting Instagram at $65 and Pinterest at $58.95.

Other social networking sites perform best in niche industries

If you are a seller of antiques and collectibles, the study says that you might be better off using Pinterest as your main medium of online marketing. Here are social media sites that posted the highest number of orders in other industries:

  • Twitter:
    • gifts and specialty,
    • home and office furnishings,
    • home and garden
  • Pinterest:
    • antiques and collectibles,
    • services,
    • books and magazines,
    • IT or computing
  • YouTube:
    • digital products,
    • merchandise,
    • services,
    • automotive

Regardless of which platform you use, you still need a comprehensive plan to follow to turn those social media friends into actual customers. Choose your platforms well!

[Photo courtesy of Jason A. Howie on Flickr]
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