Facebook Ranks #1 for Social Commerce, But Only #4 for Average Order Value

Just how much does social media impact e-commerce?  And which social media platforms are driving the most sales? A new study by Shopify looks at top sources of social traffic and sales, as well as average order values and conversion rates. The (not so) big news: Facebook is on top, claiming an average of 85% of all orders on social media and nearly two-thirds of all visits to Shopify stores.

While that isn’t very surprising, here are some highlights from the study that are:

  • Polyvore is generating the highest average order value ($66.75), followed closely by Instagram ($65); they are both ahead of Pinterest ($58.95), Facebook ($55) and Twitter ($46.29)
  • orders from Reddit increased 152% in 2013; LinkedIn orders increased 122%
  • Facebook has the highest conversion rate for all social media e-commerce traffic – 1.85% 

The Shopify study analyed data from 37 million social media visits that led to 529,000 orders.

Here’s the full infographic from Spotify:

Top platforms in social commerce: Spotify infographic