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Facebook Social Commerce Trends and Data

Posted on 3.16.2011

Social commerce solution provider Adgregate Markets and analytics mainstay Webtrends have partnered to publish some interesting data on social commerce growth at Facebook.

The effect that social networks and the mobile Web are having on website traffic and commerce in general can not be ignored and is important to Internet retailers. The whitepaper makes the case for “driving value with fans, including social commerce and fan nurture campaigns.”

The companies analyzed 11,000 Facebook ad campaigns, the top 25 Facebook retailers and 20 million fans interacting with them.

And what did they find?

- Facebook stores are very efficient at traffic acquisition, acquiring visitors through wall posts and establishing a store monthly user base equal to 1-10% of the retailer's fan base

- Facebook stores on average generate a 17% social engagement rate (merchandise "likes" and "shares" per visitor)

- Facebook commerce conversion rates ranging from 2% to 4% are on par with Commerce websites.

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