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Who's Driving Shopping Traffic for 'Net Retailers?

Posted on 12.01.2013

Data from RichRelevance's latest Shopping Insights study, which examined nearly 700 million shopping sessions, reveals the degree to which social channels are impacting e-commerce today and how they are comparing against one another this holiday season.

The study indicates that of all social sites, Facebook produces more than three times the number of sessions and 10 times the number of orders than the next most prolific social site, Polyvore. Pinterest has been gaining ground on Facebook with 25% of social shopping sessions (up 14% from last year) and now generates more than double the average order value (AOV) of Facebook.

"Facebook's audience is huge, so it's not surprising that they drive a mass audience, with somewhat lower average spend, on retailer sites, " said Diane Kegley, RichRelevance's Chief Marketing Officer. "Pinterest and Polyvore attract a different shopper—in large part because the user experience is predicated on highly visual, catalog-like sites. Furthermore, because Polyvore attracts an audience of predisposed shoppers, the high AOV this site drives is not that surprising.”

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