Facebook Leads Social Shopping Conversions but Polyvore Has Highest AOV
David Selinger, CEO of RichRelevance says that social shopping accounts for less than 1% of the total online shopping sessions but hey, that’s still money in the bank, right? So, his company put together this lovely, holiday-themed infographic that shows how the top social shopping channels stack up.
The first thing you’ll notice when you review the panels is the inclusion of a site we don’t often talk about – Polyvore. This social site asks user to curate sets of products from a variety of online retailers. The example you see on the right is someone’s idea of a cool living room. Click on the objects and you get a detail page including the price and where to buy it. One more click and you’re on the site that sells it.
This set includes over $5,000 in merchandise and you can see how a viewer could be influenced to buy all of the coordinating piece. The most popular sets on Polyvore are filled with fashions. For someone like me, who can’t figure out which top goes with which pants, it’s like having a stylist create outfits for you. Genius.
Let’s get back to the numbers.
Facebook Dominates Social Shopping Sessions
- Of all social sites, Facebook produces more than 3x the number of sessions (4.31M) than the next social network (Polyvore 1.41M sessions).
- While Facebook dominates, Pinterest has grown more than 10% in the last year and now accounts for 1.1M sessions.
- Twitter delivers the least amount of social shopping sessions (322K), and accounts for only 5% of traffic.
Facebook Sends the Most Traffic
- Facebook dominates when it comes to traffic but Polyvore sends a respectable 20%.
- Pinterest comes in third with Twitter far behind the rest.
Facebook Leads Conversion, Orders
- Facebook’s conversion rate (2.69%) is comparable to that of non-social shopping sessions, which is 2.98%.
- Polyvore, Pinterest and Twitter show conversion rates of 1.17%, .96% and .49%, respectively.
Here’s Facebook in the lead again but look at Polyvore. Again, they inch out Pinterest and leave Twitter in the dust. I do think that Pinterest is growing faster than Polyvore so they could overtake them in another year.
Polyvore Drives Highest AOV
- While Facebook saw the most sales during this period ($10.7M), Polyvore drove the highest AOV per session with consumers spending $383.34 per session.
- Pinterest followed Polyvore in AOV with $199.16 per session, which was more than double Facebook ($92.27) and more than triple Twitter ($58.02).
This is a big one. Facebook brings in the bucks but Polyvore buyers spend more per session. Way more than even their closest competitor, Pinterest.
The takeaway? If you’re an online retailer for home decor, fashion or beauty products – you need to be on Polyvore now.