At the upcoming Retail Recharged event on 20th October we will be exploring various themes around retail innovation and its application today. In this post, our friends at Similarweb tell you more about some key social strategies, working in the U.S.
These days, companies realize the importance of getting their message out on social media to consumers. With so many social networks to use, how do you know which ones will be best for your brand?
SimilarWeb looked at U.S. social metrics of different e-commerce companies over 6 months (February – July, 2015). Here’s a look at seven U.S. ecommerce websites that are killing it on social from which we can learn a lot here in the U.K.
Brooklyn-based Etsy is a global online marketplace where people can browse and buy a wide variety of handmade and vintage items. This e-commerce site takes the cake, with 11.2% of all Etsy’s U.S. online traffic comes from social media. Pinterest dominated with a 41.8% traffic share, Facebook had 34.5%, Reddit 13.5%, and YouTube had 4.7%. The website makes it easy to pin, like, or tweet any item people like when they’re browsing.
San Francisco-based furniture e-tailer Dot and Bo is acing their social media presence. Their handpicked furniture can be pricey, but it’s currently the second most visited website for buying furniture online in the U.S. It gets more than 75% of its social media traffic from Pinterest because every picture of every item has a ‘Pin it’ button on the website. Facebook follows with 23.3%, but all other social networks combined had less than 1.6% of all the site’s social traffic.
Fashion retailer J. Crew received a whopping 10.7% of its traffic from social media. The majority of it (75.9%) came from Redddit, with subreddit /r/frugalmalefashion contributing most of that. Facebook contributed 16.2%, Pinterest 3.7%, and YouTube 2%.
The furniture, home décor, and accessories shop Fab gets 8.4% of its traffic from social media. Like Dot and Bo, the majority of that traffic (77.4%) comes from Pinterest because mousing over each item encourages you to pin it. Facebook sent the site 12% of its social traffic, Reddit 4.8%, and Twitter 2.6%.
The National Football League is a champion when it comes to selling team swag online. A link from the ‘Shop’ tab on NFL.com sends fans to NFLShop.com, but 7.5% of that e-commerce traffic comes from social media. The driving force behind that traffic (66.6%) comes from Reddit where fans place links on their teams’ subreddit boards. Facebook contributes 18.2% of the site’s social media traffic, Twitter 11.2%, and YouTube 3.1%. Football fans love to fly their team’s colors.
The athletic company received 7.4% of its ecommerce traffic from social media – some 5 million visits over the last six months — but all of it is fairly well spread over four social networks. Twitter leads with 27.9%, followed by Facebook with 26.7%, Reddit with 21.7%, and YouTube with 15.9%. Nike lets consumers like, tweet, pin, and Google+ its products while they’re browsing in the online store.
Women’s fashion curation site Polyvore may seem like it’s a Pinterest clone, but in reality, it’s a serious e-commerce engine. The site says that its average order value (AOV) is an astounding $385. Roughly 7.2% of its web traffic over the last six months was driven via social referrals. More than 50% of that came from Pinterest, 23.3% from Reddit, 8.7% Facebook, and 8.3% from YouTube. No wonder Yahoo recently acquired the e-tailer for a reported $230 million.
Similarweb turns billions of daily data points from across the Internet, into insightful information, helping online businesses validate, consolidate and accelerate their digital capabilities. Find out more at www.similarweb.com