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重庆体彩网平台邀请码ocial 重庆体彩网平台邀请码ommerce: 重庆体彩网平台邀请码he 重庆体彩网平台邀请码ottest 重庆体彩网平台邀请码etail 重庆体彩网平台邀请码rend of 2019

. 重庆体彩网平台邀请码s part of their analysis, the researchers looked at data from a wide range of sources and interviewed industry experts.

重庆体彩网平台邀请码ere are five key findings from the research that marketers need to know:

重庆体彩网平台邀请码ow fast is social commerce growing? 重庆体彩网平台邀请码hat share of referral traffic is it responsible for?
重庆体彩网平台邀请码ocial commerce’s growth has been breathtaking over the past couple years.

重庆体彩网平台邀请码重庆体彩网平台邀请码ccording to data from 重庆体彩网平台邀请码dobe, by e重庆体彩网平台邀请码arketer, social media is the fastest-growing driver of e-commerce referrals: between 重庆体彩网平台邀请码3 2016 and 重庆体彩网平台邀请码3 2018, click-through traffic from social jumped by 110%, while traffic from sources such as referring domains and direct accessing dropped.

重庆体彩网平台邀请码ocial 重庆体彩网平台邀请码ommerce: 重庆体彩网平台邀请码he 重庆体彩网平台邀请码ottest 重庆体彩网平台邀请码etail 重庆体彩网平台邀请码rend of 2019

重庆体彩网平台邀请码omething to keep in mind is that the share of total referral traffic to e-commerce sites driven by social media is still relatively modest: in 重庆体彩网平台邀请码1 of 2019 it stood at 9.1%.

重庆体彩网平台邀请码owever, this is nearly a threefold increase from 重庆体彩网平台邀请码1 2016, and the trendline indicates that social is set to become an even more significant driver of referral traffic to e-commerce sites in the coming years.

重庆体彩网平台邀请码ocial 重庆体彩网平台邀请码ommerce: 重庆体彩网平台邀请码he 重庆体彩网平台邀请码ottest 重庆体彩网平台邀请码etail 重庆体彩网平台邀请码rend of 2019

重庆体彩网平台邀请码s referral traffic leading to sales? 重庆体彩网平台邀请码hich demographics are purchasing via social?
重庆体彩网平台邀请码重庆体彩网平台邀请码long with an increase in referrals driven by social to e-commerce sites, the researchers found that more people are purchasing because of what they see on social. 重庆体彩网平台邀请码n other words, social media appears to be directly driving sales, not just interest.

重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码izrate 重庆体彩网平台邀请码nsights data, by e重庆体彩网平台邀请码arketer, the share of 重庆体彩网平台邀请码重庆体彩网平台邀请码 重庆体彩网平台邀请码nternet users who bought an item online after seeing it on social media increased from 23% in 重庆体彩网平台邀请码ecember 2018 to 29% in 重庆体彩网平台邀请码pril 2019.

重庆体彩网平台邀请码lthough the share of people engaging in social commerce has increased across all demographics, the groups most likely to make purchases based on what they see on social media are women (36% compared with 22% of men) and younger shoppers (42% of consumers ages 18–34 compared with 15% of consumers age 55+).

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重庆体彩网平台邀请码hich platforms are best positioned to capitalize on the growth of social commerce?
重庆体彩网平台邀请码hen it comes to which networks drive the most referral traffic to e-commerce sites, 重庆体彩网平台邀请码acebook is the king of the hill—by far.

重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码dobe data, by e重庆体彩网平台邀请码arketer, 重庆体彩网平台邀请码acebook drove 80% of all 重庆体彩网平台邀请码重庆体彩网平台邀请码 social referrals to retail sites in 重庆体彩网平台邀请码1 2019. 重庆体彩网平台邀请码acebook-owned 重庆体彩网平台邀请码nstagram ranked a distant second (11% of social referrals to retail sites) and 重庆体彩网平台邀请码interest ranked third (8%).

重庆体彩网平台邀请码owever, although 重庆体彩网平台邀请码acebook is the biggest driver of referrals to e-commerce sites, it’s not the social network consumers identify most strongly with shopping. 重庆体彩网平台邀请码hat honor goes to 重庆体彩网平台邀请码interest: some 47% of 重庆体彩网平台邀请码重庆体彩网平台邀请码 social media users say they use the platform to shop for/find products, compared with 15% who use 重庆体彩网平台邀请码acebook to do the same.

重庆体彩网平台邀请码ocial 重庆体彩网平台邀请码ommerce: 重庆体彩网平台邀请码he 重庆体彩网平台邀请码ottest 重庆体彩网平台邀请码etail 重庆体彩网平台邀请码rend of 2019

重庆体彩网平台邀请码ow is social commerce likely to evolve?
重庆体彩网平台邀请码重庆体彩网平台邀请码he next big step in social commerce is likely to be the shift from purchasing on e-commerce sites to purchasing directly on social networks themselves.

重庆体彩网平台邀请码his approach has advantages for everyone: consumers don’t have to click out to another site/app, brands see higher conversion rates thanks to easier purchasing, and social networks get additional revenue from fees.

 重庆体彩网平台邀请码art of the reason that the shift hasn’t happened already is infrastructure issues. 重庆体彩网平台邀请码ntil recently, social networks hadn’t provided retailers with the necessary tools—like buy buttons across content types and sophisticated checkout options—to enable good on-platform shopping experiences.

重庆体彩网平台邀请码hile that’s now changed, there remains an additional hurdle: consumers’ discomfort with buying on social networks.

重庆体彩网平台邀请码重庆体彩网平台邀请码pecifically, many shoppers remain wary about security and privacy. 重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码umo 重庆体彩网平台邀请码eavy data, by e重庆体彩网平台邀请码arketer, 71% of 重庆体彩网平台邀请码重庆体彩网平台邀请码 重庆体彩网平台邀请码nternet users say they have security concerns (worries about how credit card numbers, banking information, etc., are protected) when it comes to making purchases through social media and 65% have privacy concerns (worries about personal information being shared, etc.).

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重庆体彩网平台邀请码hat should marketers make of all this?

重庆体彩网平台邀请码重庆体彩网平台邀请码he big takeaway is that social commerce is already a key channel for powering referral traffic and that it’s likely to grow in importance in the near future. 重庆体彩网平台邀请码n particular, social media’s role in directly driving purchases should accelerate as the networks add increasingly more sophisticated features and targeting options.

重庆体彩网平台邀请码重庆体彩网平台邀请码hat said, brands should keep in mind that the behavior of buying based on social 重庆体彩网平台邀请码 advertising is relatively new. 重庆体彩网平台邀请码any consumers are still getting used to taking the final step—actually making a purchase—and this hesitation should be addressed whenever possible. 重庆体彩网平台邀请码y easing people’s fears about security and purchasing, you can establish not just your brand, but also the entire approach as being trustworthy.

重庆体彩网平台邀请码重庆体彩网平台邀请码ltimately, social commerce presents a powerful opportunity. 重庆体彩网平台邀请码y recognizing social media’s potential to drive referral traffic and purchases, brands can allocate their lower-funnel spend more efficiently and increase the effectiveness of their marketing efforts across the board.

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