Facebook is already the leading social media platform, driving more than two-thirds of mobile e-commerce traffic and boosting social media's quickly growing share of e-commerce web traffic. In terms of social referrals Facebook takes up 50% and 64% of the total social revenue. The social media giant have been going strong for a whopping 11 years now and is just becoming more and more popular and stepping on other social media platforms that try to take its number one spot.
The site's social commerce initiatives, including a recent focus on its Messenger app, largely reflect social media's increasingly important role for online retailers. In a report from BI Intelligence they analysed social media's impact on online retail - whether Facebook is driving direct sales with the use of embedded "Buy" buttons on social media posts, or referring traffic to retailers' websites and apps. BI Intelligence measured the impact social media has on e-commerce by looking at metrics such as conversion rates, average order value, and revenue generated by shares, likes, and tweets.
BI Intelligence then go on to also outline the latest commerce efforts by leading social networks. The report found that social media as a whole increased its share of e-commerce referrals by almost 200% between the first quarters of 2014 and 2015 and much more interestingly, social media users are 35% less likely to share a brand or retailers posts on mobile compared to their computers.
Also on a surprising note Facebooks sister social media platform Instagram, has not been doing as well as Facebook in driving sales for retailers however, much bigger and well-known brands have been benefiting from Instagram's brand boosting features.
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