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EnterpriseECommerce (Enable Images to Fully Enjoy)
June 11, 2013
Jay Baer Social Media is a Terrible Ecommerce Tactic — or is it?
By Jay Baer
Each quarter, ecommerce optimization firm Monetate publishes a report that analyzes traffic and conversion efficacy on thousands of leading e-retail websites. The report for the first quarter of 2013 peered into more than 500 million online shopping browser sessions. The results were shocking.

Along with my friend Mitch Joel, author of CTRL ALT DELETE, I was asked to evaluate and comment on these findings. There is a ton of interesting insights in the report, which I emphatically recommend you download for free:

Here’s some of what I wrote in my analysis:

Social media is categorically NOT a meaningful source of direct traffic to ecommerce websites or of direct purchase conversions on those sites. In fact, social media represented just 1.55% of all commerce traffic, and a conversion rate of less than three-quarters of one percent (.71%). In short, “social commerce” is a unicorn, at least in terms of last-touch attribution. (meaning that website visitors came from social directly)

It might be reasonable [...]

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