A collaboration between Forrester Research and GSI Commerce has concluded that social media has little influence on purchasing behaviour online, with less than 2 per cent of online sales coming from shoppers visiting a retailer via a social network.
The report suggests that email marketing and search advertising produce much better ROI for online retailers. 60 percent of soft goods transactions, and 40 per cent of hard goods sales, came to retailers’ websites directly from email and search.
Fiona Dias, executive vice president of strategy and marketing for GSI Commerce:
“It’s been a mystery to me why the media is excited about social media. From a retail and commerce perspective, it seems to have no effect.”
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Source: Mashable — Social Media Has Little Impact on Online Retail Purchases [STUDY]
