Even In A Mobile World, Retailers Aren’t Convinced Social Media Can Sell

While retailers have long fretted over whether social media sites drive adequate sales, major players in the category seem to have no intention of backing away from Facebook, Twitter and Instagram. But a new study might change their minds. Between January and March, e-commerce vendor Custora crunched data about $100 billion in sales among 500 million shoppers and found that only 1.5 percent of retailers’ last-click e-commerce transactions came via social media. Within that sliver of activity, Facebook dominated 81 percent of sales, while shopping-centric Pinterest generated 10.8 percent and Instagram, YouTube and Twitter collectively yielded 5.2 percent. Read more at Adweek.