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BizReport : Ecommerce archives : July 29, 2014

Retailers failing to maximize use of social shopping websites

Consumers today are increasingly discovering products via social commerce websites yet, according to new research from Kenshoo and DataPop, very few retailers are posting their products on such websites.

by Helen Leggatt

According to Kenshoo and DataPop's inaugural 'Search and Social Commerce Index', search sites such as Google and Bing continue to be huge drivers of traffic.

However, social commerce websites such as Pinterest and Polyvore are also driving sales, high quality sales, yet many retailers are not posting their products to such sites. Kenshoo's analysis of more than 40 retailers and their 2.9 million published products found that just 1.7% of products are being posted on social commerce properties.

Retailers are also missing out on product coverage by failing to post products within those categories that consumers search for most often. Just 7.2% of products in these categories were posted to social commerce sites.

And finally, retailers aren't tailoring their social content to suit search behaviors of consumers on social commerce websites. Most (70%) use product names for social post titles whereas most consumers are searching by product attribute such as color, material, style and even size.

"With search and social driving 54% of traffic to retailers' sites, the two have become the most important channels going into this holiday season," says Tal Halpern, product manager at DataPop. "Retailers should use the index to better understand the opportunity to merchandise across the channels, both through understanding the current industry benchmarks as well the industry opportunities."

Image via Shutterstock

Tags: product listing ads, research, retail, search marketing, social marketing

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