January 19, 2012, 10:44 AM

E-retailers’ Facebook pages produce few holiday sales

Most consumers purchased nothing from the pages, a Baynote survey finds.

Lead Photo

E-retailers that expected their Facebook fan pages to be a fount of sales during the holiday season were likely disappointed. The vast majority—91.4%—of 1,000 online holiday shoppers surveyed by Baynote Inc. purchased nothing from an e-retailer’s Facebook fan page.

Expectations that a consumer’s personal connections on Facebook or other social networks at least might influence a consumer’s purchase also appear to have gone unmet. 80.2% of respondents said their online social connections had no influence on their holiday purchase decisions.

While 95.4% of consumers said e-commerce sites met or exceeded their overall shopping expectations this past December, a somewhat lower 83.5% said Facebook fan pages met their needs. 84% of shoppers were satisfied shopping on retailer sites via their smartphones and 82.1% were happy with their experience using a tablet computer.

“While social, mobile and tablet all have tremendous potential, retailers need to improve the customer shopping experience across these new channels,” says Anurag Wadehra, Baynote chief marketing officer.

Baynote sells e-commerce personalization software.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Deepak Agarwal / E-Commerce

Back-to-school insights from a Top 100 online retailer

It’s the second-largest online shopping season, and one nomorerack.com CEO pays close attention to. Here ...

FPO

Kevin Sterneckert / E-Commerce

The ghost economy: an $800 billion retail data disconnect

A new twist on a classic holiday story that online retailers will relive in the ...

Advertisement