While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
Revenue for online merchants has increased 23% so far this year, with web site traffic up 46%, according to a survey of 70 retailers. The findings could foreshadow a successful holiday shopping season.
Sales and traffic are up sharply this year for the online retailer clients of e-commerce technology provider MarketLive Inc.
Revenue is up 23.3% through Sept. 20 while traffic increased 44.5% over the same period last year. Consumers created 55.9% more shopping carts on the sites operated by the 70 retailers included in this survey, and the number of orders grew 32.4%.
Conversion rate dropped three-tenths of one percent, but MarketLive did not provide the actual rate. Company officials attribute the drop in conversion rate to the nearly 45% increase in traffic to the e-commerce sites.
“We believe our retailers are poised for success this holiday as they leverage the momentum they are experiencing in their respective markets and design cross-channel promotion strategies that will engage the customer at every touch-point including online, in-store, mobile, catalog or customer service interactions,” says Mark Pierce, CEO of MarketLive.
The study compared the same-store sales of 70 MarketLive retailer clients between Jan. 1 and Sept. 20, 2010, and the comparable period in 2009.