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.
This led to bigger margins and a healthier month compared with February 2010.
Total web sales in February fell 0.2% versus the same period last year, however sales of full-priced items continues to grow, increasing 7.3% during the month, according to the February 2011 MyBuys E-commerce Wellness Index. The index seeks to measure the overall health of e-commerce and tracks key trends among 300 e-retailer clients of MyBuys Inc., a personalization and product recommendations technology provider.
The increase in the sale of items at full price led to healthier margins and drove the index up 6% compared with the same month one year ago. Also contributing to the higher index score was a 29% decrease in the number of orders with promoted items present.
“We continue to see the movement from promotion-propping sales going toward higher margins and relevance,” says Robert Cell, CEO of MyBuys. “And showing the right product to the right person across all channels is an actuality to our clients that will create significantly higher customer value overall.”
The MyBuys E-commerce Wellness Index is a monthly measure based on data from the e-retailer clients of MyBuys. The study covers MyBuys clients that were active both in February 2011 and February 2010. According to the company, the index seeks to measure the health of e-retailing by aggregating total sales, non-promoted sales, discounted sales performance, depth of discounts and average order value.