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 The IR Blog

FPO

Andrew Ruegger / E-Commerce

How online search data can improve offline retail results

Search data represents the largest, unbiased free source of consumer data in the world.

FPO

Brice McBeth / E-Commerce

Ditch averages to find e-commerce conversion breakthroughs

An e-retailer explains how averages can obscure the kinds of clients you serve.

Advertisement