Pinterest and Instagram drive higher order value than Facebook

Pinterest and Instagram deliver the highest average order values from mobile devices for online fashion retailers, according to a new study.

An analysis of mobile traffic and orders placed with online fashion retailers by Nosto, an e-commerce personalisation platform, also found that the social media duo, which enable consumers to click on ‘shoppable’ images, result in higher average order values (AOV) than Facebook.

The research also revealed that retailers are getting bang for their buck when it comes to advertising, with average mobile order values via paid social sources higher than those from unpaid or ‘organic’ activity.

The paid AOV on Pinterest is $154 - unpaid $68 - while on Instagram paid AOV is $103 - unpaid is $65. In contrast, Facebook AOV is just $69 paid and $58 unpaid, the study found.

However, Facebook was found to have the highest conversion rate on social media, with 1.24 per cent unpaid, 0.73 per cent paid. Given that it is also the biggest driver of social media traffic to fashion retail, Facebook generates more orders overall, but they are smaller on average.

Ephemeral image platform Snapchat was found to trail the other social networks in both conversion rate and AOV. This is most likely because it is more of a top of the funnel discovery channel where consumers go for inspiration rather than immediate purchases, Nosto said.

The study tracked how mobile paid and unpaid channels - including social media - drive traffic, conversion rates and order values for fashion retailers. The research tracked all traffic sources based on the ‘last click’, where a visitor came from prior to landing onto an e-commerce site.

Jim Lofgren, chief executive of Nosto, said: “The high AOV the study demonstrates for Instagram and Pinterest shows the potential they have within fashion retail, particularly as both are adding new features to support e-commerce.

“However, right now their low direct traffic and lower conversion rates means there is a risk that they become destinations purely for branding plays,” he continued. “Instagram has managed to drive brand awareness for fashion brands by allowing them to leverage influencers, but can Instagram and Pinterest manage to sustainably drive ecommerce revenue?”

A Bazaarvoice survey earlier this week found that social media sites such as Facebook and Instagram are quickly becoming a favoured destination for shoppers, with a 38 per cent rise in the consumers who place high importance the ability to discover new brands and purchase directly on these channels.

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