Social Commerce Drivers

Here’s another provocative chart from eMarketer.

It doesn’t really surprise me that the top two drivers to eCommerce are search and direct navigation, but what’s interesting is that ‘referrals’ aren’t seen as social.

I may be biased in wanting social to play a bigger role in eCommerce conversion, but this just seems like another case of “torture numbers and they’ll tell you anything“.

In my opinion, referrals are always social, regardless of whether they take place on ‘social media.

social referrals to ecommerce


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