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UK retail sales directly through social media are forecast to grow to £290m by 2014 from £210m.

The study, commissioned by eBay, also predicts that £3bn of retail sales will be influenced by social media by 2014.

The increase is expected to be driven by retailers targeting consumers with personalised offers and deals on social networks.

Nearly half (46%) of social media users are already using social platforms while thinking about making a purchase, and 40% of users are actively deciding what to buy based on what they have seen on social media platforms, including reviews and recommendations, and this is only set to grow.

The publication of eBay’s study coincides with data released by Experian Hitwise which shows that Pinterest is now the fourth biggest social network in the US and 14th biggest in the UK.

Americans spend on average 15 minutes per Pinterest session and Brits nine minutes. Americans are more likely to visit Pinterest after having been on Facebook compared to Brits who will go to Pinterest direct from Google.

This could be good news for retail sites, as we’ve seen evidence to suggest that Pinterest drives more sales and higher average order values than Facebook.

Experian’s data shows that Instagram has also experienced a massive growth in traffic in the past 12 months.

This table shows the increase in the share of visits to all sites by country between July 2011 and July 2012.

The use of instagram among top brands has also increased, with new data from Simply Measured showing that 40% of the brands on the Interbrand 100 now have an account on the mobile photo sharing service.

With that in mind, we compiled a list of nine brands making great use of Instagram, and one that isn't.

David Moth

Published 23 August, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1680 more posts from this author

Comments (1)

John Waghorn

John Waghorn, Content Marketer at Koozai Ltd

This once again highlights the importance of social media for businesses, in this instance the world of e-commerce. Although it’s only a forecast, an 80million increase over two years is a pretty significant amount of revenue and one that other businesses should take note of. More people are noticing and reacting to links and ads placed on social media each time they log in as its becoming a natural part of its infrastructure. As a result, I’d expect to see this trend continue beyond 2014.

about 4 years ago

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