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Move Over, Facebook: Pinterest May Be a Retailer's Best Friend

pinterest . / Credit: Pinterest.com

Pinterest may be the new kid on the social networking block, but that doesn’t mean the popular site hasn’t already had an impact on e-commerce sales. In a recent case study, it was found that Pinterest users outspent and were more influential on other shoppers than Facebook users.

To arrive at those results, online fashion and jewelry retailer Boticca.com examined visits to their website over the span of one month.  In that time, the website studied 50,000 visits from Pinterest and 50,000 visits from Facebook to the Boticca website. On average, users referred from Pinterest spent $180 an order while users referred from Facebook spent on average $85 an order. Sales from  Pinterest were 90 percent higher than sales from Facebook and 10 percent higher than average sales on the Boticca website.

Pinterest was also influential in driving sales from other customers. The study found that Pinterest influenced 10 percent of transactions on the Boticca website while Facebook influenced 7 percent of purchases on that site. Pinterest also bested Facebook in helping the website acquire new customers.   

[Four Steps to Putting Your Business on Pinterest]

Facebook, however, still held the edge in several important sales factors. Most notably, Facebook still holds the attention of shoppers longer than Pinterest users. According to the study, Pinterest users spend 65 percent less time on a website than Facebook users. Pinterest users were also quicker to bounce, or leave the website, without looking at several pages, than Facebook users. Conversion rates of visitors who turned into customers were also  lower on Pinterest than Facebook.  According to the study, conversion rates for Pinterest users was 50 percent lower than Facebook users and 73 percent lower than the average conversion rates for the site.

The information in this study was conducted by Boticca based on information taken from their website.       

Reach BusinessNewsDaily staff writer David Mielach at Dmielach@techmedianetwork.com. Follow him on Twitter @D_M89.

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