As we have noted before, many retailers are active — and popular — users of social media. But, they are not necessarily using social media to drive revenues.
eMarketer reports that: “Even as fewer ‘buy now’ and ‘add to cart’ buttons sprinkle Facebook’s newsfeeds and apps, U.S. retailers know the importance of being on the site. According to a new eMarketer report, ‘Facebook Commerce: Evolving, Not Extinct,’ the question is whether retailers can crack the commerce half of social engagement. According to the e-tailing group, 98% of U.S. E-commerce merchants surveyed had a Facebook page in Q4 2012, and nearly the same number of respondents (97%) linked to Facebook from their site. It is also notable that sharing in general is on the rise — a tactic growing in popularity as social discovery becomes a bigger part of the shopping process.”
Click the chart to read more from eMarketer.