Jewellery, bags and accessories marketplace Boticca.com has
revealed that Pinterest drives more sales than Facebook-or any
other social media channel. Pinterest influenced 10 per cent of
transactions on Boticca.com during a 30-day period in March and
April, versus 7 per cent from Facebook, as measured by assisted
conversions. Further, the average order value of sales driven by
Pinterest to the Boticca.com website was $180, 10 per cent higher
than the Boticca.com overall site average and 90 per cent higher
than the AOV of sales driven by Facebook. However, it noted,
conversion rate via Pinterest is lower than via other channels;
50 per cent lower than Facebook and 73 per cent lower than the
Boticca overall site average.
Boticca is not the only retailer to experience a surge of traffic
from the social pinning website. Direct Commerce has learned that
several multichannel businesses, in the UK and the US, are seeing
Pinterest in their top five referring sites. One source said her
site consistently receives more sales from Pinterest than from
Facebook, while another, who has only recently started tracking
Pinterest activity, says the network already accounts for 5
per cent of sales.
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