Jul 23, 2013 114 reads by Navneet Kaushal

According to the latest survey, 41 percent of the eCommerce content is shared on Pinterest, which makes it the top social network in the online retail category. 37 percent content is shared on Facebook, while Twitter acquires third rank with 17 percent share. Pinterest is also a favorite among travel and hospitality sites, acquiring 19 percent of total share while Facebook still acquires 58 percent share.

John Eklaim, VP Marketing, Gigya said, "Pinterest's sweet spot really is in e-commerce. Pinterest users tend to pin items that they want to purchase later or that they've already purchased. A number of Gigya ecommerce clients cater to largely female audiences and so does Pinterest, which could be one reason why Pinterest has such a heavy presence in e-commerce sharing".

Gigya in a recent report also revealed that Facebook still provides maximum social logins and shared content. But, as users are seeking variety in social activities, other networks are slowly gaining popularity. While Facebook still gets 52 percent share in social logins and 50 percent shared content, Google is slowly gaining popularity as social login provider. Its share in social login activities has doubled from 12 percent to 24 percent. 

John added, "With the advent of Google+ sign-in, we believe that this trend will continue particularly because of the mobile over-the-air download features offered with Google+ sign-in".

Gigya survey also revealed that the popularity of Facebook as the social login provider is higher amongst sites, which are managed by online retailers, consumer brands, education and non-profit organizations, travel & hospitality, and consumer brands. The social network was go-to login provider for:

  • 81 percent education & non-profit websites
  • 79 percent online retailers
  • 67 percent consumer brands
  • 57 percent travel and hospitality websites

Gigya found that the disparity in the sharing and social logins percentage further strengthens the social landscape. Users certainly can use multiple tools and social media platforms, which let them use different functionalities.

Although, Google+ is growing as a login provider, the amount of content shared on the platform accounts to 2 percent of the total content shared on other sites using Gigya's tools. Twitter is the second favorite social sharing tool with 24 percent share while Facebook scores top rank with 50 percent activity.

"Users see networks like Facebook and Google+ as identity networks whereas Twitter is really about syndication and that falls in line with the essence of what those networks offer. Facebook and Google+ offer pretty robust profiles but that's not really what Twitter was designed for. Rather, the focus is on constant sharing, not as heavily tied to identity," Elkaim said.

Pinterest Outsmarts Facebook on eCommerce Content Sharing!, 5.0 out of 5 based on 2 ratings
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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