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Email and search continue to drive ecommerce growth as social stalls

15th Aug 2012
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Online commerce is still demonstrating strong growth according to new stats, and despite the emergence of new mediums, it’s search and email that continue to drive it.

According to research from comScore, ecommerce sales in the US alone hit $43.2 billion in Q2 2012, representing a 15% increase year over year.
The industry has now experienced 11 consecutive quarters of year-on-year growth.
Consumer electronics was one of the top-performing categories, along with digital content and subscriptions, computer hardware, and apparel and accessories.
ComScore chairman Gian Fulgoni said that the findings were "a sign of continued strength in the ecommerce channel”, reflecting that the second-quarter ecommerce growth rate was four times higher than the growth in overall consumer spending (online and offline).
Elsewhere, findings from Monetate indicates that online purchases continue to be highly influenced by traditional online mediums of search and email, while newer mediums such as social media are less impactful at this point. 
The research indicates that social media converts an estimated $26 less per transaction than search-influenced purchases and about $20 less than email influenced purchases.

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