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Pinterest is stealing market away from Facebook

Despite being much smaller, this social network is more efficient for online trading

  • Key4Communications

Since it was born in 2010, Pinterest has shown its strength for electronic commerce. While it has less than 50 million users, compared to 1 billion Facebook members, Pinterest gathered in April 25% of all e-commerce done through social networks, while Facebook fell to 69%, after reaching 92% in December last year, according to a study by RichRelevance comparing purchases made via Facebook, Pinterest and Twitter.

In addition, every purchase through Pinterest totaled a average of $153 between November 20, 2012 and April 1, 2013, compared with €85 in Facebook, a trend that is growing.

The advantages of Pinterest
These data are in line with those published by Bloom Reach, explaining that Pinterest users arrive to the network with more a higher purchasing drive, while on Facebook users mostly interact with friends and also with brands. According to Bloom Reach, Pinterest has advantage in four areas:

- Users who come to shop online from Pinterest spend 60% more time on the web than those coming referenced by Facebook.

- Pinterest records 22% more conversions (visitors who end up buying) than Facebook.

- Facebook visitors left the site without visiting more than one page in 90% of cases, a figure which fell to 75% for visitors who came from Pinterest.

- Users linked by Facebook viewed an average of 1.6 pages. Pinterest users reached 2.9 pages per visit.

Finally, we must take into account the weight of social networks remains low for online retail. In late 2012, only 2.7% of online stores visitors came from social networks.

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