Pinterest a key player in ecommerce

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Pinterest is gaining a lot of attention as one of the top social network sites today. The photo-sharing portal is also becoming one of the most rapidly growing platforms for e-commerce.

According to the latest quarterly report from cloud-based technology provider Monetate, Pinterest is credited with directing more user traffic to online retailers in Q1 2013 than it did late last year. Comparatively, the user traffic created by other social networks during the same period was nearly flat or falling.

Although overall figures are still small, it came as a surprise that Pinterest diverted more traffic to ecommerce sites than Twitter by more than two-fold. Apart from that, Pinterest generated the largest average order value among social network referrers (US$80.54).

However, there is concern that Monetate did not completely count all the traffic directed by Pinterest to ecommerce sites.

“Given the extreme stickiness of social networks (especially Facebook and Pinterest), it is indeed possible that part of the issue with social commerce is one of session interruption, whereby consumers don’t want to leave the visceral comforts of their social network by clicking a link and going shopping online,” said the report.

Some users will memorise the deal and visit the online retail store later, when they are finished catching up with family and friends on social network sites. As a result, these visit to ecommerce sites were not credited to Pinterest because the user accessed the portal directly.

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