Are you focusing too much on Social Media as a channel?

When it comes to their online marketing strategy, many businesses seem fixated on social media. If that’s you, then a report released by SimilarWeb may well have you rethink this.

The report looks at paid and organic search, display ads, and other traffic sources for leading global e-commerce websites across eight key shopping verticals. These being:

  • Classified
  • Clothing
  • Coupons
  • Consumer Electronics
  • General Merchandise
  • Jewellery
  • Home and Garden
  • Sports

According to the report, which analysed billions of visits to shopping websites, search drives 10 times more traffic than social media. In fact, as the graph below shows, Search is the number one source of traffic to shopping websites, followed by Direct and then Referral traffic.

Shopping categories- traffic sources

Search of course consists of Organic and Paid (PPC).  According to the report just under 95% of this is organic traffic.


For every 100 visits to a Shopping website, the global average shows that roughly two come from PPC search ads. As the diagram below shows, this percentage varies by market.


Why should you care?

If you are involved in a shopping website in any of the eight verticals covered by this report, we suggest you download the report to get more in depth insights.

Has your focus been on social media to the exclusion of other channels? If so, this may well mean you’ve been leaving lots of money on the table for competitors — at least, those who also have organic (SEO) and paid (PPC) search in their sights.

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About the Author Mark Sceats

Mark is a Partner and Senior Consultant at SureFire which he founded back in 2002. Prior to establishing SureFire he worked for KPMG Consulting. Today Mark heads up SEO, embracing the challenges that can come with complex website implementations. Outside of work, his interests beyond his family are running, snowsports, diving and fishing (badly).

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