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Social MediaAccording to a recent study, the traffic on shopping sites generated by social media is only about one-tenth of the traffic that originates from search. If you look at search only, most visitors are derived from organic search. Paid search seems almost irrelevant.


In a study conducted by SimilarWeb several billions of visits on websites worldwide have been analyzed, including desktop and mobile traffic. The analysis showed that about 39 percent of the traffic on shopping websites originated from search (organic and paid). The second-most traffic source was direct visits (36 percent), followed by referal traffic with 13 percent. Far behind on fourth place social media followed with only about four percent.

If you look at the search traffic, almost all visitors came from organic results (95 percent). Only five percent of the visitors had clicked on a paid search ad before.

Paid search on the other hand proved to be more effective than display ads in most categories. Only for "General Merchandise" products, display ads stayed ahead.


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