Instagram Tops E-Commerce Engagement Despite Tiny Share Of Traffic

While social media sites only account for 6% of all web traffic diverted to e-Commerce business, Instagram manages to lead the pack when it comes to keeping these potential shoppers engaged with a retailer.

Users accessing an e-Commerce site via Instagram spend an average of 192.04 seconds on the site, marking the longest rate of any channel, according to research from Yotpo. After Instagram, the next longest set of services include:

  • Email (188.65 seconds);

  • Referrals (184.01)


  • Direct, or typing the hyperlink in the search bar (181.53); and

  • Search engines (164.20).


The device from which a user engages is a major factor in determining where the e-Commerce traffic will originate. For example, 97% of page views through Instagram were attributed to mobile phones. At the other end of the spectrum, non-mobile devices accounted for 95% of traffic directed from LinkedIn, and just under 90% of traffic directed from Reddit.

The data in the Yotpo report is based on 65 million orders and $2 billion in transactions across more than 120,000 e-Commerce stores. The report was designed to help retailers measure where they stand in the e-Commerce market, and how they match up against specific competitors.

Yotpo not only monitored the engagement of the consumer, but also the value of each consumer’s retention. Although only 15% of all shoppers are returning shoppers, they still account for 33.3% of all revenue for the retailer. In fact, the study indicates that these shoppers spend nearly three times as much money than those who only shop at a retailer once.

Don’t Sweat Negative Reviews

The report also analyzed one million customer reviews for 8.6 million purchases made on more than 6,600 products. Yotpo found that the vast majority of reviews are positive, with 75% of reviews actually getting a five star rating. While 11% received four stars, only 14% of product reviews actually had three stars or below.

The survey indicated that consumers usually only write these reviews after an extremely good or extremely bad buying experience. For stores that are worried about receiving negative reviews, the data indicates the chances of actually receiving them are slim.




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