Remember when the internet was being pitched as the saviour of commerce? Right up until the dotcom crash of 1999?
Pepperidge Farm remembers. But I digress. That dark period seems like a lifetime ago now, and in the world of digital commerce, it absolutely is: more than $50 billion was spent on retail e-commerce sales in the first quarter of this year in the U.S. alone. And that was just on desktops. Factor in mobile and tablet sales, and baby, you’ve got a stew going.
But what about social media? That, too, has been repeatedly pitched as the “saviour” of retail, albeit now in its online flavour. So how much referral traffic are platforms such as Facebook and Twitter generating for your favourite online stores?