Digital resources have upended the traditional linear path-to-purchase model, with consumers now relying on a number of resources to shop for and purchase goods online. Social media has certainly played a role in that process, but research from L2 Think Tank found that little traffic was flowing from social media to retail sites.
Among all traffic sources, search engines dominated, leading 35.5% of traffic to retailers, followed by direct web browsing (33.9%), referrals (18.4%) and email (8.7%). Social media pushed 2.4% of traffic, above only display ads, which led 1.1% of visitors to retail sites. Read the rest at eMarketer.