Social Commerce

Pinterest in the Purchase Funnel: Generates 2.1x More Revenue than Facebook [Infographic]

Have you integrated social scrapbooking app Pinterest into the purchase funnel yet?

Perhaps you should.  It’s quick, easy and could be very profitable.

New research from London-based specialist e-commerce site for women Boticca selling handbags, jewellery and accessories from independent designers from 40 countries has found that Pinterest users drop 2.1x more cash with them than Facebook customers.  Overall, Boticca has 40,000 Pinterest followers across 67 brand boards, compared to 26,000 Facebook fans, and more transactions now feature Pinterest (10%) in the purchase funnel than Facebook (7%).  Pinterest may hurt their conversion rates – driving more casual browsers than buyers than Facebook – but the overall sales result is positive.  And in business, it’s all about the money – the rest is just conversation.

Of course there more There’s more to social commerce – helping people buy where they connect and connect where they buy – than driving e-commerce traffic from social media apps, but drumming up paying customers from social media posts is a good place to start and can be a simple and effective way to profit from social media. So, if you’re in the business of selling to women, especially in fashion, cookery or home sectors, the message is clear – you’d be mad not to add Pinterest buttons to product images and syndicate your product catalogue to Pinterest boards.  It’ll cost you nothing, and could drive more sales than managing a Facebook page.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.