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Mobile and social. Invest in them now, right?

Well, if it's not those two surging platforms that are doing the trick for your organization, why put so much stock in them?

EPiServer’s third annual 2014 e-Commerce Survey of e-commerce practitioners, conducted at the 10th annual Internet Retailer Conference and Exhibition, the world’s largest e-commerce event, revealed that mobile and social may not be as "surging" as they seem.

For instance, 64 percent of those surveyed claimed less than 20 percent of their business sales came through mobile transactions. But mobile ranked as the top priority in regards to future investments for those surveyed. 

Similarly, 93 percent of those surveyed said transactions are made through their website rather than their social site. However, social ranked third in terms of future investment areas for those surveyed.

EPiServer's message? Put your money in what's working now.

Validating the Findings

The findings were confirmed by a Gallup poll just released today, which found social media has little influence on a clear majority of Americans. Although many companies run aggressive marketing campaigns on social media, 62 percent in the US claim Facebook, Twitter and other social sites have little or no influence on their decisions to purchase products.

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Only 5 percent report social media have "a great deal of influence" on their purchasing decisions, while another 30 percent report these channels have "some influence." These data, from Gallup's new State of the American Consumer report, are based on Americans' self-reported estimates of how much social media campaigns affect their purchasing decisions.

Surprises?

Bob Egner, vice president of marketing at EPiServer, told CMSWire the most dramatic change he's seen in the past few years is the increase in the number of B2B companies who want to get value out of the online channel.

customer experience, In E-Commerce, Bank on Platforms That Actually Produce

"This part of the industry is clearly trending up for a variety of reasons," he said. "The people with e-commerce roles at B2B companies that I spoke with are still trying to determine what they can learn from the several-year lead that B2C retail has in e-commerce. What extends well into B2B and what does not."

Egner said he's also surprised continually by the lure of mobile and social technology. The survey responses continue to show those areas as key investment opportunities for companies selling online.