Study Reports Facebook Generates 30x More E-Commerce Customers Than Twitter

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According to new research from Curebit and reported on by VentureBeat, the difference in social commerce sales between Facebook and Twitter are extraordinary.  According to the report, Facebook generates 10 times more shares, 20 times more traffic, and 30 times more customers to social commerce sellers site than Twitter.

To put these amounts into percentages, VentureBeat reported the following:

35 percent of the shares via Curebit’s platform are via Facebook, versus just 3.2 percent via Twitter. That translates into 56 percent of site traffic via Facebook compared to 3.2 percent via Twitter. More importantly, however, in terms of actual customers, 30 percent are coming via Facebook while just .9 percent are coming in via Twitter. And most importantly, 19.3 percent of sales are due to Facebook, compared to just 1.5 percent via Twitter.

When it comes to commerce, Curebit asserts that Facebook should be more of a priority than Twitter, especially when to comes to paid advertising campaigns. Curebit, which measures the value of social sharing for clients that include Sephora and Tom’s Shoes, claim that the high difference comes from how each social platform is used, not necessarily any wrongdoings from either platform.

Facebook makes a natural fit for better commerce sales, as it has been shown that many Facebook users trust recommendations from users and brands on the most popular social network. However, other networks like Twitter are mainly made up of users that the average social commerce customer doesn’t know personally. Because of that, trust value decreases, also lowering the chances of regular sales through tweets.

Varying Opinions

Even though Curebit has presented its platform data to draw its conclusions about social commerce on Facebook versus Twitter, other reports vary. For instance, Business Insider reports that Twitter now commands a 22% share of all e-commerce sales in the second quarter of 2013. Pinterest is slightly higher at 23% Facebook comes in at 28%.

No matter the platform, social media is a viable option for e-commerce advertising, branding, and marketing. Gartner reports that 74% of online consumers turn to social networks when deciding on purchases.

Do you think Twitter is a viable social commerce option? Let us know in the comments. 


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Kelsey Jones
When she's not editing and scheduling posts, Kelsey Jones manages the Marketing Nerds podcast and moderates SEJ Summit conferences and Marketing ThinkTank webinars. She has... Read Full Bio
Kelsey Jones
Kelsey Jones
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  • I think all this is because Facebook has a higher popularity than twitter plus it has edgerank which twitter doesnt so on twitter your content tends to disappear faster

    • Great point Julian. The half life of Facebook is much slower than Twitter (and Pinterest is even slower than that!)

  • Matthias Carchon

    These are some interesting figures. Though it doesn’t surprise me Facebook generates more customers than Twitter for a direct sale, For starters, the userbase is much bigger as stated by the Curebit study.

    I’m more interested in the impact of social media like Facebook and Twitter customer loyalty, measured through repeated sales for example. So basically which social media platform has the most positive impact on customer retention?
    And what about indirect sales? When leads or customers see positive interactions from an e-commerce company will this lead to an increase of sales? I know this last one is much more difficult to measure, but those are definitely interesting figures to take into account too.

    Though management likes figures with a direct impact on sales because they are easy to measure and control, sometimes it are the indirect variables which have the most impact and during the crisis they tend to be forgotten as at first sight all they seem to do is burn money without any visible effect.

  • Whilst these claims don’t surprise me, I think we’re some way off shunning twitter as a viable social commerce option. One of my clients operates in a B2B market and sees most of its social sales coming from twitter and LinkedIn. Despite a very active Facebook community, very few sales can actually be attributed to Facebook and those that can be are usually from repeat customers. They see far more interest through twitter and more importantly for them a higher customer acquisition rate.

    This may be the nature of the particular market and products, but I guess it highlights that who you’re targeting and what you’re selling are important factors to consider when investing in a particular social platform.

    • I agree Alex, hence why I included that additional article pointing toward other data as well. I definitely think Twitter is still useful in a variety of industries.

  • I think that there’s still a lot of folks in the business world who have absolutely no idea what to do with Twitter and that particular arm of the social media empire. Like many have mentioned, we’ve seen so much broadcasting rather than interacting that it gets crazy. Maybe Facebook is indeed the way to go? Any strategy that is well implemented will get the results. 🙂

    • Emily, your last line hits the nail on the head! 🙂

  • Different products / services will have different results on these few social platforms thus it will be more useful and measurable if there is any data showing which category of products/services perform better on each and every platforms. If there is any, I will be one of them queuing up even if it’s a paid report!

  • We were going to report on these same findings but were unable to find the original source of this data. I could only find a quote from Curebit vice-president Brad Kam. Please provide the original report so the methodology and credibility of these stats can be verified. It sounds right, but I am concerned that it is simply an opinion, interestingly timed near the release of the Twitter IPO. Thanks!

    • Hi Jillynn,
      I looked for the exact figures as well, I couldn’t find the original report. They do offer a case study, which might offer some of the statistics.

  • Martin

    One amazing E-Commerce option that has worked for some clients of ours is through importing their products into their Facebook business accounts. This option is available as an app in either Shopify or Bigcommerce. The app is free and you can add it into your store within 5 mins time. One other great feature is Google Product feed as an app in both mediums as well.