Social Media is still a focus topic for online shops in the B2C-business: for many due to economic reasons, for others because it promotes brand building. The strongest social platform across industries is still Facebook. Facebook traffic supports especially online shops from the furniture industry with an uplift in visibility.
An observation of the average unique users per month from Q1 2017 and the Facebook fans of the respective online interior shop with a focus on home and living accessories shows that the relation between these two indicators is remarkable - especially for smaller online shops. Some Online Shops have up to 600% more Facebook fans than unique visitors on their own homepage. Brand engagement and trust in these online shops seem to be enormous with the fans. These identify themselves with the shop and the offer and count as loyal customers for the most part.
Even though not every social fan is automatically an online shop customer, the demonstrated relation shows a trend: especially smaller online shops can achieve targets with social media, they couldn't accomplish with the small number of unique visitors on their website. With the performance on social media, they can enhance the customer relationship with the brand which mostly also has a positive impact on the word-of-mouth recommendation and repurchase rate. Although larger online shops mostly have better preconditions (e.g. monetarily) to convert a higher website traffic, only about half of them achieve to score a high social engagement of their customers/fans on Facebook.