66% of e-retailers having mixed success with social media platforms.

Of the 66% of e-retailers who are using social media only one third are experiencing any positive business benefits or spikes in customer engagement, according to a survey by ChannelAdvisor.

The most popular platform for retailers is Twitter, closely followed by Facebook, but neither of these is having a perceived impact on sales, argues the report.


Results also revealed that businesses are failing to capitalise on the value of scrapbooking service, Pinterest, despite its growing popularity and heavy focus on imagery.

Aside from social media, the study found 80% of online retailers are already taking part in cross-border and international trade, but appear to be ignoring China from their strategies despite its consumer boom.

Respondents highlighted that UK, broader Europe and North America are the core markets where they see the best business results with cross border trade. Only 11% are selling to Asia.

The biggest challenge to trading overseas seems to differing tax and legislation processes and the language barrier, according to 56% of e-business respondents. These results indicate some of the reasons retailers are struggling to expand into new market places.

ChannelAdvisor, a leading provider of cloud-based e-commerce solutions that enable retailers and manufacturers to increase global sales, interviewed small to large online retailers from a range of sectors including fashion and apparel.

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