Social media traffic sources on the most visited fashion and apparel platforms

Abstract

Social media is a digital communication channel that allows brands to establish a close relationship with their customers, while promoting their products and attracting users to the online store. In the context of this theme, and focusing on the fashion and apparel sector, this study aims to analyze the impact of social networks as a traffic source for online stores of the main fashion platforms, compared to other traffic sources. Following this goal, this research also seeks to identify, among the various social networks, which ones stand out in this process. The data analyzed were extracted from the analytical tool SimilarWeb, an application that collects and systematizes data on platforms and on the behavior of online users. Through this tool, the twenty global platforms with the highest traffic volume in the fashion and clothing industry were identified and analyzed. It was possible to verify that social networks are, on average, responsible for about 3% of the traffic of these platforms, that Youtube and Facebook are the main drivers of social traffic of these platforms, and that the number of users of social networks is not directly proportional to the main sources of social traffic of fashion and clothing e-commerce platforms. Based on the data obtained, it was possible to base recommendations to professionals working in this activity sector.