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Fashion-Forward Consumers Converting Like Crazy On Polyvore

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Not heard of Polyvore? That’s okay, you’re forgiven. But, once you’ve finished reading this, you will wonder how you’ve never come across it before.

Imagine Pinterest, but without the cupcakes and hairstyle pics. In fact, imagine a Pinterest that is only for things you can buy, and you’ve got a pretty good idea of what Polyvore is about.

It might not sound all that interesting, but here’s what is: Polyvore drives 20 percent of all social commerce. Considering the social network isn’t even on most people’s radar, this is huge.

To put it another way, Facebook drives around 60 percent of social shopping, and nearly everyone has a Facebook account. Twitter only drives a tiny five percent, and Pinterest sits at around fifteen percent.

Polyvore focuses mainly on fashion and home furnishings, and neither of these things are cheap. That might explain why the average Polyvore-driven order has a value of $383 — significantly more than Pinterest’s $200, Facebook’s $90 and Twitter’s $60.

But what makes Polyvore such a big fish in the social-commerce pond?

Its browser-to-buyer conversion-rate is only 1% to Facebook’s 2.69% — which isn’t bad, but it’s no better than Pinterest’s, either.

Maybe it’s the nature of the content, or maybe it’s the nature of the consumers. Maybe it’s both. Whatever the reason, people in the mood to spend are flocking to Polyvore to do it. We can see why, too. It’s impossible to browse Polyvore without wanting to redecorate your entire house.

And businesses should be using this sell-power to…well, sell. We get the feeling Polyvore is only going to keep growing, especially once larger companies start using it.

Kind of makes one wonder what other niche social selling sites are out there, hmm? Watch this space for more. As we stumble upon them, so will you!


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