Annex Cloud Blog

Annex Cloud delivers the only fully integrated Advocate Marketing and Customer Loyalty platform. Our blog is your source for news, trends, and expert insights into the world of customer loyalty, advocate marketing, and more.

Polyvore: Pinterest’s Sugar Daddy
by Erin Duff | December 5, 2013 | Social Commerce | 3 comments

Polyvore is a community powered social commerce site, where users “Discover, Shop and Express [Their] Style.” They pride themselves in being influential, fashion forward, and style savvy. Unlike Facebook, Twitter and Pinterest users, Polyvore members’ primary goal is to shop.

Polyvore is visually similar to Pinterest, with the same intent as Wanelo, but takes it a step further to enable users to create full outfits from head to toe, with direct links to buy onsite.  

Polyvore thrives on the idea that inspiration drives shopping, generating 20% of all social shopping, more than Pinterest and Twitter combined. In large part this is because Pinterest and Polyvore users are on it for specific reasons and more often than not, they are ready to shop.

This is directly reflected in each site’s relative Average Order Value (AOV) for each driven social shopping session. Twitter’s AOV is around $60. Facebook’s is just over $90. Nothing compared to the average order value for a Pinterest shopping session which lands at almost $200. However, even that pales in comparison to Polyvore’s AOV, which is just under a whopping $400. That is more than Pinterest, Facebook and Twitter combined.

A large part of this is due to the fact that Polyvore not only attracts shoppers, but affluent ones, with over a third of visitors making over $100,000. This is where luxury has finally found its home among the social media giants which generally tailor to the masses. On Polyvore, 7 out of top 10 retailers pride themselves in being a high-end, luxury brand.

However, with Facebook’s extensive amount of users, it remains in the lead when it comes to sales, generating just above $10 million. What’s impressive, is that Polyvore with an incredibly smaller audience, is bringing in almost 60% as much, $6.34 million. Pinterest generated $2.1 million, while Twitter was responsible for only $93,000 in sales.

Polyvore’s user experience is very visual and engaging, the natural evolution of a traditional fashion magazine, made even more efficient with direct links to buy. As user-generated content becomes more prevalent in social marketing, retailers must take a look at Polyvore, where members are uploading over 20 million products a month. As members curate, create and share, brands are benefiting from product discovery, consumer insight and content distribution. And as members shop, brands benefit from transactions with shopping carts averaging $383.

[sources: richrelevance.com, polyvore.com]

Related Posts
Comments

Submit a Comment:

Your email address will not be published. Required fields are marked *

  1. avatar
    Alinn Louv
    on January 23, 2014 at 7:50 pm

    Hi John,
    Polyvore is a community powered social site of shoppers, and is much more brand-centric, with a focus on fashion and home decor. It has a very niche user base and may not be for every type of retailer.
    For more general social exposure, contests are great for any type of retailer. Have you tried running one of these contests?
    5 Social Contests
    Best,
    Alinn

  2. avatar
    Jonathan Glatt
    on December 5, 2013 at 11:22 pm

    hello social annex,

    thanks for the informative article, however what the article does not show is how in the email blast says : Read the full article to see how you could tap into this community of shoppers:
    It does not show how, nor will polyvore accept us to sell our products, only to make useless collages. I am sure other merchants have the same problem except for the big brands.

Request Demo
Contact Us
Hide me
Contact Us
Close






Button
Request Demo
Close







What are you interested in?





Button
['pi']
['pi']
['pi']
['pi']
['pi']
['pi']
['tracker']
['tracker']
['tracker']
['tracker']
[CDATA[ */ var firstInput = document.getElementById("11402_476139pi_11402_476139") if(firstInput && typeof(firstInput.focus) != "undefined") firstInput.focus() /* //]]
[CDATA[ */ var firstInput = document.getElementById("11402_476139pi_11402_476139") if(firstInput && typeof(firstInput.focus) != "undefined") firstInput.focus() /* //]]
[CDATA[ */ var anchors = document.getElementsByTagName("a"); for (var i=0; i
[CDATA[ */ var anchors = document.getElementsByTagName("a"); for (var i=0; i
['pi']
['pi']
['pi']
['pi']
['pi']
['pi']
['tracker']
['tracker']
['tracker']
['tracker']
[CDATA[ */ var firstInput = document.getElementById("11402_475799pi_11402_475799") if (firstInput && typeof(firstInput.focus) != "undefined") firstInput.focus() /* //]]
[CDATA[ */ var firstInput = document.getElementById("11402_475799pi_11402_475799") if (firstInput && typeof(firstInput.focus) != "undefined") firstInput.focus() /* //]]
[CDATA[ */ var anchors = document.getElementsByTagName("a"); for (var i = 0; i < anchors.length; i++) { var anchor = anchors[i]
[CDATA[ */ var anchors = document.getElementsByTagName("a"); for (var i = 0; i < anchors.length; i++) { var anchor = anchors[i]
['pi']
['pi']
['pi']
['pi']
['pi']
['pi']
['tracker']
['tracker']
['tracker']
['tracker']
[CDATA[ */ var firstInput = document.getElementById("11402_475799pi_11402_475799") if (firstInput && typeof(firstInput.focus) != "undefined") firstInput.focus() /* //]]
[CDATA[ */ var firstInput = document.getElementById("11402_475799pi_11402_475799") if (firstInput && typeof(firstInput.focus) != "undefined") firstInput.focus() /* //]]
[CDATA[ */ var anchors = document.getElementsByTagName("a"); for (var i = 0; i < anchors.length; i++) { var anchor = anchors[i]
[CDATA[ */ var anchors = document.getElementsByTagName("a"); for (var i = 0; i < anchors.length; i++) { var anchor = anchors[i]