In a recent study by Custora, which measured the purchasing habits of 72 million online shoppers, it was discovered that customers who find an online retailer via organic search spent more money and shopped more frequently than customers who originate from other channels, such as Twitter or Facebook.   In fact, in 2013, less than one percent of customer acquisitions came from Facebook and Twitter.

However, this doesn’t mean you should give up on your social media marketing efforts.  The customers measured by this study aren’t considered your “best” customers.  They are the “average” shopper.”  Your best customers will most likely originate through social media.