Social media companies such as Facebook and Twitter have been trying to infuse their platforms with e-commerce functionalities over the past few years with the aim of attracting more ad dollars. While their results often have been lacking, the pursuit for merchants' budgets continues.
Recently, there's been a plethora of new marketing products like "buy buttons," product pages and other commerce-oriented features from social players. From Pinterest and Instagram launching essentially identical features on the same day to YouTube's efforts to drive traffic from video ads, it's been an interesting month to watch social commerce unfold. It will also be worth keeping tabs on the platforms that pay off the most for brands this year, especially during the holiday shopping season that starts in a few months.
Here's a look at how Twitter, Pinterest, Facebook, Instagram and YouTube stack up against one another when it comes to social commerce.