A recent study that evaluated 100 million shopping transactions from 150 eCommerce shopping sites showed that the average order value (AOV) of the transaction varies by traffic source.

According to the study, social media traffic spends less than search or email traffic. The AOV of traffic that originated through organic search was $26.21 higher than the AOV of social media traffic. When comparing the social media traffic with email traffic, shoppers that came to the web site through emails tend to spend $18.53 more than those from social networks.