E-commerce brands Myntra, HomeShop18 and Ebay top in overall social engagement with consumers.

22 Feb,2013

By A Correspondent

 

Social media agency WATConsult has released a report on the social health of e-commerce brands in India at the 3rd WATSummit. The report extensively tracks the social media sentiments of eight leading e-commerce brands, Flipkart.com, Inkfruit.com, HomeShop18.com, Jabong.com, Myntra.com, Snapdeal.com, Yebhi.com and Ebay.in.

 

Based on the multiple scoring parameters of the analysis, Myntra.com, HomeShop18.com and Ebay.in come forward as the scorers among the top 8 e-commerce players in the industry. The report analyses the social media and online trends of the e-commerce portals on parameters like Social Reach, Engagement, Growth, Response Time, Content Type and Audience Quality. The report also analyses the share of voice, brand sentiment, online reputation, source and keywords for each player in the online space.

 

 

Snapdeal.com, Homeshop18.com and Myntra.com are e-commerce players with faster growing base on Facebook and Twitter. However Ebay India boasts of the highest engagement on Facebook and Twitter followed by Homeshop18.com and Myntra.com.

 

Homeshop18.com tops the chart as e-commerce player with the highest YouTube growth but Yehbi.com has the highest YouTube engagement.

 

The top three players with high overall social media engagement are Myntra.com, Ebay India and Yebhi.com.

 

Homeshop18.com is the brand with the fastest response time on Facebook and Twitter. The top 3 players with high overall response time are Homeshop18.com followed by Myntra.com and Flipkart.com.

 

From an overall e-commerce industry perspective negative sentiment stands at a 48 percent as against the positive sentiment of 13 percent. The rest of the conversations of 38 percent were found neutral. Jabong.com has managed to sustain the top position for neutral and positive sentiment while Flipkart.com on the other hand has the highest neutral conversations of 64 percent to its credit.

 

While comparing the social image of brands on Facebook, Myntra.com is a brand with least negative and maximum positive conversations.

 

Only 16 percent of the products ordered from an ecommerce player were received on time. Delay in delivery still is a big concern for all players in this industry.

 

The report also gives a closer look at the posting activity on leading platforms like Facebook and Twitter. While Tuesdays and Thursdays are the most active days on Facebook, Mondays and Fridays dominated twitter with the maximum tweets. Surprisingly, social media activity on weekends on both platforms reduced as compared the activity on weekends.

 

 

In terms of engagement, the top three brands on both Facebook and Twitter are Ebay India, Homeshp18.com and Myntra.com.

 

 

Commenting on the analysis, Rajiv Dingra, Founder & CEO, WATConsult said, “Crores of rupees are spent regularly by e-commerce brands to acquire new customers, but who are the champions who have managed to engage with their consumers consistently and coherently? Our report highlights the activities carried out by these eight leading ecommerce players on various online platforms and seeks to identify trends related to the digital marketing of these brands.”

 

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