Social media is not yet driving a significant amount of e-commerce traffic, according to the latest report from Adobe Systems, which claims the likes of Facebook and Twitter accounted for just 2% of traffic to shopping sites during the holidays. Direct hits account for the biggest volume of traffic, making up 40% of site visits to the 500 retail sites analysed in the report, with around a third coming from search. The findings chime with a report from Nielsen last year suggesting that email accounts for 20% of repeat customers to e-commerce sites and paid search drives 8% of return visitors, while social media delivers around 1% of repeats.Social media may not be huge source of traffic to retailers yet, but there are signs that sites such as Facebook are, nonetheless, influencing shoppers. According to research conducted by Sociable Labs last year, nearly two-thirds of consumers say they read product reviews from friends on the social network, with three-quarters of that figure saying that they click through to retailers’ websites afterwards. Once there, 53% claim that they made a purchase, making social recommendations as important a shopping tool as Google search. The stats are a positive for brands and retailers, highlighting the role social media could play influencing consumers’ online purchasing activities.The Adobe report also highlights the growing role of mobile in online retail traffic. Companies that have optimised their sites for smartphones and tablets now get a quarter of their traffic from mobile. But retailers that are only just launching on mobile, or that do not have mobile-optimised sites, are receiving just 10% of their visits from mobile.“The data suggests that mobile shopping helped drive an unusually high amount of sales these days as consumers were able to shop from the couch,” says Adobe. “In fact, effective mobile optimisation finally allowed retailers to really take advantage of their showrooms to drive sales through their own websites rather than to competitors.”Smartphones are driving slightly more traffic to e-commerce sites than tablets, but the higher rate of conversion among tablet owners means that traffic from devices such as the iPad is growing at a faster pace. Adobe claims tablets drove the majority of mobile sales in November and December, with a 2.4% conversion rate compared to just 0.8% of smartphone visits. Overall, mobile drove nearly a fifth of traffic to e-commerce sites during the holidays, but Adobe does not break out comparative figures for last year.