Commerce is shifting from desktop to mobile and from retailer websites to apps

Commerce and martech company, Criteo has released its Global Commerce Review for Q1 of 2018 which analyzed browsing and purchasing data from over 5,000 retailers in more than 80 countries, indicates that today’s shoppers are making on-the-go purchases, and are active across all browsing environments.

The report concluded that retailers must prioritize and optimize shopping apps, or risk missing sales, as mobile transactions are no longer confined to mobile websites only. Equally,  matching offline and online data is key to unlocking shopper intent and purchasing power, especially as omnichannel consumers generate the highest lifetime value in terms of sales.

  • Apps account for over two-thirds (70%) of mobile commerce transactions in North America, for retailers with a shopping app. This trend extends across most world regions, as in-app sales dominate.
  • For those retailers, 47% of all consumers in North America prefer purchasing via app, compared to mobile web (20%) or desktop (33%).
  • Globally, in-app transactions have increased by 22% year-over-year.
  • Despite representing only 7% of all customers, omnichannel consumers are responsible for 27% of all sales.

Our latest study shows continuing shifts from desktop to mobile shopping, as well as from retailer websites to apps. Today’s shopper is on-the-go and researching across multiple screens, requiring a cohesive, data-driven approach to intersect and influence buying decisions. For retailers with physical stores, app adoption and improved data infrastructure are opening new horizons in omnichannel marketing, with online and offline blending into a seamless and measurable shopping journey.

Jonathan Opdyke, Chief Strategy Officer, Criteo.

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