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BizReport : Mobile Marketing : August 05, 2015

Criteo: Third of ecommerce transactions take place on mobile

Marketers that have yet to fully enable the mobile ecommerce experience should take note that almost a third of all ecommerce transactions now take place via mobile.

by Helen Leggatt

According to a new report from Criteo, more than 30% of all ecommerce transactions in the U.S now come via mobile. That figure is expected to reach 33% in the U.S. by the end of this year, and 40% globally. Among the fashion and luxury categories mobile already accounts for more than 35% of online transactions.

It goes without saying that retailers that optimize the mobile experience by enabling seamless browsing and buying generate far more mobile transactions than those who do not. Criteo's 'Q2 2015 State of Mobile Commerce' report shows that mobile-optimized experiences generate conversions rates of around 3.4% compared to just 1.6% for non-optimized sites.

Smartphones were responsible for more than half (54%) of mobile transactions, found Criteo, while mobile apps generated 47% of mobile transactions for retailers who had prioritized this channel in their mobile strategies. Apps were found to convert 1.7x more than those using a mobile browser.

Furthermore, consumers are using multiple devices in their purchase journey. Four out of 10 ecommerce transactions were found to involve more than one device.

"The customer purchase journey has become increasingly complex as consumers have stopped using a single device to make their purchases," said Jonathan Wolf, Chief Product Officer at Criteo. "Delivering an engaging app experience and connecting seamlessly with consumers across multiple devices are key to capturing ecommerce sales in this new world."

Image via Shutterstock

Tags: ecommerce, mcommerce

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