M-Commerce: apps convert 3 times more than mobile sites

The latest study by Criteo reveals that European retailers account for 54% of mobile sales through apps in the fourth quarter of 2017.

In France, consumers are active in all environments and buy more and more via their smartphone …

The report “ Global Trade Review “ Criteo confirms the power of mobile and omni to boost sales.

“ While the use of smartphones continues its strong ascent, the increased adoption of mobile apps and mobile browsers is leading to exciting omnichannel buying trends , “ said François Costa de Beauregard, Criteo’s Managing Director France.

E-commerce: the opportunity of applications

When merchants prioritize application optimization in addition to the mobile web, the performance gains are substantial:

Globally, advertisers have seen an increase of almost 50%, from one year to another, transactions via implementation s, which reached a proportion of 46% in the 4 th quarter 2017.

In Europe, apps account for 54% of mobile sales for merchants who jointly invest in mobile browser and merchant application.

The conversion rate for merchant applications reaches 13%, a figure more than three times higher than the 4% rate usually observed on the mobile web .

Mobile growth

The use of mobile web has reached maturity but consumers are volatile, multiplying the comings and goings between closed ecosystems, and continuing to make purchases in a mobile situation, at different frequencies, on all connected devices.

Transactions smartphone in France increased by 45% compared to 4 th quarter 2016 (excluding applications).

The use of tablets is declining , generating 7% fewer transactions compared to the previous year. Computers remain the most used during office hours but show a small decline in transactions from one year to the next (6%).

The sectors with the highest proportions of mobile sales are sporting goods(35%), clothing (35%) and health and cosmetics (34%).

Seasonal variations have led to a slight decline in the number of computer transactions preceded by a mobile click, as consumers are more active on mobile devices in the summer.

In the 4 th quarter, 28% of transactions on computer in France were preceded by clicking Mobile …

omnichannel

Omni-channel strategies help guide consumers through their winding journey, resulting in improved online results.

Globally , omnishoppers have the highest long-term value for brands and merchants , generating 27% of all sales, although they represent only 7% of consumers.

Moments of purchase

Consumers are constantly switching between computer and mobile, depending on the time of day and the day of the week.

Marketers targeting the workforce need to consider the prevalence of the computer during office hours, especially in the morning .

On the other hand, it is essential to optimize the targeting of smartphones and tablets in the evening and on weekends .

Combination of data

The combination of data collected between different devices can help merchants catch up because of a smaller share of mobile sales.

The combination of purchase intention data also gives the possibility of increasing the purchasing opportunities for each consumer, because the average amount of the basket is significantly higher — up to 8% on average in France — forconsumers. identified consumers .

This trend is particularly apparent in the fashion and luxury goods, health and cosmetics sectors, and in high-tech.

Methodology

The Global Commerce Review report was based on analysis of the respective navigation and purchasing data collected from more than 5,000 merchants in more than 80 countries during the fourth quarter of 2017.