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A quarter of ecommerce traffic to come from apps in 2020, study shows

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A quarter of ecommerce traffic is going to come from apps by Peak 2020, driving greater engagement and higher intent to purchase, according to analysis of last year’s mobile use.

App company Poq’s Holiday 2020: The App Commerce Guide, finds that mobile is scoring big with consumers, with app traffic having overtaken desktop back in 2018. In fact, shoppers spent a staggering 387,000 hours on apps on Black Friday 2019 – the equivalent of watching sitcom Friends in its entirety 4557 times.

This matters because apps drive sales. According to the report, features such as App Stories – shoppable in-app stories like Instagram Stories – saw a 31% increase in interactions over Cyber Week. Meanwhile, brands on Instagram saw a drop in engagement over the holiday period.

App shoppers also have a higher intent to buy. Over Cyber Week, app shoppers were 16% quicker to add the first product to their bag than the average shoppers in Q3.

Notifications using the term “deal” had a 50% better direct open rate than the Q4 average. “Deal” was most often combined with emojis and the percent sign (%).

Furthermore, this guide demonstrates how to make products more discoverable by examining what your customers are searching for and how to use innovative features like Swipe-to-Like – similar to Tinder where shoppers swipe on products – to put more products in front of your customers.

This latest research examines more than 100 million push notification sends, 165 million app interactions and 6 million in-app searches from more than 45 shopping apps on the Poq platform and delivers retailers practical and actionable insights into the behaviour and habits of shoppers. The guide follows the shopping journey from customer acquisition through engagement, product discovery and purchasing behaviour.

“Consumer behaviour changes around big sales days like Black Friday. Customers opt to shop with the most convenient, relevant and engaging shopping experiences,” says CEO & Co-Founder Oyvind Henriksen. “Retailers globally are recognizing the importance of apps. By adapting to these evolving habits, retailers are building authentic consumer relationships and generating more revenue.”

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