There’s more to m-commerce than conventional wisdom suggests, with 30% of e-commerce traffic globally coming from mobile, and up to 40% of that for top US retailers. And mobile is now about purchase, not just research.
So says performance marketing company Criteo’s Q4 2014 State of Mobile Commerce report, which also suggests that average order value on mobile is now approaching that of desktop and is likely to surpass it in 2015.
The study, which looks globally, but has a distinct US bent, suggests that mobile plays a much bigger – and ever growing – role in e-commerce than previously thought. The key findings make for interesting reading.
For instance, not only is mobile now a high value purchasing channel as well as a research tool, it is also where a third of fashion purchases come from, and with the top 25% of US retailers seeing 40% of their sales coming through mobile, it is where the punters are.
Interestingly, the bottom 25% of US retailers see only 5 to 10% of their sales coming through mobile, says the report.
The study also shows that increasingly mobile commerce is about smartphones, rather than tablets. smartphones now generate more transactions than tablets. 53 percent of mobile retail transactions and 66 percent of mobile travel transactions come from smartphones.
And it’s not just Apple. Android phones generate over a third of smartphone transactions. Android devices now account for 39% and 44% of smartphone transactions in the US for retail and travel purchases respectively.
Furthermore, Android smartphone share of ecommerce transactions is higher than the iPhone’s in many countries including Germany, Italy, Spain, Brazil and South Korea.
“There has been a significant lack of information about mobile commerce, leading many marketers to under-estimate the opportunity,” said Jonathan Wolf, Chief Product Officer at Criteo. “Our State of Mobile Commerce Report provides clarity on the market in the US and globally, by drawing on our unique pool of transaction-level data covering billions of transactions. The report demonstrates that mobile is now about purchasing not just researching, and that there are huge opportunities for eCommerce businesses to capture increasing sales via mobile devices, particularly in the retail and travel industries. We expect mobile to rapidly move towards 50% of all transactions, as mobile usage continues to skyrocket and retailers better optimise mobile sites for conversion.”
You can download the complete Q4 2014 State Of Mobile Commerce report here
