Report: Apps Convert Better For Retailers Than Mobile Web Or The Desktop

Mobile and cross-device commerce has grown rapidly, and those retailers that can’t master it will be left behind. That’s the clear takeaway from Criteo’s Q4 2015 State of Mobile Commerce Report, which is based on a global analysis of 1.4 billion online transactions.

The report found that nearly 40 percent of ecommerce transactions now involve multiple devices. In addition, 30 percent of all ecommerce conversions in the US now occur on mobile (smartphones dominate). The data also show that there’s a danger for retailers that have given up on or are backing away from an app-centric mobile strategy.

Source: State of Mobile Commerce Report Q4 2015

The top-performing retailers saw 44 percent of ecommerce transactions on mobile versus the industry average 30 percent. The data reflect that the opportunity is clearly there to win mobile conversions if the user experience removes conversion barriers such as too many clicks, unwieldy forms and payment obstacles.

While the majority of ecommerce took place on a single device (either PC or mobile), 37 percent of Q4 ecommerce involved at least two devices and sometimes three. Among cross-device transactions, the majority of conversions ultimately happened on a PC.

Source: State of Mobile Commerce Report Q4 2015

Globally, it’s no surprise that Japan had the highest mobile share of ecommerce. The UK was second, and the US was in eighth position. Among “sub-verticals” in retail, Fashion & Luxury Goods saw the largest growth in mobile transactions in the US market. Mass merchants (e.g., Walmart) was the category that showed the second-highest growth.

Source: State of Mobile Commerce Report Q4 2015

Perhaps the most interesting finding in the report is that retailers with successful apps are driving higher volumes of mobile commerce than the average. While apps constituted a bare majority (54 percent) of mobile transactions by volume, app-based mobile shoppers are much more engaged and much more likely to convert than mobile web users. According to the report, app-conversion rates were 120 percent higher than mobile browser conversions and higher than desktop conversions, as well.