Global Commerce Review. United States, Q1 2018

Transcription

1 Global Commerce Review United States, Q1 2018

2 Key Findings Today's shoppers are active across all browsing environments, and they're buying more on-the-go. Optimizing your app lets you connect with more of today's mobile-first shoppers. Apps account for 70% of mobile sales for retailers who invest in both mobile web and shopping apps. APP Shopping apps generate higher conversion rates. The conversion rate on shopping apps is more than 3 times higher than on mobile web. Using offline sales data can boost online results. Omnichannel retailers can apply over 4 times as much sales data to optimize their marketing efforts. 2 Base: retail (see Methodology).

3 Mobile Growth Mobile web usage reaches maturity, and smartphone keeps growing. Sales by Device, Q and Q1 2018, Apps Excluded Q1 Year-Over-Year 60% 50% 40% 30% Q1 17 Smartphone + Tablet 34% Q1 18 Smartphone + Tablet 38% 22.5% 20% 10% -13% -7% 0% Q Q Q Q Q Q Q Smartphone Tablet Desktop 3 Base: retail (see Methodology).

4 Mobile Growth Health / Beauty and Sporting Goods are the two retail subcategories with the highest share of mobile sales. Share of Mobile Sales, Q1 2018, Apps Excluded HEALTH / BEAUTY 44% SPORTING GOODS 43% FASHION / LUXURY 43% FLOWERS AND GIFTS 37% HOME 30% MASS MERCHANT 29% 4 Base: retail, apps excluded.

5 70% 2/3 Apps account for over of mobile sales. 5

6 App Opportunity Mobile is the majority for retailers with a shopping app. North America In-App Share of Mobile ecommerce Transactions North America Share of ecommerce Transactions by Environment 30% 33% 20% Mobile Web Mobile Web App App Desktop 70% 47% Worldwide YoY Increase of the Share of In-App Transactions, Globally Q % Q % 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 22% YoY Increase 6 Base: retail, apps excluded.

7 App Opportunity In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate. Europe North America Latin America APAC All retailers combined, apps excluded Retailers who generate transactions on all environments Mobile Web App Desktop 1 2 Middle East & Africa 7 Source: Criteo, Q Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website.

8 App Opportunity In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate. North America Share of Transactions Excluding Apps 39% 33% Share of Online Transactions by Device 20% 61% All retailers Committed retailers 47% App Mobile Web Desktop 8 Source: Criteo, North America, Q Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website..

9 App Opportunity Shopping apps generate higher conversion rates. In North America, the conversion rate on shopping apps is more than 3 times higher than on mobile web. 6% Mobile Web 3x 20% App 10% Desktop Conversion Rate 9 Source: Criteo, North America, Q Base: retailers with an app and a mobile website. Conversion rate = buyers / product page viewers.

10 Shopping Moments Desktop usage dominates working hours, while mobile wins nights and weekends. US Sales by Device Type and Hour of the Day US Sales by Device Type and Hour of the Day Night (0-5) Early Morning (6-8) Morning (9-12) Afternoon (13-17) Early Evening (18-20) Mon. Tues. Wed. Thurs. Fri. Sat. Sun. Smartphone Tablet Desktop 10 Base: index, 100 = daily average. Retailers, excluding apps.

11 Omnichannel Matters Offline sales boost shopper knowledge - and online results. Omnichannel retailers that can combine their offline and online data can apply over four times as much sales data to optimize their marketing efforts. SALE $29 $29 11 Base: retailers combining online and offline sales data.

12 Omnichannel Matters Omnichannel customers generate the highest lifetime value. Omnichannel customers generate 27% of all sales, despite representing only 7% of all customers. Share of Customers 7% Share of Sales 27% 49% 44% 49% 24% Omnichannel customers Online only customers Offline only customers Omnichannel customers Online only customers Offline only customers 12 Base: retailers combining online and offline sales data.

13 For the latest on how shoppers are browsing and buying around the globe, check out our interactive world map. Methodology Individual browsing and purchasing data from over 5,000 retailers, in more than 80 countries. Q About Criteo To learn more about how the Criteo Commerce Marketing Ecosystem drives sales and profits for thousands of brands, retailers, and publishers worldwide, visit criteo.com/about