Mobile, cross-device usage driving e-commerce purchases: Criteo

• Criteo’s releases Q2 State of Mobile Commerce report
• Mobile accounts for 27% of all e-commerce transactions in SEA

MOBILE devices are now responsible for 34% of global e-commerce transactions, while mobile commerce (m-commerce) accounted for 27% of all e-commerce in South-East Asia, putting the region at a similar level to Spain and Italy, and right behind the United States, according to Criteo.
 
Globally, more than 40% of e-commerce transactions now involve multiple devices, the performance marketing technology company said in a statement.
 
Smartphones, desktops and tablets are used in a variety of combinations to research and make purchasing decisions, the company added, citing its just-released Q2 2015 State of Mobile Commerce Report.
 
“Consumer adoption of mobile continues to be the biggest trend in both e-commerce and advertising today, and the pace of growth is astounding,” said Criteo chief product officer Jonathan Wolf.
 
“Marketers’ ability to leverage new technologies to accurately identify and reach consumers wherever they are is going to become critical, as this trend perpetuates and carries us toward a world where the majority of transactions will take place across multiple devices,” he added.
 
The findings of the Q2 2015 State of Mobile Commerce Report are based on Criteo’s analysis of 1.4 billion individual e-commerce transactions totalling over US$160 billion of annual sales globally.
 
“South-East Asia is currently the fastest-growing region globally, with mobile being a key driver, especially in developing markets like Indonesia,” said Criteo South-East Asia managing director Yuko Saito.
 
“These developing markets are ‘mobile-first’ – most consumers will own smartphones before they own desktops, with potential for further growth as smartphone penetration continues to increase.
 
“For mature markets like Singapore and Taiwan, there’s a higher incidence of cross-device usage.
 
“But overall, for both developing and mature markets, mobile optimisation is crucial for e-commerce businesses looking to engage the region’s growing smartphone population,” he added.

Additional takeaways from the report include:

• Mobile transactions in South-East Asia now account for 27% of all e-commerce transactions, with Indonesia at 34% and Singapore at 29%. Globally, mobile transactions are expected to reach 40% by the end of 2015.

• Leading the charge are the fashion, luxury and travel verticals, with one in three transactions now on mobile devices.

• South-East Asia is set to follow the trends in the United States – mobile-optimised sites experience more than double the conversion rate of non-optimised sites, where only 1.6% of consumers convert; mobile apps experience higher conversion rates than mobile browsers or desktops, accounting for 50% of mobile transactions for e-commerce players which invested in an app experience.

“The customer purchase journey has become increasingly complex as consumers stop using a single device to make their purchases,” said Wolf.
 
“Delivering engaging app experiences and connecting seamlessly with consumers across multiple devices are key to capturing e-commerce sales in this new world,” he added.
 
To download Criteo’s Q2 2015 State Of Mobile Commerce report, visit www.criteo.com/mobile-commerce-report/.
 
For more information about Criteo and its technology, visit www.criteo.com.
 
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