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Global Commerce Review
United States, Q1 2018
2 •
Today's shoppers are active across all browsing environments, and they're buying more on-the-go.
Key Findings
Source: Criteo, United States, Q1 2018. Base: retail (see Methodology).
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.
The conversion rate on shopping apps is more than 3 times higher than on mobile web.
Omnichannel retailers can apply over 4 times as much sales data to optimize their marketing efforts.
Shopping apps generate higher conversion rates.
Using offline sales data can boost online results.
APP
3 •
Mobile web usage reaches maturity, and smartphone keeps growing.
Mobile Growth
Source: Criteo, United States, Q1 2018. Base: retail (see Methodology).
Sales by Device, Q1 2017 and Q1 2018, Apps Excluded
34%38%
0%
10%
20%
30%
40%
50%
60%
Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018
Smartphone Tablet Desktop
22.5%
Q1 Year-Over-Year
-13% -7%
Q1 ’17Q1 ’18
Smartphone + TabletSmartphone + Tablet
4 •
Health / Beauty and Sporting Goods are the two retail subcategorieswith the highest share of mobile sales.
Mobile Growth
Source: Criteo, United States, Q1 2018. Base: retail, apps excluded.
Share of Mobile Sales, Q1 2018, Apps Excluded
29%
30%
37%
43%
43%
44%
MASS MERCHANT
HOME
FLOWERS AND GIFTS
FASHION / LUXURY
SPORTING GOODS
HEALTH / BEAUTY
5 •
Apps account for over 2/3 of mobile sales.70%
6 •
Mobile is the majority for retailers with a shopping app.App Opportunity
Source: Criteo, United States, Q1 2018. Base: retail, apps excluded.
North America North America
36%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Q1 2017
Q1 2018
YoY Increase of the Share of In-App Transactions, Globally
Worldwide
YoY Increase22%
20%
47%
33%
Mobile Web
App
Desktop
30%
70%
Mobile Web
App
In-App Share of Mobile eCommerce Transactions Share of eCommerce Transactions by Environment
7 •
In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.
App Opportunity
Source: Criteo, Q1 2018. Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website.
Middle East & Africa
Latin America
North America
Europe
1 2
1 2
1 2
1 2
APAC
1 2
1
2
All retailers combined, apps excluded
Retailers who generate transactions on all environments
Mobile Web
App
Desktop
8 •
In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.
App Opportunity
Source: Criteo, North America, Q1 2018. Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website. .
North America
Mobile WebApp Desktop
39%
61%
Share of Transactions Excluding Apps
All retailers
20%
47%
33%
Share of Online Transactions by Device
Committed retailers
9 • Source: Criteo, North America, Q1 2018.
Shopping apps generate higher conversion rates.
App Opportunity
In North America, the conversion rate on shopping apps is more than 3 times higher than on mobile web.
3x6%
Mobile Web
20%App
Conversion Rate
10%Desktop
Base: retailers with an app and a mobile website. Conversion rate = buyers / product page viewers.
10 •
Desktop usage dominates working hours, while mobile wins nights and weekends.
Shopping Moments
Source: Criteo, United States, Q1 2018.
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.
TabletSmartphone Desktop
100
120
140
100
120
140
US Sales by Device Type and Hour of the Day
Base: index, 100 = daily average. Retailers, excluding apps.
11 •
Offline sales boost shopper knowledge - and online results.
Omnichannel Matters
Source: Criteo, United States, Q1 2018.
Omnichannel retailers that can combine their offline and online data can apply over four times as much sales data to optimize their marketing efforts.
$29
$29SA L E
Base: retailers combining online and offline sales data.
12 •
Omnichannel customers generate the highest lifetime value.
Omnichannel Matters
Source: Criteo, United States, Q1 2018.
Omnichannel customers generate 27% of all sales, despite representing only 7% of all customers.
7%
44%49%
Omnichannel customersOnline only customersOffline only customers
27%
24%
49%
Omnichannel customersOnline only customersOffline only customers
Share of Customers Share of Sales
Base: retailers combining online and offline sales data.
For the latest on how shoppers are browsing and buying around the globe, check out our interactive world map.
MethodologyIndividual browsing and purchasing data from over 5,000 retailers, in more than 80 countries. Q1 2018
About CriteoTo 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
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