global commerce review · 2019-01-15 · sales data to optimize their marketing efforts. $29 $29...

Global Commerce Review

EMEA, Q3 2018

2 •

In APAC, Mobile now accounts for the majority of transactions

Mobile Marches On

Source: Criteo, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

North America

Latin America

Middle East & Africa

Europe

Asia Pacfic

3 •

30.7% 30.7% 33.0%36.9% 36.5%

40.4% 41.1% 40.5%

20.5% 20.6%19.7%

17.7% 16.4%13.8% 13.4% 13.1%

0%

10%

20%

30%

40%

50%

60%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet

Mobile web plateaus, making room for app to surge

Mobile Share of Transactions

Source: Criteo, United Kingdom, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, United Kingdom, Apps Excluded

+10%

Q3 2018 vs Q3 2017, by Device

-26%

+2%

55%Smartphone

& Tablet

54%Smartphone

& Tablet

4 •

16.6%20.4% 20.7%

22.8% 24.0%27.1%

29.7% 28.9%

10.8%

10.9% 10.6%10.5% 10.0%

9.1%

9.2% 9.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, France, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, France, Apps Excluded

+27%


-14%-7%

33%Smartphone

& Tablet

38%Smartphone

& Tablet

Mobile continues to steal share, driven by an increase in smartphone transactions

5 •

22.1%24.9% 26.6% 27.9%

32.0% 33.9% 35.6% 34.2%

15.5%15.4%

15.1% 14.6%

13.0%14.0%

14.1%13.8%

0%

10%

20%

30%

40%

50%

60%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, Germany, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, Germany, Apps Excluded

+23%


-6%-10%

43%Smartphone

& Tablet

48%Smartphone

& Tablet


6 •

21%25% 26%

31% 30%33% 34.2%

36.7%

8%

8%8%

8% 7%7%

6.7%6.2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, Italy, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, Italy, Apps Excluded

+20%


-17%-8%

38%Smartphone

& Tablet

43%Smartphone

& Tablet


7 •

21.8%25.6%

28.6%31.4% 32.3% 34.2%

36.8%40.6%

16.4%

15.8%

16.3%15.1% 15.0%

14.3%11.8%

12.6%

0%

10%

20%

30%

40%

50%

60%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, Netherlands, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, Netherlands, Apps Excluded

+29%


-17%-13%

47%Smartphone

& Tablet

53%Smartphone

& Tablet


8 •

14.1% 14.2% 14.0%

19.0%22.0%

25.3% 25.1%27.0%

7.4% 8.1% 7.4%

6.8%

6.2%

5.6% 4.7%3.9%

0%

5%

10%

15%

20%

25%

30%

35%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, Russia, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, Russia, Apps Excluded

+42%


-43%

-7%

26%Smartphone

& Tablet

31%Smartphone

& Tablet


9 •

25.4%29.2% 29.1%

34.2% 34.0%37.9%

41.0%43.7%

9.2%

8.6% 8.5%

8.4% 7.0%

8.2%7.5%

6.3%

0%

10%

20%

30%

40%

50%

60%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, Spain, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, Spain, Apps Excluded

+28%


-25%

-13%

43%Smartphone

& Tablet

50%Smartphone

& Tablet


10 •

29.5%33.9%

31.6%34.5% 36.4%

40.5%44.4% 43.2%

4.6%

3.4%3.4%

3.0%2.0%

1.9%

3.0%1.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018

Smartphone Tablet


Source: Criteo, Middle East & Africa, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

Sales by Device, Q3 2017 and Q3 2018, MEA, Apps Excluded

+25%


-47%

-12%

38%Smartphone

& Tablet

45%Smartphone

& Tablet


11 •

Northern Europe and Japan are mobile leaders.

Mobile Marches On

Source: Criteo, Q3 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).

New Zealand 43%

Switzerland 43%

Brazil 43%

Taiwan 41%

Italy 43%

United States 40%

France 38%

Belgium 39%

Canada 35%

Poland 34%

Russia 31%

Sweden 60%

Norway 57%

United Kingdom 54%

Japan 54%

Denmark 52%

Germany 48%

Finland 50%

Netherlands 53%

Spain 50%

South Korea 51%

Turkey 45%

Australia 43%

Austria 44%

12 •

26%

46%

28%

32%

28%

40%

For retailers who actively promote their shopping apps, mobile transactions represent 63% of all Transactions

App Opportunity

36%

25%

39%

A M E R I C A S

61%MOBILE

60%MOBILE

72%MOBILE

E M E A

A P A C

Mobile Web

App

Desktop

Source: Criteo, Worldwide, Q3 2018. Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)

13 •

App Opportunity

Source: Criteo, Worldwide, 2018. Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)

On a year over year basis, in-app share of transactions is increasing across all quartiles of app-promoting retailers.

Retailers who promote their shopping app see App transactions grow steadily

Share of App transactions by Quartile, Q2 2017 and Q2 2018

50%

Q2 2017

38%

25%

13%

Q2 2018

33%

16%

43%

65%Top Quartile

Second Quartile

Third Quartile

Lower Quartile

14 •

21%

31%

“Pure players” who promote their shopping app see the highest share of App transactions

App Opportunity

Source: Criteo, Worldwide, 2018. Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)

Online Only Retail

Online + Store Retail

15 • Source: Criteo, Europe, Q3 2018.

Shopping apps generate higher conversion rates.

App Opportunity

In Europe, the conversion rate on shopping apps is more than 3 times higher than on mobile web.

3x

5%Mobile Web

17%App

Conversion Rate

12%Desktop

Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)

16 • Source: Criteo, Middle East and Africa, Q3 2018.

Shopping apps generate higher conversion rates.

App Opportunity

In MEA, the conversion rate on shopping apps is 6 times higher than on mobile web.

6x

3%Mobile Web

18%App

Conversion Rate

8%Desktop

Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)

17 •

Offline sales boost shopper knowledge - and online results.

Omnichannel Matters

Source: Criteo, United States, 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

$29S A L E

Base: retailers combining online and offline sales data.

18 •

Omnichannel customers generate the highest lifetime value.

Omnichannel Matters

Source: Criteo, United States, 2018.

Omnichannel customers generate 27% of all sales, despite representing only 7% of all customers.

7%

44%49%

Omnichannel customers

Online only customers

Offline only customers

27%

24%

49%

Omnichannel customers

Online only customers

Offline only customers

Share of Customers Share of Sales

Base: retailers combining online and offline sales data.

Methodology

Individual browsing and purchasing data from over 5,000 retailers, in more than 80 countries. Q3 2018

Historically, Criteo has used a sales weighted approach since it has the potential to more closely approximate

the true market number. We continue to use a sales-weighted approach when we think our data represents

enough of the overall market to make this approach reasonable. When we have newer, emerging offerings –

or cases where the distribution of usage is skewed towards a few clients – we report on an unweighted

basis. The unweighted basis means that smaller clients have just as much input into the aggregate number as

larger clients. Our Analytics and Insights team uses best professional judgment when determining which metric

more accurately reflects our view of the underlying market trends.

Sales weighted: summary metric which is influenced by the volume of transactions generated by each retailer.

Sales unweighted: summary metric where all retailers contribute equally to the aggregate.

About Criteo

To learn more about how Criteo drives sales and profits for thousands of brands, retailers,

and publishers worldwide, visit criteo.com/about

http://www.criteo.com/about

global commerce review · 2019-01-15 · sales data to optimize their marketing efforts. $29 $29...

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