Global Commerce Review

Transcription

1 Global Commerce Review

2 Key Findings Today s shoppers are active on all browsing environments, they don t stay in walled gardens, 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 for retailers who invest in both mobile web and shopping apps. Combining cross-device data lets you understand the entire shopper journey. are preceded by a click on a mobile device. Combining intent data lets you see more shopping dollars per shopper. Shoppers matched on another device spend an per order. Source: Criteo data, Worldwide and in South East Asia, retail advertisers, Q

3 MOBILE GROWTH Mobile web usage reaches maturity, and smartphone keeps growing Sales by device, Q and Q4 2017, Apps excluded 50.00% 45.00% 40.00% 35.00% Q4 16 Smartphone + Tablet Q4 17 Smartphone + Tablet 26.2% 31.3% Q4 YoY +31% 30.00% 25.00% 20.00% -34% 15.00% 10.00% 5.00% 0.00% Q Q Q Q Q Q Q % Smartphone Tablet Desktop Source: Criteo data, South East Asia, retail advertisers, Q4 2017, apps excluded.

4 MOBILE GROWTH Health / Beauty and Fashion / Luxury are the two retail subcategories with the highest share of mobile sales. Sales by device, Q and Q4 2017, Apps excluded HEALTH / BEAUTY 50% FASHION / LUXURY 35% COMPUTING / HIGH TECH RETAILERS 31% MASS MERCHANT 30% Source: Criteo data, South East Asia, retail advertisers, Q4 2017, apps excluded.

5 In South East Asia, retailers with a shopping app generate 71% of transactions on mobile devices.

6 APP OPPORTUNITY Mobile is the majority for retailers with a shopping app. South East Asia Share of ecommerce Transactions by Environment 13% 29% Mobile Web In-App Desktop South East Asia In-App Share of Mobile ecommerce Transactions 18% Mobile Web In-App 58% 82% Worldwide YoY Increase of the Share of In-App Transactions, Globally Q Q % 31% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 48% YoY Increase Source: Criteo data, Worldwide and South East Asia, retail advertisers, Q4 2017, apps included.

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 Source: Criteo data, Worldwide, retail advertisers, Q4 2017

8 APP OPPORTUNITY In APAC, retailers with a shopping app now generate 70% of their sales on mobile devices. 31% Share of online transactions by device* 19% Share of transactions excluding apps* 44% APAC 56% Committed retailers* 50% All retailers* App Mobile Web Desktop

9 APP OPPORTUNITY Shopping apps generate higher conversion rates. In South East Asia, the conversion rate on shopping apps is more than 5 times higher than on mobile web. 4% Mobile Web x5 Conversion Rate 21% App Source: Criteo, South East Asia, 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 smartphone wins evenings and weekends. Sales by Device Type and Hour of the Day Sales by Device Type and Day of the Week Night (0-5) Early Morning (6-8) Morning (9-12) Afternoon (13-17) Early Evening (18-20) Evening (21-23) Mon. Tues. Wed. Thurs. Fri. Sat. Sun. Smartphone Desktop Source: Criteo data, South East Asia, retail advertisers, Q

11 COMBINING DATA Combining cross-device data lets you understand the winding shopper journey. 26% of desktop transactions in South East Asia are preceded by a click on a mobile device. 26% click on a mobile device. 41% 15% click on another desktop. of post-click desktop transactions come from another device. Source: Criteo data, South East Asia, fashion advertisers, Q

12 COMBINING DATA Retailers with low mobile sales get more crossdevice transactions. Share of cross-device transactions* by prevalence of mobile sales 34% Low share of mobile sales (lower quartile) +13% 30% Strong share of mobile sales (upper quartile) Advertiser takeaway: Combining cross-device data helps make up for a below-average share of sales on mobile Source: Criteo, Worldwide, Q Base: retail, post-click transactions, all devices combined, *Share of transactions preceded by at least one click on a different device than the one used for purchasing

13 COMBINING DATA Combining intent lets you see more shopping dollars per shopper. Average order values are significantly higher for matched shoppers: +23% on average Device Device Unmatched Shoppers Matched Shoppers Source: Average order value for matched shoppers, for every $100 spent by unmatched shoppers. Criteo data, South East Asia, retail advertisers, Q

14 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 Criteo data, Q4 2017, US retail advertisers who combine online and offline sales data.

15 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 Share of Sales 7% 27% 49% 44% 49% 24% Omnichannel customers Online only customers Offline only customers Omnichannel customers Online only customers Offline only customers Source: Criteo, Worldwide, November Base: retailers combining online and offline sales data.

16 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