One-third of e-commerce transactions globally happen through mobile devices


April 29, 2015 | By RetailME Bureau

Performance marketing technology company Criteo released its Q1 2015 State of Mobile Commerce Report, highlighting that one-third of e-commerce transactions globally happen through mobile devices. Smartphones are becoming the dominant mobile device replacing tablets, which is why advertisers’ future success now depends on their ability to offer a compelling mobile site.

The findings of the report are based on Criteo’s analysis of individual transaction-level data from more than $160 billion of sales globally. The report highlights that mobile devices such as smartphones and tablets are now responsible for more than one third of e-commerce globally. Some key takeaways include:

  • Mobile commerce currently makes up 34% of total retail e-commerce transactions globally, which Criteo predicts will grow to 40% by the end of 2015. Saudi Arabia’s mobile share is above the global average at 38%, and the UAE is close to the average at 28%.
  • The majority of mobile transactions in most major countries are now from smartphones, with the exception of Germany and the UK. Increased comfort level with purchasing and larger screen sizes are credited for the increase.
  • Consumers now view the same amount of products on both desktops and smartphones, but with lower add-to-basket and purchase rates on smartphones.

“The huge growth in mobile transactions over the past quarter shows that consumers are now very comfortable purchasing on smartphones across all categories,” says Jonathan Wolf, chief product officer, Criteo. “There really is no limit to this growth, mobile now accounts for more than half of all e-commerce transactions in advanced markets like Japan and South Korea.”

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