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A third of global ecommerce is coming through mobile: Criteo

Criteo, the performance marketing technology company, has released its Q1 2015 State of Mobile Commerce Report, highlighting that mobile devices are now responsible for more than one third of ecommerce globally. Smartphones are becoming the dominant mobile device replacing tablets. As a result, advertisers’ future success now depends on their ability to offer a compelling mobile site.

“Mobile commerce is growing like a weed. In just the last three months there was a 10 percent increase in mobile transactions here in the US Smartphones are now the majority of mobile transactions, and the growth of larger screen sizes and better mobile sites is only going to accelerate this trend,” said Jonathan Wolf, Chief Product Officer at Criteo.

The findings in this report are based on Criteo’s analysis of individual transaction-level data from more than USD 160 billion of sales globally. Key takeaways include:

  • There is no limit. Mobile is now the majority of all ecommerce transactions in Japan and South Korea. By the end of 2015, mobile share of ecommerce transactions will reach 33 per cent in the US, and 40 per cent globally.
  • Asia leads the way in smartphone purchases with close to 50 per cent of ecommerce transactions happening on smartphones. Mobile conversion rates in Japan are more than 3.5 times higher than the US.
  • It’s all about smartphones. The majority of mobile transactions in the US and other 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.
  • The mobile conversion funnel has arrived. 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. There really is no limit to this growth – mobile is now more than half of all ecommerce transactions in advanced markets like Japan and South Korea,” he added.