Criteo, a global performance marketing technology company, has analyzed mobile purchasing behavior and trends. After an exhaustive analysis, they discovered that mobile represents more than 30% of global e-commerce sales and above 27% of those in the US. In Western markets, the United Kingdom (41%) and Spain (28%) They lead transactions carried out by mobile devices.
Criteo's vice president of products, Jonathan Wolf, says that the lack of information about mobile commerce has caused many sellers to not take this opportunity into account. The study reveals that smartphones are not only search devices but that purchases are now also made through them. This is a factor that can be enhanced by merchants since it is believed that, sooner rather than later, the percentage of purchases from mobile devices will rise to 50%. To enhance this, mobile sites must be optimized with the objective that the conversion percentage is as high as possible.
Today, smartphones generate more transactions than tablets. 53% and 66% of mobile transactions come from smartphones in the US. On the other hand, Asia is the leader in terms of smartphone purchases, reaching almost 45% of operations. In the rest of the world, the tablet still sometimes accounts for more than half of mobile purchases. The United Kingdom leads smartphone and tablet transactions with 16% and 25% respectively. In Spain, the use of both devices is very equitable: 15% of operations are via smartphones and 13% via tablets.
Although the highest conversion rates belong to tablets, it is smartphones that generate a high number of transactions since the traffic is higher. In Spain, the global conversion rate on mobile devices is 1,8%. In smartphones, Android is 1,3%, 2% in the tablet, 1,7% in the iPhone and 3% in the iPad.
In the US, mobile order value is almost at the same level as PC, especially in fashion, luxury products, sporting goods, health and beauty.
Another aspect that must be worked on, with a view to improving these conversion ratios, is the improvement in mobile payment methods.
Mobile conversion rates in Japan are significantly higher than in the US due in part to the fact that the country has been transacting on mobile websites for longer (202% vs. 100%). In Spain the mobile commerce conversion ratio is 70%, compared to 68% in France or 59% in Italy.
Jonathan Wolf does not hesitate to affirm that if an e-commerce does not allow its customers to buy through mobile devices, in a couple of years it will cease to exist.
