For many retailers, mobile traffic is equal to or greater than desktop traffic. Now, according to Criteo's latest trade report (Q4 2017), mobile sales account for the majority of total e-commerce for retailers with successful commercial applications.
Retailers who have both mobile sites and apps see, on average, two-thirds of their online sales from mobile devices, according to the report. In the table below, black corresponds to desktop sales, orange to mobile web and yellow to application-based sales.
As you might expect, the conversion rates on mobile apps are higher, about 3 times higher than on the mobile web. This may be due to the fact that the user experience is better in applications, including the payment process. But this can also be partly explained by the fact that those who download and use retail applications are more loyal and inclined to buy from these retailers.
The most mobile commercial transactions take place in applications, Criteo said that more than a quarter (26%) of all office transactions were preceded by a mobile click. More generally, 41% of desktop conversions were influenced by or started on another device.
Criteo explains that "retailers with low mobile sales are getting more multi-device deals". This may be due to the fact that the mobile experience is mediocre and that determined buyers are moving to the office to make the planned purchase. But there are also probably "losses" or lost sales as a result of this jump between devices.
The report also advocates combining multi-device and off-line data to improve targeting and efficiency. And he points out that so-called omnichannel buyers have greater value for life and drive a higher sales percentage than other customers.
This makes sense, but again, it suggests a question of hen and egg: do they spend more on platforms because they are more loyal at the start or does a successful omnichannel experience encourage loyalty? and spend?
About the author
Greg Sterling is a contributing editor to Search Engine Land. He writes a personal blog, Screenwerk, about the link between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow him on Twitter or find him on Google+.