On Mobile Commerce and Frictionless

Criteo, a French redirecting leader which has a pretty good view on the situation published a very interesting report about the state of mobile commerce.
Their report focuses on France with a comparison with the rest of the world, and of course we are more interested in this rest of the world.


So, what do we learn in this report ?

Teaching 1: Apps retain 2x as much user than web apps

Within the following 30 days of the first visit, visiteur have 2x more chance to come again on the site when using an App.

 

Teaching 2: It's done. More than 50% of e-commerce in Japan and UK and done from a smartphone

Share of mobile in e-Commerce transactions by country Q2016 vs. Q22015

Share of mobile in e-Commerce transactions by country Q2016 vs. Q22015

That's something we can confirm too in Japan (our main market) where we reach 90% of traffic  from mobile+tablet on some projects at prime hour (7PM to 9PM).

Share of mobile from one of our Google Analytics' projects at 7:30PM (Japan)

Share of mobile from one of our Google Analytics' projects at 7:30PM (Japan)

Smartphone (red) vs. Tablet (grey) in the mobile share. Korea and Japan said goodbye to tablets. Probably because of large screens penetration on those markets.

Smartphone (red) vs. Tablet (grey) in the mobile share. Korea and Japan said goodbye to tablets. Probably because of large screens penetration on those markets.

Teaching 3: higher smartphone rate = higher conversion

That's the blast to many e-commerce specialists: as of September 2016, smartphone improves results. Countries with higher share of the mobile in e-commerce also have better conversion rates.

Smartphones has become a better tool to capture clients.

Conversion rate by country compare to France (orange line)

Conversion rate by country compare to France (orange line)

TEACHING 4: The conversion funnel is amazingly better for apps

Clients using apps watch 4.6x more products on an app than on a mobile browser.

They put 2.5x more products in cart.

They buy 1.2x more thru an app than a mobile browser.

On average the conversion rate is 3x on an app.

TEACHING 5: Build a Mobile Strategy first. 

Criteo recommend to adopt a Mature relationship to Mobile.

  1. Create a frictionless experience. That Xloudia's job ! 
  2. Reward the user when coming frequently on the app. In our Xloudia jargon we call it: "turn the user experience a reflex". 
  3. Anticipate the needs. Xloudia analytics and deep learning can help understand what clients are looking for.
  4. Create Loyalty. Here again. Xloudia lets apps become addictive. The ease of use is unique to no other media.

You read French and you want to read to full report. Download it from here.