Criteo publishes the results of a study carried out on 1.7 billion e-commerce transactions in the fourth quarter of 2015. There is a strong growth in mobile transactions in France at the end of 2015. Consumers prefer applications to mobile sites, and increasingly use screens in their shopping path; making the various stages of the purchasing process more and more difficult to analyze.
1/4 of transactions are mobile transactions
First observation: in France, in the fourth quarter of 2015, one e-commerce transaction out of 4 was carried out on mobile. A year earlier, the percentage of mobile sales reached 21%. Over this period, the 25% of e-merchants obtaining the best mobile transaction rate achieved 38% of their mobile sales.
Fashion, the mobile friendly sector?
The sector that gets the best rate of sales on mobile is the fashion sector, with more than 30% of transactions carried out since a smartphone. This figure has been rising sharply over the last 6 months. Among other sectors particularly mobile friendly, we can quote sports products and home.
More transactions on smartphone than on tablet
Another study of the Criteo study: the French prefer to conclude a transaction on smartphone than on tablet. Indeed, 54% of the mobile sales were made on smartphone in the fourth quarter, against 46% on tablet. Although the share of transactions on smartphones is greater, the optimization of the shopping path on the tablet should not be neglected.
47% of transactions are multi-devices
Criteo notes that nearly one out of every two buying paths involved several devices. Of these “multi-device” transactions, 73% ended on desktop, compared with 27% on mobile. It can also be seen that those who trigger the act of purchasing on mobile or tablet have more often followed a shopping route on several devices (50% of sales on mobile and 51% of sales on tablet versus 46% of sales on computer ).
More mobile transactions
Mobile applications, thanks to their good integration in mobile operating systems, perform better than mobile sites. Thus, 54% of mobile transactions were made from an application; but the mobile web resists well, with 46% of mobile transactions.
More conversions via mobile apps
On the other hand, a much higher conversion rate is observed on applications (+ 120%). All signals are green: consumers view more products on an application than on a mobile site, they are more likely to add items to the shopping cart and are more likely to buy these products.
A larger average basket for mobile applications
Finally, if the mobile applications allow to better convert, they also make it possible to achieve more advantageous sales. Compared to an average basket “base $ 100” on desktop, sales on apps correspond to an average basket of $ 102 – against $ 92 on mobile.
M-commerce: France lagging behind
Compared to other countries in the world, France is still very much on the desktop. Conversely, in Japan, nearly one in two transactions is carried out on a mobile device; of which very little on tablet, as in South Korea. The United Kingdom is quite special, as the country has a high rate of tablet transactions.
Conversion rate: similar results
On the conversion side, countries with high mobile transaction rates also record the highest conversion rates, including Japan, the United Kingdom and South Korea.
The evolution of mobile transactions worldwide
Finally, this chart shows the evolution of mobile transactions in different countries of the world. While there is little change in Japan, there are strong increases in the share of mobile transactions in Australia, the Netherlands and Brazil. By 2015, the rate of transactions via mobile accounts for 35%, compared with 30% in 2014.