Mobile Now Accounts for 54% of All E-commerce Transactions in Asia: Criteo Report


For the first time, the leading 25% of online retailers in Southeast Asia saw more than half of their sales coming from mobile devices, a report by performance marketing technology company, Criteo has revealed.

The ‘State of Mobile Commerce Report’ highlights that mobile devices are beginning to dominate the online commerce landscape, especially in the Asia-Pacific region. With mobile accounting for 60% and 54% of all e-commerce transactions in Taiwan and Southeast Asia respectively, regional retailers who can capitalize on this trend will be successful at driving transactions in the shopping seasons that follow.

Criteo’s research shows that brands can no longer ignore mobile platforms as a primary means to drive eCommerce sales. While technology enhancements have facilitated shopping on mobile, marketers are challenged with targeting consumers across every environment along the path to purchase. To boost revenue, retailers must therefore, combine a strong mobile web and app presence with personalized mobile targeting strategies to engage with shoppers wherever and whenever they browse and purchase.

Some of the report highlights include:

  • Retailers with a sophisticated mobile app (feature-rich apps) presence saw up to 54% of their mobile transactions generated in-app in Q2 2016, an increase from 47% in 2015.
  • Apps close far more deals than other online shopping environments and convert three times more shoppers than mobile web.
  • For the first time, mobile apps saw higher order values than desktop and the mobile web, with an average of US$127 spent in-app versus US$100 on desktop and US$91 on mobile web.
  • Leaders in mobile app maturity drive 90% more conversions than emerging retailers.

You can read the full report here.

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