One in three Swiss e-commerce purchases mobile
According to a study by Criteo, Switzerland is catching up in terms of mobile sales in online retail. The smartphone dominates.
Criteo, a performance marketing technology company, on Wednesday released its State of Mobile Commerce Report for the first half of 2016, offering up-to-date insights into consumer buying habits and providing estimates on the future development of global mobile commerce. The company analyzed billions of online transactions to discover the latest trends in m-commerce. Criteo concludes that mobile devices dominate global online commerce. Although Switzerland still lags behind the leading m-commerce nations of the United Kingdom, Japan and Korea, it can continue to make gains with a 39 percent market share of mobile sales in online commerce.
"Mobile commerce has reached an inflection point and is gradually overtaking desktop. This is largely due in part to the fact that retailers are continuously improving their mobile shopping platforms," commented Elie Kanaan, EVP Marketing at Criteo. "Retailers now need to offer a comprehensive mobile and cross-device shopping experience and be able to target users throughout the buying process. Brands that successfully execute on the mobile shopping trend have a huge advantage over the competition."
The results of the study:
Mobile shopping dominates
Mobile commerce accounted for 49 percent of online transactions at Switzerland's most successful retailers in the first half of 2016.
The share of mobile transactions in the e-commerce of all Swiss retailers grew by 32 percent compared to the previous year and accounts for 39 percent of all e-commerce transactions. Switzerland is steadily catching up - the global average is also 39 percent; in Germany it is 37 percent and in Austria 32 percent.
In Japan and the UK, more sales are now made via mobile devices than desktop.
Brazil, Australia and France recorded the greatest growth in the share of mobile sales.
Smartphone-focused shopper
The smartphone becomes more and more the device to store. The number of purchases made with a tablet, on the other hand, is steadily declining. To avoid being lost in the market, retailers need to develop a mobile-focused marketing strategy that incorporates in-app and mobile websites to appeal to smartphone-focused consumers.
For the first time, smartphone transactions (54 percent) account for the majority of all mobile transactions worldwide. In Switzerland, the figure is as high as 64 percent. This makes Switzerland the leader in the DACH region.
The countries with the highest proportion of websites optimized for mobile devices, i.e. Japan, the UK and South Korea, recorded the highest conversion rates.
Sophisticated apps boost sales
Top retailers offer intuitive and useful shopping apps to give their customers a seamless shopping experience via mobile device. Features such as home screen availability, real-time loading, offline content, push notifications, personalization, and access to native features make mobile shopping more exciting and easier.
Merchants with sophisticated mobile apps have generated up to 54 percent of mobile transactions worldwide through in-app purchases, up from 47 percent last year.
Apps are the most successful digital channels for sales, generating three times as many sales as mobile websites.
For the first time, apps also delivered higher order values than desktops or mobile websites: on average, $127 was converted using apps, compared to $100 via desktop and $91 via mobile websites.
The conversion rates of sophisticated app providers are 90 percent higher than those of other retailers.
The complete State of Mobile Commerce Report for the 1st half of 2016 is available at download here ready
