M-commerce: still growing!
Cell phones now represent 27% of e-commerce transactions on average in France. This is an increase of 6 points compared to 2015 (21%). As companies continue to optimize and adapt to the m-commerce channel, web users are increasingly attracted to their smartphones to make purchases.
The Sporting Goods and Fashion & Luxury categories are the top performers: more than 30% of their e-commerce transactions are now carried out on mobile. The sale of fashion items seems particularly well adapted, with a 21% growth in the share of mobile in their e-commerce transactions.
The smartphone/tablet duel
Historically dominated by tablets, the m-commerce market is taking a radical turn, since between 2015 and 2016 the ratio has reversed, and it is now smartphones, which account for over 57% of transactions compared with 43% for tablets. Yet over the same period in 2015, there were 58% of m-commerce conversions on tablets. The explanation for this phenomenon is the sharp decline in the popularity of tablets, which saw its sales lose 15% between 2015 and 2016.
France lags behind the rest of the world
On average, cell phones account for 41% of e-commerce transactions worldwide. Japan and the UK now carry out more transactions on mobile than on desktop in 2015, and South Korea ranks 3rd with 48% of transactions carried out on mobile. France, despite a high growth rate, ranks 10th with just 27% of online sales on mobile.
There is also a strong correlation between the mobile-friendliness of e-commerce sites and their performance:
- Markets with the highest share of mobile transactions (Japan, UK and South Korea) also boast the best conversion rates.
- Countries with the highest rate of mobile-optimized sites also have the highest share of mobile transactions
The dominance of applications
Applications account for 54% of mobile transactions versus 46% via a web browser on mobile. Applications remain the most effective channel for e-merchants, providing a conversion rate 3 times higher than on mobile browsers and 2 times higher than on web browsers.
We also observe a much higher retention rate: within 30 days of a first visit, new users are twice as likely to return to the application than to their mobile browser!
And that's not all! Average shopping baskets on mobile applications are much higher overall For a base of 100 on the PC, the average basket reaches 127 on the app, compared with only 91 on the mobile browser.
Steps to mobile maturity
Here are the 4 stages of maturity for a company offering its products on the m-commerce channel:
- Access
- Offer a seamless mobile experience on mobile browsers and applications
- Reward
- Build a relationship with the consumer, encourage catalog consultation and reward frequent visits
- Anticipation
- Predict customer interests/attractions to provide them with a relevant product offering
- Loyalty
- Offer a simple way to stay in touch with the brand and present relevant news on a regular basis.
Those who manage to offer their users a mature mobile offering perform much better:
On mobile browsers, e-merchants who manage to retain users and encourage product browsing generate 39% more conversions than non-matures.
Merchant applications that maximize retention of new users and the number of products viewed generate 90% more conversions than non-matures.
BizztoFly: Prestashop merchant application
Soledis offers you a turnkey solution for setting up your own application.
- Secure, including data and password protection
- Live updates, taking into account changes in your business (inventory, etc.)
- Android and Apple compatible
- Customizable to match your corporate identity
- Enabling smooth user navigation.
Contact us for a full demonstration.
Source: Mobile commerce activity report - 1st half 2016 - Criteo
