Criteo’s Mobile Commerce Report shows promising growth for mobile shopping

By

Obi Anyanwu

Published
Apr 6, 2015

“Personalized retargeting company” Criteo released its mobile commerce report for Q1 2015. The report shows an increase in mobile commerce transactions worldwide.
 
In fourth quarter 2014, mobile accounted for 27% of e-commerce transactions in the US and 35% worldwide. In Q1 2015, the numbers rose 2% and 3%, respectively. US mobile commerce increased 10% in the last 3 months. Japan, South Korea, and the UK sit above the 34% global average of mobile commerce purchases; for the first time ever, the three countries had a majority of its e-commerce purchases via smartphone.

The majority of transactions range from fashion, mass merchants, travel and sporting goods purchases. These four categories account for over 25% of mobile commerce transactions with fashion being the only one above 30%.
 
The increase in mobile commerce purchases is due in part to tablets and mainly due to smartphones, specifically iphones. In the UK and Germany, mobile commerce sales are made via tablet while in the US and Japan, the sales are reversed with smartphone purchases accounting for 53% and 90% of mobile commerce sales, respectively.
 
The mobile conversion rate is much higher in Asia than in the UK and the western market. The US has a 100% mobile conversion rate and South Korea and Japan are 2.5x and 3.5x that number, respectively.
 
Mobile commerce is forecasted to grow to 40% globally by Q4 2015. Only Japan, South Korea, and the UK are projected to forecast above the average.