Retailers receive 66% sales from mobile devices
Econsultancy columnist Patricio Robles has cited a report from Criteo which states that in Q4 2017 e-commerce retailers received 66% of their sales from mobile devices.
The article states that mobile apps account for 44% of ecommerce transactions in North America as compared to 33% and 23% for desktop and mobile web.
Robles says, “On a global basis, year-over-year, mobile apps have seen their share of transactions grow by nearly 50%.
The implication: retailers that don’t have a mobile app are at a growing disadvantage.
In reality, however, it’s probably not exactly that simple. For one, some retail subcategories, such as a sporting goods, fashion/luxury and health/beauty, have much higher shares of mobile sales. Retailers in subcategories in which mobile sales make up a lower percentage of overall sales might not be as affected if they don’t have a mobile app.
Criteo also found that retailers with low mobile sales derive more of their sales from cross-device transactions, leading it to suggest that “combining cross-device data helps make up for a below-average share of sales on mobile.”
Even so, if the trends Criteo identified continue, it would appear that shunning mobile apps is something that many retailers will find increasingly difficult to do”.
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