Criteo research highlights power of shopping apps

Dedicated shopping apps are driving widespread mobile success for European retailers, according to Criteo’s Q4 Global Commerce Report.

The study, which analysed individual browsing and purchasing data from over 5,000 retailers, in more than 80 countries during Q4 2017, reveals that retailers with a shopping app see half of online transactions taking place on mobile devices with 54% of these via their app, opposed to on mobile web. It also shows that mobile apps have a conversion rate 3x higher than that of mobile web. And highlights the increasing worldwide maturity and importance of omnichannel shopping. Omnichannel customers are of the highest lifetime value for retailers, generating seven times more value per shopper than offline only customers.

“As smartphone usage continues to soar, increased app adoption and mobile browsing have resulted in interesting omnichannel shopping patterns,” says Jonathan Opdyke, Chief Strategy Officer, Criteo. “Our latest report illustrates the power of shopping apps to drive significantly higher conversion rates and sales on mobile devices, and also confirms that omnichannel customers provide the highest lifetime value. Retailers and brands can take advantage of these trends to optimise their marketing efforts, allowing them to more effectively connect with shoppers to yield the strongest commerce results possible.”