UK and Japan lead way as m-retail booms, Criteo

The UK and Japan, Norway, Sweden and Denmark are the top five mobile e-commerce leaders in the world, according to research by Criteo which analysed individual browsing and purchasing data from over 5,000 retailers, in more than 80 countries, during Q2 2018.

In the UK, 55% of sales made online take place on a mobile. Smartphones make up 32% of sales made on mobile. Tablets account for 7% and apps (on smartphone or tablet) 26%. Compared to the same period last year (Q2, 2017) sales via smartphones have increased by 24% and sales via tablets have decreased 32%.

Mobile (web and app) now accounts for 59% of all online transactions made in EMEA, having increased 4% since Q1 2018 and overtaking desktop (41%) which has decreased by 4% since Q1 2018. For retailers with a shopping app, app sales now account for 26% of all transactions made online in the region – ahead of pure app sales in Americas which is just 18%

“With just over 100 shopping days until Christmas, retailers need to understand the nuanced browsing and purchasing patterns of their primary customers on mobile in order to market mobile web and in-app experiences that will truly move the needle later this year, especially on Black Friday and Cyber Monday,” says Jaysen Gillespie, Vice President and Head of Analytics and Data Science, Criteo.