An intuitive mobile app enables retailers to provide consumers with capabilities like instant loading, offline content, push notifications and personalization as a means to drive sales. In fact, retailers with sophisticated mobile apps drive 90% more conversions than other retailers, according to research from Criteo.
In 2016, mobile apps have played larger roles in driving e-Commerce purchases:
Retailers with a sophisticated mobile app presence saw 54% of their mobile transactions generated within the app in Q2 2016, increasing from 47% from Q2 2015;
Mobile apps convert 3x more shoppers than mobile web; and
For the first time, mobile apps saw higher order values than desktop and mobile web, with an average of $127 spent in-app versus $100 on desktop and $91 on mobile web.
Top Retailers Capture More Than Half Of E-Commerce Transactions From Mobile
Retailers don’t always have to leverage mobile apps to gain benefits from the channel, however. In fact, the leading 25% of retailers in the U.S. grew mobile sales by 30% year-over-year in the first half of 2016, and now capture 52% of all e-Commerce transactions from mobile. Mobile e-Commerce transactions increased 17% across all U.S. retailers within the same time frame, according to the Criteo research.
In Q2, fashion and luxury retailers outperformed their counterparts, with more than 40% of e-Commerce transactions taking place on mobile, an increase of 17% over Q2 2015.
And as mobile increases its presence, the smartphone becomes a more significant factor in online purchases. For the first time ever, smartphones delivered the majority of mobile transactionsin every major global market. Smartphones continue to dominate the U.S. retail mobile transaction share by volume, with 67% of transactions – representing a 26% growth rate year-over-year.