March 1, 2018
E-commerce retailers that are not investing in a mobile shopping app could be missing a growing opportunity, according to a recent survey. In its Global Commerce Review for Q4 2017, Paris-based marketing firm Criteo found 44 percent of all e-commerce transactions at North American retailers came via shopping apps, compared to 23 percent from mobile Web and 33 percent from desktop. The report also found that cart abandonment was significantly lower for shopping apps than for mobile Web (21 percent conversion for apps vs. 6 percent for mobile web).
“This is a significant difference that could be driven by the superior features and convenience offered by some apps,” Criteo said in the report. “Consumers may be more likely to complete a purchase on a shopping app that’s already downloaded on their phone because they’re familiar with the checkout process.”
Globally, transaction volume generated by shopping apps in the fourth quarter of 2017 was similar. Forty-eight percent of e-commerce transactions worldwide came through mobile shopping apps, up from 31 percent in Q4 2016.