NEW YORK, Sept. 20, 2018 /PRNewswire/ -- Criteo S.A.
(NASDAQ: CRTO), the advertising platform for the open Internet,
today released its second Global Commerce Review of the year with
data gathered during the second quarter of 2018. The report
analyzed browsing and purchasing data from over 5,000 retailers in
more than 80 countries and found that shoppers continue to embrace
mobile web and smartphone app technology for purchases, especially
among pure-play online retailers.
"Retailers around the world are continuing to see shopper
preferences shift as they become more reliant on the convenience
and personalization that in-app commerce experiences can offer,"
said Jonathan Opdyke, Chief Strategy
Officer, Criteo. "Yet as in-app sales rise, it's imperative for
retailers to understand that simply launching an app does not
necessarily mean that it is going to yield immediate returns. Our
Q2 Global Commerce Review found a strong correlation between in-app
transaction growth and retailers that develop and commit to an
ongoing shopping app promotion strategy."
The top three key takeaways from Criteo's Q2 Global Commerce
Review include:
- Transactions completed on mobile web, and especially on
smartphone, continue to rise in most countries and regions.
- The share of app transactions for advertisers who promote their
shopping app steadily increases over time.
- Retailers with a brick-and-mortar presence, on average, tend to
fall behind their online-only competitors when it comes to
capturing in-app demand.
The Q2 Global Commerce Review serves as a powerful benchmarking
tool for marketers as they navigate shopper behaviors across
desktop, mobile web and apps. To further enhance how the second
quarter data can be turned into actionable insights in advance of
the holiday shopping season, Criteo has also launched its Seasonal
Sales Dashboard. The free online tool empowers retailers to analyze
how shoppers behaved globally during the 2017 holiday push. The
interactive tool is powered by 1 billion transactions from 2,500
retailers in 16 countries. Users can drill down into the data set
and sort by country, retail category and date ranges between
November 1, 2017 and December 31, 2017, accessing insights into trends
across the entire 2017 Holiday season.
"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," said Jaysen Gillespie, Vice President and Head of
Analytics and Data Science, Criteo. "We are confident that
marketers will benefit from Criteo's Seasonal Sales Dashboard given
the granularity of the data and the lead time they still have to
adjust mobile strategies before the shopping season truly gets
started."
Additional Q2 Global Commerce Review research highlights:
- Mobile Continues to Rise
-
- In many countries, particularly Northern Europe and Japan, mobile transactions now represent more
than 50 percent of online transactions.
- APAC has been a clear leader in mobile transactions (51
percent) but all other regions continue to catch up, including
Europe (now 44 percent) and the
Middle East & Africa (47 percent).
- Shopping App Success Hinges on Smart Promotion
-
- Globally, mobile dominates among retailers that promote their
shopping apps. Criteo tracked a 30 percent year-over-year increase
in the share of in-app transactions among these retailers.
- For clients who promote their shopping apps, APAC reports the
highest share of transactions from those apps, followed by just
over one-quarter in Europe and 18
percent in the Americas.
- Retailers that have or are considering a shopping app have good
reason to invest in promotion—in North
America, the conversion rate on shopping apps is more than
three times higher than on mobile web.
- Online-Only Retailers Continue to Outpace Traditional
Retailers (When Both Promote Shopping Apps)
-
- For online-only retailers who promote their app, a full 31
percent of transactions come from the in-app purchase channel.
- Brick-and-mortar retailers that promote a shopping app see
fewer in-app transactions (21 percent) compared to pure online
players, highlighting the opportunity for these retailers to
further integrate app technology into shoppers' experience before,
during and after they visit a physical store.
For a complete look at the Global Commerce Review, view the
report at
https://www.criteo.com/insights/global-commerce-review-united-states-q2-2018/
Q2 Global Commerce Review Methodology
The Global Commerce Review analyzed individual browsing and
purchasing data from over 5,000 retailers, in more than 80
countries, during the second quarter of 2018.
Criteo Seasonal Sales Dashboard Methodology
The dashboard analyzes daily traffic and sales data from more
than 2,500 retail advertisers in 16 countries, accounting for more
than 1 billion transactions in the fourth quarter of 2017. The most
granular data points are always backed by verified data from at
least 10 retailers. Indexed traffic and sales data is compared to
average in October 2017. Share of
traffic and sales by device does not include applications.
Interactive Global Map
To view an interactive world map featuring a global snapshot of
aggregate regional data, please visit:
https://www.criteo.com/insights/global-commerce-review-map/
About Criteo
Criteo (NASDAQ: CRTO) is the advertising
platform for the open Internet, an ecosystem that favors
neutrality, transparency and inclusiveness. 2,700 Criteo team
members partner with close to 19,000 customers and thousands of
publishers around the globe to deliver effective advertising across
all channels, by applying advanced machine learning to unparalleled
data sets. Criteo empowers companies of all sizes with the
technology they need to better know and serve their customers. For
more information, please visit www.criteo.com.
Media Contact:
Kenya
Hayes
k.hayes@criteo.com
(703) 589-7595
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