M-commerce rhymes with sport, fashion and luxury in France
- In the second quarter, mobile transactions represented 27% of all transactions carried out online (in France). Globally, this proportion rises to 41%.
- More than half (54%) of mobile transactions are done through an app.
- In France, more than 30% of transactions for sports goods, fashion and luxury goods are mobile transactions.
Purchases made on mobile are taking an increasingly important place in the overall activity of e-merchants. In the space of a year, the share of mobile transactions rose from 21 to 27% in France, an increase of nearly a third, according to the “Mobile Commerce Activity Report»Of the first half of the year produced by Criteo. The term m-commerce includes both sales made on smartphones and those made on tablets for the authors of the study.
While this progression suggests that m-commerce still has a strong growth potential in France, the study also shows that the “first quartile” (ie the 25% of e-merchants who carry out the majority of their transactions on mobile) seems to have peaked at 34-35% of mobile transactions over the past year. Globally, 41% of transactions are now made on mobile.
More than half of mobile purchases go through an app
Contrary to other recent studies, which suggest that it is not wise for a brand to develop its mobile application, the Criteo report shows the advantages of having a dedicated application for an e-merchant.
In addition to the fact that more than half of mobile purchases (54%) are made via an application, the latter indeed makes it possible to double the retention rate of its new users (ie the proportion of users who return within 30 days of their first visit) compared to a simple mobile browser.
And that’s not all: the application conversion rate is higher than that of other channels (3 times higher than a mobile browser, and 1.5 times higher than a computer), and the average basket of purchases made via an app is higher than on other channels (27% more than on computer for example).
The success of apps compared to mobile sites is perceptible at all stages of the e-merchant conversion tunnel: more products seen by mobile users, but also more shopping bags and finally more final purchases.
In France, Android surpasses iOS in m-commerce
While at the start of 2015, tablet sales accounted for more than 60% of total sales in France, the trend reversed during the year in favor of smartphones, which now represent 57% of smartphone sales.
Another development compared to the same period last year: transactions carried out via Android smartphones have practically doubled and now surpass those carried out via iPhones (8.3% against 6.3%).
While growing rapidly, mobile sales do not concern all categories of goods in the same way. Sporting items as well as fashion and luxury items are therefore the ones that are currently the most sold on mobile in France (more than 30% of online transactions in each category). These two categories of items also experienced the greatest growth in one year: + 18% for sporting items, + 21% for fashion and luxury items.
Japan and the United Kingdom, champions of m-commerce
Globally, on average 4 out of 10 transactions are made on mobile. But strong disparities persist between countries: in Japan and the United Kingdom, m-commerce represents more than half of transactions carried out online, and exceeds sales by computer.
South Korea, Australia and Germany are also among the Top 5 countries most active in m-commerce. France comes in 10th place.
The trends observed in France in terms of terminals are representative of global trends: the smartphone thus outperforms the tablet in all of the 12 countries studied as part of the study. It should be noted that in South Korea, the tablet is almost absent, with more than 95% of transactions carried out on smartphones.
** Methodology: study carried out on individual transaction data, collected from more than 3,300 e-merchants worldwide. The 1.7 billion transactions recorded via computers and mobile sites generated 720 billion dollars in annual sales. Criteo has been analyzing mobile commerce since Q4 2014.
READ also: 6 trends to know about m-commerce in France