2018年Q1全球商业评论-荷兰（英文版）_11页_4mb

Global Commerce Review Summary

Core Content

The document provides an analysis of the state of mobile and app-based commerce in the Netherlands and globally for Q1 2018. It highlights the growth of mobile commerce, the increasing dominance of shopping apps, and the importance of omnichannel strategies in driving sales and customer value.

Mobile Growth

Key Insights

• Mobile Web Maturity: Mobile web usage has reached maturity, and smartphone adoption continues to grow.
• Sales by Device: In Q1 2018, compared to Q1 2017, mobile sales (excluding apps) showed a significant increase.
• Device Share: The share of mobile sales by device type in Q1 2018 indicated that smartphones and tablets are becoming more prominent in online retail.
• Top Retail Subcategories: Mass Merchant and Fashion / Luxury are the two retail subcategories with the highest share of mobile sales.
• Mobile Sales Share: In Q1 2018, mobile sales accounted for a substantial portion of overall online transactions, with a notable share attributed to smartphones and tablets.

App Opportunity

Key Insights

• App Dominance: Apps account for 47% of mobile sales, indicating a strong shift towards app-based shopping.
• Global In-App Growth: In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.
• Conversion Rates: Shopping apps generate higher conversion rates than mobile web. In Europe, the conversion rate on shopping apps is more than 3 times higher than on mobile web.
• In-App Transaction Share: The share of in-app transactions increased by 22% year-over-year globally, showing the rising importance of apps in the commerce ecosystem.

Shopping Moments

Key Insights

• Usage Patterns: Desktop usage dominates during working hours, while mobile usage peaks during nights and weekends.
• Netherlands Data: Sales by device type and time of day in the Netherlands show that mobile usage is significant outside of working hours, particularly on weekends.
• Device Type Trends: Smartphone usage is growing, and it is becoming a key driver of online sales, especially during non-working hours.

Omnichannel Matters

Key Insights

• Offline to Online Synergy: Offline sales enhance shopper knowledge, which in turn improves online performance.
• Omnichannel Advantage: Retailers that integrate offline and online data can apply over 4 times more sales data to optimize marketing efforts.
• Customer Lifetime Value: Omnichannel customers generate the highest lifetime value, contributing 27% of all sales despite representing only 7% of all customers.
• Customer Segmentation:
  • Omnichannel customers: 27% of sales, 7% of customers.
  • Online only customers: Lower sales contribution compared to omnichannel customers.
  • Offline only customers: Also contribute less to sales than omnichannel customers.

Key Statistics

• Mobile Sales Share: In Q1 2018, mobile sales (excluding apps) accounted for a significant portion of online transactions.
• App Sales Share: Apps account for 47% of mobile sales.
• Conversion Rate: Shopping apps have a 3x higher conversion rate than mobile web in Europe.
• In-App Growth: The share of in-app transactions increased by 22% year-over-year globally.
• Omnichannel Impact: Omnichannel customers generate 27% of all sales, despite being only 7% of the total customer base.

Conclusion

The document emphasizes the transformative role of mobile and app-based commerce in the retail landscape. It underscores that mobile web usage is maturing, and apps are becoming a dominant force in driving sales. Additionally, it highlights the importance of omnichannel strategies in enhancing customer engagement and optimizing marketing efforts. Retailers that effectively integrate their online and offline data are better positioned to capitalize on the growing mobile and app markets.