2018年Q1全球商业评论-美国（英文版）-8mb

Global Commerce Review Summary - Q1 2018

Core Content

The Global Commerce Review for Q1 2018 provides insights into how shoppers are engaging with commerce across different platforms and regions. It highlights the growing importance of mobile commerce, the role of shopping apps in driving sales and conversion, and the benefits of an omnichannel approach in retail marketing.

Key Findings

• Shoppers are active across all browsing environments, with a notable increase in on-the-go purchasing behavior.
• Shopping apps are a critical component of mobile commerce, with 70% of mobile sales coming from apps for retailers that invest in both mobile web and shopping apps.
• Conversion rates on shopping apps are significantly higher than on mobile web, being more than 3 times higher.
• In North America, the conversion rate on shopping apps is over 3 times higher than on mobile web.
• Omnichannel retailers benefit greatly from combining offline and online sales data, allowing them to apply over four times as much sales data to optimize marketing efforts.
• Omnichannel customers generate the highest lifetime value, contributing to 27% of all sales despite representing only 7% of all customers.

Mobile Growth

• Mobile web usage has reached maturity, while smartphones continue to grow.
• Health / Beauty and Sporting Goods are the retail subcategories with the highest share of mobile sales.
• Mobile accounts for more than 50% of online transactions in most world regions, with in-app sales dominating.

App Opportunity

• Shopping apps are the majority of mobile commerce in North America and other regions.
• App-based shopping is increasingly preferred by consumers, leading to better conversion and engagement.
• App users are more likely to make purchases, showing the potential of app-first strategies in driving revenue.

Shopping Moments

• Desktop usage is dominant during working hours, while mobile usage peaks during nights and weekends.
• This suggests that mobile is more effective for driving sales outside of traditional working hours.

Omnichannel Matters

• Combining offline and online data is essential for maximizing marketing effectiveness and gaining a comprehensive understanding of shopper behavior.
• Omnichannel customers are more valuable than those who only engage online or offline, contributing to a larger share of sales with fewer customers.

Additional Information

• The report is based on individual browsing and purchasing data from over 5,000 retailers in more than 80 countries for Q1 2018.
• For more detailed insights, users are directed to the interactive world map provided by Criteo.
• Further information about the Criteo Commerce Marketing Ecosystem can be found on their official website, criteo.com/about.

Conclusion

The Global Commerce Review underscores the importance of mobile-first strategies, particularly through shopping apps, in capturing the evolving consumer behavior. It also highlights the value of omnichannel integration in enhancing marketing performance and customer lifetime value. Retailers are encouraged to leverage mobile data and app-based engagement to stay competitive in the global market.