2018年Q1全球商业评论-英国（英文版）-10mb

Global Commerce Review Summary - Q1 2018

Core Content

This document presents key insights into the state of global commerce in Q1 2018, focusing on mobile shopping behavior, app opportunities, and the importance of omnichannel strategies. It highlights the growing dominance of mobile in retail transactions and the benefits of integrating online and offline data for better marketing performance.

Main Findings

1. Mobile Shopping Dominance

• Mobile web usage has reached maturity, while smartphone usage continues to grow.
• In the United Kingdom, mobile accounts for more than 50% of online transactions.
• Mobile sales are increasingly becoming the primary channel for consumers, with shopping apps playing a central role.

2. App Opportunity

• Apps account for 47% of mobile sales for retailers that invest in both mobile web and shopping apps.
• Shopping apps generate higher conversion rates, more than 3 times higher than mobile web.
• In Europe, the conversion rate on shopping apps is more than 3 times higher than on mobile web.
• In-app transactions dominate in most world regions, with mobile accounting for over 50% of online transactions.

3. Shopping Moments

• Desktop usage is highest during working hours, while mobile usage peaks on nights and weekends.
• This indicates a shift in consumer behavior, with mobile being preferred for casual shopping outside of work hours.

4. Omnichannel Matters

• Omnichannel retailers benefit significantly from combining offline and online sales data.
• These retailers can apply over four times more sales data to optimise marketing efforts compared to those using only one channel.
• Omnichannel customers generate the highest lifetime value, contributing 27% of all sales despite representing only 7% of all customers.

Key Insights and Statistics

• Mobile is the majority for retailers with a shopping app.
• Offline sales data enhances online results by providing deeper shopper insights.
• App users are more likely to convert, making them a critical focus for retailers.
• Mass merchants, Fashion / Luxury, and Health / Beauty are the top retail subcategories in terms of mobile sales share.
• 22% YoY increase in the share of in-app transactions globally.

Visual Summary

• Sales by Device (Q1 2017 vs Q1 2018): Mobile web usage is stable, while smartphone usage grows.
• **Share of Mobile Sales (Q1 2018)****: Mass merchants, Fashion / Luxury, and Health / Beauty lead in mobile sales.
• Conversion Rate Comparison: Shopping apps show significantly higher conversion rates than mobile web.
• Omnichannel Customer Value: Omnichannel customers generate 27% of sales with only 7% of the customer base.
• 4x Sales Data Advantage: Omnichannel retailers apply over 4 times more sales data to marketing efforts.

Conclusion

The report underscores the critical role of mobile commerce, particularly through shopping apps, in driving sales and customer engagement. It also highlights the value of omnichannel integration, as combining offline and online data leads to better marketing outcomes and higher customer lifetime value. Retailers are encouraged to optimise their mobile presence and leverage omnichannel strategies to stay competitive in the evolving digital landscape.

Methodology

• Data collected from over 5,000 retailers in more than 80 countries.
• Focus on Q1 2018 shopping behavior and trends.

About Criteo

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