global commerce review - criteo2018/04/17 · source: criteo data, worldwide and in italy, retail...
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Global Commerce Review
Italy, Q3 2017
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Today’s shoppers are active on all browsing environments, they don’t stay in walled gardens, and they’re buying more on-the-go.
Key Findings
Apps account for for retailers who invest in both mobile web and shopping apps.
Combining cross-device data lets you understand the entire shopper journey.
are preceded by a click on a mobile device.
Combining intent data lets you see more shopping dollars per shopper.
Shoppers matched on another device spend an per order.
2 Source: Criteo data, Worldwide and in Italy, retail advertisers, Q3 2017.
Optimizing your app lets you connect with more of today's mobile-first shoppers.
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32.5% 38.2%
0%
10%
20%
30%
40%
50%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017
Smartphone Tablet Desktop
3
Mobile web usage reaches maturity, and smartphone keeps growing
Sales by device, Q3 2016 and Q3 2017, Apps excluded
M O B I L E G R O W T H
Q3 YoY
31.8%
-8.4%
-18.5%
Source: Criteo data, Italy, retail advertisers, Q3 2017, apps excluded.
Q3 ’16 Q3 ’17
Smartphone + Tablet Smartphone + Tablet
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Fashion/Luxury and Health/Beauty are the two retail subcategories
with the highest share of mobile sales.
Italian retailers, Q3 2016 and Q3 2017, Apps excluded
M O B I L E G R O W T H
Source: Criteo data, Italy, retail advertisers, Q3 2017, apps excluded.
29%
33%
38%
35%
36%
37%
42%
48%
HOME / GARDENING
SPORTING GOODS
FASHION / LUXURY
HEALTH / BEAUTY
Q3 2017 Q3 2016
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Apps account for 63% of mobile sales
Source: For retailers who generate sales on both mobile web and in-app. Criteo, Western Europe, Q3 2017.
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64 6
Mobile is the majority for retailers with a shopping app.
Share of Ecommerce Transactions by Environment
A P P O P P O R T U N I T Y
In-App Share of Mobile Ecommerce
Transactions
28%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Q3 2016
Q3 2017
YoY Increase of the
Share of In-App
Transactions, Globally
Western Europe Western Europe
Worldwide
YoY Increase
64%
Source: Criteo data, Worldwide, retail advertisers, Q3 2017, apps Included.
20%
34%
46% Mobile Web
In-App
Desktop
37%
63%
Mobile Web
In-App
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In most world regions, mobile now accounts for more than 50%
of online transactions, and in-app sales dominate.
A P P O P P O R T U N I T Y
All retailers combined, apps excluded
Retailers who generate transactions on all environments
Mobile Web
App
Desktop
Middle East & Africa
Latin America
North America
Europe
APAC
Source: Criteo data, Worldwide, retail advertisers, Q3 2017
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In Europe, retailers with a shopping app now generate
44% of their sales on mobile devices.
A P P O P P O R T U N I T Y
*Share of online transactions by device for retailers with a shopping app (left) and for all retailers, excluding apps (right). Europe, retail, Q3 2017.
Europe
39%
61%
17%
27% 56%
Mobile Web App Desktop
Share of online transactions by device*
Share of transactions excluding apps*
All retailers* Committed retailers*
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Night (0-5)
Early Morning (6-8)
Morning (9-12)
Afternoon (13-17)
Early Evening (18-20)
Evening (21-23)
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Desktop usage dominates working hours, while mobile
wins nights and weekends.
S H O P P I N G M O M E N T S
Sales by Device Type and Hour of the Day Sales by Device Type and Day of the Week
Tablet Smartphone Desktop
Source: Criteo data, Italy, retail advertisers, Q3 2017.
Mon. Tues. Wed. Thurs. Fri. Sat. Sun.
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Combining cross-device data lets you understand
the winding shopper journey.
C O M B I N I N G D A T A
31% of all desktop transactions in Italy are preceded by a click on a mobile device.
31% click on a mobile device.
click on another desktop.
of post-click desktop transactions come from another device.
39%
8%
Source: Criteo data, Italy, retail advertisers, Q3 2017.
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Average order values are significantly higher for matched shoppers: +13% on average.
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Combining intent lets you see more shopping euros per shopper.
C O M B I N I N G D A T A
Source: Average order value for matched shoppers by retail category, for every 100€ spent by unmatched shoppers. Criteo data, Italy, retail advertisers, Q3 2017.
Culture / Media / Tickets
Fashion & Luxury
Sporting Goods
Health & Beauty
122 EUR
113 EUR
112 EUR
107 EUR
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Offline sales boost shopper knowledge - and online results.
O M N I C H A N N E L M A T T E R S
Omnichannel retailers that can combine their offline and online data can apply over four times as much sales data to optimize their marketing efforts*.
Source: Criteo data, Q3 2017, US retail advertisers who combine online and offline sales data.
$29
$29 SALE
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About Criteo
Criteo (NASDAQ: CRTO), the leader in commerce marketing, is building the highest performing and open commerce marketing
ecosystem to drive profits and sales for retailers and brands. Over 2,700 Criteo team members partner with 17,000 retail and brand
clients and thousands of publishers across the globe to deliver performance at scale by connecting shoppers to the things they need
and love. Designed for commerce, the Criteo Commerce Marketing Ecosystem sees over $550 billion in annual commerce sales data.
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