UK “Ahead of the Game” in mCommerce

By Tim Maytom

Generic Stock Shopper LBS geogate

Mobile transactions account for 46 per cent of all eCommerce transactions in the UK, putting it second only to Japan in terms of mCommerce adoption, and making it the only country in the top three to have maintained growth in Q2 2015.

The figures comes from Criteo‘s new State of Mobile Commerce Report, covering Q2 of the year, which also revealed that 40 per cent of eCommerce transactions now involve more than one device, demonstrating the importance of a cross-device, omnichannel approach to retail.

“The customer purchase journey has become increasingly complex as consumers have stopped using a single device to make their purchases,” said Jonathan Wolf, chief product officer at Criteo. “Delivering an engaging app experience and connecting seamlessly with consumers across multiple devices are key to capturing eCommerce sales in this new world.”

Among the report’s other findings were the considerable gaps in conversion due to ease of browsing on the mobile web, with websites that used responsive design or similar methods seeing more than double the conversion rates of non-optimised sites that consumers found difficult or frustrating to navigate.

“Consumer adoption of mobile continues to be the biggest trend in both eCommerce and advertising today, and the …read more

Source:: Mobile App News