A research by Criteo concludes that transactions completed on the smartphone are rising globally. Northern Europe and Japan are growing in particular. In these regions, mobile transactions now represent over half of the online transactions. According to the research, the top 3 is formed by Sweden (60%), Norway (57%), and the United Kingdom (55%). The data is based on an analysis of browsing and purchasing data from over 5,000 retailers in over 80 countries. It was found that, especially amongst pure online players, shoppers use the mobile web and apps more for purchasing items.
(Shopping)apps are an important driver of online sales. On a year-over-year basis, an increase of 30% of the share of in-app transactions was found. In regard to this, customers are more likely to convert when shopping on a dedicated shopping app instead of a mobile website.