Thursday 28 Mar 2024
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SINGAPORE (13 Oct): E-commerce transactions in Southeast Asia are now dominated by mobile devices, which account for 54% of all successful transactions in the region, according to Criteo’s 1H2016 State of Mobile Commerce Report.

The marketing technology company reported that the top 25% of retailers in the region grew their mobile sales segment by 37% year-on-year, while mobile share grew by 19% year-on-year across all the retailers in Southeast Asia.

The report analysed over 3,300 online retail businesses globally, covering some 1.7 billion transactions per year over desktop and mobile sites, which generated US$720 billion (RM3.03 trillion) in annual sales.

“The Asia Pacific region has been a mobile commerce powerhouse for a few years now, driven by multiple device ownership in developed markets like Hong Kong, Japan, Singapore and Taiwan,” says Yvonne Chang, executive managing director, Asia Pacific, Criteo. ”These markets are now being joined by rapidly growing ‘mobile-first’ or ‘mobile-only’ markets like India, Indonesia, Malaysia and Vietnam.”

“With increasing affluence and improving technological infrastructure set to bring even more consumers online and on smartphones, it is only a matter of time before the region establishes itself as the clear global leader in mobile commerce transactions,” she adds.

In Southeast Asia, smartphones continued its domination over mobile tablets, with 86% of all retail mobile transactions going through a smartphone in 2Q16, compared to 73% in 4Q15.

Shopping apps are driving spending as well, with users twice as likely to return to an app within 30 days compared to mobile web users.

Apps now account for 54% of all mobile transactions globally.

Shopping apps were found to have 1.5 times higher conversion rates compared to desktops, which in turn have conversion rates that are twice as high as mobile browsers.

Basket sizes on apps have also surpassed the desktop, hitting an average of US$127 compared to the US$100-average on desktops.

“Mobile commerce has reached a tipping point and is surpassing desktop purchasing as regional retailers continue to invest in mobile shopping platforms,” says Chang.

“However, retailers must go one step further and create a truly seamless mobile and cross-device experience to engage users along their digital paths to purchase,” she adds. “Brands that master the mobile trend will have a head start over competitors, as well as the momentum to lead the pack in the shopping seasons ahead.”

 

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