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Shopping apps account for half of online sales in Europe

Dedicated shopping apps are driving widespread mobile success for European retailers, according to Criteo’s Q4 Global Commerce Report.

The study revealed that retailers with a shopping app see half of online transactions taking place on mobile devices with 54% of these taking place via their app, opposed to on mobile web.

The report analyses shoppers’ activities, behaviours and preferences across all devices and browsing environments.

The report, which highlights a growing reliance on apps among shoppers, reinforces the ‘mobile-first’ mindset, and will help inform omnichannel commerce marketing strategies worldwide.

“As smartphone usage continues to soar, increased app adoption and mobile browsing have resulted in interesting omnichannel shopping patterns,” said Jonathan Opdyke, chief strategy officer, Criteo.

“Our latest report illustrates the power of shopping apps to drive significantly higher conversion rates and sales on mobile devices, and also confirms that omnichannel customers provide the highest lifetime value.

“Retailers and brands can take advantage of these trends to optimise their marketing efforts, allowing them to more effectively connect with shoppers to yield the strongest commerce results possible.”

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