A study published by Criteo, a technology company specialising in performance advertising, reveals that more than a third of global eCommerce transactions today take place via mobile devices. This is a significant figure that adds to the growing use of smartphones, which are becoming the prevalent mobile devices, gradually replacing the use of tablets. “Commerce from mobile devices is growing exponentially”, said Jonathan Wolf, Chief Product Officer of Criteo. “Only in the last three months there has been an increase of 10% in transactions using mobile devices in the US. The majority of transactions on the move today take place through smartphones and the increase in the size of the screen, as well as the presence of optimised mobile websites, can only accelerate this trend”. The results of the report are based on the analyses carried out by Criteo by examining the data of individual transactions relating to more than 160 billion dollars in sales at the global level. The following key points emerge from the report: Transactions from mobile devices in the United States have grown by 10% in the last three months: growth is continuous in all product categories, with the top quartile of retailers continuing to outperform the others. It’s all about smartphones. Most of the transactions from mobile devices in the United States and other countries now take place via smartphones, with the exception of Germany and Great Britain. The reasons for the growth lie in the increasing propensity to buy and in larger screens. In Italy, 55% of transactions on the move in the retail sector are via smartphones (vs 45% from tablets) and the percentage figure rises to 56% for travel (vs 44% from tablets).

There are no limits. Mobile now represents the majority of eCommerce transactions in Japan and South Korea. By the end of 2015, the percentage of mobile eCommerce transactions will reach 33% in the US and 40% globally. In Italy currently 26% of transactions in the retail sector and 21% in the travel sector take place via mobile devices. The mobile conversion funnel. Consumers today see the same amount of products on desktops and smartphones, but with less add-to-basket and purchase percentage on smartphones. In Italy the conversion rate of mobile stands at an average of 1.6%.