For retailers with both a mobile web presence and a dedicated app in North America, 66% of sales come through the app, according to research from Criteo. Criteo also shows a 48% year-on-year increase globally in the amount of in-app shopping transactions, jumping from 31% at the end of 2016 to 46% at the end of 2017.
In the U.S., the conversion rate from a mobile app is three times higher than the mobile web, with 21% coming from an app compared to 6% on the mobile web. Mobile itself accounts for 50% of all online sales, with the majority coming from apps in North America, the Middle East and Africa, and Asia Pacific.
It’s also interesting to see how the mobile device fits into sales that are eventually made on the desktop. Criteo shows how 26% of all desktop sales began with a mobile device click, and only 15% came from another desktop machine.