47% of ecommerce transactions take place inside an app

In-app purchasing is the most popular form of ecommerce in the United States, according to data published by Criteo, and collated by eMarketer. It shows in-app purchase activity accounted for 47% of the total transactions performed during the first quarter of 2018.

This is more than twice the amount of transactions carried out using the mobile web, which saw 20% of the activity. Desktop continues to be popular, but at 33%, still lags behind apps. The data was collected from companies with both a mobile web and an app presence.

Despite the dominance of mobile, with mobile web and app transactions covering 67% of the total, mobile commerce can’t match the desktop for money spent. In 2018, mcommerce will cover 39.6% of the total ecommerce dollar amount. This is expected to rise over the coming years, overtaking ecommerce in 2021.

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