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Mobile commerce is growing faster in Australia

For the first time ever, smartphones now deliver the majority of mobile transactions in every major global market, according to Criteo’s 2016 State of Mobile Commerce Report released on Wednesday.

This is one of the major findings from Criteo’s analysis of global transactions in H1 2016, which together indicate the growing dominance of mobile in the e-commerce landscape.

In Japan and the UK, retailers now sell more through mobile devices than they do on desktops, while Brazil, Australia and France saw the biggest year-over-year gains in mobile’s share of retail transactions.

Mobile conversion rates were highest in Japan, the UK and South Korea, while Australia was among those countries with the most mobile-friendly sites, Criteo found.

The rise of smartphones as the world’s go-to mobile shopping device comes as new features, like fingerprint recognition, make transactions faster and easier on phones. The trend is something retailers can’t afford to ignore.

“Mobile commerce has reached a turning point and is surpassing desktop purchasing as retailers continue to evolve their mobile shopping platforms,” Criteo’s executive vice president of marketing Elie Kanaan said.

“Retailers need to create a truly seamless mobile and cross-device experience, and be prepared to engage with users no matter where they are along the path to purchase.”

According to the report, retailers with a sophisticated mobile app presence – such as offline content, personalisation and native functionality – saw up to 54 per cent of their mobile transactions generated in-app in Q2 2016, up from 47 per cent the previous year.

Apps also convert three times as many shoppers as mobile websites and average higher order values than transactions via mobile websites or desktops, Criteo found.

But the question isn’t mobile app or mobile web. Retailers must build both mobile-first websites and sophisticated apps, as well as use mobile marketing strategies, to reach shoppers wherever they browse and purchase.

Performance marketing technology company Criteo has been analysing global transactions since 2014 to understand mobile commerce trends.

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