Mobile accounts for almost half of e-commerce sales in MEA: report

Criteo’s Q2 2018 Global Commerce Review points to continued growth of in-app transactions

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Mobile accounts for almost half of e-commerce sales in MEA: report Iozzo: It isn’t enough to just launch an app, but it should also be supported with a promotional strategy.
By  David Ndichu Published  September 26, 2018

Mobile now accounts for 47% of all online transactions in Middle East and Africa, a rise of 41% from a year ago, according to a new report from Criteo.

The advertising platform Criteo released its 2018 Q2 Global Commerce Review, having analysed browsing and purchasing data from over 5,000 retailers in more than 80 countries.

Michele Iozzo, managing director for the Middle East & Africa, Criteo, says, “Mobile continues to command a higher share of the online transactions pie driven by high smartphone penetration across the MEA region. The study has revealed a year-on-year increase of the share of In-App Transactions for retailers who promote their shopping app, proving that it isn’t enough to just launch an app, but it should also be supported with a promotional strategy. The need to understand the nuanced browsing and purchasing patterns of customers on mobile is thus imperative if retailers want to benefit from the upcoming holiday season.”

The report found that shoppers continue to embrace mobile web and smartphone app technology for purchases, especially among pure-play online retailers. 

For retailers who actively promote their shopping apps, mobile transactions represent 59 percent of all transactions, the study found out. The conversion rate on shopping apps is 6 times higher than on mobile web in MEA region, it added.

Retailers with a brick-and-mortar presence, on average, tend to fall behind their online-only competitors when it comes to capturing in-app demand, the report showed.   

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