According to a report conducted by Criteo, mobile purchases represented more than 20% of all the ecommerce transactions Criteo assessed in France, slightly lower than the 24% average worldwide.
The study shows that many retailers in France are making mobile a priority with the result that over 50% of their transactions now come via that channel. Overall, the websites of French retailers optimized for mcommerce posted a conversion rate of 3.1%, compared with 1.5% for non-optimized websites.
Findings reveal that apps also played a major role as aids to mobile purchasing. Apps generated 47% of retailers’ mobile revenues during the period assessed, and 42% of last-minute mobile travel bookings were made with an app.
40% of digital purchases by residents in France involved at least two platforms or devices. Still, in 46% of cases, shoppers simply used several devices to consult the same retailer more than once before making a purchase. And even if consumers did most of their research on a desktop or laptop PC, 23% actually bought on a smartphone or tablet.
Smartphones were the device of choice for mobile shoppers, accounting for 42% of all m-commerce transactions.
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