2018年Q1全球商业评论-东南亚（英文版）.pdf

Global Commerce ReviewSouth East Asia, Q1 20182 Todays shoppers are active across all browsing environments, and theyre buying more on-the-go.Key FindingsSource: Criteo, South East Asia, Q1 2018. Base: retail (see Methodology).Optimizing your app lets you connect with more of todays mobile-first shoppers.Apps account for 66% of mobile sales for retailers who invest in both mobile web and shopping apps.The conversion rate on shopping apps is more than 5 times higher than on mobile web.Omnichannel retailers can apply over 4 times as much sales data to optimize their marketing efforts.Shopping apps generate higher conversion rates.Using offline sales data can boost online results.APP3 0.00%10.00%20.00%30.00%40.00%50.00%60.00%Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018Smartphone Tablet DesktopMobile web usage reaches maturity, and smartphone keeps growing.Mobile GrowthSource: Criteo, South East Asia, Q1 2018. Base: retail (see Methodology).Sales by Device, Q1 2017 and Q1 2018, Apps ExcludedQ1 17Q1 18Smartphone + TabletSmartphone + Tablet38%Q1 Year-Over-Year-13% -12.5%37%28%4 Health / Beauty and Fashion Luxury are the two retail subcategories with the highest share of mobile sales.Mobile GrowthSource: Criteo, South East Asia, Q1 2018. Base: retail, apps excluded.Share of Mobile Sales, Q1 2018, Apps Excluded39%40%40%51%MASS MERCHANTCOMPUTING / HIGH TECH RETAILERSFASHION / LUXURYHEALTH / BEAUTY5 Apps account for 2/3 of mobile sales.66%6 Mobile is the majority for retailers with a shopping app.App OpportunitySource: APAC, Q1 2018. Base: retail, apps excluded.APAC APACYoY Increase of the Share of In-App Transactions, GloballyWorldwideYoY Increase22%18%54%28%Mobile WebIn-AppDesktop25%75%Mobile WebIn-AppIn-App Share of Mobile eCommerce Transactions Share of eCommerce Transactions by Environment36%44%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Q1 2017Q1 20187 In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.App OpportunitySource: Criteo, Q1 2018. Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website. Middle East & AfricaLatin AmericaNorth AmericaEurope121 21212APAC1 212All retailers combined, apps excludedRetailers who generate transactions on all environmentsMobile WebAppDesktop8 In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.App OpportunitySource: Criteo, APAC, Q1 2018. Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website. .Mobile WebApp Desktop42%58%Share of Transactions Excluding AppsAll retailers 18%54%28%Share of Online Transactions by DeviceCommitted retailers APAC9 Source: Criteo, APAC, Q1 2018.Shopping apps generate higher conversion rates.App OpportunityIn APAC, the conversion rate on shopping apps is more than 5 times higher than on mobile web.5x3%Mobile Web19%AppConversion Rate4%DesktopBase: retailers with an app and a mobile website. Conversion rate = buyers / product page viewers.10 Desktop usage dominates working hours, while mobile wins nights and weekends.Shopping MomentsSource: Criteo, South East Asia, Q1 2018.South East Asia Sales by Device Type and Hour of the DayEarly Morning(6-8)Morning(9-12)Afternoon(13-17)Early Evening(18-20)Evening(21-23)Mon. Tues. Wed. Thurs. Fri. Sat. Sun.TabletSmartphone Desktop100120140100120140South East Asia Sales by Device Type and Day of the WeekBase: index, 100 = daily average. Retailers, excluding apps.