According to the “State of Mobile Commerce” report, conducted during the second quarter of 2015 by Criteo S.A., a technology company focused on performance advertising, people are increasingly using mobile to access content, research product information, and make purchases. The report analyzed data from 1.4 billion online transactions, which generated US$160 billion in worldwide sales.
In Brazil, 12% of e-commerce is already conducted through mobile devices, with 8% happening on smartphones and the other 4% on tablets. This behavior is largely attributed to the fact that people are spending more and more time connected and using their devices.
Obviously, optimized websites and e-commerce apps help attract new customers and improve conversion rates. On optimized e-commerce sites, 31% of transactions are made via mobile, with a 3.4% conversion rate, compared to just 23% of transactions on non-optimized sites, with a 1.6% conversion rate. In addition, nearly half of mobile transactions already occur through apps.
We also can't forget that, in April of this year, Google made significant changes to its search ranking, penalizing sites that aren't optimized for mobile. The impact of this change is a loss of visibility on the competitive results page of the world's largest search engine. Another important piece of information about Google is that in 10 countries, including the United States and Japan, there are already more searches through mobile devices than on computers.
We're still far behind countries like Japan and the United States, but the growth of mobile commerce is inevitable. It's estimated that, globally, mobile purchases will account for 40% of sales by the end of 2015 and, specifically in Brazil, they'll reach 20%.
The big question is: is your company ready for this reality? Take the test using the Google Mobile-Friendly Test Tool.
Here at the agency, our strategies have always been designed with mobile in mind, because we understand this is a reality that still has a lot of room to grow, and because we're always ahead of the curve when it comes to digital solutions.
