19
Global Commerce Review EMEA, Q2 2018
Global Commerce Review
EMEA, Q2 2018
2 •
In APAC, Mobile now accounts for the majority of transactionsMobile Marches On
Source: Criteo, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
North America
Latin America
Middle East & Africa
Europe
Asia Pacfic
3 •
25.5% 25.0% 25.0% 26.2% 27.8% 28.3%30.6% 31.7%
10.3% 9.8% 8.7%8.8%
8.9% 7.2%7.6% 7.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, United Kingdom, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, United Kingdom, Apps Excluded
+24%
Q2 2018 vs Q2 2017, by Device
-32%
-4%
53%Smartphone
& Tablet
55%Smartphone
& Tablet
4 •
16.9% 16.6%20.4% 20.7% 22.8% 24.0%
27.1%29.7%
11.8% 10.8%
10.9% 10.6%10.5% 10.0%
9.1%9.2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, France, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, France, Apps Excluded
+43%
Q2 2018 vs Q2 2017, by Device
-14% -11%
31%Smartphone
& Tablet
39%Smartphone
& Tablet
5 •
21.9% 22.1% 24.9% 26.6% 27.9%32.0% 33.9% 35.6%
15.6% 15.5%15.4%
15.1% 14.6%13.0%
14.0%14.1%
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, Germany, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, Germany, Apps Excluded
+34%
Q2 2018 vs Q2 2017, by Device
-7%-14%
42%Smartphone
& Tablet
50%Smartphone
& Tablet
6 •
23%21%
25% 26%31% 30%
33% 34.2%
9%
8%
8%8%
8% 7%7%
6.7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, Italy, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, Italy, Apps Excluded
+30%
Q2 2018 vs Q2 2017, by Device
-18%-10%
34%Smartphone
& Tablet
41%Smartphone
& Tablet
7 •
21.0% 21.8%25.6%
28.6% 31.4% 32.3% 34.2% 36.8%
16.6% 16.4%15.8%
16.3%15.1% 15.0%
14.3% 11.8%
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, Netherlands, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, Netherlands, Apps Excluded
+29%
Q2 2018 vs Q2 2017, by Device
-28%
-7%
45%Smartphone
& Tablet
49%Smartphone
& Tablet
8 •
13.7% 14.1% 14.2% 14.0%
19.0%22.0%
25.3% 25.1%
9.1% 7.4% 8.1% 7.4%
6.8%
6.2%
5.6% 4.7%
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, Russia, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, Russia, Apps Excluded
+79%
Q2 2018 vs Q2 2017, by Device
-37%
-11%
21%Smartphone
& Tablet
30%Smartphone
& Tablet
9 •
27.4% 25.4%29.2% 29.1%
34.2% 34.0%37.9%
41.0%
10.1%9.2%
8.6% 8.5%
8.4% 7.0%
8.2%7.5%
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, Spain, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, Spain, Apps Excluded
+41%
Q2 2018 vs Q2 2017, by Device
-12%-17%
38%Smartphone
& Tablet
48%Smartphone
& Tablet
10 •
30.9% 29.5%33.9% 31.6%
34.5% 36.4%40.5%
44.4%
5.1%4.6%
3.4%3.4%
3.0%2.0%
1.9%
3.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 2 3 4 5 6 7 8
Series1 Series2
Mobile continues to steal share, driven by an increase in smartphone transactions
Mobile Share of Transactions
Source: Criteo, Middle East & Africa, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
Sales by Device, Q2 2017 and Q2 2018, MEA, Apps Excluded
+41%
Q2 2018 vs Q2 2017, by Device
-11%-19%
35%Smartphone
& Tablet
47%Smartphone
& Tablet
11 •
Northern Europe and Japan are mobile leaders.Mobile Marches On
Source: Criteo, Q2 2018. Base: sales weighted aggregate, Apps excluded (see Methodology).
New Zealand 44%
Austria 44%
Switzerland 43%
Brazil 43%
Taiwan 42%
Italy 41%
United States 39%
France 39%
Belgium 38%
Canada 33%
Poland 33%
Russia 30%
Sweden 60%
Norway 57%
United Kingdom 55%
Japan 55%
Denmark 51%
Germany 50%
Finland 49%
Netherlands 49%
Spain 48%
South Korea 47%
Turkey 46%
Australia 46%
12 •
For retailers who actively promote their shopping apps, mobile transactions represent 65% of all Transactions
App Opportunity
43%
18%
39%
A M E R I C A S
61%MOBILE
43%
18%
39%33%
26%
41% 59%MOBILE
E M E A
Mobile Web
App
Desktop
Source: Criteo, Worldwide, Q2 2018. Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)
YoY Increase of the Share of In-App Transactions for retailers who promote their shopping app, Globally
YoY Increase30%31%
38%
1
2
25%
46%
29%
71%MOBILE
A P A C
14 •
App Opportunity
Source: Criteo, Worldwide, Q2 2018. Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)
On a year over year basis, in-app share of transactions is increasing across all quartiles of app-promoting retailers.
Retailers who promote their shopping app see App transactions grow steadily
Share of App transactions by Quartile, Q2 2017 and Q2 2018
50%
Q2 2017
38%
25%
13%
Q2 2018
33%
16%
43%
65%Top Quartile
Second Quartile
Third Quartile
Lower Quartile
15 •
21%
31%
“Pure players” who promote their shopping app see the highest share of App transactions
App Opportunity
Source: Criteo, Worldwide, Q2 2018. Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)
Online Only Retail
Online + Store Retail
16 • Source: Criteo, Europe, Q2 2018.
Shopping apps generate higher conversion rates.
App Opportunity
In Europe, the conversion rate on shopping apps is more than 3 times higher than on mobile web.
3x5%
Mobile Web
17%App
Conversion Rate
12%Desktop
Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)
17 • Source: Criteo, Middle East and Africa, Q2 2018.
Shopping apps generate higher conversion rates.
App Opportunity
In MEA, the conversion rate on shopping apps is 6 times higher than on mobile web.
6x3%
Mobile Web
18%App
Conversion Rate
8%Desktop
Base: Unweighted sales aggregate, retailers who promote their shopping app (see Methodology)
18 •
Offline sales boost shopper knowledge - and online results.
Omnichannel Matters
Source: Criteo, United States, 2018.
Omnichannel retailers that can combine their offline and online data can apply over four times as much sales data to optimize their marketing efforts.
$29
$29SA L E
Base: retailers combining online and offline sales data.
19 •
Omnichannel customers generate the highest lifetime value.
Omnichannel Matters
Source: Criteo, United States, 2018.
Omnichannel customers generate 27% of all sales, despite representing only 7% of all customers.
7%
44%49%
1 2 3
27%
24%
49%
1 2 3
Share of Customers Share of Sales
Base: retailers combining online and offline sales data.
MethodologyIndividual browsing and purchasing data from over 5,000 retailers, in more than 80 countries. Q2 2018
Historically, Criteo has used a sales weighted approach since it has the potential to more closely approximate the true market number. We continue to use a sales-weighted approach when we think our data represents enough of the overall market to make this approach reasonable. When we have newer, emerging offerings –or cases where the distribution of usage is skewed towards a few clients – we report on an unweighted basis. The unweighted basis means that smaller clients have just as much input into the aggregate number as larger clients. Our Analytics and Insights team uses best professional judgment when determining which metric more accurately reflects our view of the underlying market trends.
Sales weighted: summary metric which is influenced by the volume of transactions generated by each retailer. Sales unweighted: summary metric where all retailers contribute equally to the aggregate.
About CriteoTo learn more about how the Criteo Commerce Marketing Ecosystem drives sales and profits for thousands of brands, retailers, and publishers worldwide, visit criteo.com/about
