Omnichannel Shoppers Spend Far More Than Online-Only Customers

May 17, 2018

This article is included in these additional categories:

Connected Device Comparisons | Digital | Industries | Mobile Phone | Non-mobile Connected Devices | Retail & E-Commerce | Tablet

People who shop both online and offline are far more valuable customers than those who limit their shopping methods to e-commerce only, according to a report from Criteo [pdf]. The study examined global data from retailers combining online and offline sales data, finding that omnichannel shoppers accounted for 7% of all customers but a 4 times larger (27%) share of sales.

By contrast, online-only customers represented just 24% of sales despite comprising 44% of customers.

Offline-only customers, for their part, represented an equal share of customers and sales (at 49% each).

The results suggest that in-store activity remains powerful for retailers, as customers shopping offline (whether or not they combined that with e-commerce) represented almost three-quarters of all sales.

Criteo also points out that retailers can put their offline data to use, as those combining their offline and online data can apply more than 4 times as much sales data to optimize their marketing efforts.

Online Sales Keep Trending Mobile

All told, 38% of online retail sales in Q1 2018 tracked across more than 5,000 retailers in more than 80 countries occurred on a mobile device (smartphone or tablet), up from 34% during the year-earlier period.

But the growth in mobile’s share of sales is coming only from smartphones, as tablets’ share of sales actually declined.

It’s worth noting that, just as omnichannel shoppers are valuable customers, so are multi-device shoppers. In a recent study, Monetate revealed that shoppers tracked across multiple devices in an e-commerce journey had higher product view rates, purchase rates, and average order values than those who weren’t tracked across devices.

Mobile Shoppers Prefer Apps

Among retailers in North America with both an app and a mobile website, apps accounted for 70% of mobile transactions in Q1, per the report. In fact, for these retailers, apps accounted for a larger share of transactions (47%) than desktops (33%).

Criteo notes that mobile accounts for a majority of online transactions in most world regions for retailers who generate transactions on desktop, mobile web and mobile app environments. In-app transactions are dominant in several world regions, too.

Strong conversion rates are driving the app environment. The conversion rate for retailers with an app and a mobile website was 3 times higher in apps (20%) than on the mobile web (6%), and twice as high as on desktops (10%). In this case, conversion rate is defined as the number of buyers divided by the number of product page viewers.

The full report can be viewed here [pdf].

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