Mobile devices are now responsible for 34 percent of global eCommerce transactions and they are expected to reach 40 percent by the end of 2015, according to a recently released Q2 2015 State of Mobile Commerce Report by performance marketing technology company Criteo.
In Southeast Asia (SEA) alone, mCommerce accounted for 27 percent of all eCommerce transactions, with Indonesia at 34 percent, Taiwan at 31 percent and Singapore at 29 percent.
"Southeast Asia is currently the fastest-growing region globally, with mobile being a key driver, especially in developing markets like Indonesia and India," said Yuko Saito, Managing Director, Criteo Southeast Asia.
She pointed out that these developing markets are "mobile-first", which means that its consumers are most likely to own smartphones before owning desktops. This highlights a potential for further growth for mCommerce as smartphone penetration continues to increase.
The report also revealed that almost half of eCommerce transactions globally now involve multiple devices such as smartphones, desktops and tablets; and they are used in a variety of combinations to conduct research and make purchasing decisions.
"For mature markets like Singapore and Taiwan, there's a higher incidence of cross-device usage. But overall, for both developing and mature markets, mobile optimisation is crucial for eCommerce businesses looking to engage the region's growing smartphone population," said Saito.
Following this trend whereby majority of transactions are taking place across multiple devices, Jonathan Wolf, Chief Product Officer of Criteo, commented that marketers should be smart in leveraging new technologies to accurately identify and reach consumers wherever they are.
"The customer purchase journey has become increasingly complex as consumers stop using a single device to make their purchases. Delivering engaging app experiences and connecting seamlessly with consumers across multiple devices are key to capturing eCommerce sales in this new world," said Wolf.
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