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Copyright © 2015 Criteo
Japan and South Korea surpassed 50% mobile share this quarter
Mobile Share of Retail eCommerce Transactions
ions
0%
10%
20%
30%
40%
50%
Q1 2015
Q4 2014
South Korea
Japan
UK
Spain
US
Italy
Germany
Netherlands
France
Brazil
Japan, South Korea and the UK are the 
most advanced markets for mobile 
shopping. 
Mobile share of eCommerce is now over 
50% in Japan and South Korea, and more 
than 40% in the UK.  
Mobile transaction growth from Q4 2014 to 
Q1 2015 is significant across the globe, 
ranging from 10% in the US to 16% in 
Germany.
Global Average = 34%
Russia
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Smartphone is becoming the dominant mobile channel worldwide
e
Smartphone Share of Retail eCommerce Transactions
ions
0%
10%
20%
30%
40%
50%
Q1 2015
Q4 2014
South Korea
Japan
UK
Spain
US
Italy
Germany
Netherlands
France
Brazil
Asia leads the way in smartphone 
purchases with close to 50% of 
eCommerce transactions happening 
on smartphones.
In Western markets, smartphone 
share has grown over 10% in the last 
3 months.
Russia
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Android smartphone share has grown across all countries globally
Android Smartphone Share of Retail eCommerce Transactions
ions
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Q1 2015
Q4 2014
South Korea
Japan
UK
Spain
US
Italy
Germany
Netherlands
France
Brazil
Android delivers a significant share of 
smartphone transactions across the 
globe, greater than iPhone in 
Germany, Italy, Spain, Brazil and 
South Korea.
Share of transactions from iPhone is 
higher than Android only in the US, UK 
and Japan.
Russia
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Most countries have similar mobile conversion to US, except in Asia
Retail Mobile Conversion Rates Compared to the US
US
(Benchmarked at 100) 
Only Japan, South Korea, UK and 
Germany outperform the US in mobile 
conversion.
Mobile conversion rates in Japan are 
more than 3.5x higher than the US.
If US conversion rates matched Japan, 
then mobile would deliver over half of all 
ll 
US eCommerce today.
y.
0
50
100
150
200
250
300
350
South Korea
Japan
UK
Spain
US
Italy
Germany
Netherlands
France
Brazil
United States  = 100
Q1 2015
Russia
Conversion Rate = (No. of Sales) / (No. of Users) 
Users include those with more than a single event on the websites.
ites.
Each time a visitor sees a web page, adds a product to the basket, or makes an online payment, etc., it is counted as an event. 
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What 
will the future 
look like?
?
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o
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US mobile transactions to grow another 10% by end of year
ar
We forecast US mobile transactions to 
reach 33% by the end of 2015.
Globally, mobile share of eCommerce is 
forecast to grow from 34% in Q1 2015 
to 40% by the end of the year. 
10%
20%
30%
40%
50%
Q1 2015
Q2 2015
Q3 2015
Q4 2015
US
Global
Forecast of mobile share of eCommerce transactions
ns
Copyright © 2015 Criteo
mCommerce will be 40% of eCommerce by end of 2015
015
Share of mobile transactions, by Country 
Japan is forecast to surpass 60% of 
eCommerce on mobile by the end of 
the year.
US and Europe will continue to have 
strong growth in mobile transactions, 
but will remain well behind Asian levels 
of penetration.
Q1 2015
Q4 2015 
(Forecast)
Japan
51%
61%
South Korea
50%
57%
UK
43%
45%
Spain
29%
36%
US
29%
33%
Germany
30%
37%
Netherlands
27%
30%
Italy
26%
29%
France
22%
28%
Brazil
12%
20%
Global
34%
40%
Copyright © 2015 Criteo
So what does the future hold? 
We see five big trends:
:
Growth in mCommerce is unstoppable. By year-end, mobile share of eCommercetransactions is forecast to 
st to 
reach 33% in the US, and 40% globally.
Smartphones will continue to displace slower-growing tablets. Larger screen phones will be an added 
added 
accelerant to this existing trend. 
The smartphone conversion funnel is different: Advertisers in Western markets will focus heavily on improving 
their mobile websites, leading to dramatic increases in product browsing. Purchase rates will also improve as 
as 
mobile payments become more seamless.
Apple and Android continue to battle it out, but both are winners vs. a shrinking desktop.
op.
Understanding cross-device behavior will be the biggest challenge and opportunity for marketers in 2015, as 
5, as 
a majority of users visit their sites via multiple devices.
.
Copyright © 2015 Criteo
About
Criteo
Criteo delivers personalized performance marketing at 
an extensive scale. Measuring return on post-click 
sales, Criteo makes ROI transparent and easy to 
measure. Criteo has over 1,300 employees in 23 
offices across the Americas, Europe and Asia-Pacific, 
serving over 7,000 advertisers worldwide with direct 
relationships with over 9,000 publishers.
Criteo ads reach over 1 billion unique Internet users 
(comScore, December 2014). 
For more information, please visit 
http://www.criteo.com.
This and future Mobile Commerce reports can be 
found at www.criteo.com/resources
s
Methodology
This reports findings come from individual transaction level data sourced solely 
from Criteo based on a selection of around 3,000 online retail and travel businesses globally who 
have approximately 1.4 billion transactions per year on their desktop and mobile sites, resulting in 
approximately  $160 billion worth of annual sales. The data analyzed is for consumer browsing 
and shopping behavior in Jan- Feb 2015, across desktop and mobile (smartphone + tablet) 
t) 
devices including iPhone, iPad, and Android smartphones and tablets.
Copyright © 2015 Criteo
Appendix:
Country Specific Data 
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