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Study: Digital-first retailers drive m-commerce growth

Mobile commerce is booming globally, but “bricks-and-clicks” retailers have some catching up to do.

According to “The State of Mobile 2019,” a study from mobile data analysis firm App Annie, mobile is set to comprise nearly 75% of global e-commerce transactions by 2021. November 2018 marked the biggest global mobile shopping month of all time by total time spent. Mobile sessions, which App Annie compares to brick-and-mortar foot traffic, grew 65% globally and 70% in the U.S. from November 2016.

However, “digital-first” retail apps saw between 1.5 and three times more average sessions per user than apps from bricks-and-clicks retailers. Among the top 50 downloaded shopping-related apps worldwide in 2018, apps from retailers identified by App Annie as digital-first represented over 1 billion downloads, or 69% of the total.

Peer-to-peer marketplaces, apps that enable individuals to exchange goods without having a designated “digital” storefront, also saw high demand. App Annie analysis indicates peer-to-peer apps ranked second for retail app downloads, representing 24% of the total, and five times the downloads seen by bricks-and-clicks retailers. Shopee, eBay, MercadoLibre, letgo and OLX were the top five peer-to-peer marketplace apps by downloads, respectively in 2018, as measured by App Annie.

In the U.S., mobile was responsible for 34% of revenue on Black Friday and Cyber Monday. App Annie analysis shows Cyber Monday posted 50% growth in total mobile revenue year-over-year, and mobile represented more than half of total online visits on Cyber Monday for the first time ever.

App Annie also found that Amazon’s Prime Day on July 16, 2018 attracted its biggest crowd to date, up 15% in the U.S., and saw a sustained lift in daily active users in the weeks to follow.
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