This document discusses whether companies should develop mobile apps for e-commerce. It provides statistics showing that mobile, especially smartphones, is overtaking desktop for online shopping. While apps see more engagement like time spent and transactions than mobile web, apps have reached saturation with consumers only having a few on their devices. Companies should only develop a native app if they are a major brand willing to invest heavily in high quality app development that provides additional experiences beyond commerce alone. Otherwise, companies should focus on optimizing their mobile web experience or using third-party app distribution channels.

1. TO APP OR NOT TO APP
Mobile Apps in e-commerce
Robert Priscu – VP Business Development
Zemingo Group
Robert@zemingo.com

2. A word about
 Largest mobile service house in Israel
 Founded 2008, 120 Employees today
 Over 500 apps developed
 The only end-to-end Mobile development house
Design - Development - Marketing

3. Global Mobile Retail
Commerce
Some facts & figures

4. We’ve crossed the line…
UK & Japan selling more on mobile than on desktop!
Criteo consumer mobile report 2016

5. Smartphone vs. tablets
It’s smartphones all the way!
Criteo consumer mobile report 2016

6. iOS vs. Android
iOS, but Android is catching up! (Numbers are biased…)
Criteo consumer mobile report 2016

7. App vs. mobile web
Apps deliver 2X new user retention power!
MOBILE
BROWSER
APP
2X
Criteo consumer mobile report 2016

8. App vs. mobile web
Apps deliver 54% of all mobile transactions!
Criteo consumer mobile report 2016

9. App vs. mobile web
Apps conversion rates are unmatched!
MOBILE
BROWSER
APP
DESKTOP
2X
1.5X
Criteo consumer mobile report 2016

10. App is the way to go!
Or is it?

11. App used vs. time spent
Apps have reached saturation long ago!
2012 2013 2014 2015
23 Min.
30 Min.
37 Min. 40 Min.
26.5 26.8 26.7 27.1
Average no. of apps
used - last 30 days:
The Nielsen Company 2015

12. Customers are picky!
“60% of consumers that shop
online have 2 apps (or less!) on
their device.
21% Don’t have any at all.”
The state of mobile apps for retailers, Forrester 2015

13. The small print…
“Retailers who's apps offer
advance capabilities like home
screen presence, instant loading,
offline content, push notifications,
personalization and access to
native functionality create richer
consumer experience and see
15% increase in transactions YoY”
Criteo consumer mobile report 2016

14. Application vs. Craplication

15. Wrap up!
Pay attention, this is what you need to know

16. You should go for an app if:
1. You are willing to invest $$$ in a top quality app!
2. You are a frequently used top brand
3. You plan to leave some money on the phone
4. There is a additional user experience beyond the commerce,
especially if you have a physical device (e.g Nespresso,
FLIR)
None of the above?
Invest in an excellent web m-commerce or use 3rd party web
distribution channel!

17. Interested in this presentation or
need to develop a mobile app?
Contact Me: Robert@Zemingo.com
Robert Priscu
VP Business Development
Zemingo Group