Google Shopping report reaffirms that the future is mobile
By Elias Jashan - Apr 4th 2018, 08:36
A new report has shown that Google Shopping is the still the key marketing and shopping platform for retailers selling online and that shoppers are completing high-value purchases on mobile devices.
According to the 2018 Google Shopping Benchmarks Report by Sidecar, total revenue within Google Shopping increased 64 percent from 2016.
Mobile revenue increased 19 percent year-on-year and accounting for 36 percent of total revenue in 2017, thanks to retailers improving their mobile experiences so customers could be more comfortable with shopping through Google Shopping.
Meanwhile, the desktop-to-mobile conversion path climbed by 259 percent year-on-year.
“One of the most significant Google Shopping trends we saw in 2017 was consumers’ willingness to complete higher value purchases on mobile, with mobile average order values growing 23 percent over 2016,” Sidecar senior analyst Steve Costanza said.
“While conversion rates on mobile still lag behind desktop, consumers are getting more comfortable purchasing a wider array of products on mobile.”
The report, which studied more than 300 US retailers to benchmark their annual performance in Google Shopping, also shows that retailers can learn the search terms from their customers that are the best fit for their goals and budget.
“Capitalising on the shifts — such as mobile’s growing role in purchasing — requires constant tracking, agility, and a holistic mindset,” Sidecar chief executive Andre Golsorkhi said.
“Retailers will sharpen their competitive edge by better understanding the interaction between search activity and shopping trends not only within e-commerce channels like Google Shopping but across them as well.”Retail Gazette
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