Google Shopping Report Shows Mobile is Indeed the Future of Purchasing
The 2018 Google Shopping Benchmarks Report by Sidecar was just released, and the results are positive for Google Shopping’s future.
The report indicates that for retailers, the platform is still the cornerstone of their online sales, and that shoppers are completing high value purchases on mobile devices. Overall, revenue within Google Shopping is up by 64% from 2016.
Thanks to retailers improving their mobile technology in order to enhance user experiences, customers are more comfortable making larger purchases through Google Shopping. Mobile revenue increased 19% year-on-year and accounts for 36% of total revenue in 2017.
Meanwhile, the desktop-to-mobile conversion path climbed by 259 per cent year-on-year.
Sidecar senior analyst Steve Costanza was impressed with the new level of willingness from consumers to make bigger buys from their devices.
“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 per cent over 2016,” said Costanza. “While conversion rates on mobile still lag behind desktop, consumers are getting more comfortable purchasing a wider array of products on mobile.”
More than 300 US retailers were included in the study, benchmarking their annual performance in Google Shopping.
The report 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 ecommerce channels like Google Shopping, but across them as well.”
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