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Micky Gramlin
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The State of Cross Device Commerce

Published on 8/29/2017
For additional information  Click Here



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The State Of Cross-Device Commerce

The Criteo Report 2017


The 41% difference


Device-centric measurement can be misleading, recording as single-visit purchases what are actually visits by the same user on another device on line.

Correctly applied cross-device measurement reveals that buyer journeys are 41% longer than partial-view models indicate, enabling marketers to:

  • optimize offers and user experience at every step
  • increase the likelihood of conversion on every visit on any device




As smartphones extend their role from browsing to purchasing, retailers must ensure the user experience is consistent, synchronized and seamless not only for mobile, but across all devices and platforms.


Cross-device is here to stay

Again this year, about one-third of online retail transactions involved two or more devices. Cross-device buying is the new norm across all retail categories.


You can’t afford to misunderstand 31% of buyers


Old models fall short


Retailers using conventional device-focused analytics do so at their peril, undervaluing consumer engagement and missing the opportunity to optimize advertising spend.

Nearly one-third of all transactions involved two or more devices from the first website visit to the point of purchase.* Without cross-device measurement, marketers risk miscalculating key metrics and ROI for one in three transactions.

US Share of Transactions by Number of Devices Used, Q4 2016 of all online transactions

  • 69% involved two or more devices of all online transactions
  • 31% involved only one device Number of devices used from first website visit to purchase*

US Share of Transactions by Number of Devices Used, Q4 2016

Number of devices used from first website visit to purchase*


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Know how to measure your users

In the US, a user-centric view through cross-device measurement shows that conversion rates are 1.4 times higher than the conversion rates seen through a device-centric approach.


Without an accurate cross-device measurement,

  • retailers misunderstand,
  • undervalue and
  • ultimately underinvest in users


Improve accuracy at every step


Cross-device measurement shows that consumers convert more than previously thought, and that they:


  1. view more products than traditional analytics tools suggest
  2. are more likely to place items in the shopping cart and complete the transaction

Cross-device measurement helps retailers to accurately identify where bottlenecks lie and optimize consumer experience and marketing spend accordingly.


Cross Device, Q4 2016 -device shopping conquers all devices


Cross-device buyers are fairly evenly represented across the three purchase devices: desktop, smartphone and tablet.

This fact reinforces the vital need for retailers to offer a seamless user experience across all devices to capture the final purchase wherever it may take place.


 Image result for cross device stats


Smartphones are present from start to finish

Forget the conventional wisdom “browse on smartphone, buy on desktop.” Consumers now reach for their smartphones for both searching and purchasing.

  • Twenty-five percent of all cross-device transactions completed on a desktop started on a smartphone,  
  • 35% of those completed on a smartphone started on a desktop.
  • And regardless of purchase device, nearly one in three cross-device transactions starts with a smartphone.

Retailers must ensure a synchronized experience across desktop and mobile.

 Thank you for stopping by!

 Micky Gramlin



The State of Cross Device Commerce Part 2 Why Is It So Important?

The State of Cross Device Commerce Part 3 - The Trend

The State of Cross Device Commerce Part 4 - The Importance Of It 

The State Of Cross-Device Commerce Part 5

The State Of Cross-Device Commerce Part 6

How To Access And Use The Cross Device Report


Criteo Report


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