Qubit-移动互联网对电子商务收入的影响报告（英文）-2018-34页-4mb

Summary of The Growing Influence of Mobile Discovery on Ecommerce Revenue

Core Content

This report explores the impact of mobile discovery on ecommerce revenue, emphasizing that mobile is not just a traffic channel but a significant driver of cross-channel sales. It analyzes 1.2 billion customer journeys to uncover how mobile influences consumer behavior and highlights the role of AI in improving product discovery.

Main Findings

• Mobile Traffic Growth: Mobile web traffic has surpassed desktop and laptop usage, with smartphone penetration in Europe at over 70%. Mobile accounts for double the traffic of computer as of the end of 2017.
• Mobile Halo Effect: Mobile activity directly influences 19% of computer revenue on average, with some sub-verticals (like fashion) seeing up to 24%. The halo effect has grown by 93% since 2016.
• Consumer Preferences: Consumers prioritize faster and easier browsing (47%) and easier discovery of products (44%). The US has the highest individual response to easier discovery, at 56%.
• Mobile Conversion Challenges: Despite high traffic, mobile conversion remains low. The leaky funnel on mobile is particularly evident, with only 13% of users proceeding to the "Select" phase (adding to basket or checking out).
• Catalog Size and Discovery: Larger catalogs correlate with higher revenue, but only if they are explorable. In 65% of cases, larger catalogs do not translate into better discovery, leading to a truncated long tail and reduced revenue.
• AI-Powered Discovery: AI-driven personalization, such as Qubit Aura, significantly improves product discovery, increasing it by 2.25x and making users 80% more likely to buy.
• Case Studies:
  • Diane Von Furstenberg (DVF): Mobile accounts for over 50% of traffic but less than 50% of revenue. Qubit Aura has led to a 4x increase in mobile conversion.
  • ColourPop: A cosmetics brand that leverages social media for discovery. Qubit Aura helps users find products more easily, with 31% of visitors interacting with the Aura layer, leading to a 4.2% revenue increase.
  • Mothercare: With a vast product catalog, effective discovery is crucial. Aura helps surface relevant products quickly, contributing to $1.6m in attributed revenue per month.

Key Insights

• Mobile is a major driver of cross-channel revenue, not just a standalone platform.
• Product discovery is the critical bottleneck for mobile conversion, not the checkout process.
• Personalization is essential for improving the mobile shopping experience and driving sales.
• AI and machine learning are now making personalized discovery accessible to all brands, not just those with massive data resources.

Recommendations

• Retailers should invest in intelligent product discovery to enhance user experience and increase conversion.
• Personalization platforms like Qubit Aura can significantly improve discovery and revenue.
• Cross-channel optimization is necessary to leverage the full potential of mobile traffic.

Conclusion

Mobile is becoming the main battleground for retail, with a growing influence on both direct and cross-channel sales. The report argues that improving product discovery on mobile is key to unlocking its full revenue potential, and AI-driven solutions are the way forward.

About Qubit

Qubit is a leader in personalization at scale, used by top brands in ecommerce, beauty, luxury fashion, and travel. Their platform, Qubit Aura, is designed to help retailers enhance product discovery and improve conversion rates through intelligent personalization.