A third of Dutch online purchases happens on mobile device


In the fourth quarter of 2015, the Dutch consumer has used his mobile device for more than a third of his online purchases, according to ad technology company Criteo's State of Mobile Commerce report.

Target personal experience

The study looked at 1.7 billion transactions with 3,300 companies worldwide, which showed that mobile devices are a popular means to acquire items online. Only Japan, the United Kingdom, South Korea and Australia do better than the Netherlands. Tablets and smartphones have about an equal share of online purchases, while the smartphone clearly dominates in most other countries. 


Criteo says companies should focus more on mobile apps as they generate more money than a mobile-enabled website. An app provides a more personal experience and the threshold for online purchases is much lower than with a website.


The company also points out that the majority of purchases are not done on a single device, but that multiple devices are in play. This means that a customer may view an article on a regular website and then order it through the app. To increase conversion, companies need to focus more on the customer's personal experience.

Questions or comments? Please feel free to contact the editors

Gerelateerde items


Alibaba Group's payment service, Alipay, signed a deal with Ingenico Group, granting it access to many of Europe's major retailers. In return, these will be able to accept Alipay as a payment service.


German online animal store Zooplus' performance in the first half of 2016 was very strong, which is why it has decided to increase its full-year turnover forecast to 900 million euro.


Amazon is set to launch its own cooking show in Japan, with a chef who prepares several local specialties. Viewers can order several dishes from the show directly on Amazon.


Chinese eCommerce group Alibaba's first quarter turnover grew more than expected, almost 60 % higher than last year's first quarter.


Products that receive positive reviews on web shops not only generate more sales, but also end up being returned more often, a study shows. High expectations also lead to an increased customer dissatisfaction.


Online retailer ASOS is currently facing a lot of criticism after a British MP demanded a investigation into XPO, one of its logistical subcontractors. According to the claim, working conditions would be appalling, a claim Asos vehemently denied.

Back to top