From Webrooming to Mobile Shopping:eCommerce predictions for 2015

There will be a continuing shift to mobile advertising, cross device solutions and native formats, resulting in improved return on ad spend for marketers during 2015, according to a new report forecasting ecommerce trends for the coming year.

The report, from Criteo, helps advertisers stay ahead of the curve and adjust their marketing strategies and investments to align with consumers’ evolving online shopping behaviours.
Criteo’s predictions, based on data insights from billions of online transactions, include:
- Enhancing cross-device capabilities will be a major focus as 58 percent of retail executives and ad agencies rank the technology as the most important of their 2015 mobile marketing efforts
- Rapid growth in native advertising will be driven by programmatic buying Brick-and-mortar retailers will heavily focus on online strategies as webrooming and showrooming will have an increasing impact on sales
- Retailers will put a heavy emphasis on app re-engagement as 42 percent of retail executives and ad agencies rank consumer engagement as the primary goal of mobile app strategies[2]
“2015 will be a dynamic year for the eCommerce industry as consumer online shopping behaviour continues to evolve at a rapid pace. The growth in time spent across multiple screens means marketers need to manage more complexity when targeting consumers,” said Eric Eichmann, President and COO, Criteo. “Advertisers who stay ahead of the curve by making sound investments in solutions like cross-device targeting and mobile-optimised websites and apps will be best positioned to meet consumer demand and generate sales.”