Mobile Commerce
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Most marketers will tell you that Q4 is their super bowl. The holidays are always guaranteed to bring a strong influx of online spending, and according to Adobe, more than half (53%) of ecommerce sales this holiday season will come from mobile shopping, projected to reach $128B in sales.
The growth in holiday spending is in part thanks to the shift in promotional calendars, with shopping peaks no longer just happening on Black Friday and Cyber Monday. The holiday season is getting longer, with sales starting as early as October on some retailer’s sites and extending all the way to Christmas.
We’re already seeing the impact of these trends. When analyzing at this quarter’s performance so far - October to November over August to September - we can report across all Button traffic:
The market is booming, and this data collected will inform future retailer investment strategies for the coming year. This is not only a key window for publishers and creators to earn more commissions, but also to prove to their retailer and brand partners their ability to impact consumer shopping behavior. It’s critical that they use the most effective tools at their disposal. With mobile sales comprising such a prevalent portion of revenue this quarter, deeplinking efficiency is even more important than before.
When it comes to the creator and affiliate segment, Button’s impact is undeniable. Creators and creator platforms are driving growth across the board:
As creators become a bigger part of affiliate strategy, Button is driving industry-leading results. Our install-to-purchase rate is outperforming industry norms- a compelling case for mobile-first retailers seeking to drive acquisition.
It's not just performance metrics that set Button apart. Our platform is continuously evolving to meet retailers’ and creators’ needs. This year alone, Button onboarded 11 new creator network partners, giving creators and publishers more direct paths to in-app shopping experiences. By simplifying user journeys, we’re driving higher conversion rates and stronger returns on investment (ROI) for retailers.
"My followers are telling me that this is such a seamless experience. This addition is such a great product for successful conversion." - Abi C., Mavely Creator. With creator and affiliate thriving, tools like Button are becoming much more essential to ensure proper attribution, routing, and conversion.
The holidays will be behind us before we know it, but the impact will be felt for months to come. As marketers reflect on what worked and what didn’t, they’ll have important decisions to make regarding which partnerships and tools they choose to invest in next year. Marketers who invest in seamless, optimized technology partners will be empowered to deliver data-driven insights and recommendations, setting themselves up to win in 2025.
Knowing the top-performing categories, or understanding which audiences convert best during peak periods is imperative to guiding their customers. Drilling into transactional data to uncover where customers are engaging and converting downstream is critical in informing future campaigns. Make sure to leverage your data and your technology partnerships to optimize campaigns in real time, and set your clients up for future success.
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