MOBILITY

Study: Mobile commerce is going in one direction

BY Dan Berthiaume

The results are in, and there is no question about what is happening with mobile retail.

According to a new study of 1.4 billion online transactions during fourth quarter 2015 from performance marketing technology provider Criteo, mobile transaction share grew 15% from the same quarter the prior year. Mobile transactions accounted for 30% of all online transactions in the quarter.

Smartphones accounted for 60% of all mobile transactions in the U.S. According to Criteo, smartphone popularity was driven by the combination of better transaction ability, ubiquity, big bright screens and fast wireless broadband.

However, across mobile devices, tablets drove higher value sales than smartphones, but iOS devices saw higher order values than the average.

Despite the popularity of smartphones for making purchases, the study shows consumers are comfortably using multiple devices, such as laptops, tablets and smartphones, in all stages of their shopping journey. Nearly 40% of online transactions occurred across multiple devices or channels in fourth quarter 2015.

Thirty-seven percent of desktop buyers browsed the same retailer’s site on at least one other device before purchasing. Cross-device shoppers who completed their purchase on a tablet were the most likely to have used multiple devices in the path-to-purchase, with 43% of tablet shoppers using multiple devices in their shopping journey.

Another pronounced trend identified in the study is the growing popularity of mobile apps, which accounted for 54% of all mobile transactions in the retail industry. Shoppers using mobile apps browsed 286% more products than mobile Web shoppers, contributing to an add-to-basket rate 90% higher than mobile browsers. The overall conversion rate on an app was 120% higher than mobile browsers.

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OPERATIONS

Staples veteran named VP at Wayfair.com

BY Gina Acosta

Wayfair has named an e-commerce veteran from Staples to oversee supply chain and operations at the growing online retailer.

Wayfair announced that Sharif Sleiman has joined the company as VP of supply chain and operations.

“We are delighted to welcome Sharif to the Wayfair team,” noted James Savarese, COO, Wayfair. “Sharif has been working at the forefront of e-commerce for the entire course of his career, leading logistics and supply chain operations for some of the biggest brands in online retail. We look forward to the leadership and insights that Sharif brings to the team as we rapidly expand and optimize operations to support Wayfair’s incredible customer growth.”

Before joining Wayfair, Sleiman held the role of VP of inside sales and e-commerce operations at Staples, where he led B2B sales growth, global e-commerce content creation and order management and logistics strategy. Prior to joining Staples, Sleiman was the senior director of Operations and Supply Chain for the Global Goods business at Groupon where he scaled a global logistics team for a one-year-old business. Previously, he held various leadership positions at eBay with responsibilities in logistics, supply chain, cross border trade, sustainability and global procurement.

“Wayfair is reinventing retail for an entire industry and taking e-commerce to an entirely new level as the company dramatically changes the way consumers shop for their homes,” said Sleiman. “I am thrilled to join a world-class technology company that is truly raising the bar on every aspect of the retail experience through tremendous focus and non-stop innovation. I look forward to working with James and the rest of Wayfair’s talented team to continue to build an exceptional retail experience for our customers – from desktop to delivery.”

Sleiman holds an MBA in finance from the University of North Carolina and a BS in Mechanical Engineering from California Polytechnic State University.

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FINANCE

DSW buying Ebuys Inc. in $62.5 million deal

BY Gina Acosta

DSW is expanding its e-commerce capabilities with a deal to acquire Ebuys Inc., an online off-price footwear retailer with a presence in North America, Europe, Australia and Asia.

DSW announced that the purchase price includes an upfront payment of $62.5 million as well as future payments contingent on the performance of Ebuys, Inc. The deal is expected to close within the next 30 days.

"The acquisition of Ebuys, Inc. represents a unique opportunity to add a business to the DSW Inc. portfolio that will strategically scale our off-price sourcing capabilities, expand our presence into digital marketplaces, and create opportunities to serve international customers online," said Roger Rawlins, CEO of DSW Inc. "As CEO of Ebuys, Inc., David Duong has built a strong leadership team and developed an excellent off-price e-commerce model that complements DSW's growth strategy. Together, we will serve our combined customer base better and achieve our long-term growth goals."

Ebuys Inc. is the parent company of retail sites ShoeMetro and ApparelSave. Ebuys will continue to operate as a distinct business within DSW and maintain its offices in San Diego, California, and Antioch, Tennessee. David Duong will continue to lead the team as CEO of Ebuys, Inc.

"I admire the DSW team and the depth of resources DSW has developed over the years. We're excited to be part of DSW Inc. and we are confident the new relationship will accelerate our growth and provide significant benefits to our customers, vendors and employees," said David Duong, CEO of Ebuys, Inc.

The company anticipates that the impact of the acquisition, excluding purchase accounting adjustments and transaction costs, will be modestly accretive to earnings per share in fiscal 2016.

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