Mobile CommerceWITH GGV CAPITAL

THE MARKET

INSIGHTS FROM GGV PORTFOLIO COMPANIES

FASHION

Silicon Valley | Shanghai | Beijing | www.ggvc.com | @GGVCapital | WeChat: GGV Capital

PAYMENTS

HOME DESIGN

GGV PORTFOLIO

TRANSPORT

HOUSEHOLDGOODS

Didi Kuaidi

AUTO

Yangche Diandian

FINANCE

YingYing

mobile commerce companies in the GGV portfolio

With 164M US

smartphone

users, mobile

represents

nearly 30% of

all e-commerce,

growing 23%

from 2013.

BILLIONm-commerce

sales in the US

in 2014

smartphone

users in China

in 2014

70% of smartphone users in China

buy on mobile, leading to $50B in

sales in 2014 - double that of the

year before.

522million

2012 2013 2014 2015 2016 2017 2018

61

GLOBAL M-COMMERCE IN $BILLIONS

133204

298

415

516

626

80% of sales are on mo-bile for mobile-first

companies who also offer web commerce. Mobile accounts for less than 20% of sales for most traditional e-commerce companies.

Mobile is social

Consumers go

mo

bile

-f rst

50%+ of new users are acquired virally in top shopping apps that utilize social features.

Bro

wse

vs

searc

h

Web shopping starts with search, but mobile starts with browsing. A well-curated product experi-ence can lead mobile shoppers to go from app open to purchase in under 8 minutes.

Curation

Shoppers have a lower toler-ance for lists on mobile than on web. Successful apps leverage data and technology to provide fewer, but better, recommenda-tions, with the optimal being

6-10 highly targeted products

En

gag

em

en

t

65% of sales come from repeat customers in successful shopping apps. High-quality content, beau-tiful images, and social features increase engagement, often lead-ing to multiple visits per day and 15-20 minutes per session.

Purchase

Seamless checkout is critical, with 57% of users abadoning mobile carts when checkout is difficult. But successful shopping apps are now easily seeing

$100average order values over

De

mo

gra

ph

ics

Not surprisingly, 80% of mobile shoppers are under 45. Apps selling home goods, groceries, fashion, and children’s products find that among users75% or more are women.

So

urc

es:

GG

V p

ort

folio

an

d

GG

V p

rop

rieta

ry r

ese

arc

h

So

urc

e: G

old

man

Sach

s

Sources: eMarketer, Forrester, MediaPost, China State Internet Information Office, TechinAsia

TRAVEL

M-commerce + delivery is disrupting physical retail and e-commerce in the US and

emerging markets.

FOOD

Grubmarket

KIDS

REAL ESTATE

Aiwujiwu

COSMETICS