Mobile transactions, particularly with smartphones, continue to grow globally when retailers promote their apps, according to a study by Criteo.

Criteo found omnichannel customers have the highest lifetime value and on average represent 27% of all sales, despite making up only 7% of all customers.

“Given that the share of mobile transactions continues to grow in most countries, and that the share of in-app transactions continues to grow in all countries, retailers are well positioned to drive awareness, consideration and conversion through digital experiences,” said Jaysen Gillespie, Vice President and Head of Analytics and Data Science for Criteo. “But this doesn’t mean brick-and-mortar is dead.”

Mobile transactions account for 40% in…