Button's third annual TAP conference took place on September 28th, 2017. Button's Co-Founder and CEO, Michael Jaconi, took the stage at TAP 2017 to discuss the latest mobile commerce trends.

1. www.usebutton.com

2. Mobile is
important
today

3. everything
tomorrow
will beMobile

4. ComScore, 2017 (excludes travel, auto, & auction sites)
of commerce happens on
mobile in the U.S.
22%

5. eMarketer, 2017 (excludes travel & event ticketing)
Will be spent by consumers on
mobile this year in the U.S. alone
$100 Billion

6. ComScore, 2017 (excludes travel, auto, & auction sites)
of commerce happens on
mobile in China
61%

7. eMarketer, 2017 (excludes travel)
2017 Ecommerce Sales in China

8. $1.6 Trillion
eMarketer, 2017 (excludes travel)
Estimated GMS in China by 2021

9. Flurry, 2017; Dscout, 2017
Amount of time consumers spend
on their smartphones per day
5 hours
Number of times consumers
touch their smartphone daily
2,617

10. eMarketer, 2017
Google and Facebook accounted
for almost 100% of all the growth in
U.S. digital ad revenue in 2016.

11. Where else can retailers and brands find buyers?

12. Retailers have been focusing on the apps with the
highest traffic…
ComScore “2017 US Mobile App Report”

13. But they’re not the best for driving buyers…

14. …the truth is, a few categories
have success here.

15. User acquisition channels like
Facebook Ads sit at the top of this
funnel & most merchants see
staggeringly low conversion rates.
A few exceptions exist…

16. What’s been working…
Games, which of Facebook’s mobile
revenue account a majority of their
install business…

17. What’s been working…
And very low friction/low
consideration purchases like those
offered by Wish.

18. Companies focus on the top of the funnel

19. Companies focus on the top of the funnel

20. Companies focus on the top of the funnel

21. ….but the bottom of the
funnel is broken.

22. Links are Broken
For example, intent is high for meta
search users — yet, the flow is
extraordinarily flawed, resulting in
very low conversion rates.

23. This is why we started Button…

24. Mobile was the first platform you
could get anything you wanted with
just the touch of a button.

25. Intent was everywhere…it was just disconnected.

26. Why?

27. Linking in mobile is hard, especially in apps.

28. Linking in mobile is hard, especially in apps.
If you were able to link, tracking was unreliable.

29. Linking in mobile is hard, especially in apps.
If you were able to link, tracking was unreliable.
Partnerships rely on links.

30. Now, 3 years later we’re live…

31. Operating in 60 Countries

32. Supporting 30+ Languages

33. On this day, 3 years ago, we started with just a few partners…

34. Now representing many of the world’s leading brands

35. With this high volume of traffic and spending,
we started analyzing and noticed patterns.

37. User taps on
Partner Action
Link passed to
User deep-linked
to Merchant app
In-App Checkout
App
Installed
User on
mWeb
App
Not Installed
Mobile Web
Landing Page
With over 50 potential
paths to purchase.

38. User taps on
Partner Action
Link passed to
User deep-linked
to Merchant app
In-App Checkout
App
Installed
User on
mWeb
App
Not Installed
Mobile Web
Landing Page
User taps on
Partner Action
Link passed to
User deep-linked
to Merchant app
User Checks
Out
In-App Checkout
Install
App
In-App
Checkout
Button reports
Install event
Button reports
Order & commission
App
Installed
User on
mWeb
App
Not Installed
Mobile Web
Landing Page
“Install”
“Mobile Web”
User deep-linked
to app
User taken to
App Store
User deep-linked
to app
User taken to
App Store
In-App Checkout

39. User taps on
Partner Action
Link passed to
User deep-linked
to Merchant app
User Checks
Out
In-App Checkout
Install
App
In-App
Checkout
Button reports
Install event
Button reports
Order & commission
App
Installed
User on
mWeb
App
Not Installed
Mobile Web
Landing Page
“Install”
“Mobile Web”
User deep-linked
to app
User taken to
App Store
User deep-linked
to app
User taken to
App Store
In-App Checkout
Now, you can enable the optimization of
any link with one simple drop in
integration.

40. Complete with the ability to
embed merchant properties in
publishers apps

41. & App-to-App flows
with robust attribution

42. Who is getting it right?

43. Button’s newest partner, BuzzFeed,
has a proven record of a succesful
content + commerce strategy.

44. Who is proving to do it best?

45. In one year, Ibotta has become the 3rd most used
shopping app in the United States
AppAnnie, July 2017

46. In one year, Ibotta has become the 3rd most used
shopping app in the United States and is on pace to drive
500 million dollars in mobile commerce
AppAnnie, July 2017
$500 Million

47. Who is changing the path?

48. The newest member of the Button Marketplace…

50. “In a single integration, Button enables us to
drive traffic from all our partners into the
Walmart app, our highest-converting channel.”

51. Our Marketplace is Open for Business

52. Button can now share that 9 of the top 10 ecommerce
retailers, the world's largest retailer, and apps that total
over 1.3 Billion monthly active users are all partnering
with Button to chart the future of their mobile strategies.

53. www.usebutton.com