Mobile commerce has reached a tipping point in Southeast Asia and is surpassing desktop purchasing as regional retailers continue to invest in mobile shopping platforms, says the 1H 2016 State of Mobile Commerce Report published by performance marketing technology company Criteo. Yvonne Chang, executive managing director, Asia Pacific, however, cautioned that retailers must go a step further and create a truly seamless mobile and cross-device experience to engage users along their digital paths to purchase. The report highlighted that in H1 2016, the top retailers in Southeast Asia grew mobile sales by 37 per cent year-over-year to now capture 54 per cent of all e-commerce transactions. Also, smartphones delivered the majority of mobile transactions in every major global market, with the Asia Pacific region leading the charge. It added the top retailers are building savvy, intuitive and useful shopping apps that give users a seamless way to shop on mobile devices.