European ecommerce retail benchmarks

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
2 min read

Chart of your day: A gradual transition from desktop-first to mobile-first for EU5 ecommerce?

comScore has released their EU5 report – detailing the ecommerce trends and benchmarks in Germany, France, Italy, Spain and the uk.

Mobile reach vs. Desktop grab selected products

In the initial group we note that consumers are more prone to access retail sites across all product categories by way of a mobile device. In the next group, individuals are more prone to do so by way of a desktop device.

Eurpoean ecommerce reach

*”Europe divide in two groups: the mobilefirst group (by reach), which include the united kingdom and Spain, and the desktop-first (by reach) group which include France and Germany. (Italy sits in the centre.)”

Top three retail sites, by % reach

Amazon continues to be dominating all ecommerce markets in the UE5.

amazon ecommerce

Amazon’s reach is 41% in Spain, and rises to 69% in the united kingdom.

It is interesting that the counties’ local brands (Otto.de for Germany, Fnac.com for France and Eprice.it for Italy) will be the third biggest retail sites, two coming behind ebay.com.

Mobile retail in Germany

Mobile is essential in the client journey and the upsurge in possible touchpoints it offers.

Mobile in Germany

Mobile can be used in Germany may be the first touchpoint to compare product prices with competitors and research product features. Actually buying good and services is rank because the third activity done on mobile for ecommerce. Users may switch to desktop to get, but this shows how vital it really is to have your website optimized for mobile-friendly reading and UX to encourage a painless and easy solution to find and research your products.

This does mean that you’ll require high visibility in the mobile SERPs, if not users aren’t likely to find your products.

Multiplatform supersedes other interaction methods

multiplatform-ecommerce

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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