« Le commerce électronique en France : Bilan et stratégies des acteurs, comportements des consommateurs »

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e-Commerce in France - 2012 Edition

Assessment of players and their strategies, consumer behavior

What are e-commerce key indicators in France? How those key figures are evolving? What are the main perspectives for the coming years? Mobile, tablets... What are the first experiments and the coming projects? Social shopping initiatives: how did the experiments turn out? What are the most effective audience monetization levers? What are the main online consumer behavior outcomes?

The french version of this study here : « Le commerce électronique en France : Bilan et stratégies des acteurs, comportements des consommateurs »

Présentation

What are e-commerce key indicators in France? How those key figures are evolving? What are the main perspectives for the coming years? Mobile, tablets... What are the first experiments and the coming projects? Social shopping initiatives: how did the experiments turn out? What are the most effective audience monetization levers? What are the main online consumer behavior outcomes?

Since 1998, CCM Benchmark has been carrying out the most famous survey on the French market regarding e-commerce issues. This year, CCM Benchmark conducted a series of interviews over the months of January and February 2012 with 60 e-merchants, including the main leaders in each of the major business sectors.

Accorhotels.com, Air France KLM, Beauté Privée, BeBloom, Best Western, Castorama, Celio, Cyrillus, Darty, Delamaison, DEVRED, DPAM, Ebookers, Envie de Fraises, Etam, Fitness Boutique, Fnac.com, France Loisirs, Habitat, Havas Voyages, Houra, Ikea, Kiabi, Lancôme, Lastminute, Le Coq Sportif, Le Pape, Groupe Matelsom, Mistergooddeal, Nature & Découvertes, Odigeo, Groupe Pierre & Vacances, PriceMinister, Rue du Commerce, Showroomprivé, Surcouf, Thomas Cook, UCPA, Vente privée, Vestiaire Collective, Voyages-sncf.com, VVF Villages, Yves Rocher...

The study also takes stock of the habits of the French in terms of online purchasing. To do so, it is based on the results of a survey conducted with 3,242 French e-commerce site customers, representative of the population of cyber shoppers. The full data for this study is derived from our study, « Les Français et l'e-commerce : les produits les plus achetés, les motivations, les différences par profil ».

This survey has been designed to answer questions to companies who want to leverage their online strategies such as retailers or direct selling brands. This survey also provides valuable insights and rich examples to companies dealing with e-commerce business cases such as investors, consultancy groups, medias...

The french version of this study here : « Le commerce électronique en France : Bilan et stratégies des acteurs, comportements des consommateurs »

Sommaire

Introduction

Internet users in France: key numbers

  • Changes in the number of internet users
  • The profile of French web users
  • Internet users and e-commerce
  • The profile of e-shoppers

The French e-commerce market

Online purchasing practices

  • Use of online purchasing depending on products
  • Motivations for online purchases
  • Merchant selection criteria

m-commerce

  • Changes in the number of mobile users
  • Breakdown of mobile users by platform
  • Key numbers of m-commerce in France
  • Motivations for mobile purchases
  • Projections for m-commerce by 2015
 

2011 assessment in numbers and prospects for 2012

Key indicators

  • Changes in revenues in 2011
  • Growth forecasts for 2012
  • The impact of the recession
  • The average shopping cart
  • Transformation rates

Profitability

Jobs

  • Staffing for e-commerce sites and staffing changes in 2011
  • Recruiting plans

International

B2B activities

Strategies of the main merchants in 2011 and orientations for 2012

Sponsored links, display, affiliation, bulk e-mailing, SEO, etc...Advertising strategies

  • Advertising strategies: trends
  • Changes in advertising expenses in 2012
  • Panorama of online levers used
  • Advertising on social networks, ad retargeting: an assessment
  • Contribution of the different levers to traffic

Multichannel strategies

  • Physical networks and pick-up points for pure-players
  • Cross-channel strategies
  • Cross-channel consumers

M-commerce: performance of services and projects

  • Mobile solutions in place
  • The nature of mobile services
  • Performances of mobile sites and apps
  • Distributors' plans on mobile and tablets

CRM

  • The weight of new customers in business
  • Levers for increasing customer value
  • Information available on customers
  • Inclusion of social networks in the CRM logic
  • Targeted operations in place
  • Evaluating customer potential
  • Adapting communications based on customers
  • Changes in performance of mass e-mailing operations
  • Newsletter subscriber databases

Social shopping: survey and initial assessment

  • Promoting social solutions on e-commerce sites
  • Facebook, Twitter, Google +, blogs, forums: solutions deployed, plans
  • Pinterest: a new social Eldorado ?

Audience monetization levers

Connected TV: distributor plans and consumer expectations

  • Distributors' plans
  • Opinions of early adopters
  • Visions of e-commerce in 2020

    • Estimate of the weight of online sales in 2020
    • Cross-channel: the next project for distributors
    • Decisive technological innovations
    • Economic structures and competition
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