E-commerce in France - 2012 Edition

• Publication date: June 2012
• Report size: 180 pages

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 fa...

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.

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…

E-Commerce Industry in France

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

Companies mentioned

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...