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European ecommerce retail benchmarks

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

comScore has recently released their EU5 report - detailing the ecommerce trends and benchmarks in Germany, France, Italy, Spain and the United Kingdom.

Mobile reach vs. Desktop reach for selected products

In the first group we see that consumers are more likely to access retail sites across all product categories through a mobile device. In the second group, consumers are more likely to do so through a desktop device.

Eurpoean ecommerce reach

*"European countries divide in two groups: the mobilefirst group (by reach), which includes the UK and Spain, and the desktop-first (by reach) group which includes France and Germany. (Italy sits in the middle.)"

Top three retail sites, by % reach

Amazon is still dominating all ecommerce markets in the UE5.

amazon ecommerce

Amazon's reach is 41% in Spain, and goes up to 69% in the UK.

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

Mobile retail in Germany

Mobile is important in the customer journey and the increase in possible touchpoints it provides.

Mobile in Germany

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

This also means that you need high visibility in the mobile SERPs, or else users aren't going to find your products.

Multiplatform supersedes other interaction methods

multiplatform-ecommerce

By Carolanne Mangles

Carolanne (Annie) Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow her on Twitter

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