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European ecommerce retail benchmarks

Author's avatar By Carolanne Mangles 07 Mar, 2018
Essential Essential topic

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 ( for Germany, for France and for Italy) are the third biggest retail sites, two coming behind

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


Author's avatar

By Carolanne Mangles

Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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