what the French expect from commercial websites… and the reality [Etude & Classement]

By Clotilde Chenevoy | The | omnichannel

The demands of the French in terms of e-commerce go up another notch according to the fourth benchmark of unified commerce in France by iloveretail.fr for Planet. Fnac, Sephora and Nature & Découvertes are the three brands that best meet internet users’ expectations.

E-commerce: what the French expect from commercial websites… and reality [Etude & Classement]

We know the French complaining and demanding. The fourth unified commerce benchmark in France by iloveretail.fr and OpinionWay for Planet, which focuses on consumer expectations of e-commerce sites, demonstrates once again that this reputation is not overused!

Thus, the research institute asked the French for the information they considered useful to find during their e-commerce purchase journey: on the home pages, product presentation, basket summary and, finally, payment. It is clearly the security of payment and delivery-related information (cost, deadlines or return) that are acclaimed. The subscription offer also earns two points, with this service being considered useful by 63% of the panel. We also noticed a strong increase in requests inherent to the stores, such as the desire to know about point-of-sale events, which earns 6 points, or to memorize the favorite store, which takes 5 points.

Summary of French expectations in terms of e-commerce functionalities.  - © OpinionWay/Planet
Summary of French expectations in terms of e-commerce functionalities. – © OpinionWay/Planet

Before studying the functional reality of the offer, OpinionWay polled the French to find out their sentiments, by industry, about the brands whose website offers the most useful resources. The big winner continues to be the Decathlon, which in the Sport/Lifestyle sector is cited by 62% of French people (vs. 56% in 2021). Among the other categories, respondents are also in favor of Fnac (36%), Histoire d’Or (36%) or Leroy Merlin (34%).

Top 5 e-commerce sites according to consumer sentiment.  - © Opinionway/Planet
Top 5 e-commerce sites according to consumer sentiment. – © Opinionway/Planet

Fnac, Sephora, Nature & Découvertes, champions of the unified commerce

Faced with the expectations of the French regarding the functionalities of commercial sites, how are e-merchants doing? iloveretail. with spent scanning 99 online sales sites, taking into account 50 weighted criteria to rank and define unified commerce champions. Fnac takes the first step, Followed by Sephorathen Nature & Discoveries. electrical deposit is the surprise of this ranking with a gain of 28 places compared to 2021 and it is positioned in 4and square. Among other strong advances, Bricorama won 54 places and Decathlon 22 places. Truffaut, second in 2021, drops in turn to 24th place.

General classification of brands according to the functions offered on their website.  - © iloveretail/Planet
General classification of brands according to the functions offered on their website. – © iloveretail/Planet

If we expand by sector, some do better than others. So, in fashion, even if the pandemic has been an accelerator of digitization, there is still a lot of work to be done. Features expected by customers are not all implemented. Kiabi, Gemo and La Halle form the top three with scores between 13.59 and 12.74.

Focus on fashion brands in terms of omnichannel.  - © Planet/Iloveretail
Focus on fashion brands in terms of omnichannel. – © Planet/Iloveretail

Luxury, recently studied in the Unified Commerce Barometer, does not have the best grades. Products that require better setup than a “plain” website? Three players, however, stand out from the others: Louis Vuitton, Yves Saint Laurent and Dior.

Louis Vuitton ranks first in the luxury sector.  - © Planet/Iloveretail
Louis Vuitton ranks first in the luxury sector. – © Planet/Iloveretail

Delivery: Service is improving

If we focus on delivery expectations, the signals improve a lot. In terms of delivery time, Mas, Fnac Sephora or Decathlon still get a 20/20. Conforama takes first place with the brand that offers more agility in delivery methods. As for cost of service, Beauty Success is at the top, but its rating remains “low” relative to consumer expectations (12.94).

The ranking of brands according to expectations of delivery methods.  - © Planet/Iloveretail
The ranking of brands according to expectations of delivery methods. – © Planet/Iloveretail
Ranking of brands according to delivery cost criteria.  - © Planet/Iloveretail
Ranking of brands according to delivery cost criteria. – © Planet/Iloveretail

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