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One in Five Ecommerce Purchases in France Happens via Mobile

Smartphones drive France’s mobile shopping trend

August 17, 2015 | Retail & Ecommerce

In France, mobile devices are finally coming into their own as significant tools for shopping and buying, according to the Criteo report, “State of Mobile Commerce Q2 2015: Mobile Commerce Trends in France.” Findings were based on transaction-level data gathered in early 2015 from digital retail and travel firms that use Criteo’s performance marketing solutions. Criteo analyzed the behavior of consumers who used desktop PCs, smartphones and tablets for either browsing or buying.

Mcommerce Conversion Rate for Retailers in France that Have vs. Do Not Have a Mobile-Optimized Website, Q2 2015

The data showed a sharp increase in all mobile shopping activities. For example, mobile purchases represented more than 20% of all the ecommerce transactions Criteo assessed in France—though that was slightly lower than the 24% average worldwide.

Many retailers in France are making mobile a priority, the report revealed, with the result that over 50% of their transactions now come via that channel. Overall, the websites of French retailers optimized for mcommerce posted a conversion rate of 3.1%, compared with 1.5% for nonoptimized sites. Apps also played a major role as aids to mobile purchasing, Criteo indicated. Apps generated 47% of retailers’ mobile revenues during the period assessed, and 42% of last-minute mobile travel bookings were made with an app.

Multichannel shopping is increasingly common, too. Criteo found that 40% of digital purchases by residents in France involved at least two platforms or devices. Using multiple devices didn’t mean that consumers were abandoning familiar retailers, though. In 46% of cases, shoppers simply used several devices to consult the same retailer more than once before making a purchase. And even if consumers did most of their research on a desktop or laptop PC, 23% actually bought on a smartphone or tablet.

Smartphone vs. Tablet Transaction Share Among Digital Retailers in France, Q1 2015 & Q2 2015 (% of total mcommerce transactions)

Smartphones were the device of choice for mobile shoppers, accounting for 42% of all mcommerce transactions. Just over half of those mobile purchases were made on an iPhone.

According to Criteo, the industry sectors with the greatest proportions of mobile purchases included fashion, luxury and sport—where one in four transactions was made via a mobile terminal during January and February 2015.

The evolution of mobile shopping and buying in France is just one example of a global behavioral shift, Criteo suggested. According to its calculations, mobile will account for 40% of all ecommerce transactions globally by the end of this year.

eMarketer estimates that nearly 30 million consumers in France ages 14 and older will make at least one digital purchase in 2015. And mobile will continue to claim a growing share of those sales. The RetailMeNot report, “Mobile Retailing in Europe and North America,” forecast that retail ecommerce sales in France via mobile devices would amount to €6.91 billion ($9.17 billion) in 2015 and more than €10 billion ($13.27 billion) in 2016. France was expected to remain the third-largest ecommerce market in Western Europe, behind the UK and Germany.

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