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Mcommerce Is Advancing in France

But digital buyers on mobile devices convert at a lower rate than their PC counterparts

October 4, 2017 | Retail & Ecommerce

The share of mobile traffic arriving at business-to-consumer (B2C) ecommerce sites in France surged in the first half of the year, as digital buyers continue their shift away from PCs.

According to data compiled by altima for JDN (Le Journal du Net), 60% of traffic to B2C ecommerce sites in France came from smartphones and tablets combined, up from 50% during the same time period in 2016.

Smartphones were responsible for a leading 47% of traffic, an increase from 36% a year earlier. Smartphones largely made those gains by cutting into the share of traffic coming from consumers on desktops.

Ecommerce Sales vs. Traffic Share in France, by Device, H1 2016 & H1 2017 (% of total)

Earlier this year, retail ecommerce order and traffic share data from Salesforce Commerce Cloud (formerly Demandware) similarly found that most traffic to retailer ecommerce sites in France was arriving via mobile devices. In Q1 2017, 57% of traffic derived from smartphones and tablets. However, just 35% of orders were transacted on those devices.

Salesforce Commerce Cloud also found that 65% of retail ecommerce orders were transacted on PCs in France during Q1 2017, more than in any of the five other markets examined. That tally was also 9 points above the worldwide average.

eMarketer expects retail mcommerce sales in France to hit a new high this year of $11.22 billion, up 28.2% over 2016.

But increased mcommerce figures seem to come with an important caveat. According to ecommerce players in France who spoke to JDN, those who arrive at ecommerce sites on desktops and laptops convert at rates “two to three times higher” than on mobile.

The rise of mcommerce also comes at the same time that average ecommerce order values in France are shrinking. In April 2017, JDN reported that France’s B2C ecommerce growth slowed in this year’s first quarter to its lowest level in 10 years, a result that dovetailed with the latest in an ongoing decline in average ecommerce order value that began in 2011.

Cliff Annicelli

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