Semrush, a player specializing in digital marketing, presents the results of its global study on retail, conducted between January 2022 and February 2024, after the end of Covid restrictions. Focus on the results for France.
Amazon.fr is by far the retailer whose website is most visited with 228.7 million visitors, more than 4x more than the second, Cdiscount.com (54.3 M) and Leroymerlin.fr (39.7 M).
Read also: Retail industry still marked by Covid-related disruptions
To achieve these results, retailers invest in advertising. Semrush calculated the growth of average paid traffic by adding paid traffic from social networks and paid traffic from search engines in 2022 and 2023. Lidl.fr leads the French market with a 5,156% increase in paid traffic, followed by Cultura.com (544% increase), and Action.com, in third place, with a 211% increase in paid traffic.
The 15 main retail domains in France (by average traffic from January 22 to April 24)
The typical consumer is a female consumer
Semrush also drew up a robot portrait of consumers. In 2022, 66.89% of consumers were men, but the trend has reversed: in 2023, consumers are 53.54% women!
Gender distribution (2022 vs 2023)
Read also: The limits of digital advertising for local points of sale.
At the same time, seniors are using online retailers with a massive increase, ranging from double to triple, for age groups over 45 years old.Conversely, 18-24 year-olds and especially 25-34 year-olds seem to be shunning the online retail sector.
Age distribution (2022 vs 2023)
The French market’s strong focus on direct traffic and the growing participation of women and an older population suggest targeted opportunities for brand engagement and advertising. Today, the largest sources of traffic for French retail sites are direct traffic (66.3%) and organic search (29.8%). The focus on direct traffic is significantly higher in France compared to the EU average, highlighting strong brand awareness and demonstrating customer loyalty in the French market.
Julie Farley, directrice Marketing EMEA chez Semrush : “IIt is up to distributors to take this into account in their digital marketing strategy.al. This is even more the case during the sales period that is opening in France. For retailers looking to take advantage of brands and stand out from these aggregators, it is crucial to focus on the personalization and exclusivity of offers. By offering exclusive products or versions not available on large aggregator platforms, resellers can attract a segment of customers looking for uniqueness. Additionally, investing in strong customer relationships and exceptional after-sales service can help build customer loyalty and an engaged brand community. Strategic partnerships with local influencers and optimizing brand-specific SEO campaigns can also boost online visibility and awareness, effectively standing out from industry giants.”
Methodology
The data was collected from 5,413 retail domains in Europe, with a particular focus on 106 domains in France, between January 2022 and February 2024.
Source: www.ecommercemag.fr
