According to FEVAD, these are 85% of French internet users who made an online purchase in 2017, or nearly € 82M recorded. Figures that leave you dreaming for you who are thinking about your e-commerce strategy. On the other side, in England there are more than 170,000 active online sales sites. So how do you make your place in the sun, or even impose yourself on a highly competitive sector? According to your objectives – quantitative and qualitative -, your resources and your market, the development of the online sales channel obeys certain rules and it is essential to think carefully about the tools and supports to be exploited and implemented before launching yourself …
Are marketplaces made for me?
You answer one of these situations:
- You are in the testing phase on the e-commerce channel;
- You have a limited budget and / or few resources to allocate;
- You are in a niche market;
- You wish to carry out market tests.
Before contacting an agency to develop an e-commerce site for which you will have to mobilize a budget and resources, have you thought about marketplaces?
Marketplaces are not limited to Amazon and Cdiscount. There are many others that are specialized by sector of activity and which allow to reach much higher conversion rates than generalists. They certainly generate less traffic, but if your objective is to develop your sales, you should consider them and thus reach a targeted audience.
Some interesting examples: la Redoute, FNAC / Darty, Delamaison, Galeries Lafayette.
Beware, however, of the commission rates charged by some of them. They can range from 12 to almost 40% so stay alert before subscribing to the program and spending time integrating your products.
Do not multiply your presence on too many marketplaces at the risk of devaluing your products. But if you choose 2 or 3, there are platforms that will allow you to aggregate your data and save precious time when integrating product information.
Marketplaces can therefore be a 1time interesting step to develop your sales, but also your notoriety for future purchases directly from your brand or company.
Is an open source CMS suitable for my needs?
Have you heard of Magento, Prestashop or WordPress?
No, these are not names of planets!
These are open source platforms that allow you to design e-commerce sites on an existing technical structure constantly enriched by a community of developers.
A basic perimeter is accessible and allows you to manage all e-commerce transactions up to payment and configure the site according to your needs (product sheets, delivery methods, company presentation content, currencies, languages, payment methods, etc.). This initial scope can be enriched by additional developments.
The 3 solutions mentioned dominate the French market:
- Prestashop: around 1/3 of the market;
- Woo Commerce (associated with WordPress) and Magento: around 10% market share each.
Different factors can guide your choice of solution:
- Size of your product catalog (number of references, variations);
- Targeted traffic (number of visitors and transactions);
- Budget to allocate;
- Flexible settings (more or less advanced);
- Future scalability.
It is also essential to look at how the chosen solution will, in the long term or from the start of your project, integrate with your other tools, such as ERP or CRM. Many gateways have been developed with open source solutions to facilitate exchanges between the different components of your information system, but it is important to discuss them with your service provider.
Do I have to develop a custom site?
If you have specific needs, custom development may be your solution. It is then a question of starting from a white sheet and write precise and detailed specifications of your needs.
A service provider can then guide you in the drafting of this formalization document and agencies can take charge of developments.
However, this approach is rather reserved for companies that are already strongly established in e-commerce, pure players or brands that have specific business models. It’s a safe bet that an open source solution can meet the majority of your needs.
Before considering a custom project that is often long, complex and expensive, have you thought about the PIM + e-commerce approach? PIM software will allow you to easily manage your product catalog and download the e-commerce solution.
And after the upload?
Once your site is online, your e-commerce project does not stop there. Is online actually Day 0…?
You will have to feed it, manage your stocks, write content, respond to your customers, dispatch orders, follow your sales statistics, promote it …
So many elements to take into account, but which are exciting and which can develop your activity in a sustainable way.
French e-commerce continues to grow. So, are you ready to take your share of the cake?