Names of pure players have decided to change their method of operation and go back to physical stores, like Zalando, which announced on April 28 that it was thinking about the opening of certain stores.
However, the e-commerce sector (products and services) is 129 million euros in 2021, up 15.1% over the year, sales of products on the internet continue to progress with +7% vs 2020e-commerce is present 14.1% of retail trade against 13.4% last year, theThe name of e-commerce sites up 11% in a year, 2.1 billion transactions were made on the internet in 2021.
However, it must be succeeded: many e-commerce players are opening stores today. Spartoo represents a good example of more than fifteen physical stores in 2015, which was carried for 50 days in 2018 by Boris Saraglia, CEO of the company. However, the “pure players” have considerable advantages, in particular thanks to the price or the availability of the articles. So why this reversal?
With travel restrictions and curfews, 2020 has been a good year for convenience stores. According to a study by the IRI, the business of supermarkets reached 12.6 million euros in France in 2020, an increase of more than 8%.
Try and get advice
If the e-shops are optimized and allow to see the articles from all angles, the possibility of trying allows to lever the brakes on the purchase. Customers today are looking for advice, to touch and try different products. Additional sales are also favored by sellers who can advise and order products in the shop in just a few clicks.
Strong competition on the Internet
We often imagine that opening an online store is a bit like having no competition. If businesses are fighting a fierce battle to attract shoppers to the street, e-commerce is encountering the same phenomenon with keywords. Expenses related to Internet marketing have increased sharply, in particular due to Google’s virtual monopoly on Internet searches. To attract more and more people to web shops, the sums spent rise very quickly when we know that the ratio between the name of the visitors and the name is generally 1 to 3%.
A necessary fidelity
According to the names of the observers, it would thus be an endless race that would only lead to the disappearance of e-commerce without the loyalty effort. Today, e-merchants therefore seek to attract their audience… to their point of sale where the conversion rate is increasing. If the growth turns out to be slower, it remains more stable over time. Fans are also delighted to find the brand in physical stores.
Customers still suspicious
Contrary to what one might think, many Internet users still refuse to give their bank details online. Confidence also affects the product itself since 40% still prefer to touch the product before purchasing. In the end, we can demand it if it is not the convergence of physical-digital commerce that will dominate…
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