e-commerce-2017

ANALYSE E-COMMERCE 2017 – le mobile pour se renseigner, l’ordinateur pour finaliser un achat

  • Depuis 2017, Nosto figure parmi les 9 Partenaires Premier mondiaux de Magento, plateforme e-commerce de référence et numéro 1 mondial avec plus de 250 000 sites. Grâce à ce partenariat, le leader des solutions logicielles de personnalisation destinées aux détaillants en ligne permet à ses clients de personnaliser, renforcer et dynamiser le parcours multi-device de leurs consommateurs.

    Nosto a souhaité étudier les données des clients qui ont utilisé la plateforme Magento aux États-Unis et en Europe en 2017. Revenu, trafic, taux d’abandon, … cet instantané de l’activité e-commerce délivre quelques surprises.

    Indétrônable desktop

    Chaque année on annonce l’avènement du m-commerce mais l’étude montre que le mobile, s’il est le vecteur principal de trafic (46%), n’est pas le moyen privilégié par les consommateurs pourréaliser leurs achats (27%). Ainsi le portable est majoritairement utilisé pour se renseigner, comparer les produits et les prix mais l’ordinateur demeure l’outil de référence pour finaliser un achat. Les revenus des clients Magento ont été générés à 60,1% via le desktop, un chiffre en augmentation de 3% par rapport à 2016. Le revenu moyen par visiteur sur ordinateur a même été 2,5 fois supérieur à celui sur mobile.

    Le taux de conversion est également favorable aux ordinateurs (2,5%, soit deux fois plus que sur le mobile). Le faible (1,2%) taux de conversion sur mobile témoigne de la difficulté de nombreux détaillants à créer une expérience de shopping fluide sur ce canal.

    La tablette en perte de vitesse

    La tablette pâtit de la stratégie des e-commerçants qui se concentrent sur l’optimisation de leur site sur mobile. Conséquence directe, seuls 10,9% des ventes et 10,7% du trafic ont été générés par ce biais. Par ailleurs, le taux de conversion sur tablette continue de chuter de 3.7% à 2% sur l’année. Il semble donc que les consommateurs abandonnent progressivement les tablettes au profit des téléphones mobiles.

    Le panier moyen

    Encore une fois c’est le desktop qui génère le panier moyen le plus élevé (165,97€) devant la tablette (150,29€) et le mobile (139,46€). Le taux d’abandon du panier ne joue pas non plus en faveur du mobile, il s’élève à 80% contre 70,4% pour l’ordinateur.

    Par ailleurs, si la valeur du panier moyen est supérieure de 26% sur desktop que sur mobile, ce dernier reste le canal de choix pour les achats impulsifs et les achats de petit volume faits ensituation de mobilité.

    L’étude menée par Nosto montre également que les clients des sites opérés sur Magento semblent fidèles (ils achètent en moyenne tous les 26 jours).

    “En tant que pionniers de l’industrie, les équipes de Nosto continuent à stimuler l’innovation dans le domaine de la personnalisation de pointe,” déclare Ryan Murden, Head of Business Development de Magento Commerce. “Nous sommes ravis de pouvoir compter sur Nosto comme Partenaire Technologique Premier et sommes toujours prêts à aider nos marchands communs à augmenter leurs ventes par le biais d’expériences d’achat hautement personnalisées.”

     

    À propos de Nosto

    Nosto permet aux e-commerçants de garantir une expérience d’achat personnalisée à leurs clients à chaque étape et sur chaque device. Solution puissante de personnalisation, conçue pour être facile d’utilisation, Nosto offre la possibilité aux détaillants de construire, lancer et optimiser des campagnes marketing multicanal 1:1, sans nécessiter de ressources technologiques dédiées. Des leaders de la vente au détail dans plus de 100 pays utilisent déjà Nosto pour développer leurs activités et satisfaire leur clientèle. Nosto accompagne ses détaillants depuis ses bureaux de Helsinki, Berlin, Londres, Los Angeles, New York, Paris et Stockholm.

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