Before the spring season, can we talk about the resurgence of e-commerce, better known today as “connected commerce”? In this busy of a post-Covid world, the sector seeks to renew itself, always looking for innovations, novelties, experimentation and what makes a difference to attract (even more demanding) customers.
To better understand what vibrates French e-commerce and how companies are “moving” to offer new services to customers, improve the experience and make the customer journey more seamless, productive the efforts.
The digital acceleration along with France Num, a government program for the digital transformation of VSEs/SMEs, went to One to One Retail E-commerce, a professional event that brought together 1,800 participants (visitors and partners ) in Monaco to host two morning web radio sessions on FrenchWeb.
For the 11th edition of this annual event, the floor is given to SMEs expressing what drives them and how they approach online sales today. On the solutions side, this first morning focused on omnichannel innovations and the importance of product information before tackling key trends in connected commerce.
For this meeting:
Sonia Mamin, Director of One to One Retail E-commerce Monaco, notably mentioned Web 3, the importance of visibility given to startups and the return of physical events between peers, as well as emergence of CSR topics in retail.
Pierre Seznec, CEO of 123Roulement, a Frétin -based SME (59) that, as its name suggests, sells ball bearings and their associated components in stores and online for professionals and the general public . For this technical products company, the customer relationship is important. Distributing within 24 hours of delivery of 160,000 different references for 7 million products in stock proves to be a winning challenge. The technical expertise of the sellers is counted heavily and the market of adjustability is becoming a necessity for many buyers. In a BtoB market that represents 20% growth per year for 123Roulement, the manager explains the details of e-commerce sales to professionals.
Florence Di Nicola, EMEA marketing vice-president of Alkemics by Salsify, a collaborative commerce experience platform that allows brands and distributors to digitize business processes, speaks about sharing information content. product. 47% of French say that a detailed description of products is one of the 3 main purchasing criteria (including price and the availability of the product). 30% of consumers will not buy if there is no good quality photo/image of the product. It should also be noted that the repairability index has a large impact on the consumer’s choice of product to purchase; a customer increasingly looks at marks related to food products or not.
Guillaume Rolland, director of innovation at Maison Berger Paris, a French living heritage company known for its indoor candles, is shaping the shopping experience on a large scale. With new fun services: live augmented commerce (olfactory portal, large-scale interaction with avatars), umbrellas associated with your favorite perfume, etc. The digital experience continues in stores as well as in the brand’s new boutique at 75 rue Vieille du Temple (Paris 3rd), a place of discovery with a sustainability component for products (rechargeable lamps, etc.).
Panorama of e-commerce trends in 2022
Second, Thomas Husson, chief analyst at Forrester Research, provides an overview of e-commerce trends in 2022.
First of all, the metaverse can be considered as a non-trend, a theme that currently does not seem to be a priority for traders; a world under construction with bricks to assemble. In a clear way, the second hand and the idea of a circular economy respond to a major trend of influential consumers with labor society issues.
In addition, companies are accelerating in the awareness that digital transformation participates in sustainable transformation, driving organizational, cultural and product changes. On mobile, one of the key challenges in 2022 is the personalization of the experience in context and “in the moment” across companies and brands.
Finally, for the customer, any online purchase travel information becomes important: the availability of the product, the payment options, the delivery information: a total experience experienced by the consumer.