Pay once delivered, send back its purchases in mass… Even close to us, the users of the Old Continent have sometimes astounding way to consume on the Internet. Small tour of Europe to the quirks of e-commerce.
Just behind the United States and their 537 billion euros of online sales, and the new chinese giant (691 billion euros), the Old Continent is the third stronghold of e-commerce: 455 billion euros of online sales in 2015. Great? Except, as in many fields, Europe is not a “true” market, but a juxtaposition of national markets. in “there are many of the common core, explains Stéphane Tomczak, who recently organized the first edition of Deliver one, a european exhibition devoted to e-logistics. All european consumers want to be delivered faster, for less cost, and where and when they want. But each market also has its particularities.”
The British will find themselves with their package
It is by far the biggest european market for e-commerce: alone, online purchases by subjects of Elizabeth II weigh heavier than those of the Germans and the French together. Market “the most mature in the world, ahead of even the United States,” according to Stéphane Tomczak, the United Kingdom is also the one where the omnicanal is the most developed.
In the clear: the British are the biggest users of click & collect (purchase online, in-store shrinking), and those who benefit from the network of instructions for removing the more dense, particularly in the nodes of public transport. The system of the point-relay, very common in France, is not very developed in England,” concludes our expert.
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The Italians pay… cash
Not very followers of the e-commerce in general (a user transalpine on only four of the buys in line, while the european average is above 50%), the Italians also seem to be refractory to the payment by credit card. “In Italy, it is the system of payment prevails,” explains Stéphane Tomczak. What is it? Simply of the payment receipt of the parcel. And in cash, since the other side of the Alps, we do not like cheques.
The Germans use their home as a fitting room
in Addition to-Rhine, we do taste like little systems of withdrawal of the package in the store: e-commerce is synonymous with home delivery… And also for the return of parcel mass. A law that allows them to return, within 14 days all items that are not suitable for them, without having to justify themselves… and at the expense of the seller.
the Result? For the clothing, including the rate of return avoisineraient 60%, the Germans will order without fear in several sizes and colors, and return what does not fit.
Russians do not trust their posts
The market for e-commerce Russian is not still the n°1 in Europe, but that should come: a growing middle class, who has been surfing more and more… The ingredients are gathered. But there’s a catch: “The territory is immense, and the Russian Post is unable to deliver the parcel in good conditions,” observes Stéphane Tomczak. Result: online sales for today, essentially the region to the west of the line Moscow-St. Petersburg, and is concentrated in those two cities. Especially, the market is dominated by a small dozen of actors who have developed their own system of transport: depending on the case, the Russians are so delivered by Ozon (Amazon Russian) or KupiVIP (a Sale-Private local).
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The Belgians are divided
“In the field of e-commerce, there is not one, but two Belgium”, slice Stéphane Tomczak. On the one hand, Wallonia, the Flanders, which has two times more e-commerçcants. The modes of payment, delivery, networks, relay-package… everything, or nearly Everything differs from one region to the other. Up to the main market players, who are very open to e-retailers foreign. In Flanders, it provides itself and in the Dutch Bol.com or Coolblue, when Wallonia French-speaking e-commerce with well-known players among us: La Redoute and 3 Suisses.
