Which B2C marketplaces should you choose to sell your products?

In e-commerce, the majority of French people prefer marketplaces and find that it is the best way to make purchases these days. As an SME, it therefore becomes crucial to know which marketplaces to go to to sell your products.

According to the latest research by Mirakl (specialist in software solutions for marketplaces), conducted with a panel of 1,000 people in France, the results speak for themselves:

  • 35% say they shop at marketplaces
  • 64% prefer to shop on marketplaces (hybrid or not)
  • 92% say they will maintain or even increase their usage by 2022.

The main reasons for this success with consumers are the competitive prices, the speed of delivery and the variety of products on offer.

This study completes and confirms this trend already seen in 2021, through studies conducted by Gartner Prédict or Dynata:

  • According to Gartner Predict, 70% of global revenue will be generated by marketplaces by 2022. Today, there are approximately 1 million e-commerce sites worldwide, including 15,000 Marketplaces. These represent 1.5% of sites, but already generate 50% of global e-commerce revenue.
  • 34% of French people say they discover new products through marketplaces, the second largest discovery channel after word of mouth: 37% (Dynata 10/21 study on French buying behavior)

This market model is radically changing the e-commerce landscape and implies that every SME must adapt its digital strategy to meet the expectations of the French.

But for that, you still need to know which marketplaces to choose depending on the products you’re selling…

Which marketplaces to choose based on the products we sell?

For 10 years, we have been managing in delegation for our SME customers their presence and their growth in the market and we offer you below to inform you about the Marketplaces that are preferred according to your activity.

In general, you should ideally have a presence in at least 3 marketplaces to maximize the acquisition of new customers and of course you know how to make yourself visible to your competitors…

There are more than 240 marketplaces selling products in France during our last census in June 2021 (which is far from exhaustive) and they all need to find SMEs to enrich their catalog, but also to make themselves visible to ensure sales. † As a result, today the 20/80 rule is also respected here, 20% of the large Marketplaces generate 80% of the turnover of their sector, but with variations depending on the product category.

And if we take the visibility as a basis, which is often in line with the number of sales and the turnover generated, according to the latest barometer of Fevad en Médiamétrie (Panel: 3,000 internet users aged 15 and over; Nov 2021 ) we find the results below :

To start with, what are the business sectors for the sale of products (excluding services) where buyers spend the most on e-commerce: (source Fevad/Médiamétrie)

  1. 49.2% fashion
  2. 35.5% beauty, health and hygiene products,
  3. 33.1% cultural products,
  4. 32.9% electronic products and home appliances,
  5. 30.6% food and consumer products,
  6. 29.3% sports equipment,
  7. 26.8% non-video games and toys,
  8. 26.5% furniture and decoration,
  9. 23.6% DIY and tools.

SMEs in the fashion sector

The fashion sector remains the leading e-commerce market in France/number of buyers, with 49.2%* of internet users reporting that they have bought at least one product in the category in the last 12 months, achieving 2.5 points compared to 2020 .

The marketplaces with the best visibility are Amazon (42.4%) and Decathlon (21%).

SME’s in the beauty, health and hygiene products sector

The Beauty-Health sector is the second largest market in terms of number of e-buyers, with a number of customers continuing to grow (35.5%). The marketplaces with the best visibility are Amazon (26.7%) and ShowRoomPrive, which is in 7th place in the ranking.

SMEs in the cultural sector

With 33.1%* (-2.3 points compared to the 2020 study) of internet users reporting having bought cultural products in the past 12 months, the cultural products sector is the third largest internet market in terms of number of buyers.

The marketplaces with the best visibility are Amazon (54.1%), FNAC (42.8%) as well as E.Lerclerc and Auchan, which are in the Top 10 this year.

SMEs in the electronics and home appliances sector

Electronic products and home appliances remain the 4th most popular category after e-shoppers (32.9% of internet users).

The marketplaces with the best visibility are Amazon (65.3%), Cdiscount (34.3%), FNAC (27.8%), Boulanger (22.8%), Darty (21.7%), and will look out for the arrival of AliExpress.

SMEs in the food & consumer products sector

The food and FMCG sector has been developing strongly since the start of the COVID-19 crisis, occupying 5th place (30.6%).

The marketplaces with the best visibility are E.Leclerc (35.7%), Carrefour (28.6%) and Amazon, which is in the Top 10.

SME in the sporting goods sector

The online purchase of sports equipment has also made a big leap forward: the sector has risen 5 places in the ranking. The share of internet users who bought sports equipment in recent months is 29.3% (+8 points vs. 2020).

The marketplaces with the best visibility are Decathlon (44.9%) and Amazon (22.1%).

SMEs in the games and toys sector (excluding video)

Strengthened by the various incarcerations, this sector is in 7th place (26.8% of internet users). It thus achieves 5 places in the ranking of the most purchased sectors on the Internet.

The marketplaces with the best visibility are Amazon (50.0%), Cdiscount (13.9%) and FNAC (11.8%); E.Leclerc, Carrefour and Auchan enter the Top 10.

SME in the furniture & decoration sector

With +4.6 points vs. By 2020, the furniture and decoration sector on the Internet will continue to grow (26.5% of Internet users). The marketplaces with the best visibility are Amazon (34.6%), Cdiscount (19.9%) followed by LeroyMerlin, But, la Redoute and Gifi, which are in the Top 10.

SMEs in the DIY and tooling sector

With a buyer’s share of 23.6%, the tools and DIY sector continues to make progress on the web (+2.2 points vs. 2020). The marketplaces with the best visibility are Leroy Merlin (36.6%), Amazon (32.3%), ManoMano (17.0%)

And finally: the ranking of marketplaces in all sectors

More than 12,275,000 internet users said they made their purchases on a marketplace in the past 12 months (25.2%).

Not surprisingly, the first two places are taken by Amazon (53.4%) and Cdiscount (18.8%) and then we find FNAC. Note Veepee and Zalando’s Top 10 finish in 9th and 10th place.

And how do I make my products visible on marketplaces?

Once you’ve chosen the most appropriate marketplaces for your products, you need to know how to make yourself visible to generate sales. However, the visibility of your products on the marketplaces is mainly controlled by algorithms and it is therefore necessary to understand in detail their working methods and their differences in order to optimize your visibility as best as possible: visuals, keywords and their positioning in the product sheet, formulation to convey emotion, positive reviews, promotional campaigns, execution, stock rotation, etc.

Once your visibility has been achieved, you must avoid any incident that could harm the customer experience: a product that is out of stock, a return rate that is too high, too many negative opinions… Because this has a direct impact on your ranking and causes that you lose all previous efforts.

On the other hand, we must not fail to work and optimize the conversion rate, which will mainly depend on how you use the marketing tools made available to you by each platform to reassure the customer, direct him to the universe of your brand and stand out from your competitors.

It will indeed increase your sales with people who have selected your product sheet, but it will also increase your visibility through algorithms.

It is therefore necessary to know the criteria of the search algorithms that are different for each market, and it is in the detail that the devil hides and above all the performance of your sales.

The real difficulty for an SME is to give itself the means to succeed

The market observation is that today many decision makers are disappointed with the sales results on this channel, but have they clearly defined their strategy upstream?

Often the answer is no and due to a lack of knowledge of the subject. In addition, they have generally underestimated the resources and skills needed to boost and optimize this channel.

In general, in an SME, in addition to their main function, these tasks are entrusted and managed by operational staff, which generates a quality that is not always sufficient and/or an overload of work.

But to perform, you need to have all these topics internally and above all keep a permanent watch on the evolution of the details of these algorithms that take place several times a year, at the rate of change in the purchasing behavior of the users.

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