The E-Commerce reference index based on the eShopper journey
Analysis and ranking of 111 leading local and international leaders’s E-Commerce ecosystems through 250 criteria before, during and after purchase including Omnichannel and Online marketing
eShopper Index 2015 Overall ranking infographic available here:
https://www.slideshare.net/aureliaa/e-shopper-index-overall-ranking
eShopper Index 2015 Fashion & Luxury rankings available here:
https://www.slideshare.net/aureliaa/eshopper-index-2015-f
To know more about the eShopper Index:
http://www.iventures-consulting.com/eshopper-index
13. 6 trends emerge from the eShopper Index
13
Mobile
Content
marketing
• M-Commerce App is now a reality with 50% of the players with an iOS app (+6% Vs. 2014) and 37%
on Android (+0% Vs. 2014).
• Mobile innovations mainly concern In-store features such as payment, special offers to be
redeemed in store, In-store information (map, news, events …), contact a sales person etc.
• Some players are more and more transparent about product’s components (Saks, Burberry,
Kiehl’s , Sephora etc…), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane’s
positioning “Customers have the right to know what their products cost to make”).
• New features and contents are product video (32%) and availability of the product in store (30%).
Product page
• Content marketing (inspirational images, editorial/ tips section(s) and online magazine or blog) is
key to generate eShop traffic. More than 50% of the analyzed players create Content marketing.
• Inspirational images (Coach, Burberry etc.) and brand online magazines or blogs (such as Style
insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors.
• Beauty tends to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.)
• Retailers focus on reviews, recommendations and tips to customers through a consumer magazine
or section (Auchan and Fnac).
50. Key figures
Quality of the user interface
(Simplicity, responsiveness, readability)
Players tend to develop more and more user interfaces that differ the US and in Europe (2015 vs. 2014).
High quality UI is now provided by most players. However, highlighting of customer service and reassuring information
such as delivery, return etc. remains rare.
50
32%
46%
22% Very easy
Easy
Difficult
European UI Vs. American UI Reassurance
31%
23%
82%
0%
30%
60%
90%
Permanent visibility &
highlight of customer
service from any page
Permanent visibility &
highlight of reassuring
information*
Presence of an online help
USER INTERFACE
KEY INS IGHT
80%of players
provide a good
quality user
interface
46%54%
Specific UI
Same UI
+30%
In 1 year
-30%
In 1 year
* Payment, delivery, return etc.