Despite most site traffic coming from mobile, m-commerce represents only 1.4% of retail sales in France, lagging the UK and Germany. But beauty brands are investing aggressively to close this gap.
For small-screen shoppers, the first hurdle is seamless navigation that facilitates product browsing. Beauty brands have focused on tackling this challenge. L2’s Digital IQ Index: Beauty France finds that 86% offer a hamburger icon on their mobile site, more than triple the adoption in 2016. Similarly, adoption of a search bar jumped from 30% to 77%, making these once-sophisticated features now the industry norm.
Beauty brands also strengthened their mobile commerce capabilities. L2’s study finds that 70% of beauty brands in France offer a mobile shopping option (either on-site or via third-party handoff), up from just 28% last year. However, they could do more to streamline the checkout process: while a multi-step checkout with numerous fields is a key source of conversion leakage, just 10% of beauty brands in France offer single-page checkout. Alongside these mobile shopping features, brands are encouraging in-store purchase by boosting the visibility of store locators, making the smartphone the connective tissue of the omnichannel experience.