E-commerce growth has remained slow in France, less than a quarter of French consumers bought CPG products via e-commerce, yet the sector is gaining. Online sales grew 8% in the first quarter of 2014 while basket sizes fell. Amazon.fr dominates this small but growing online market comprising the highest online market share. Fifty-nine percent of online retailers sell on Amazon, according to Fevad iCE, yet only thirty-two percent of French Personal Care Index brands link to Amazon.fr from their sites.

Nivea, ranked first on the Digital IQ Index: Personal Care | France, outperformed peers in Amazon category search visibility and presence on the e-tailer shelf through inventory range and product page customization, including custom descriptions and videos.

Screenshot 2014-08-22 11.34.11

Reviews are an essential element to merchants AEO on the platform. The Intelligence Report: Amazon found that having 18 reviews was optimal for search visibility in the U.S. while exceeding those numbers had almost nil effect on AEO. However, fifty-four percent of index brands on Amazon.fr had fewer than five reviews and only thirty-two percent appeared in the first page results for core category keywords. The digital shelf remains ripe for the taking.

Screenshot 2014-08-22 13.38.44

Once a consumer completes an online order, they are twenty-five percent more likely to re-purchase on the internet, according to Brick Meets Clicks. Amazon’s “Subscribe & Save” gives brands an opportunity to gain repeat purchases and checks off all the boxes for winning these repeat purchases with “Subscribe & Save”, reasonable fees and discounts, a simple purchase path, easy access to customer service, and efficient fulfillment. Realizing the opportunity for “Subscribe & Save” to keep products in the basket, nearly half of index brands offer “Subscribe & Save” on Amazon.fr, compared to only 30% in the U.K.

By adopting a robust Amazon strategy early on in the game, Personal Care brands may see great return on investments as shoppers move to digital. The digital shelf is still up for grabs.

L2's Daily Insights in Your Inbox.