The U.K. has long been a leader in online grocery, but other European countries are catching up. France is the fastest-growing European market for fast-moving consumer goods, and a quarter of French consumers plan to make online grocery purchases over the next year, while Germany boasts a number of catalog businesses shifting to e-commerce along with a deep-seated discounting culture. These are the continent’s top retailers in terms of digital competence, according to L2’s debut Digital IQ Index: Retail Europe.
Digital IQ: 147
This French Genius brand is the largest mobile ad publisher in the Index, placing more importance on mobile than desktop. Its Kobo e-book reader is one of the top five performing apps, consistently ranking near tenth in the “Books” category and competing with the Kindle app in France.
2. Media Markt (Germany)
Digital IQ: 142
The only German electronics retailer going head-to-head with Amazon on search, Media Markt boasts a well-designed mobile site that equally prioritizes shopping, store location, and directions. The brand is also the most prolific web advertiser in Germany on both desktop and mobile, with a focus on dynamic and video content that achieves maximum engagement.
3. El Corte Inglés
Digital IQ: 139
The highest-ranked brand in Spain, El Corte Inglés achieves its Gifted ranking with the best Instagram strategy in the country, in addition to impressive search visibility. The brand also invests consistently in omnichannel and fulfillment, a strategy missing from other Spanish retailers.
Digital IQ: 138
The brand offers identical experiences on its desktop and mobile site, as well as its app, making e-commerce seamless and user-friendly. Argos also maintains high search visibility for key product categories, putting the retailer in direct competition with Amazon.
4. Lidl (Germany)
Digital IQ: 138
While Lidl ranks Challenged or Feeble in most markets it operates in, that is not the case in France. The brand’s e-commerce experience there is leagues better than in other countries, across various categories – mimicking top French hypermarkets.
Digital IQ: 137
In France, Darty’s superior site competes with Genius brand Fnac when it comes to both search and product pages. Meanwhile, the brand boasts a sophisticated mobile site for key product areas.
6. Media Markt (Spain)
Digital IQ: 137
While Media Markt Spain lacks the scale of its German counterpart, the retailer performs well on search visibility and fulfillment, especially compared to other Spanish brands.
Digital IQ: 136
Tesco’s sizeable investments in e-commerce pay off, as illustrated by the brand’s top-notch account and loyalty features. Additionally, Tesco takes advantage of Twitter to address customer service concerns – at larger scale than any other European retailer.
Digital IQ: 135
Omnichannel in France takes a different form than in the U.K., and online hypermarket Carrefour displays a particularly sophisticated showing. Boosted by recent site updates, the brand has improved performance across product categories.
Digital IQ: 134
This best-in-class French hypermarket operates strong e-commerce and drive-through sites. As a result, shoppers are consistently driven to e-commerce-enabled properties.