The "right" purchasing power
"Increasing purchasing power shouldn't come at any price. Respecting consumers must not prevent us from protecting producers and their margins, as well as the planet," reminds Cédric Dufour, CEO of Rakuten France and Rakuten TV. "The notions of disposable income, inflation and price are naturally central to meeting immediate needs, but this strictly quantitative approach obscures a fundamental dimension: that of quality."
The right price
"Good" purchasing power cannot be achieved at any price. It must be sustainable and based on partnership. Offering discounted prices is laudable, but if it means squeezing margins in a way that is unsustainable for certain players in the chain, it makes no sense, because it is not economically tenable.
Another approach, adopted by some e-commerce platforms is possible: to offer a "fair price", reducing intermediation costs to a minimum, but ensuring a fair distribution of value between all economic players. Thanks to this logic, retailers and brands can access consumers under fair conditions. Take the example of Black Friday, a ritual often disparaged, but which makes a major contribution to purchasing power, by enabling consumers to do their Christmas shopping at the best possible price. Promotions are often the result of a collective effort by the entire upstream chain. For example, when retailers offer "cashback", they themselves invest in purchasing power, by reducing their margins to lower the real price. The effort is thus shared to lower the price and make the sale happen, without crushing the seller's margin. Some consumers are thus able to buy products that would otherwise be inaccessible to them. It's a win-win situation: first and foremost for consumers and brands, but also in the long term for retailers, despite the many promotions they run."
Circularity and second-hand
"Good purchasing power is also based on an increasingly circular economy. The steady increase in second-hand goods, as we saw again with the resale of Christmas presents, is positive for the environment. All we're doing is passing on goods, without making the planet pay the high price of new every time. But it's also good for the wallet: all second-hand sales are in fact shared and collective purchasing power, enabling us to buy the things we need at a more advantageous price, and therefore to better respect our budget. It's a win-win situation that we absolutely must encourage."
Quality, sustainability guarantee
"Finally, good purchasing power means respecting the consumer. Buying new, like buying second-hand, must not be a bargain purchase, with no regard for the most basic guarantees. Unfortunately, "low cost" is all too often a low-quality purchase. Over and above the most elementary questions of product safety and respect for human rights during the manufacturing process, this is counterproductive, as it encourages repurchasing. Buying better quality means buying less regularly, as products last longer. Every purchase must also be accompanied by the possibility of refund or exchange, transaction security and a commitment to fight fraud and counterfeiting.
This is a real challenge for e-commerce platforms, but let's not lump them all together. While some non-European players are free from laws, regulations and tax constraints, many European platforms promote a model of trust. Let's bet that consumers won't be fooled.
Good purchasing power is not just about buying more, but buying better. It's based on a fair distribution of value within economic chains, and an awareness of environmental and quality issues. It's much more than an economic issue. It's a pressing social issue," says Cédric Dufour, CEO of Rakuten France and Rakuten TV.
By Cédric Dufour , CEO of Rakuten France and Rakuten TV
Source : Opinion column in Les Echos.
Rakuten France strengthens its commitment to responsible e-commerce by signing the new Charter of commitments to reduce the environmental impact of e-commerce
Paris, March 4, 2025 - By signing the new Charter of commitments to reduce the environmental impact of e-commerce, Rakuten France confirms its role as a leader committed to a sustainable transformation of the sector. This initiative is supported by Agnès Pannier-Runacher, Minister for Ecological Transition, and Véronique Louwagie, Minister Delegate for Trade, Craft Trades, small and medium-sized enterprises and the Social and Solidarity Economy. It sets ambitious targets for more environmentally-friendly e-commerce. Signed for the first time in 2021, this new version of the charter marks a decisive step towards structuring an eco-responsible approach to e-commerce.
Marianne Yalfani, Human Resources Director, and Benjamin Moutte, Legal and Public Affairs Director at Rakuten France, on March 3, 2025, at the signing of the Charter of commitments to reduce the environmental impact of e-commerce.
Rakuten France's new commitments take the form of a series of actions aimed at limiting the impact of consumption on the environment. The platform is committed to better informing consumers by highlighting a significant offer of local, sustainable and second-hand products. To encourage more responsible choices, specific tools are considered, such as filters facilitating the search for products with a low energy impact and better repairability.
In terms of logistics, Rakuten France will continue to promote eco-responsible delivery solutions, notably Click & Collect and point relais delivery, which help limit the carbon footprint associated with transport. Finally, we will be raising consumer awareness of the environmental impact of returns, by reducing the emphasis on free returns and communicating their ecological consequences, while respecting the right of withdrawal.
" The result of a shared vision between public authorities and e-commerce stakeholders, this charter aims to reconcile the sector's development with respect for the environment. At Rakuten France, we are aware about the role we can play in reducing the ecological footprint of online commerce. We will continue to innovate and collaborate with our partners to offer solutions in line with our customers' expectations and current and future ecological challenges, " says Cédric Dufour, CEO of Rakuten France and Rakuten TV.
A pioneer of second-hand goods in France, Rakuten France has placed the circular economy at the heart of its model since its creation. With over 50 million second-hand references available and one out of every two products sold second-hand, the platform contributes each year to avoiding the emission of 23,000 tons of CO₂. This commitment to more responsible e-commerce is reflected in concrete initiatives, such as the Reconditionné CeRtifié guarantee or Club R, which rewards its most loyal members with 10% cashback on second-hand purchases made from private sellers.
What is the best marketplace to sell online?
Do you want to develop your online business? Joining a marketplace is an effective solution for rapidly accessing a large audience and optimizing your sales. However, with the diversity of platforms available, choosing the one that best suits your business can prove complex.
Which marketplaces are best suited to sellers? What criteria need to be taken into account to make the right choice? This article will guide you through the process, with a comparison of the best marketplaces.
What is a marketplace?
A marketplace is a sales platform similar to a huge digital shopping mall. Inside, each store corresponds to a different brand. Merchants offer their products to all visitors to the platform, and benefit from a number of levers: loyalty program, personalized store, possibility of setting up discount coupons, etc.
Unlike an ecommerce site (Shopify or Woocommerce store, Wordpress site…), a marketplace brings together a large number of sellers. While your products are certainly in competition with others, the downside is that you benefit from very high traffic and cross-selling opportunities. Let’s take an example: you sell PS5 video games on Rakuten, but you don’t sell consoles. A customer decides to buy a PS5 console from another seller. When they finalize their purchase, your games will be suggested to them directly from the console’s product sheet, thanks to the intelligent suggestions generated by the platform. By selling on a marketplace, you can reach new customers and generate sales opportunities you wouldn’t have had otherwise.
A marketplace is therefore an online platform that facilitates contact between buyers and sellers, and acts as a trusted third party in distance selling.
Why choose a marketplace to sell online?
To sell online, you could set up an e-commerce site. Creating an online store has its advantages, but can quickly become costly and time-consuming: buying a domain name, choosing a CMS, site architecture, creating product sheets, installing plugins… All of these tasks take time away from your core business: selling. A growing number of e-tailers are turning to a more affordable e-commerce solution.
Selling your products via a marketplace offers many advantages:
- Increased visibility: Marketplaces enjoy a high profile and visibility on the web. Whereas with your own e-commerce store, you’d have to optimize search engine optimization (SEO) yourself, marketplaces have entire teams dedicated to these improvements. As a result, they attract a large number of visitors, increasing your chances of selling quickly. Rakuten, for example, registers 15 million unique visitors every month.
- Easy access to qualified customers: Unlike an independent e-commerce site, a marketplace offers an ecosystem of active buyers already looking for products.
- Simplified management: From product catalog hosting to payment management, marketplaces take care of the technical aspects so you can concentrate on your business. Marketplaces are designed to provide a seamless user experience. All your orders, ads and promotions are generally accessible from a centralized back office, and you can manage all your sales with just a few clicks
- Powerful marketing tools: Some platforms offer promotional and customer loyalty services, such as cashback on Rakuten, which encourages buyers to repeat their purchases.
Our loyalty program, for example, is based on an attractive cashback system, which allows shoppers to accumulate a percentage of the amount of their purchases in the form of a kitty. Customers can then spend their kitty on the platform, which encourages repeat purchases and builds loyalty with sellers. On average, loyalty program members gain €900 in purchasing power per year
Criteria for choosing the best marketplace
Before selecting the best marketplace, it’s essential to analyze a number of factors to ensure that it meets your business objectives.
General or specialized marketplace
Marketplaces can be generalist (Rakuten, Amazon) or specialized (Etsy for handmade goods, Backmarket for refurbished goods).
– Generalist marketplaces enable you to reach a wide audience, and are ideal if you sell a wide range of products.
– Specialized marketplaces target a smaller but highly qualified audience.
If your aim is to maximize your visibility and conversion rate, a generalist platform like Rakuten is a strategic choice.
B2B or B2C marketplaces
Marketplaces can be based on a BtoC (products sold to private individuals) or BtoB (products sold to professionals) model. Some platforms are exclusively dedicated to one of the two models (Amazon Business for B2B, for example), while others combine the two approaches.
Depending on your target market and product catalog, you’ll need to decide whether to use a B2B or B2C marketplace.
Customer base and visibility
The volume of traffic generated by the marketplace is a key factor. The more visitors the platform attracts, the greater your chances of generating sales.
Rakuten sellers, for example, benefit from high traffic thanks to the 15 million unique visitors who visit the platform every month. Sellers therefore benefit from excellent visibility and access to a large, committed customer base.
Cost and business model
Marketplaces generally charge a commission on sales. It’s important to evaluate the relationship between fees and services offered.
- Some models incorporate fixed subscriptions, which can be advantageous for regular sellers.
- Others operate on a commission-per-sale basis, a more flexible model for smaller merchants or those just starting out.
- Sometimes, the two options coexist: on Rakuten, for example, you can choose the Starter pack with a 0€ subscription but higher commissions, or the Expert pack with a 49€ subscription and reduced commissions.
Services and support
Some platforms offer advanced webmarketing tools and loyalty programs. It’s a good idea to compare these features according to your needs. For example, Rakuten offers a free personalized e-shop service. In just a few clicks, you can create a personalized store that reflects your visual identity, a valuable asset for enhancing your brand image
The best marketplace for e-commerce sales
Every platform has its own particularities. To make sure you select the best marketplace, here’s a comparison of the leading platforms on the market, with their advantages and challenges.
Rakuten – A non-competitive marketplace for sellers
- Unique model: Rakuten sells no products of its own, and focuses exclusively on the success of its sellers.
- High-performance loyalty program: Club R rewards buyers and encourages repeat purchases
- Challenge: Optimize sales strategy to maximize visibility and sales on the platform.
Find out how to sell on Rakuten.
Amazon – A global audience with strong competition
- Unrivalled visibility: Amazon is the world’s busiest e-commerce platform, offering access to a global customer base.
- Powerful internal search engine: Thanks to its recommendation algorithms, Amazon enables well-referenced products to appear at the top of results.
- Challenge: To stand out in an ultra-competitive environment, where many sellers offer similar products and price wars are intense.
Etsy – A reference for crafts and handmade products
- Committed community: Ideal for creators, designers and artisans wishing to sell handmade, vintage or personalized products.
- Highlighting unique products: Etsy favors the visibility of handmade items thanks to an algorithm that values authenticity and personalization.
- Challenge: Managing the often artisanal production and logistics, while maintaining an active presence to capture the attention of buyers.
Backmarket – A platform dedicated to refurbished goods
- Growing market: Backmarket meets the growing demand for refurbished electronics, with a strong focus on the circular economy.
- Sustainability-conscious public: this digital platform attracts consumers who are sensitive to eco-responsible products and concerned about quality.
- Challenge: meet strict quality and warranty standards to build lasting trust with buyers.
In short, choosing the best marketplace depends on a number of factors: your business sector, your objectives and the services offered by the platform. Not sure which marketplace to choose? Our e-commerce experts are here to guide you and help you choose the platform best suited to your needs
Rakuten France accelerates about innovation with two strategic nominations
Paris, February 27 - Rakuten France continues to expand and announces the nomination of Clement Caillol as Product Director and Arnaud Jeansen as Technical Director. Both will report directly to Cedric Dufour, CEO of Rakuten France and Rakuten TV.
"Clement's expertise in product and artificial intelligence, combined with Arnaud's technological vision are major assets for accelerating innovation at Rakuten France. Their complementary skills will enable us to offer our users an ever more fluid and efficient experience , while supporting our transformation. We are convinced that their leadership and expertise will strengthen our position as the France's leading e-commerce platform." said Cedric Dufour, CEO of Rakuten France and Rakuten TV.
Clement Caillol, Product Director at Rakuten France.
Arriving in February 2025, Clement Caillol is responsible for defining and driving Rakuten France's Product vision. Heading a team of 25 employees, Clement's mission is to analyze cleverly motivations and behaviors of users on the platform - whether visitors or merchants- in order to enrich the online shopping experience. He will also leverage advances in Artificial Intelligence (AI) to optimize the user experience and the teams' internal operational processes. In a constantly evolving sector, Rakuten France is relying on technological innovation to strengthen its positioning and offer an ever more effective service to its users.
"I'm delighted to be joining the Rakuten France adventure to put product innovation and AI at the service of users. We have a unique opportunity to capitalize on the wealth of data and the power of technology to offer an ever more fluid, relevant and engaging experience . My goal is to design solutions that simplify the lives of our buyers and create value for our merchants, while pushing back the boundaries of what artificial intelligence can bring to e-commerce," says Clement Caillol, Product Director at Rakuten France.
A graduate of Sciences Po Paris, Clement Caillol began his career at Google, where he spent five years as an analyst, supporting French advertisers in their acquisition strategy and the analysis of their browsing data. Then, he joined ManoMano as Product Leader, working on optimizing product catalog visibility through search, listings and recommendations. He continued his career at Moni, a FinTech specializing in international money transfers, for three years as Chief Product Officer, where he defined the product vision and structured the team.
Arnaud Jeansen, Technical Director at Rakuten France.
Arnaud Jeansen is promoted to Technical Director of Rakuten France, effective March
2025. Heading up a team of 70 people, his mission is to support the company's development by managing the modernization of tools and the technical platform, in order to offer users and merchants an increasingly secure and reliable exchange space. Arnaud joined Rakuten France in March 2023 as Head of Engineering.
"As Technical Director, my ambition is to unite the Rakuten France teams around a technological vision that drives innovation. My role will be to position Tech as a catalyst for transformation, developing solutions that fully meet the needs of our users and support our strategic objectives," says Arnaud Jeansen, CTO of Rakuten France.
An IT enthusiast from an early age and a graduate of INSA Rouen, Arnaud Jeansen has held management positions such as Head of Engineering at Quicksign and Rakuten France. With over 15 years' experience in international companies, he specializes in technical team management, software architecture and complex systems integration.
Marketplace: How to Build Customer Loyalty?
Are you a professional e-commerce or marketplace seller looking to improve customer loyalty? You’re right, it’s a major issue in this sector. It’s a fact: acquiring a new customer costs more than keeping an existing one. A loyal customer base is a real driver of growth and a key success factor; all the more so in a marketplace where competition is fierce and consumers have many options. Providing quality service, guaranteeing a seamless experience and offering attractive benefits make all the difference. The Rakuten loyalty program is a good example of this, with members enjoying an average shopping basket seven times higher than other shoppers! The effectiveness of a well-thought-out loyalty strategy is formidable, so stay put: we tell you everything you need to know about it!
How to build customer loyalty in the marketplace
Building customer loyalty in the marketplace is based on the same principles as in a physical store, i.e. :
- Offer the best possible customer experience;
- Reassure customers at every stage of their journey;
- Reward them to build trust and encourage repeat purchases.
A number to remember about loyalty: a 5% increase in customer retention can boost profits by 25% to 95%. It’s undeniably a powerful lever for business growth, and above all, a strategic element not to be overlooked.
Establish a relationship of trust to build customer loyalty
Step by step, here’s how you can lay the foundations for a solid, lasting relationship with your customers:
- A smooth buying experience: simplify the buying process and optimize the sales tunnel. Fewer steps = more purchases and a better user experience.
- Quality products: always offer items as described and ensure their quality. Customer satisfaction starts with the reliability of the products you sell.
- Transparent information: communicate clearly about product features, ancillary costs and delivery times. A well-informed buyer is a reassured buyer.
- Customer feedback: always monitor and respond to customer feedback. Good after-sales service and proactive interaction help turn a hesitant buyer into a regular customer.
Rewarding purchases
There are many ways to reward your customers for their purchases:
- Loyalty programs and their exclusive benefits (promo codes, reward points, private events, etc.)
- Cashback, an excellent retention tool.
For example, Rakuten offers up to 35% cashback. This is a significant advantage that encourages customers to come back and buy more often.
Listen to your customers
To stand out from your competitors and keep your customers’ attention, it’s vital to listen to them, find out their expectations and understand their buying habits. To do this, you can provide them with :
– Reactive customer service by responding quickly to questions and complaints.
– Active engagement by using surveys, webinars and newsletters to involve your audience. A customer who feels listened to and taken into consideration becomes a loyal and committed customer.
How do you measure customer loyalty?
Tracking key performance indicators (KPIs) enables you to adjust your strategy and optimize your efforts to build customer loyalty. Here are the elements to analyze:
Repurchase rate
The re-purchase rate corresponds to the percentage of customers who make a new purchase after an initial order. This indicator shows whether your buyers are satisfied and spontaneously return to your store. A high rate means that your loyalty strategy is effective, and that your customers are finding enough value to keep coming back.
–Repurchase rate formula: Number of customers who have made at least two purchases / Total number of customers x 100.
Example: If 300 out of 1,000 customers make a second purchase, your repurchase rate is 30%.
The loyalty (or retention) rate
The retention rate measures a company’s ability to keep customers over a given period. An increase in this rate indicates that your loyalty-building actions are bearing fruit.
–Loyalty rate formula: (Loyal customers / Total customers) x 100.
Example: If you have 500 repeat customers out of 2,000, your loyalty rate is 25%.
Net Promoter Score (NPS)
NPS is a key satisfaction and recommendation indicator. It enables you to assess the degree of customer loyalty and attachment to your brand. A high score indicates high customer satisfaction and a good reputation for your store. The more positive the NPS, the more likely your customers are to recommend your company.
–NPS formula: NPS = % promoters – % detractors
Key question: “Following your purchase, would you recommend us to your friends and family? You can give us a score from 0 to 10. Your response will help us to improve our services and better meet your expectations.”
Respondents fall into three categories:
- Promoters (9-10): Very satisfied customers who actively recommend.
- Passive (7-8): Satisfied customers with little commitment.
- Detractors (0-6): Dissatisfied customers likely to damage your reputation.
Take advantage of a marketplace’s loyalty programs
Joining a marketplace with an effective loyalty program is an excellent strategy for ensuring customer retention and optimizing your sales over the long term. Becoming a partner of Rakuten and its loyalty program, Club R, is an excellent opportunity for you as a seller. Here are a few figures to prove it:
- 13 million members with a loyal, committed audience who buy regularly.
- Average shopping basket 7 times higher than non-members.
- A 30% higher-than-average re-purchase rate.
- The most generous loyalty program in France, with attractive cashback, exclusive promotions and additional benefits for loyal shoppers.
Why make this choice? Because registering with a marketplace that supports loyalty enables you to achieve 3 objectives: Save time – Increase your sales – Improve your conversion rate. A partnership with Rakuten means you’ll benefit from a program that’s already optimized to maximize your profits and guarantee stable growth.
In conclusion
Building customer loyalty is not an option, it’s a necessity to ensure your success and longevity in the marketplace. There’s no mystery to building customer loyalty in the marketplace: you need to provide quality service, establish a relationship of trust and offer attractive rewards. It’s by implementing an effective strategy that you’ll be able to perpetuate your business and optimize your results. By partnering with a program like Rakuten’s Club R, you can benefit from an engaged audience that will naturally increase your re-purchase rate. This program represents a unique opportunity to maximize your revenues and win the loyalty of an increasingly demanding clientele. Take advantage of it!
Rakuten France now allows Club R members to buy vouchers and gift cards with their kitty
Paris, December 03. At a time when purchasing power remains at the heart of French people's concerns, Rakuten France is continuing its commitment to offering innovative solutions tailored to their needs. The platform now offers the possibility of purchasing gift cards and vouchers. These practical, advantageous and flexible options enable cashback to be used beyond the shopping platform. Thanks to this initiative, Club R members can not only spend their kitty at numerous partners such as Airbnb, Leroy Merlin or IKEA, but also earn cashback on their gift card purchases.
Gift card success: the choice for guaranteed pleasure without breaking the bank over the festive season
Gift cards are a must-have for the festive season. Offering great flexibility to purchasers, they enable them to give pleasure to loved ones without the risk of making a mistake. Increasingly popular, gift cards are set to grow by 8% in 2023, a strong sign that the French are embracing this practical, personalized solution.
A major new feature is that members can now use their Club R kitty - the most generous cashback program in French e-commerce - to purchase gift cards from a wide range of brands, including King Jouet, Marionnaud and Nature & Découvertes, for example, giving them greater flexibility in managing their purchases.
" With this new system, which complements our existing offer, we are making cashback easier to use and reinforcing its impact, to better meet our members' expectations. This reflects our constant desire to support the purchasing power of the French at the end of the year" - says Kevin Delli, Head of e-Merchandising, Brand & Loyalty at Rakuten France.
A solution in line with the expectations of the French, 48% of whom use a cashback program , according to an Ipsos study for Rakuten France.
A stronger cashback offer to boost purchasing power
Rakuten France continues to position itself as a key partner for the purchasing power of the French with this new solution linked to Club R. This free, no-obligation cashback program enables its 13 million members to recoup between 5% and 35% of their purchases on the marketplace, as well as from over 2,000 partners.
By purchasing these vouchers, users can not only treat themselves or their loved ones, but also recoup a portion of their spending in cashback.
" We've seen strong demand for solutions that combine flexibility and purchasing power. Club R's gift cards and vouchers are the perfect answer to this trend, enabling people not only to give pleasure, but also to recoup part of their spending " - explains Armando Pastor, Marketing and C2C Director at Rakuten France.
| How does it work?
Purchasing a gift card via Rakuten is a simple, three-step process:
For example, I buy a Casa gift card worth €100 and pay for part of it (€50) with my cashback. I receive my gift card instantly by email. I get €2.50 (i.e. 5% of the €50 paid by credit card) directly back into my kitty. |
*Buybox study on the 2023 figures for the online gift card market.
Black Friday 2024: Last Key E-commerce Statistics!
Black Friday has become a must-attend event for consumers and retailers in France. Every year, the event attracts increasing interest, with sales figures rising steadily and consumers ever more eager for bargains. This year, new data sheds light on the buying habits of the French. Find out more in this article about the key figures for Black Friday 2024!
Black Friday figures
French more optimistic about their purchasing power
- 49% of French people think their purchasing power will remain stable (11 points compared to 2023), and 13% even hope for an improvement (source: Ipsos for Rakuten France).
Average budget still high
- 388€: that's the average budget per consumer expected to be spent on Black Friday this year (source: Opinionway for Bonial).
A marked interest in bargains
- 59% of French people say they are actively looking for discounts (source: Ipsos for Rakuten France).
- 96% of consumers want to be informed of these offers, and 92% of them want to be informed by digital means: e-mail, banners on websites, online catalogs, etc. (Source: Opinionway).
Increase in online purchases
- Nearly 40% of spending takes place online during Black Friday (versus 21% the rest of the year) (Source: Kantar Worldpanel).
- 42% of French people plan to make their purchases exclusively on the Internet (source: Opinionway for Bonial).
- 53% of online purchases are made from a cell phone (source: Criteo)
Source: Etude - Les Français et le Black Friday, Opinionway for Bonial, 2024
Shopping in anticipation of the festive season
- More than 8 out of 10 French people plan to do their Christmas shopping on Black Friday. This is particularly the case for young people aged 16 to 34. 92% of them plan to buy on Black Friday, and 46% are already used to it. (Source: Rakuten and Ipsos).
Black Friday at Rakuten
Black Friday is a key event at Rakuten. It's the perfect opportunity for our sellers to boost their sales by reaching the many visitors to the marketplace. And for our customers, it's the perfect time to take advantage of great discounts while collecting maximum cashback.
Since 2018, sales on Rakuten during Black Friday have recorded average annual growth of 7 .3%. A number driven by ever-increasing numbers of customers and an ever-more varied offering. Today, over 200 million new and used products are sold on the marketplace by our 10,000 sellers. Our 15 million monthly visitors are delighted by this wide range of products.
The average shopping basket of our Rakuten customers during Black Friday is also growing, averaging 9 .3% per year. This trend is all the more marked among the 12 million members of our loyalty program, whose average basket is 40% higher than that of non-members.
Among our many categories, Electronics (computers, tablets, smartphones, etc.) was the best performer during the last Black Friday. The Books category (literature, manga, comics, e-books, e-readers...) is in second place.
Consumer expectations for Black Friday 2024
As with previous editions, this year the French are expecting great discounts, a wide choice of products and a smooth online shopping experience. They are particularly attentive to the following elements:
- Price : consumers are looking for the best prices and discounts.
- Product quality: Consumers are looking for quality products and reliable sellers. They pay particular attention to customer reviews.
- Additional offers: immediate promotions or cashback make your products even more attractive.
- Shopping path: a fluid, relatively short shopping path limits cart abandonment and guarantees maximum sales.
- Delivery options: consumers want to be delivered as quickly as possible, and pick up their purchases easily. Consider opting for express delivery to satisfy your most hurried customers. Offering click and collect or relay point delivery can also help you stand out from the competition.
The French compare prices on various online marketplaces, use price comparators and participate in bargain forums to make sure they don't miss out on the best deals.
At Rakuten, our sellers particularly stand out with two types of promotion:
- Discount coupons: for example, €15 free for every €100 purchase or more.
- Cashback with Rakuten Points: for example, 15% back into your kitty, to be used on Rakuten.
During Black Friday, these promotions can be combined to attract even more customers. If you're a Rakuten seller, talk to your E-Commerce Consultant! He'll help you set up the best promotions for your products and your strategy.
Five mistakes to avoid for a successful Black Friday
- Think sales only: keep your profits in mind. Big discounts can be a real asset, but not if they come at the expense of your margin.
- Not investing in visibility: competition is fierce during Black Friday, and it can be difficult to stand out on marketplaces. Consider investing in services that increase your visibility, such as Rakuten Ads.
- Not taking care of your ads: your product sheets are the first contact consumers have with your brand, and the reflection of the quality of your products. Make sure you take good care of them. Consult our checklist to find out more.
- Not knowing your consumers' expectations: your consumers have clear expectations for Black Friday (in terms of price, desired discounts, etc.). It's particularly important to know the specific expectations of your product category, so that you can position yourself in the best possible way.
- Poor stock anticipation: as you've seen, sales increase significantly during Black Friday. If you run out of stock prematurely, you'll miss out on many opportunities! Remember to check your stocks beforehand. Short on time? Outsource your logistics with a service like Rakuten Fulfillment Network!
2024 CHRISTMAS BAROMETER RAKUTEN FRANCE x IPSOS
THE FRENCH ARE MORE OPTIMISTIC THIS YEAR ABOUT THEIR PURCHASING POWER:
BLACK FRIDAY DEALS, CASHBACK AND GIFT RESALE (AN AVERAGE OF €100 EARNED IN 2023!)
Paris, November 14, 2024 – The French are preparing to enjoy the end-of-year celebrations in a context where every expense matters and consumer behavior is changing. Between the appeal of Black Friday sales and the increased trend towards second-hand products, the choices are becoming clear. The new 2024 Christmas Barometer, conducted by Ipsos for Rakuten among 2,500 French people aged 16 and over, reveals the shopping trends for this year-end. What is driving their choices this year? How do they feel about the coming months?
A MORE SERENE END OF YEAR: THE FRENCH OPTIMISTIC AND PREPARED FOR CHRISTMAS
This year, the French are showing renewed optimism about their purchasing power: almost half (49%) think it will remain stable (+11 points vs. 2023), and 13% even expect an improvement. This brighter perspective marks a decline in the pessimism that prevailed the previous few years: 53% thought their purchasing power would worsen in 2022, versus 50% in 2023 and 38% in 2024.
Concessions are mainly expected to affect clothing (60%), hobbies and cultural activities (55%), and household energy (42%), while high-tech products and electronics seem to be less affected this year, allowing the French to preserve certain enjoyments.
BLACK FRIDAY: THE KICK-OFF TO THE END-OF-YEAR CELEBRATIONS
The French seem to approach their end-of-year purchases more carefully. Many are planning ahead to manage their budgets as efficiently as possible: 75% say they are forward-looking, and 46% have set themselves a budget to stick to, a trend that has risen by 3 points. They are also particularly attentive to good deals, with 59% of them actively looking for discounts.
In this dynamic, Black Friday is a key moment to anticipate the celebrations by taking advantage of significant discounts while optimizing expenses.
SECOND-HAND BECOMES A HABIT TO RECONCILE BUDGET AND ENVIRONMENTAL IMPACT
For this year's celebrations, the French continue to turn to second-hand items, a smart choice that is both economical and ecological.
One out of two people in France (50%) plans to offer second-hand or refurbished gifts, a practice that has risen significantly since 2020[1], a sign that it is taking root in consumer habits.
Among the shopping behaviors on which they believe they have a positive impact, 32% of the French mentioned buying second-hand (+ 4 points vs. 2023).
The most popular second-hand gift categories for Christmas include cultural items (46%), clothing (41%) and toys (38%).
Cédric Dufour, CEO of Rakuten France and Rakuten TV comments: « Between 2020 and 2021, we've seen a real boom in intentions to buy second-hand gifts, a trend we believe has been amplified by the lockdowns, encouraging the French to rethink their way of consuming. Today, this interest in second-hand products is much more than a passing hype: it's a true paradigm shift.
In a context where purchasing power is under pressure, the second-hand market helps the French to reconcile the pleasure of gift-giving with prudent budget management, while contributing to a more sustainable Christmas. We at Rakuten France are proud to play a central role in this transition, by offering our users a vast choice of pre-owned and refurbished products that meet their expectations, whether economic or ecological. »
THE FRENCH INTEGRATE CASHBACK INTO THEIR LIFESTYLE TO OPTIMIZE THEIR BUDGET
The French appreciate online shopping for its many advantages. The convenience of finding products (57%), the possibility of comparing prices (56%), as well as a wide choice (53%) and flexible delivery options (50%) make it the preferred channel for buying gifts again this year.
The 2024 study conducted by Ipsos for Rakuten France on “The French and cashback” revealed in June that almost half of French people (48%) were already using a cashback program to maximize their purchasing power, confirming the growing importance of this option in consumer habits.
100 EUROS EARNED ON AVERAGE BY FRENCH PEOPLE WHO RESELL THE GIFTS THEY RECEIVE
At the end of the Christmas season, for many French people, reselling gifts is a way of recovering their purchasing power. Nearly 4 out of 10 French people say they are prepared to resell gifts that don't suit them, a practice that is becoming more and more socially accepted: 71% of French people say they wouldn't be offended if one of their gifts were resold. This trend, which combines common sense and pragmatism, not only avoids waste but also offers a real financial boost.
For the first time, Rakuten asked the French to estimate how much they could earn by reselling their gifts after the holidays, and the results speak for themselves.
On average, the resale of one or more gifts allowed them to earn 100 euros in 2023, a substantial additional income at a time of strong pressure on purchasing power.
23% of resellers even generated more than 100 euros, and for 2% of them, the amount even exceeded 500 euros!
Praised for their simplicity and speed, online resale platforms such as Rakuten France allow 75% of resellers to carry out these transactions easily.
Methodology
The Rakuten - IPSOS study was based on a national sample of 2,500 individuals representative of the French population aged 16 and over. The survey was conducted online in October 2024.
- OpinionWay survey for Rakuten, 2020 ↑
Tips for a successful e-commerce packaging
In e-commerce, product packaging plays a crucial role in the customer experience, especially on marketplaces. Find out in this article how successful packaging can help boost your sales.
Packaging, a decisive element in e-commerce
More than just a container, packaging represents the first point of physical contact between your brand and your customers. According to an Ipsos study, 72% of consumers say that packaging directly influences their purchasing decision (2023).
What's more, in a context where 52% of consumers say they have already switched brands because of disappointing packaging (Source: PackagingDigest, 2023), investment in good wrapping appears to be a necessity rather than an option.
Indeed, packaging that is attractive, functional and in line with your brand image can arouse the interest of your customers and win their loyalty. Conversely, poorly thought-out or poor-quality covering can damage brand perception and your conversion rate.
The keys to successful packaging
To design effective packaging, you need to define your target audience and persona. Do you really know your customers' expectations and preferences? This will enable you to orient your design and functionality choices to create wrapping that is both visually appealing and practical to use.
Pay particular attention to the following elements:
- Visual identity and design must be consistent with your brand. In fact, 67% of consumers are influenced by packaging design when shopping in-store (Source: Nielsen Global Survey, 2023).
- The choice of materials also plays an essential role in the perception of product quality. Thick cardboard or glass wrapping may suggest a high-end product, while thin plastic may give a lower-end impression.
- What's more, practical, functional packaging significantly enhances the user experience. Think of things like ease of opening and portability.
- Finally, legible information on the packaging reassures consumers and reinforces their confidence. Make sure that essential details, such as ingredients, instructions for use and nutritional information, are clearly visible.
Make sure these elements also appear directly on your product sheets, to capture your customers' attention and convince them to buy.
Current packaging trends
Consumers increasingly prefer recyclable and biodegradable packaging. In fact, 60-70% of consumers say they are willing to pay more for environmental-friendly package (Source: McKinsey Sustainability, 2023).
Brands that integrate recyclable materials, biodegradable packages, or reduce the use of plastic can not only attract more customers, but also strengthen their brand image.
At the same time, minimalist packaging is gaining in popularity, with clean, simple designs that convey an image of sophistication and modernity. Offering customized wrapping options, such as unique labels or special messages, helps to create a more personal connection with the customer.
What's more, integrating technologies such as QR codes can enrich the customer experience by providing additional information. More and more brands are using their packaging to tell the story of the product, from the source of the raw materials to the manufacturing process.
How does packaging influence customer loyalty?
Well-designed packaging not only attracts consumers' attention, it also plays a crucial role in building loyalty. A positive unpacking experience, marked by details such as personalized messages or free samples, can turn a simple purchase into a memorable experience.
For example, brands such as Apple and Glossier are famous for their unboxing experiences, which increase the perception of the product's value and strengthen the emotional connection with the customer.
Encouraging customers to share their unboxing experience on social networks can also increase brand visibility and help create a community of loyal customers.
Indeed, 55% of consumers are more likely to repurchase a brand after a positive unboxing experience. The recommendation rate also increases by 30% thanks to premium packaging (Source: Dotcom Distribution, 2023). Successful packing thus generates a positive domino effect, increasing customer loyalty and satisfaction.
Mistakes to avoid
To ensure that packaging has a positive impact on the customer experience, the following mistakes should be avoided:
- Over-packaging is a major concern: 78% of consumers believe that some brands use too much wrapping (Environmental Research Letters, 2023). This concern is both practical (having to remove three layers of wrapping is frustrating) and ethical (over-packaging is far from consistent with sustainable development).
- Inconsistency with the brand image can create confusion. It's crucial to maintain visual consistency with colors, logos and styles that are faithful to your brand identity.
- Complexity is another mistake to avoid. A package that is difficult to open or handle can turn a positive buying experience into a frustrating one.
- Non-compliance with environmental and safety standards should also be avoided. Using non-recyclable or polluting materials, or failing to comply with compliance rules, can seriously damage your brand image. It can also expose you to legal risks. On Rakuten, for example, safety instructions must be indicated on your productwrapping (age requirements, instructions for use, etc.).
By avoiding these mistakes, you can ensure that your packaging attracts and retains customers, while reinforcing your brand image.
Ads in E-Commerce: How to Boost Sales during Black Friday
Black Friday has become a must-attend event for e-tailers. It represents a unique opportunity to boost sales and revenues. However, in an increasingly competitive online environment, it can be difficult for e-tailers to stand out from the crowd.
Whether you have an e-commerce site or sell through a marketplace, find out how simple and effective Ads formats can help you capture your customers' attention and maximize your sales during this key period.
The importance of being visible during Black Friday
In 2023, 72% of consumers chose to shop online for Black Friday (Salesforce, 2024). As the number of e-buyers continues to grow, there's no shortage of choice when it comes to e-commerce sites and marketplaces to turn to. The Fevad lists 152,000 active e-commerce sites in France, and the number is growing by around 10% every year.
Online visibility is therefore a crucial factor in standing out from the crowd and boosting sales. Implementing innovative advertising strategies is an excellent way of achieving this.
Three types of Ads to boost sales during Black Friday
Discover below three types of advertising you can use to capture the attention of your potential customers and convert them.
Countdown banners: create urgency
There's nothing like a countdown to trigger action! By displaying the time remaining for your coupons and promotions, countdown banners create a sense of urgency that drives users to make quick decisions. These banners are particularly effective because they exploit a powerful psychological lever: the fear of missing an opportunity.
To maximize their impact, it's essential to opt for an attractive design and a clear message. Use bright colors and powerful phrases such as "Last chance!" or "Don't miss out!
Don't hesitate to use the countdown format on your various communication channels: banners on your e-commerce or e-shop site, social networks, e-mails..
And make sure your banners are optimized for mobile devices. Indeed, 62% of French e-buyers make their purchases via their smartphones (source: Fevad).
Behind-the-Scenes format: Connecting with your audience
The Behind-the-Scenes format gives an authentic insight into your business, building trust and engagement. Share content showing the preparations for your Black Friday, for example. Think in particular about using short videos or stories on your social networks, to maximize the impact of this ad format.
The objective? Make a lasting impression by revealing the behind-the-scenes aspects of your business and demonstrating your know-how. Don't hesitate to adopt a personal tone and add a touch of humor to make your videos captivating!
This "inside" content humanizes your brand and creates an emotional connection with your audience. A good thing for both your brand image and your conversions. A Social Media Today study showed that this type of publication generates a 50% higher rate of engagement than traditional content.
Retargeting: boost your conversions
Retargeting involves targeting prospects who have already interacted with your store. Whether they've already added your products to their shopping cart or simply visited your e-commerce site, you can recontact them with personalized advertising and targeted offers. According to Google, it takes an average of 8 contact points to generate a conversion. A targeted, personalized follow-up is therefore essential to maximize your chances of converting these customers.
Using browsing data and purchase behavior data, you can deliver personalized ads to remind these visitors of the products they have viewed or added to their shopping cart.
At Rakuten, for example, our teams draw on their technical expertise to deliver retargeting actions that are as targeted and effective as possible. Our customers receive personalized reminder e-mails and push notifications when they have not finalized an order.
This strategy is particularly effective for customers who have abandoned their shopping carts. It keeps them interested, encourages them to return to your e-commerce site or e-shop and finalize their purchase.
Use eye-catching visuals and simple messages along the way. And don't forget to distribute these reminder ads across several channels: display, social networks, personalized e-mailing..
And on Rakuten? Our Ads to put your products in first position
Over 200 million products are sold on Rakuten by our 12,000 professional and numerous private sellers. So it can be hard to stand out from the crowd.
It was with this in mind that we developed our marketplace-integrated advertising solution, Rakuten Ads. This service enables your items to be positioned on certain keywords and thus to move up on search pages and product sheets.
Rakuten Ads are based on a cost-per-click system, meaning you only pay when a customer clicks on your ad. You can monitor the performance of your campaigns directly from your dashboard: impressions, clicks, conversions... all the indicators you need to adjust your strategy.
How can you increase your visibility on a marketplace?
In the world of e-commerce, marketplaces have become indispensable, offering sellers considerable visibility and audience reach. However, with thousands of competing sellers, it’s essential to stand out and increase your visibility to attract the attention of potential buyers.
Whether you’re an established seller looking to improve your performance or a newcomer to the market, these tips will help you increase your presence and generate more sales. However, they also raise a pertinent question for businesses : the choice between a marketplace presence and an independent online business.
Why is it so important to be visible on marketplaces?
1/ Increased sales opportunities
Increased visibility means more potential buyers will have access to your products. The more visible your product is, the more likely it is to be considered and purchased by customers. This opens up new sales opportunities and enables you to reach a wider audience.
2/ Credibility and trust
High visibility on a marketplace boosts your brand’s credibility and inspires confidence in buyers. When they see your products appear regularly in search results and popular category pages, customers tend to regard you as a reliable and worthy seller.
3/ Access to a wider audience
Marketplaces offer an already large and established audience. By increasing your visibility, you can reach potential customers you wouldn’t otherwise have access to. This enables you to extend your reach and reach specific geographic markets or customer segments.
4/ Competitive advantage
In a competitive environment, good visibility enables you to stand out and outperform your rivals. By being more easily found by buyers, you increase your chances of generating sales and gaining market share over other sellers present on the marketplace.
5/ Feedback and brand awareness
Increased visibility can also mean more feedback and ratings from your customers. These positive reviews help build the confidence of future buyers and enhance your online reputation. A good reputation on a marketplace can help you attract new customers and retain existing ones
How can you optimize your store’s presence on marketplaces?
1/ Create an attractive profile:
Start by creating a complete and attractive store profile. Use quality images, a clear and concrete description of your business and highlight your strengths and competitive advantages. A professional, attractive profile inspires confidence and encourages buyers to explore your store further.
On Rakuten, for example, you can create an E-boutique: a space entirely dedicated to your offers, allowing visitors to discover the world of your brand. From customized banners and the organization of your shop window to the highlighting of offers and products according to the year’s highlights, you’re in control of your brand.
2/ Efficient inventory management:
Keep your inventory up-to-date and accurate. Keep an eye on stock levels, update available quantities and remove products that are no longer available. In this way, you’ll avoid disappointing your customers and maintain a solid reputation as a reliable seller.
3/ Offer quality customer service:
Responsive, quality customer service is essential to building customer loyalty and generating positive referrals. Respond quickly to customer questions and requests, handle returns and refunds professionally, and resolve problems quickly. Good customer service strengthens your reputation and encourages customers to return to you for future purchases.
Find out how to build buyer loyalty through good customer service.
4/ Take care of your product sheets
See below ↓
Our 5 tips to improve your product’s SEO and increase its visibility
Improving the SEO of your products is one of our 7 tips for selling better on marketplaces.
To optimize your product listings, you need to :
1/ Conduct keyword research:
Identify relevant keywords for your products using keyword research tools. Select popular and specific terms that are often used by buyers in their searches. Integrate these keywords naturally into your product titles, descriptions and tags.
2/ Optimize your product titles:
Product titles are essential for SEO. Use clear, concise and descriptive titles that include your target keywords. Highlight the unique features of your products and avoid generic titles. Be sure to comply with marketplace guidelines in terms of title length and format
3/ Write detailed descriptions:
Product descriptions should be informative, detailed and convincing. Describe the product’s main features, benefits and possible uses. Use short paragraphs, bullets and well-structured sections to facilitate reading.
4/ Add quality images:
Images play a crucial role in customers’ purchasing decisions. Use high-quality images that highlight the important features and details of your products. Opt for multiple angles, close-up views and situational images to give buyers a better idea of the product.
5/ Use tags and attributes:
Tags and attributes are additional information you can add to your products to make them easier to find in search results. Use appropriate tags to describe specific attributes of your products, such as color, size, material, and so on. This allows buyers to filter search results according to their preferences.
Use marketlace promotional tools for greater visibility
On most marketplaces, you’ll find several ways to promote your products:
1/ Sponsored ads:
Sponsored ads are an effective way of increasing the visibility of your products by placing them at the top of search results. You can choose the keywords on which you want your ads to appear and set a budget for your advertising campaigns. Make sure you select relevant keywords and optimize the content of your ads to achieve a good return on investment.
At Rakuten, we offer a tool, Rakuten ADS, to maximize the prominence of your ads in 1st position thanks to an algorithm that suggests products at the most propitious moments in the customer journey. If a potential buyer types in a predefined keyword, your product appears first in the search results. You can set up a cost-per-click configuration, allowing you to define a daily budget!
2/ Special offers and discounts :
Marketplaces often offer options for creating special offers and applying discounts to your products. You can create temporary promotional offers, such as group discounts, seasonal promotions or discounts for new customers. These special offers can attract buyers’ attention and encourage them to buy your products rather than those of your competitors.
With Rakuten Coupons, you can set a minimum purchase amount at which customers can use a discount coupon. On Rakuten, offers with coupons are relayed and visible on our Rakuten Deals page, one of the most frequented pages on our site.
3/ Loyalty programs and benefits :
Some marketplaces offer loyalty programs or benefits to salespeople who reach certain sales or customer satisfaction targets. These programs may give you access to additional features, special highlights on the site or reduced rates on selling fees. Make sure you explore these options and actively participate in programs that match your business objectives.
On Rakuten, there are Rakuten points that allow you to offer discounts in points to set yourself apart from the competition and build customer loyalty. Our loyalty program, Club R, is the most generous in France, with 12 million members. Club members earn points with every purchase and can redeem them on their next purchase thanks to our cashback system on all platforms in our ecosystem
Analyze and adjust your visibility strategy
It's essential to regularly analyze your performance and make any necessary adjustments.
1/ Monitor key performance indicators (KPIs)
Identify the KPIs relevant to e-commerce to assess the effectiveness of your visibility strategy. These can include the number of visits to your store, conversion rates, sales generated, which products are selling well and which aren't, customer feedback and ratings, etc.
2/ Readjust your strategy
Adjust your visibility strategy. This may involve reviewing your product descriptions, optimizing your keywords, improving the quality of your images, adjusting your advertising campaigns or exploring new marketing channels. Be ready to experiment and iterate according to the results.
3/ Keep an eye on the competition
Keep an eye on what your competitors are doing in the marketplace. Analyze their visibility strategies, their promotional offers, their presence on social networks and so on. This will help you stay competitive and identify new opportunities to stand out from the crowd.
4/ Follow market trends
The e-commerce and marketplace environment is rapidly evolving. Keep abreast of new features, market trends, algorithm changes and best practices.
5/ Join Rakuten France to be accompanied by an E-Commerce Consultant and increase your visibility
At Rakuten, our aim is to help you grow. That's why every seller on Rakuten is accompanied by an E-Commerce Consultant, specialized in your product category, who will help you optimize your presence and win sales on our marketplace.
E-commerce Website Cost: how much should you budget?
The e-commerce sector is doing well. In 2023, total sales generated by French e-tailers reached 159.9 billion euros (source: Statistica, 2024). This represents significant growth of 10.5% compared with 2022.
Faced with these positive figures and all the success stories in France, launching an e-commerce business is often idealized. Yes, it's an exciting adventure, and online visibility is more important than ever. But no, getting started in this ecosystem isn't always easy. Especially when you don't know how much to invest to get started in e-commerce.
In fact, do you know how much it really costs to create an e-commerce site? Do you have a clear idea of the budget involved? What's the most strategic financial choice between e-commerce and marketplace? Rakuten France answers all your questions: follow the guide!
E-commerce site: what criteria determine the cost of creation?
It's difficult to determine the exact cost of a website, especially in the world of e-commerce. There are many factors that can make or break the price. But before we get into the details, here's an initial minimum estimate, according to Nicolas Thomas (director of web agency MangoLight):
- The price of a basic website (or showcase) is at least €900.
- The price of a basic e-commerce site is at least €4,000.
- The price of an online platform is at least €10,000.
These figures represent the average initial cost of a digital start-up. However, don't forget all the other essential elements that go into calculating the final price of your website.
The price of an online sales site essentially depends on :
- The solution chosen
- The professionals involved
- Technical specifications
- Security services
- Maintenance and upgrades
Let's take a look at the cost of all these criteria, essential for creating a high-performance online store.
The chosen solution
The design and development of e-commerce site pages can represent a significant initial investment. First of all, you need to make a decisive choice: should you opt for a SaaS solution (Shopify, Wix, etc.) or an Open Source CMS (Prestashop, Woocomerce, etc.)?
With SaaS software, monthly subscriptions range from €20 to €50, with a commission on sales.
With Open-Source, hosting, configuration of extensions and labor (freelance or agency) are much more expensive. The budget for this type of CMS solution can range from €2,000 to €200,000.
Take Webalia, for example, which calculates the cost of an e-commerce site with 20 to 50 products. With a CMS, you can use an existing template or create a custom design. The budget required to use a template varies between €4,000 and €15,000, depending on the platform's quote. In comparison, the investment for a custom website ranges from €6,000 to €35,000. Customization comes with a cost, especially if you want a professional, high-quality website!
The professionals involved
Who are you going to call on to develop your e-commerce site? You have several options. Obviously, you can bring this type of project in-house, by creating the website pages yourself. Think carefully about this decision, and allocate your efforts and energy to the right place, according to your skills.
You can also hire a web developer to support you in this adventure. The median salary for an e-business developer in France is around €45,000 per year. However, developers' salary expectations are generally higher. If you add up the employer's contributions (around 30% of gross salary), the cost of an employee can quickly become out of reach for an e-commerce start-up.
The two other most common solutions are :
- Hire a freelancer to design the e-commerce site. An external service provider costs between €2,000 and €20,000 for this type of website creation project.
- Use a specialized agency (Wordpress, Magento, Wix, etc.). More expensive, agencies range from €4,000 to €50,000, depending on the scope of the project and the services included (maintenance, design, etc.).
Technical specifications
Among the technical specifications to factor into your budget are the following:
- The purchase of a domain name: this varies from around €10 to €50 per year . You may need to reserve several domain names (.fr and .com) to limit the risk of plagiarism. Have you budgeted for this?
- Website hosting: this costs between €100 and €500 per year. It varies according to the traffic you generate, the specificity of your website and your performance requirements.
- Customized functionalities: advanced payment options, intelligent search, automatic relaunch of abandoned shopping baskets, chatbot, inventory management, extension purchases... All these additional functionalities require a budget that can range from €1,000 to €10,000 per year.
To discover all the options available to you in this sector, read our guide to e-retail and its specific features.
Security services
Buyer security must be your priority... right from the website design stage! In France, 85% of Internet users believe that security is important when choosing a website. So do your utmost to offer a 100% secure online experience.
This security involves the purchase of an SSL certificate, guaranteeing secure data transfer. It costs between €50 and €200 per year. At the same time, regularly scan your website for vulnerabilities, protect it in real time (WAF, IDS/IPS) and host your content in a certified environment (PCI DSS, HADS, ISO...).
These precautions represent an investment in time and money, which is absolutely necessary to protect your customers. When you consider that, worldwide, almost one merchant in two (46%) has already been the victim of a cyber-attack since launching their business (source: PrestaShop Million Club study, 2022)... Investing in enhanced security is a priority!
Maintenance and updates
Are you planning an e-commerce site? Don't just budget for its creation! Throughout the year, you'll need to invest in the maintenance and updating of your website pages. This is essential to ensure the website's stability.
Depending on the size and complexity of your online store, you should plan on an annual budget of around €500 to €2,000. Your freelance service provider or specialized agency can make corrections and add new functionalities, according to your needs.
In addition to the cost of creating and maintaining an online store, there are other expenses to consider. Like logistics costs. According to a study conducted by Supply Chain 24/7, the average logistics cost for a company is estimated at 11%. This estimate increases every year, due to investments aimed at reducing delivery times.
More than 50% of logistics costs are allocated to managing delivery, to satisfy consumers who are increasingly focused on immediacy. The rest is shared between goods storage, order preparation, after-sales service and insurance.
As you can see, launching an online store is an expensive project. So, to save money while selling your products, is the best option to join an existing marketplace?
Marketplace vs. e-commerce site: which is the more strategic choice?
Online commerce is a highly competitive arena. When joining it, entrepreneurs are faced with a crucial choice: is it wiser to create their own online sales site, or opt for an established marketplace?
At Rakuten France, we say it loud and clear: combining an e-commerce site with marketplace sales is completely compatible! However, when your budget isn't unlimited, choosing a marketplace can be a winning strategy. Ready to find out why?
Marketplace: instant visibility
One of the reasons many entrepreneurs choose to join an existing marketplace is the instant visibility it offers. By being present on well-established platforms like Rakuten France, exposure is immediate. The consumer audience is already active, and trust has already been established.
No need to build a customer community from scratch, spending hundreds of euros on marketing and digital acquisition campaigns... At Rakuten France, over 12 million members are ready to discover your products, directly from our marketplace.
Increased trust
Marketplaces often benefit from the trust already built up among consumers. Customers are therefore more inclined to buy on a well-known and recognized platform, where they feel secure. This feeling of security is very real: the payment stage in particular is simplified and extremely well regulated. You don't have to worry about it. Neither does the customer.
Simplified marketplace management
Managing an e-commerce site can be complex, involving tasks such as technical maintenance, updates, payment management... By joining a marketplace, these aspects are often taken care of by the platform itself.
For example, with Rakuten Fulfillment Network, you delegate packaging, delivery and order tracking. You also don't have to manage the design of product sheets, or the back-and-forth with freelancers or agencies to add website functionalities, install extensions... Your priority? Concentrate on the tasks that add the most value to your business, boosting your growth and satisfying your end customers.
Savings from A to Z
Creating and maintaining an e-commerce site involves significant up-front costs, such as development, hosting and security. In comparison, most marketplaces offer listing fees and commissions on sales, often more affordable than the initial costs associated with an independent website. At Rakuten France, we also offer free services such as sales support.
So you save money from A to Z when you join a marketplace like Rakuten France. Rather than spending tens of thousands of euros on creating and managing an e-commerce site, joining a marketplace is a more economical project... And often more profitable! Did you know that in 2020, marketplaces grew by 81%, twice as fast as e-commerce? (source: Mirakl, 2021)
To discover our affordable rates, and benefit from 12 million loyal buyers... Go here!
Customer reviews and e-commerce: collecting, managing and distributing feedback
58% of French people say they consult customer reviews before making an e-commerce, marketplace or in-store purchase. Among 15-24 year-olds, 70% of buyers are even sensitive to online feedback (source: Toluna Harris Interactive for Fevad).
For Internet users, the presence of ratings and stars is now essential before making a purchasing decision. And for e-commerce sellers, these reviews have a considerable impact on product reliability, brand credibility and sales growth.
So how to best manage customer reviews in e-commerce? How can you collect, moderate and disseminate these reviews effectively, so as to benefit from positive spin-offs for your online store? Discover Rakuten's advice and the mistakes to avoid, to earn those (5) stars.
Customer reviews and e-commerce: how important are they?
How can you do without online reviews? Today, it's impossible. From star ratings to detailed comments, customer reviews are part of every buyer's shopping experience. Before making a purchasing decision, to compare several products or to ensure the reliability of an e-commerce site or marketplace seller, Internet users consult the feedback of their peers.
According to an IFOP study for Guest Suites (2023), 92% of French people no longer buy anything without consulting customer reviews. The priority for salespeople is therefore to collect, manage and disseminate these precious elements of customer satisfaction. And if you're still hesitating to do the same, here are the main benefits of customer reviews:
Increase buyer confidence
The presence of online reviews increases buyer confidence and reassurance. Even if the company or product you're looking for doesn't only have positive reviews. According to IFOP, 68% of customers don't trust an establishment with only positive reviews.
To win the trust of Internet users, it's essential to collect feedback. If some of them are negative, it doesn't have to be that way: respond to them publicly with kindness and empathy, apologize and get in direct contact with the buyer... So that they'll give you a "second chance to make a good first impression"!
Strengthen customer knowledge and continuous improvement
Whether it's product, brand or experience feedback (delivery, after-sales service, etc.), every customer feedback is a gold mine of information. By analyzing it, you can identify areas for improvement, complaint criteria and your own strengths. You improve customer knowledge, and take advantage of it to continuously improve your offers and the shopping experience.
Our advice? Create a ritual of analyzing customer reviews, at least once a month. Give priority to recurring remarks. For example, if delivery times are regularly criticized, take immediate action with your carrier. Conversely, if your product is regularly praised (for its comfort, ease of use, design, etc.), make sure you use these elements in your product sheets!
Improve sales and conversion rates
The presence of customer reviews on a product page (in e-commerce or marketplace) is a real growth driver: these ratings improve the sales and conversion rate of online stores. The presence of numerous positive customer reviews also helps reduce shopping cart abandonment.
Without these elements of social proof, it's difficult to attract consumers, reassure them and convince them. Conversely, the more reviews a brand and its products have, the greater the chances of a sale. All the more so if those reviews are positive!
According to McKinsey, online products with ratings between 3 and 4 stars (out of 5) achieve sales three times higher than products with only one star. The more positive the rating, the greater the impact on sales.
However, as we have seen, the collection of neutral or negative reviews is not fatal to growth. According to a Reevo study, the conversion rate increases by 67% in the presence of a negative review, if the seller responds and provides a solution.
Strengthen natural search engine optimization (SEO) and e-reputation
In addition to improving consumers' web experience, conversion rate, trust and customer knowledge, e-commerce reviews have a direct impact on SEO and e-reputation. Indeed, post-purchase reviews are natural referencing criteria taken into account by search engines such as Google.
These reviews are user-generated content that enhances the information and content already present on an e-commerce site or marketplace product sheet. They complement the "Rich Snippets" (link descriptions on search pages like Google), by directly displaying the rating and stars. The number of reviews, their recency and their positivity all contribute to increasing the visibility of e-tailers on search engines.
How do you collect, manage and distribute customer reviews?
Whether you run your own e-commerce site or sell through a marketplace, customer reviews are an essential metric. They showcase the quality of your services, and are an indispensable source of information for consumers. But before you can take advantage of their many positive impacts, you need to go through three stages: collecting, managing and distributing these online reviews.
1- Collecting user reviews
Collecting customer reviews is an essential step. To maximize your chances of obtaining post-purchase feedback, you can encourage customers to leave a web review. In fact, solicited reviews (as opposed to unsolicited reviews) are considered to be the best way to collect higher ratings: 4.34/5 on average for solicited reviews, compared with 3.89/5 for unsolicited reviews (source: ReviewTracker).
To solicit customer feedback on your e-commerce site or marketplace, you can :
- Integrate the review request directly into the shopping experience: for example, with a message displayed after checkout, to share feedback on the shopping experience.
- Send a request by e-mail or SMS just after the order has been delivered: ideal for obtaining feedback on the product(s) purchased.
- Send a satisfaction questionnaire 7 days after delivery, to gather overall feedback on the purchasing experience and product use.
To encourage consumers to leave a review (and boost the number of comments), you can also offer them a reward. At Rakuten, we offer cashback in the form of Rakuten Points to every customer who leaves a review on an order or a seller. The customer can then use this amount for future purchases on the platform. It's a simple way of boosting the number of reviews by offering buyers an attractive return. A win-win situation!
2- Manage, qualify and respond to customer reviews
After collecting customer reviews, the next step is to manage them. First of all, we would like to remind you that it is forbidden to delete reviews you don't like, unless they contain abusive or violent language, illegal content or are unreliable and linked to proof of purchase.
It's essential to analyze both positive and negative reviews: once collected, you'll be able to identify the main reasons for customer satisfaction and dissatisfaction, and better understand any glitches or nuggets.
For a low volume of comments, you can manage this analysis manually. For larger volumes, you can automate the qualification process, using Sentiment Analysis tools for example. These tools enable you to identify the intent of a review, by pinpointing recurring keywords, so you can continually improve the buying experience and the products offered for sale.
After this analysis and qualification phase, you must then respond to all the reviews you receive. Respond to them every day, so you can offer quick, responsive answers to web users. Keep your messages short, effective and friendly:
- Start by thanking the buyer for their review, whether positive or negative.
- In the case of positive feedback, create an additional positive interaction: for example, by openly telling them that their opinion means a lot to you, and that you hope they'll enjoy the products they've purchased.
- In the case of a negative review, offer a professional, solution-oriented response: for example, offer the buyer a refund, exchange or voucher. Always apologize for the unfortunate experience, and invite the consumer to continue the exchange live and in private.
To take customer relations even further, here's a bonus: activate the "Questions/Answers" feature on your Rakuten store. In addition to the reviews on a product page, Internet users can read questions from their peers, and the seller's answers. This tool provides valuable additional information, useful for boosting marketplace sales!
3- Optimize your distribution of customer reviews
Once collected and managed, the final step for your company is to distribute the reviews online. Obviously, product reviews have their place on the relevant product pages. But you can also relay the feedback you receive at different points on your e-commerce site (right from the home page).
And don't forget to highlight good reviews via your marketing and communication channels: e-mailing, social networks, SEA ads... Optimizing the distribution of these social proof elements will strengthen your credibility!
Customer reviews: 5 mistakes to avoid on your e-commerce site or marketplace
You now have all the tools you need to collect, manage and distribute customer reviews... But beware of these 5 mistakes, which can damage the shopping experience and your company's image:
1- Not soliciting reviews
As we saw in this article, solicited reviews are very popular, and provide better feedback than unsolicited reviews. 39% of French people even say they are encouraged to leave a post-purchase review when a brand sends them an e-mail (source: YouGov, 2022). Now you know what you have to do..
And remember, with Rakuten, your customers get cashback in exchange for their feedback!
2- Don't respond to reviews (or respond badly)
Failing to respond to reviews can damage your brand image and e-reputation. Internet users are sensitive to the commitment and consideration shown by sellers on e-commerce sites and platforms: so take the time to respond to all feedback received, whether positive or negative!
When drafting your responses, be sure to personalize your messages. Generic or automated responses should be avoided at all costs. Instead, write a unique response, mentioning the customer's name and thanking him or her personally.
3- Publish fake web reviews
The legal framework surrounding customer reviews is strict: be careful not to break the law! For example, you don't have the right to delete negative reviews that you don't like, in order to publish only positive reviews, and thus artificially boost your online reputation. You're not allowed to publish fake reviews either: that would lead to legal sanctions. Worse still, such actions destroy buyer confidence.
4- Failing to improve service after responding
Imagine a dissatisfied customer to whom you reply: "We're aware of the problem. We'll take care of everything" ... Without ever taking any action to actually deal with the problem.
The customer remains dissatisfied, and you lose any chance of making up for the bad experience. To avoid this scenario, here's our advice: with every review you receive, demonstrate continuous improvement, at every level of the buying journey (payment experience, delivery, product quality, customer service, etc.). Then provide concrete evidence to dissatisfied users, to show that you're taking their word into consideration.
5- Not valuing web reviews
Every positive review you receive is a golden opportunity to promote your brand and your products: when implementing your marketing strategy, always integrate the dissemination of user feedback across your various channels.
Newsletters and e-mails, SEO and SEA ads, publications on social networks... Your online reviews can also be useful for boosting your sales, during the major commercial holidays. To find out when to use brand and product reviews effectively, check out our calendar of e-commerce highlights.
Apple Keynote: announcements boost the second-hand market
Paris, September 18 - Every year, the Apple keynote attracts worldwide interest, not only for the release of new products, but also for the buying and reselling opportunities it generates on the market. As a major player in e-commerce, Rakuten is closely observing these trends. The company notes a veritable phenomenon of resale and purchase of new and second-hand products that accompanies this major event. An analysis of the data shows that the keynote is not only a highlight for tech enthusiasts, but also a financial opportunity for savvy consumers.
APPLE KEYNOTE BOOSTS IPHONE SALES ON RAKUTEN
The keynote's impact on iPhone sales is indisputable. Every year, the announcement of new models sparks renewed interest in previous generations on the platform.
- In 2022, iPhone sales on Rakuten jumped by 59% in the 30 days following the keynote. Some models particularly benefited from this wave, such as the Alpine Green iPhone 13 Pro Max, whose sales exploded by 623%.
- In 2023, although the overall increase in sales was more modest (12%), both new and old models continue to be popular. For example, the 128GB Sideral Black iPhone 14 Pro recorded a 17% increase in sales, while the Black iPhone 12 and Midnight Black iPhone 13 saw increases of 38% and 37% respectively.
A notable drop in prices was observed after the conference. This made purchases more affordable for many consumers. Those who were quick to act took advantage of the opportunity and were able to score some great bargains as a result.
THE IPHONE 15 LEADS THE 2024 TRENDS
According to data from Rakuten France, the Top 10 best-selling iPhone models in 2024 are largely occupied by the iPhone 15, a sign of this model's immediate popularity.
TOP 10 MOST POPULAR IPHONE MODELS ON RAKUTEN IN 2024 :
1. Apple iPhone 15 128 GB Black
2. Apple iPhone 15 128 GB Blue
3. Apple iPhone 15 128 Go Pink
4. Apple iPhone 13 Midnight Black 128 GB
5. Apple iPhone 15 Pro Max 256 GB Natural Titanium
6. Apple iPhone 15 Pro Max 256 GB Titanium Black
7. Apple iPhone 15 128 GB Green
8. Apple iPhone 12 Black 128 GB
9. Apple iPhone 15 Pro Max 256 GB Titanium Blue
10. Apple iPhone 14 Midnight Black 128 GB
RESALE AND SECOND-HAND BUYING: AN OPPORTUNITY FOR CONSUMERS AND SELLERS ALIKE
The Apple keynote has an immediate effect on the iPhone market, and also boosts second-hand sales (used and reconditioned).
In 2023, the total volume of new iPhone announcements doubled between the months preceding the keynote (July-August). This increase continued in the months following it (September-October). During this post-keynote period (September-October), the share of used iPhone ads published by private individuals represented 34.17% of the total, compared with 17.46% in July-August. In volume terms, this corresponds to a 291% increase in used iPhone ads by private individuals between these two periods.
This phenomenon can be explained by the fact that many iPhone owners take advantage of this period to resell their old handsets. They often do so in order to finance the purchase of the freshly announced new models.
Professional sellers are not to be outdone: in 2023, second-hand iPhone ads published by them rose by 78% after the keynote. A similar trend is expected in 2024, given that the iPhone 15 was among the best-selling models even before the September 9 conference.
This strategic period is a godsend for many consumers. One out of every two products sold on the platform is second-hand, and Rakuten France systematically offers a second-hand alternative for every listing. With over 15 million unique visitors per month, Rakuten France remains a key platform for reselling your old iPhone. Why not find a recent model at a bargain price as well?
METHODOLOGY
Analysis of data on Rakuten France following and preceding the last 3 Apple Keynotes on September 14, 2021, September 7, 2022 and September 12, 2023.
Second-hand, a key step towards a new consumer society
Second-hand goods have made their way into the minds of the French. It has become a veritable social phenomenon, marking an irreversible change in our relationship with consumption. Because it reconciles economic and environmental issues that are directly relevant to our lives, with deep-seated human aspirations, second-hand is here to stay.
Firstly, because it perpetuates a very old, universal economic practice, to which technology has given an unprecedented dimension. What used to be a problem was getting people to talk to each other, the difficulty of reaching a sufficient number of potential buyers beyond one's own immediate circle. To put it another way: we sold second-hand, when the opportunity arose. Platform technology has made it possible to systematize and aggregate what were previously diffuse market flows.
Thanks to this, second-hand trade enables buyers to save money by finding the same item at a lower price, thus improving their purchasing power. The same goes for the seller: it's a way of optimizing what you "store", and freeing up what you no longer need. In economic parlance, it's a way to stop immobilizing assets. And objects that are no longer needed represent sleeping purchasing power... Here again, platform technology creates a liquid market for these objects. For private individuals, resale used to be complicated; now it's a commonplace gesture. The power to buy has been joined by the power to sell.
But the desire to "consume differently" is underpinned by other powerful factors, notably the quest for more responsible consumption. Global awareness of the ecological transition has led to a change in purchasing behavior. Everyone wants to make a contribution, however modest. Everyone understands that second-hand goods mean lower-carbon consumption, and therefore a direct impact on global warming.
A more sociological look also shows that second-hand goods are the expression of a fundamental aspiration that is part and parcel of human society. Second-hand is a form of sharing, a way of releasing products you once enjoyed but no longer need (your children have grown up, your tastes have changed...) so that others can enjoy them in turn.
Purchases "for life" have become the exception. More and more, we buy an object for its use value, at a given moment and often for a limited duration. Once the pleasure has worn off, or the need has passed, we resell it. The object has also become a service.
Last but not least, second-hand is the source of a unique pleasure: that of unearthing that rare object no longer found on the shelves... Today, people hunt more online than at the flea market. So, in addition to the rationality of the purchase, the notion of pleasure is at the very heart of the shopping experience. In fact, the growth in second-hand purchases is mainly concentrated in three "queen" categories: leisure, fashion and high-tech.
The second-hand trade therefore meets the need for rationality and economic efficiency, the ecological imperative, the need to share and the search for pleasure. It is anything but the management of resource scarcity in a sadly Malthusian world. This mode of consumption is absolutely complementary to the purchase of new products, which is also booming, and still indispensable, if only for innovation, to bring different, better-performing products to market. New is the guarantee of progress!
Far from taking an overly clear-cut stance on the subject and calling for degrowth, we can see that our best future lies in the balance between new and second-hand. Each object will live a richer life cycle, first as a new product, then passing from hand to hand, each time regaining greater use value, right through to recycling.
In this balance, a new consumer society takes shape, correcting the excesses of past decades and finally taking the measure of ecological challenges, while preserving what lies at the heart of the act of buying: pleasure.
By Fabien VERSAVAU, CEO, Rakuten France
How to select the best marketplace for your e-commerce business?
A marketplace can be a powerful lever for increasing your online sales, expanding your audience, improving your visibility and strengthening your market presence. However, it is essential to understand that each market is unique. It may have different advantages and disadvantages, depending on your company's needs and strategic objectives.
After outlining our 7 tips for selling better on marketplaces, you'll discover how to choose the most suitable marketplace for your e-commerce business.
Assess your needs
Before setting up a marketplace, it's important to determine your needs carefully.
Here are the most important steps to consider before choosing a marketplace.
Define your business objectives
It's important to think about what you want to achieve with the marketplace. Whether it's to increase your sales, raise your visibility, extend your geographic reach, or diversify your sales channels.
By measuring and analysing these objectives, you can determine the key criteria for your business. These criteria include the features you need, the products you want to sell, the costs you are prepared to pay and the logistical constraints.
Identify the products you want to sell
This will help you assess whether a marketplace is right for your business. You need to make sure that the platform you choose is suited to the nature of your products. Some marketplaces specialise in specific categories, such as electronics or crafts, while others are more generalist.
Evaluate your budget and marketplace costs
The costs associated with selling on a marketplace can vary depending on the platform. They generally include a monthly fee, a transaction fee for each sale made, and sometimes catalog management or advertising fees.
By taking these costs into account, you can determine whether the marketplace is profitable for your business, generating enough revenue to cover the associated costs.
In addition, you need to take into account the indirect costs associated with selling on a marketplace, such as production costs, logistics costs, shipping costs..
Consider logistical and operational aspects
The marketplace you choose can have a significant impact on your business processes, such as order processing, inventory management, delivery and customer service.
It is therefore important to analyze the marketplace 's logistics and operations policies, as well as their ability to meet your needs. For example, some marketplaces may offer storage and delivery services to make order management easier for sellers. Others may have strict policies on order processing times and returns, which can be difficult for some businesses to comply with.
Choosing a marketplace: criteria to consider
To make sure you select the platform best suited to your needs, we present 5 key criteria to consider:
1/ Choose a marketplace that is close to its sellers
The platform's proximity and commitment to its sellers is a very important point. You'll benefit from better support, more effective communication and sales strategies tailored to your business.
For example, Rakuten has a team of e-commerce consultants, specialised by activity. These consultants are dedicated to supporting sellers in their sales experience and optimising their performance on the marketplace.
2/ Choose a marketplace that is 100% marketplace
A marketplace that doesn't sell its own products and therefore doesn't compete with its sellers is a real criterion to consider.
By opting for a marketplace that is 100% marketplace, you ensure that sellers are promoted fairly and that competition is fair.
With no products of its own, Rakuten France's sole objective is to help sellers grow. They are at the heart of the platform.
3/ Choose a marketplace that offers an e-commerce logistics solution
By using a logistics service provider, you save 25% of your time, allowing you to devote more time to your core business.
What's more, you can offer your customers a faster, more efficient delivery experience.
Orders will be processed and shipped directly from the marketplace's warehouses, which can help improve customer satisfaction.
For example, on Rakuten, good customer satisfaction gives you a good Merchant Quality Score (MQS) and makes you more visible on the marketplace.
4/ Marketplace tools and functionalities
Sellers need to consider the features available on the platform, such as inventory management, order processing, and invoicing tools. They should also evaluate the marketing features to promote sellers' products. Considering these features can determine whether they match your business needs, and whether they are sufficient to meet your business objectives. It's also important to consider the ease of use and ergonomics of these tools to optimize your time and resources.
5/ Promotional actions organized by the marketplace
Some marketplaces offer exclusive promotional offers to attract customers to your store. These offers can take a variety of forms, such as shipping discounts, coupon codes, product highlights, and so on. These actions can help increase traffic and sales to your online store, as well as building loyalty among existing customers.
For example, on Rakuten, every first Wednesday of every month, there are "Mega Peaks" where every buyer can benefit from up to 20% cashback, financed by Rakuten.
Rakuten also has a cashback service, Club R, which helps build buyer loyalty.
Join the marketplace that supports the digitalization of retailers
At Rakuten, you can develop your ecommerce without a website and without any risk. We offer a free starter pack, so you're only charged on your sales.