France gains in e-commerce ranking

France saw one of the largest increases in the number of retailers that can deliver goods bought online, according to the 2012 edition of CBRE's annual global retail report 'How Global is the Business of Retail?'

The result has propelled the country to the top of the e-commerce ranking in Europe, with almost half (49%) of French retailers polled in the survey now able to deliver goods via this channel. Following close behind are Canada (46%), UK and US (both 44%) and Ireland (43%). Below the English speaking nations come the Netherlands (43%), Spain (42%), Germany (41%) and Italy (38%).

CBRE presented the survey this week ahead of the annual ICSC conference in Berlin.

E-commerce remains the biggest driver in the globalisation of the retail sector and this is set to play an even more important role in shaping the demand for retail real estate in future, CBRE said. Having said that, multi-channel retailing remains more prevalent in mature markets, the survey found. The phenomenon is most advanced in the US where 83% of retailers that operate an online delivery service in the country also had a physical store presence there. Multi-channel retailing was equally advanced in the UK (81%) with Spain (72%) slightly further behind in third place.

In China the proportion of retailers that have a delivery website rose from 8% to 17% last year, and in Russia the figure rose from 9% to 16%, suggesting that online retailing is quickly becoming a global phenomenon.

In terms of sectors, the consumer electronics industry saw the largest increase in the number of retailers operating a delivery website last year, rising by 6% to 35%, the survey showed. The sectors with lowest take-up of an online delivery platform are homeware & department stores (20%), coffee & restaurants (11%) and supermarkets (7%).

While the number of retailers with a delivery website is still relatively small, the majority (80%) of retailers polled in the survey now have an online catalogue that can be browsed. Promoting their brands and products as well as directing consumers to their stores via their online platforms is now regarded as standard practice for the majority of international retailers. There is little difference by sector with luxury & business fashion (92%) and value & denim (87%) retailers most likely to have an online browsing catalogue.