Amazon’s European site includes five European countries, namely the UK site, Germany site, France site, Italy site and Spain site. Among them, the UK site, Germany site and France site are very representative in the European market, so the following will explain the overview of the European site and the characteristics of the three national sites in the UK, Germany and France.
1. Overview of the European site
The traffic of the European site is comparable to that of the North American site, and the competitive pressure is slightly smaller, which has attracted a large number of Chinese sellers to explore the market. After the seller is stationed in Amazon’s European site, he can sell products to countries and regions such as the UK, Germany, France, Italy and Spain.
2. Characteristics of the UK site
The characteristics of the UK site include buyers’ pursuit of practicality and the rapid development of the e-commerce market.
(1) Buyers’ pursuit of practicality
British buyers pay more attention to the details of the goods when purchasing goods, and pursue the quality and practicality of the goods.
(2) Rapid development of the e-commerce market
In recent years, the number of online shopping buyers in the UK has increased, and the weekly online consumer expenditure in the UK has reached 1.1 billion pounds. Nearly one-third of these buyers have purchased goods from non-EU overseas cross-border e-commerce sellers, and the scale of online orders and payments by British buyers is constantly breaking previous records.
3. Characteristics of the German site
The German site faces the German market, which has the following characteristics: high-quality local goods, high buyer return rates, and relatively rational buyers.
(1) High-quality local goods
The German craftsmanship, as well as the rigor and professionalism of their work, have resulted in the emergence of about 2,000 world-famous brands in Germany. Therefore, local German goods are already of sufficient quality. If goods from other countries want to enter the German market, they need to strive for excellence in quality in order to gain recognition from the Germans.
(2) High buyer return rate
The German return rate is very high, nearly 50%, which is related to German laws and the consumer behavior of buyers. German law stipulates that when shopping online, buyers can return unopened goods within 14 days, and Germans often purchase goods in multiple colors or sizes and return the ones they are not satisfied with after trying them out.
(3) Buyers are more rational
Germans have a more rational consumption concept than those in other countries. They are basically not impulsive consumers. Few people buy luxury goods. Compared with external pursuits, such buyers pay more attention to the quality of life.
4. Characteristics of the French site
The French site is aimed at the French market. French buyers generally search for the products they want directly on the website. Accurate, comprehensive and attractive product information can more effectively attract buyers. French buyers are relatively purposeful in online shopping. They often make sure what products they want to buy before they go online to buy. In addition, because France has a well-developed tourism industry, products related to tourism, culture and services are also favored by French buyers.