Market signals to turn into concrete actions.
The strategic brief to spot what is actually moving in eCommerce — and identify the blind spots worth investigating first.
eCommerce growth has not disappeared. It has simply become more selective.
In 2026, winning will no longer mean generating more traffic. It will mean better understanding where performance is created, where it is lost, and which initiatives actually deserve a spot on the roadmap.
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No need to chase every trend. A few signals are enough to steer the right trade-offs.
French eCommerce reaches €196.4B in 2025 (+7%). Transactions are up +10% to 3.2B, but the average basket drops to €62 (-3%).
Growth now relies more on frequency and conversion than on basket uplift.
51.9 million French users — 80.7% of the population — visited at least one Top 20 eCommerce site or app every month in Q4 2025.
Differentiation is no longer about being online — it is about the quality of the experience.
47% of global consumers are categorized as value seekers. 35% of high-income households share the same behaviors.
The challenge is not low price, it is clarity of perceived value.
Over 3,600 mobile usability issues identified, structured into more than 400 mobile UX guidelines.
Mobile losses usually stem from a stack of micro-frictions.
Documented average cart abandonment rate, calculated from 50 eCommerce studies.
Checkout remains one of the largest pools of uncaptured revenue.
Traffic from AI sources to US retail sites grew +393% YoY in Q1 2026.
AI-driven traffic is still emerging, but signals a shift in product discovery.
An AI Overview is associated with a 58% average CTR drop for a position-1 page on informational queries.
SEO must evolve toward visibility, citation and presence inside generative answers.
eCommerce is not slowing down everywhere. But easy growth is becoming rarer.
In France, the market keeps progressing: €196.4B in online sales in 2025, +7% growth, 3.2B transactions and +10% YoY. But the average basket falls to €62 — a sign that growth is driven by purchase frequency more than order value.
At the same time, eCommerce audiences are massive: 51.9 million French users visit at least one Top 20 eCommerce site or app every month.
Performance = qualified traffic × frictionless experience × perceived value × reliable measurement × execution capacity
The search for value is becoming structural. Consumers are not only chasing a discount. They are looking for a justification.
Why this product is worth its price, what differentiates it, what is included, whether delivery is reliable, whether returns are simple, whether reviews reassure: all questions that now condition the purchase.
Deloitte reports that 47% of global consumers are value seekers. 35% of high-income households also adopt these arbitration behaviors. Only about a third of brands are perceived as worth it.
Do your visitors quickly understand why they should buy from you rather than elsewhere?
Not all sessions are equal. Some arrive, bounce and disappear. Others browse a product page, compare, add to cart, come back, then buy.
The question is no longer “how much traffic did we generate?” but “which traffic actually moves the business forward?”
Do your channels generate traffic, or real conversion opportunities?
Mobile is often the first contact, the first scroll, the first hesitation, the first comparison. Yet it is still too often designed as a reduced desktop version.
On mobile, users see less, tolerate slowness less, abandon faster in the face of uncertainty and compare in a more fragmented context.
Baymard has identified 3,600+ mobile usability issues, structured into 400+ mobile UX guidelines.
Does your mobile experience reduce purchase friction — or just make it less visible?
Every step of the journey is an opportunity to lose — or to win — revenue.
Lost revenue is not always visible. It hides in a rigid identification step, fees revealed too late, a blocking form, a missing payment method, weak reassurance, a silent technical error.
Checkout is not just a technical step. It is the moment when intent becomes revenue.
Baymard documents a 70.22% average cart abandonment rate based on 50 eCommerce studies.
Where is your revenue lost — before the cart, in the cart, or in the checkout?
SEO is not disappearing. But its role is changing. Engines, marketplaces, social platforms and AI assistants are reshaping product discovery.
Users no longer search with keywords only: they formulate needs, constraints, comparisons and usage scenarios.
Ahrefs (Feb. 2026): an AI Overview is associated with a 58% average CTR drop for a position-1 page. Seer Interactive (53 brands, 5.47M queries) sees CTR on AIO queries rebound from 1.3% in Dec. 2025 to 2.4% in Feb. 2026 — the environment is still unstable.
Is your brand visible where customers still search, or where they have already started to decide?
Product discovery becomes a matter of structure, context and proof.
AI is no longer just an internal productivity tool. It is starting to influence discovery, comparison, recommendation and decision.
It can shift part of the discovery off-site — or send more advanced visitors, sometimes directly to product pages. The point is not “making AI content”, but preparing your product, content and data ecosystem to be read and exploited by these new intermediaries.
Adobe: AI traffic to US retail sites +393% YoY in Q1 2026, +269% YoY in March, with +12% higher engagement. Shopify Enterprise: visitors referred by AI convert ~50% better than organic search. McKinsey: $3T–$5T of global B2C retail spend potentially operated by AI agents by 2030 — yet 83% of European grocery retailers are still emerging or developing on AI.
Are your products structured well enough to be understood, compared and recommended by AI?
GA4 says one thing. The back-office says another. The CRM adds a third version. Media platforms often tell their own story.
Result: teams spend more time arguing about numbers than deciding on actions. In 2026, data must not only be available — it must be reliable, readable and actionable.
Salesforce makes its Shopping Index available to track global eCommerce trends: digital growth, traffic and orders by device, search usage, conversion, average basket, cart abandonment, social traffic.
Does your data really enable decisions — or only reporting?
A good dashboard does not describe the past. It triggers a decision.
Not all actions are equal. The right priority is not the trendiest — it is the one that combines clear business impact, sufficient evidence, realistic execution capacity and reliable measurement of the effect.
Mobile, checkout, acquisition, perceived value and measurement.
Search Everywhere, product data, AI, segmentation and returning journeys.
Retention, repeat purchase, advanced personalization, CRO governance.
The right roadmap is not the one that piles ideas. It is the one that turns the best signals into measurable actions.
10 questions to know whether your growth rests on solid foundations — or on a few blind spots to address quickly.
Do you measure conversion by device, channel and template?
Do you have a reliable view of checkout drop-offs by step?
Is your mobile experience audited independently of desktop?
Do you track traffic quality beyond sessions?
Do you analyze perceived value and reassurance across the journey?
Is your analytics data reconciled with the back-office?
Is your CRO roadmap prioritized by business impact?
Are you tracking the SEO shift toward AI answers and zero-click?
Are your product pages structured for AI use cases?
Do you have an executive dashboard that is actually used?
Trends do not create growth on their own. The right trade-offs, the right measurement and the right actions are what turn market signals into performance.
Laweba Consulting partners with eCommerce, data, product and acquisition leaders to identify the main revenue-loss points along their digital journey.
In 30 days, the goal is to answer three questions:
