Market Stats from Biofach 2018

Since we as a PCG team do not have our own booth at the Biofach this year, there is more time to look around with colleagues or at the congress events.  Some of the presentations were about statistics – the figures seem to support the perception we all have:

  • The market for organic products (in Western Europe) is growing – but not for all participants. Producers were mainly milk producers, who have grown in number and size. Agricultural acreage grew by only about 5% across Europe, but products were up 50% – driven by Vegan & Co.
  • Organic trade in Germany grew by about 10%, although 9% of this growth came from supermarkets. In total, only about 4% of the trade are organic products. Incidentally, the USA has the highest share in the food sector worldwide, with almost 10%.
  • France is interesting: the number of dealers and suppliers has risen by 30% in 2017.
  • Italy has many supermarket chains: there was a slide in the presentation showing 21 different brand labels – and then there are the growers’ associations. The situation is similar in the rest of Europe, so differentiation is becoming increasingly difficult.
  • If you look at the dimensions of organics, ecology/sustainability and ethics… organic food is winning enormously. So people buy because they find it good for themselves – not so much to save the world.

The figures and my interpretations are, of course, to be treated with caution – especially when comparing the markets. There are many different methods of counting, there are also various organisations in the countries that publish their figures at different times – sometimes in 2016 from country A has to be compared with 2017 from country B.  As with all statistics, the trend is therefore what can be compared well – and this fits in with the interest the Biofasch Show: organic continues to grow.

Which Browser?

For various reasons we need information about a visitor’s browser. Not only to deliver shop content optimized for the respective end device, but also to evaluate our efforts for testing new functions: We always test the top 5 browser/operating system combinations. For this purpose, we classify the browser information (the so-called “user agent”).

In the admin area you can see this information for everyone.

Currently in front: Android before Windows. In the browser war, Google’s Chrome clearly leads Google’s chrome – this is based on data from our European clientele of about 120,000 visits per week.

This statistic uses the versions of browsers and operating systems – so it is always up-to-date.

Which browsers in the picture above (from StatCounter) are the best?

Tracking

The tracking function has also been revised following the conversion to the new shop system. Tracking means on the one hand the session record of a customer (helpful for troubleshooting) but also the statistics about all customers and visitors. In addition to some corrections of the data, which flow into the well-known statistics module (Shop-Admin-Area > Statistics), Google Analytics (GA) is now optionally also fed with data.

Technically, however, this is not done directly from the customer’s browser – we protect our customers from overzealous advertisers (incl. Google itself). The transfer of data takes place – already with us anonymously – from our servers.

In GA, you can view page views (now depending on the article or product group!) and events (purchase orders and even deliveries of the drivers). Openings of the serial mails are also recorded!

You can turn it on by going to Settings > Tracking in the admin area of the shop. From October on the module will be charged, so until then: Try it!

Statistics 2016

Here are some key figures from 2016, which help us to monitor our services and assess the quality of our services.

At 3.47 million customer meetings, there were 1.47 million order changes and 0.6 million new orders – and also 0.28 million cancellations.

Approximately 10 million emails were delivered, with a very high delivery rate.

The number of incoming problem reports (we count *each* mail from you per end customer) has risen absolutely in 2016, mainly due to a slow system in March and problems on a weekend in October (“t-online”) and November. Although the original problem was never with us, our systems were unfortunately not yet “elastic” enough to cushion it.
However, the number of problem reports has decreased in proportion to customer meetings (from 0.06‰ to ~0.04‰, with a maximum of 0.5‰ at the beginning of November)

Overall, growth in all shops was weaker than in previous years, with a slight increase in the size of the shopping basket.

Tip: Statistics can be found in the admin area, under the main point “Statistics” and some comparative values also in the area “Current State”.

Search algorithm

Even after many attempts, the search in the shop is still not as good as it is with Google. But there are now a few more options to try out, because the logic of the article name, the accompanying text is too different for you.
Some of you now have access to a third search algorithm besides “more exact” and “more similar terms”.
You can now narrow down your search in the settings: Search only by name, in the core information of an article or “in all”.
Not to forget the search terms, which can be stored in the PCG on the article and often work as a last resort! Which one? In the admin area under “Search” you can see what has been searched for.