La puériculture : voici l'étude basée sur un échantillon de 597 mots-clés sourcés à partir des sites des principaux e-commerçants et répartis en 7 catégories. (MAJ le 28-02-2023)
Sur le mois de janvier 2021, le leader en termes de trafic sur le marché du bébé est Vertbaudet. Il est suivi de près par Amazon puis les spécialistes du secteur : Aubert, Bébé9, Allobébé, Orchestra, Berceau Magique, Jouet Club, Autour de bébé… Finalement, assez peu de pure-players généralistes tels que Cdiscount se positionnent dans le top 15… laissant ainsi de la place aux e-commerçants spécialisés dans le secteur de la puériculture et du jouet.
Le trafic web est concentré sur un nombre restreint de sites web. En effet, la moitié du trafic naturel sur le secteur de la puériculture est généré par les 10 premiers sites internet. Les autres sites, environ un millier, se partagent la seconde moitié du gâteau. L’ensemble des sites dédiés à l’enfance (e-boutique, blog, site d’information etc…) parvient à attirer près de 2/3 du trafic internet total sur les requêtes relatives à ce secteur. Parmi les autres acteurs qui se positionnent sur ce marché mais non dédié à l’enfance, nous trouvons les sites généralistes, e-commerce ou médias, tels que La Redoute, Auchan, But, Nature et découvertes, aufeminin.com, Gemo, etc.
Même si le marché des articles pour bébé est en recul sur les dernières années (tendance à -7% en valeur sur 2019 d’après Gfk), le volume des recherches web relatif à ce domaine reste colossal. Ce volume compte 4,7 millions de recherches en janvier 2021 rien que sur le panel de mots-clés étudiés. Le mois de décembre 2020 a même enregistré jusqu’à 6 millions de recherches… merci Noël ! La concurrence entre les enseignes reste rude. En plus, celles-ci doivent faire face à la montée en puissance des plateformes dédiées aux biens d’occasion. Le marché de la puériculture et de l’enfance peut se consoler sur le fait que la demande reste soutenue. La France demeure en effet le 1er marché de l’Europe sur le secteur de la puériculture malgré un taux de natalité qui fléchit légèrement.
| RANK | WEBSITE | PRESENCE PAGE 1-2 | POSITION MOYENNE | VOLUME | ||||
|---|---|---|---|---|---|---|---|---|
| 1 | amazon | 96.3% | (-0.4) |  | 4.7 | (+0.1) |  | 782126 |
| 2 | vertbaudet | 69.4% | (+3.4) | | 8.5 | (-0.8) | | 370338 |
| 3 | aubert | 72.5% | (-1.5) | | 8.8 | (-1.9) | | 288089 |
| 4 | bebe9 | 57.0% | (-1.8) | | 10.6 | (-2) | | 279976 |
| 5 | autourdebebe | 58.0% | (+1) | | 11.4 | (-2.1) | | 176474 |
| 6 | cdiscount | 84.4% | (+2.5) | | 10.0 | (-1.2) | | 165423 |
| 7 | shop-orchestra | 54.4% | (-1.4) | | 14.5 | (-3.4) | | 91535 |
| 8 | but | 13.6% | (+1.5) | | 12.9 | (-2.9) | | 73665 |
| 9 | kiabi | 22.3% | (+1.9) | | 12.9 | (-2.1) | | 65635 |
| 10 | berceaumagique | 25.0% | (+1.5) | | 15.0 | (-3.5) | | 53269 |
| 11 | laredoute | 51.9% | (+1.1) | | 16.6 | (-2.7) | | 51807 |
| 12 | king-jouet | 7.2% | (-0.5) | | 13.3 | (-2) | | 51704 |
| 13 | logicieleducatif | 0.2% | (0) |  | 1.0 | | 46562 | |
| 14 | baby-lux | 31.8% | (+6.2) | | 14.2 | (-2.1) | | 44680 |
| 15 | babyzen | 1.0% | (0) | | 1.7 | | 40130 | |
| 16 | larmoiredebebe | 26.1% | (+7) | | 15.4 | (-1.4) | | 37489 |
| 17 | okaidi | 10.9% | (+0.2) | | 9.8 | (-2.4) | | 37254 |
| 18 | allobebe | 34.7% | (-0.1) | | 16.0 | (-1.6) | | 33290 |
| 19 | conforama | 13.6% | (+0.9) | | 14.4 | (-1.9) | | 33224 |
| 20 | fnac | 13.7% | (+1.5) | | 16.4 | (+0.1) | | 33018 |
| 21 | maisonsdumonde | 15.1% | (+1.4) | | 13.7 | (-0.9) | | 31210 |
| 22 | auchan | 29.5% | (+1.2) | | 15.4 | (-1.4) | | 30995 |
| 23 | petit-beguin | 8.0% | (+1.1) | | 12.1 | (-3.9) | | 26880 |
| 24 | lahalle | 6.9% | (-0.6) | | 12.4 | (-1.4) | | 22849 |
| 25 | cogitoys | 0.2% | (+0.2) | | 2.0 | | 22694 | |
| 26 | 12.6% | (+6.7) | | 9.0 | (-0.9) | | 20625 | |
| 27 | mambaby | 1.8% | (-0.2) | | 8.3 | (+3.1) | | 20095 |
| 28 | petiteamelie | 8.2% | (+0.3) | | 10.4 | (+0.5) | | 19977 |
| 29 | petit-bateau | 7.7% | (-0.2) | | 13.7 | (-2.1) | | 18928 |
| 30 | roseoubleu | 18.6% | (-1) | | 18.7 | (-3.6) | | 18265 |
| 31 | etam | 0.2% | (0) | | 1.0 | | 17073 | |
| 32 | chicco | 4.2% | (+0.5) | | 14.5 | (-4) | | 16486 |
| 33 | consobaby | 31.5% | (-4) | | 14.7 | (-2.1) | | 16334 |
| 34 | quechoisir | 7.0% | (0) | | 10.8 | (-0.3) | | 15491 |
| 35 | natureetdecouvertes | 4.0% | (+0.6) | | 12.4 | (-0.6) | | 15460 |
| 36 | lapouleapois | 3.4% | (+0.7) | | 14.3 | (-0.5) | | 15084 |
| 37 | chambrekids | 4.2% | (+0.2) | | 9.0 | (+5.7) | | 14041 |
| 38 | t-a-o | 9.1% | (+0.4) | | 11.0 | (-0.4) | | 13385 |
| 39 | idkids | 11.9% | (+1.8) | | 14.0 | (-0.4) | | 13142 |
| 40 | bebereborn | 0.3% | (0) | | 1.0 | | 12761 | |
| 41 | cybex-online | 0.5% | (+0.2) | | 10.7 | (-9.7) | | 12416 |
| 42 | beaba | 5.4% | (+0.9) | | 17.1 | (-2.1) | | 12226 |
| 43 | boutique-magique | 2.0% | (+0.8) | | 5.9 | (-1.9) | | 12004 |
| 44 | securange | 8.0% | (+0.6) | | 9.4 | (-2) | | 11766 |
| 45 | babybjorn | 1.7% | (+0.9) | | 12.6 | (-1.8) | | 11513 |
| 46 | naturiou | 4.9% | (+2.9) | | 8.9 | (-1.7) | | 11480 |
| 47 | gemo | 10.7% | (-0.2) | | 14.1 | (-4.4) | | 11407 |
| 48 | decathlon | 4.7% | (+0.7) | | 14.9 | (-3.3) | | 11114 |
| 49 | corolle | 1.8% | (0) | | 4.9 | (+1.1) | | 10933 |
| 50 | joiebaby | 0.7% | (-0.8) | | 1.0 | (+11.4) | | 10857 |
| 51 | manomano | 18.6% | (+1.2) | | 18.8 | (-4.2) | | 10606 |
| 52 | stokke | 2.2% | (-0.3) | | 7.5 | (+0.6) | | 9948 |
| 53 | philips | 2.0% | (+0.3) | | 8.4 | (-3.1) | | 9892 |
| 54 | kinderkraft | 2.4% | (+0.6) | | 12.6 | (-2.2) | | 9604 |
| 55 | ikea | 8.4% | (+1.5) | | 15.0 | (-2.2) | | 9538 |
| 56 | lagranderecre | 3.9% | (+0.2) | | 16.3 | (-4.2) | | 9362 |
| 57 | magicmaman | 18.8% | (+0.4) | | 17.0 | (-3.1) | | 9349 |
| 58 | joueclub | 4.5% | (+0.1) | | 17.4 | (-3.1) | | 8998 |
| 59 | machambredenfant | 3.4% | (+2.7) | | 10.9 | (-0.4) | | 8919 |
| 60 | maxi-cosi | 7.5% | (-2.2) | | 12.6 | (-1.3) | | 8680 |
| 61 | madeinbebe | 18.1% | (+2) | | 19.1 | (-3.4) | | 8668 |
| 62 | cnrtl | 1.0% | (-0.2) | | 10.8 | (+5.9) | | 8593 |
| 63 | boulanger | 2.7% | (0) | | 16.6 | (-2.9) | | 8317 |
| 64 | mycarsit | 8.2% | (+3.7) | | 12.6 | (+0.8) | | 8267 |
| 65 | mynoors | 0.7% | (-0.1) | | 9.3 | (+0.1) | | 8047 |
| 66 | naitreetgrandir | 1.3% | (+0.1) | | 6.4 | (-0.3) | | 7838 |
| 67 | sergent-major | 4.4% | (-0.5) | | 14.4 | (+1) | | 7670 |
| 68 | galaxie-peluche | 0.2% | (-0.5) | | 1.0 | (+10) | | 7657 |
| 69 | leroymerlin | 5.9% | (-0.3) | | 18.4 | (-1.9) | | 7621 |
| 70 | carrefour | 14.4% | (-1.5) | | 17.8 | (-1.3) | | 7292 |
| 71 | maman-naturelle | 2.2% | (+1) | | 19.8 | (-6.9) | | 7237 |
| 72 | doudouetcompagnie | 1.7% | (+0.7) | | 19.1 | (-4.4) | | 7234 |
| 73 | jacadi | 7.9% | (0) | | 18.5 | (-2.1) | | 7222 |
| 74 | chaussea | 2.0% | (+0.2) | | 12.0 | (-2.7) | | 7083 |
| 75 | wikipedia | 4.4% | (0) | | 15.8 | (-4) | | 6852 |
| 76 | youtube | 9.2% | (-2.4) | | 19.8 | (-3.1) | | 6750 |
| 77 | sonuit | 1.2% | (+1) | | 8.4 | (-3.4) | | 6729 |
| 78 | zalando | 3.9% | (0) | | 13.8 | (-3) | | 6703 |
| 79 | nat-essence | 1.2% | (+0.2) | | 11.3 | (-1.6) | | 6666 |
| 80 | lespetitsbaroudeurs | 1.8% | (-0.4) | | 9.5 | (+0.2) | | 6651 |
| 81 | petitpicotin | 1.7% | (+0.4) | | 8.7 | (+6.8) | | 6610 |
| 82 | kickers | 1.5% | (0) | | 5.8 | (+1.2) | | 6166 |
| 83 | e | 15.1% | (0) | | 19.6 | (-3.8) | | 6124 |
| 84 | bambinou | 8.7% | (+0.3) | | 18.8 | (-2.3) | | 6054 |
| 85 | darty | 7.4% | (+0.5) | | 18.5 | (-1.1) | | 5871 |
| 86 | petitsixieme | 2.7% | (+0.5) | | 13.6 | (+3.5) | | 5867 |
| 87 | 4.9% | (+3.1) | | 14.4 | (+0.1) | | 5773 | |
| 88 | babymoov | 2.9% | (+0.2) | | 13.4 | (-3) | | 5686 |
| 89 | algateckids | 1.3% | (+0.1) | | 15.1 | (-4.2) | | 5680 |
| 90 | boites-a-musique | 0.3% | (0) | | 1.0 | | 5587 | |
| 91 | crafties | 0.5% | (+0.3) | | 7.3 | (-6.3) | | 5488 |
| 92 | minikane | 1.2% | (+0.5) | | 10.3 | (+2.7) | | 5355 |
| 93 | intersport | 1.5% | (0) | | 12.2 | (-0.5) | | 5302 |
| 94 | nateoconcept | 3.0% | (+0.1) | | 14.1 | (+2.8) | | 5224 |
| 95 | glamuse | 0.2% | (0) | | 3.0 | (-1) | | 5123 |
| 96 | sarenza | 2.5% | (-0.4) | | 11.2 | (-1.4) | | 5002 |
| 97 | tediber | 3.0% | (-0.4) | | 16.9 | (-3.1) | | 4945 |
| 98 | larousse | 0.8% | (-1) | | 15.8 | (-0.3) | | 4932 |
| 99 | tetine-bebe | 1.2% | (0) | | 6.4 | (+2.3) | | 4889 |
| 100 | lepetitsouk | 3.0% | (-0.2) | | 18.4 | (-4.5) | | 4835 |
| 101 | monsiegeautobebe | 5.4% | (+1.9) | | 11.4 | (-1.5) | | 4789 |
| 102 | at4 | 2.4% | (+0.4) | | 14.8 | (+2.8) | | 4709 |
| 103 | courir | 1.5% | (0) | | 8.0 | (-1.4) | | 4682 |
| 104 | bebeconfort | 1.5% | (-0.3) | | 11.8 | (-0.3) | | 4682 |
| 105 | nanny-care | 5.0% | (+2.3) | | 16.9 | (+0.3) | | 4561 |
| 106 | villalebosquet | 0.3% | (+0.1) | | 3.5 | (+10.5) | | 4555 |
| 107 | je-suis-papa | 10.1% | (-2.8) | | 16.8 | (-3.4) | | 4542 |
| 108 | doudouplanet | 4.2% | (+3.5) | | 12.7 | (+3.6) | | 4318 |
| 109 | bibalou | 0.7% | (0) | | 3.3 | (+2.2) | | 4303 |
| 110 | bananair | 0.3% | (+0.1) | | 8.0 | (+24) | | 4288 |
| 111 | doudou | 0.2% | (+0.2) | | 3.0 | | 4192 | |
| 112 | combelle | 1.5% | (0) | | 7.4 | (+2.4) | | 4185 |
| 113 | planetbonbons | 0.2% | (0) | | 1.0 | | 4173 | |
| 114 | les-enfants-reveurs | 2.9% | (+2.1) | | 15.6 | (+5) | | 4073 |
| 115 | nuk | 1.3% | (-0.2) | | 11.5 | (-0.4) | | 4063 |
| 116 | lespetitesbilles | 0.7% | (0) | | 16.0 | (-4.2) | | 4010 |
| 117 | kietla | 0.7% | (0) | | 1.0 | | 3932 | |
| 118 | histoiredours | 0.8% | (+0.1) | | 8.8 | (-1.5) | | 3895 |
| 119 | norauto | 5.0% | (+0.3) | | 12.3 | (-3) | | 3891 |
| 120 | chambre-enfant-bebe | 4.9% | (+0.2) | | 14.5 | (+1.9) | | 3873 |
| 121 | etsy | 9.7% | (+1.7) | | 20.1 | (-1.7) | | 3869 |
| 122 | monmobilierdesign | 4.0% | (+3.2) | | 13.6 | (-0.6) | | 3815 |
| 123 | cultura | 1.8% | (+0.1) | | 18.0 | (-6.7) | | 3789 |
| 124 | c-and-a | 1.7% | (-0.3) | | 14.0 | (-0.7) | | 3787 |
| 125 | 8.0% | (-0.2) | | 21.1 | (-2.6) | | 3779 | |
| 126 | keswacop | 0.2% | (+0.2) | | 2.0 | | 3732 | |
| 127 | idealo | 16.3% | (-1.5) | | 18.3 | (-2.6) | | 3722 |
| 128 | sucredorge | 5.9% | (+1.9) | | 18.5 | (-2.9) | | 3696 |
| 129 | hm | 6.4% | (+0.5) | | 18.9 | (-4.1) | | 3690 |
| 130 | alfredetcompagnie | 2.7% | (-0.2) | | 15.5 | (+3.5) | | 3591 |
| 131 | bebe2luxe | 3.7% | (-0.7) | | 14.2 | (+1.8) | | 3589 |
| 132 | mon-univers-bebe | 2.0% | (+1.7) | | 10.7 | (-1.7) | | 3550 |
| 133 | manipani | 6.0% | (+1.3) | | 17.4 | (-1.5) | | 3507 |
| 134 | aufeminin | 3.2% | (-0.5) | | 13.5 | (-2.6) | | 3462 |
| 135 | cocoeko | 3.0% | (+1.3) | | 13.7 | (+0.5) | | 3441 |
| 136 | districenter | 1.5% | (-0.2) | | 18.2 | (-0.1) | | 3421 |
| 137 | bandai | 0.2% | (0) | | 1.0 | | 3415 | |
| 138 | cookingformybaby | 0.7% | (+0.2) | | 7.3 | (-1.6) | | 3392 |
| 139 | quelmatelas | 2.4% | (+0.9) | | 16.3 | (-5.7) | | 3377 |
| 140 | babybio | 1.3% | (-0.2) | | 9.8 | (+6) | | 3357 |
| 141 | passeportsante | 1.5% | (-0.2) | | 8.4 | (-0.1) | | 3303 |
| 142 | etmamantudeviendras | 0.5% | (+0.5) | | 6.7 | | 3249 | |
| 143 | vertbaudet | 2.0% | (+0.3) | | 10.5 | (+4.5) | | 3238 |
| 144 | service-public | 1.7% | (+0.5) | | 11.4 | (-1.3) | | 3178 |
| 145 | mon-petit-bonheur | 0.5% | (+0.3) | | 9.7 | (+18.3) | | 3154 |
| 146 | pepindepomme | 2.4% | (+1.6) | | 16.7 | (-3.3) | | 3143 |
| 147 | chaussexpo | 1.7% | (0) | | 9.5 | (+3.1) | | 3093 |
| 148 | santemagazine | 1.0% | (0) | | 15.5 | (-0.2) | | 2976 |
| 149 | ergobaby | 1.0% | (+0.2) | | 14.0 | (-4.2) | | 2969 |
| 150 | chiner-solidaire | 0.2% | (+0.2) | | 5.0 | | 2940 | |
| 151 | lansinoh | 0.5% | (-0.5) | | 4.7 | (+7.6) | | 2932 |
| 152 | bmstores | 1.7% | (+1.2) | | 9.6 | (+3.1) | | 2894 |
| 153 | lesjouetsenbois | 0.5% | (0) | | 16.0 | (-3.7) | | 2863 |
| 154 | loupiot-france | 1.3% | (+1.1) | | 10.5 | (-2.5) | | 2837 |
| 155 | vans | 0.2% | (0) | | 1.0 | | 2794 | |
| 156 | beebs | 9.2% | (+1.7) | | 22.9 | (-2.5) | | 2786 |
| 157 | mpedia | 1.3% | (0) | | 10.0 | (-4.4) | | 2689 |
| 158 | wiktionary | 2.0% | (0) | | 18.4 | (-2.1) | | 2688 |
| 159 | ambiance-sticker | 0.3% | (0) | | 1.0 | | 2621 | |
| 160 | docmorris | 1.8% | (-0.4) | | 13.0 | (+0.8) | | 2613 |
| 161 | medela | 1.0% | (+0.2) | | 8.8 | (-0.6) | | 2548 |
| 162 | ieducatif | 0.2% | (0) | | 12.0 | | 2538 | |
| 163 | dpam | 5.4% | (+0.4) | | 19.7 | (-4.1) | | 2503 |
| 164 | laboutiquedebadilore | 0.2% | (+0.2) | | 2.0 | | 2488 | |
| 165 | janeworld | 1.5% | (0) | | 22.1 | (-7.2) | | 2483 |
| 166 | 1.2% | (0) | | 12.3 | (-5.9) | | 2478 | |
| 167 | rougegorge | 0.2% | (0) | | 5.0 | (-2) | | 2406 |
| 168 | pharmaciengiphar | 0.3% | (0) | | 9.0 | (-2.5) | | 2366 |
| 169 | prairymood | 2.7% | (+1.5) | | 12.8 | (+4.1) | | 2354 |
| 170 | petitzebre | 2.7% | (+1.4) | | 14.2 | (-0.4) | | 2351 |
| 171 | glisshop | 0.2% | (0) | | 3.0 | (+4) | | 2298 |
| 172 | lesprosdelapetiteenfance | 0.5% | (+0.2) | | 13.3 | (+4.2) | | 2297 |
| 173 | areu-bebe | 1.7% | (+1) | | 13.6 | (+3.4) | | 2293 |
| 174 | janod | 0.7% | (0) | | 12.8 | (-4.8) | | 2271 |
| 175 | securange-leblog | 5.7% | (-0.2) | | 11.3 | (-1.3) | | 2253 |
| 176 | petitechambre | 1.7% | (+1.5) | | 12.5 | (+4.5) | | 2246 |
| 177 | my-veilleuse | 0.8% | (0) | | 13.6 | (-1) | | 2229 |
| 178 | wondermams | 0.5% | (+0.2) | | 11.0 | (-2.5) | | 2225 |
| 179 | laplaquepublicitaire | 0.2% | (+0.2) | | 11.0 | | 2201 | |
| 180 | gouv | 1.0% | (-0.3) | | 13.2 | (-3.3) | | 2185 |
| 181 | carreblanc | 1.5% | (-0.2) | | 9.9 | (-1.9) | | 2177 |
| 182 | revedepan | 0.2% | (0) | | 6.0 | (+28) | | 2148 |
| 183 | rakuten | 12.2% | (+2.1) | | 21.1 | (-2.8) | | 2143 |
| 184 | mapetitecouvertureperso | 0.7% | (+0.7) | | 16.8 | | 2136 | |
| 185 | marobesoiree | 1.2% | (+0.5) | | 4.7 | (+2.8) | | 2126 |
| 186 | boniclassic | 1.2% | (-0.1) | | 12.3 | (+1.8) | | 2125 |
| 187 | educatifenfants | 0.2% | (0) | | 15.0 | | 2093 | |
| 188 | peluche-geante | 0.3% | (0) | | 3.0 | (-1) | | 2079 |
| 189 | magommette | 0.2% | (0) | | 2.0 | (+1) | | 2034 |
| 190 | 20minutes | 2.7% | (-0.2) | | 19.0 | (-3.8) | | 2032 |
| 191 | saudaracollections | 0.3% | (-0.2) | | 5.5 | (+11.2) | | 2000 |
| 192 | gifi | 2.2% | (+1.4) | | 11.4 | (+1.8) | | 1970 |
| 193 | unecuillerepourdoudou | 1.3% | (-0.2) | | 16.1 | (-1) | | 1966 |
| 194 | lululataupe | 0.2% | (0) | | 16.0 | (-10) | | 1958 |
| 195 | lespetitsinclassables | 0.8% | (0) | | 12.2 | (-1.6) | | 1934 |
| 196 | petitspasdegeant | 1.3% | (+0.1) | | 15.0 | (-6) | | 1929 |
| 197 | pharmashopi | 2.4% | (-0.3) | | 15.1 | (-2.3) | | 1920 |
| 198 | pampers | 0.7% | (0) | | 6.3 | (+1.5) | | 1893 |
| 199 | zeeman | 1.3% | (+0.5) | | 14.1 | (+0.3) | | 1879 |
| 200 | adidas | 0.7% | (+0.4) | | 18.5 | (-10.5) | | 1862 |
Étude de Digital Efficiency, basée sur un échantillon de 597 mots-clés sur le thème "La puériculture". Ces mots-clés ont ensuite été répartis dans 7 catégories différentes.
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