Les bijoux : voici l'étude basée sur un échantillon de 852 mots-clés sourcés à partir des sites des principaux e-commerçants et répartis en 12 catégories. (MAJ le 31-05-2023)
Sur le marché Internet du bijou, le leader écrasant en termes de trafic naturel est Histoire d’Or, suivi par Maty qui réalise 2 fois moins de trafic, puis Marc-Orian, Ocarat, Le Manège à Bijoux, Cleor, Pandora et Gemmyo. Seul le pure-player et généraliste Amazon s’immisce dans le top 5 du classement général. A noter que Google se retrouve bien classé grâce à l’apparition du mapping localisant les boutiques lors d’une grande partie des requêtes.
Le trafic organique est très concentré sur le marché de la joaillerie. En effet, les 8 premiers sites Internet génèrent la moitié de tout le trafic. Tandis que l’autre moitié se répartit sur plus de 1700 autres sites… ! Nous ne constatons qu’une faible présence des sites média dans le top 100 : Marie Claire, L’Express, Elle, Gala et Cosmopolitan et un seul blog masculin.com. Les sites de réseaux sociaux tels que Pinterest, Facebook et Youtube ne réagissent également que très peu aux requêtes sur les bijoux. Des sites généralistes, quant à eux, ne font qu’une timide percée pour ne représenter seulement que 5% du trafic total. Nous y trouvons Amazon, Cdiscount, Galeries Lafayette, Zalando, Etsy, Cultura… Cela laisse par conséquent la part belle à tous les sites spécialistes de vente de bijoux de toutes sortes : bijoux de luxe, bijoux artisanaux, bijoux fantaisie, bijoux d’occasion, bijoux tendance ou bijoux pas cher…
Le volume de recherches de notre étude atteint 4,2 millions de requêtes tapées en février 2021, bien évidemment en partie stimulé par la Saint Valentin. Face à la crise, le marché du bijou en France, qui représente un potentiel de plus de 3,5 milliard d’euros, renforce sa présence sur le net. C’est le cas notamment des bijouteries frappées successivement par les attentats, les protestations des gilets jaunes et le confinement lié au coronavirus… de quoi ralentir drastiquement la venue des touristes étrangers et de la clientèle locale. Les distributeurs et les marques mettent ainsi d’avantage en avant leurs bijoux sur les réseaux sociaux et investissent sur leur site web. La bijouterie en ligne est un marché en pleine croissance et innovant. Il pèse aujourd’hui 30% du marché total que ce soit pour choisir sa bague de fiançailles ou son bijou fantaisie…
| RANK | WEBSITE | PRESENCE PAGE 1-2 | POSITION MOYENNE | VOLUME | ||||
|---|---|---|---|---|---|---|---|---|
| 1 | histoiredor | 46.1% | (-0.4) |  | 5.9 | (+0.3) |  | 682713 |
| 2 | maty | 47.9% | (+0.6) | | 11.5 | (-0.4) | | 180831 |
| 3 | cleor | 32.9% | (0) |  | 9.8 | (+0.5) | | 159075 |
| 4 | amazon | 64.8% | (-0.7) | | 11.2 | | 133396 | |
| 5 | marc-orian | 36.7% | (+0.7) | | 8.9 | (+0.3) | | 124025 |
| 6 | lemanegeabijoux | 32.5% | (+1.3) | | 9.5 | (+0.1) | | 116202 |
| 7 | galerieslafayette | 20.7% | (-1.6) | | 13.6 | (+1.3) | | 113564 |
| 8 | juliendorcel | 21.1% | (-0.3) | | 12.7 | (+1.2) | | 107576 |
| 9 | ocarat | 35.7% | (+1.1) | | 13.1 | (+0.1) | | 79955 |
| 10 | hermes | 2.5% | (0) | | 8.5 | (+1.7) | | 78829 |
| 11 | pandora | 5.6% | (+0.5) | | 14.8 | (+0.2) | | 54061 |
| 12 | cartier | 9.0% | (-0.2) | | 13.5 | (+1.4) | | 53486 |
| 13 | gemmyo | 5.2% | (+0.1) | | 11.0 | (+0.2) | | 36814 |
| 14 | zalando | 15.1% | (-0.3) | | 14.1 | (+0.4) | | 35114 |
| 15 | tiffany | 14.4% | (0) | | 14.0 | (+1.4) | | 33361 |
| 16 | 0.2% | (+0.1) | | 2.0 | (+25) | | 33182 | |
| 17 | louisvuitton | 8.7% | (0) | | 10.0 | (+0.5) | | 29324 |
| 18 | etsy | 48.1% | (+0.7) | | 16.3 | (+0.3) | | 26274 |
| 19 | 18.5% | (+2.3) | | 5.0 | (-0.2) | | 26073 | |
| 20 | jollia | 20.8% | (+1.2) | | 12.4 | (+0.2) | | 22685 |
| 21 | atelier-amaya | 11.4% | (+0.8) | | 12.0 | (-0.1) | | 22512 |
| 22 | zagbijoux | 4.9% | (-0.2) | | 13.3 | (+0.7) | | 22432 |
| 23 | messika | 10.8% | (+0.1) | | 13.2 | (-1.3) | | 22010 |
| 24 | swarovski | 1.5% | (-0.1) | | 2.9 | (+1.2) | | 21151 |
| 25 | cdiscount | 45.0% | (-1.1) | | 14.0 | (-0.5) | | 21087 |
| 26 | happybulle | 3.2% | (+0.4) | | 10.0 | | 19956 | |
| 27 | dior | 3.5% | (+0.4) | | 11.9 | (+0.1) | | 19814 |
| 28 | mikaeldan | 8.1% | (+0.9) | | 14.0 | (-2.7) | | 16315 |
| 29 | atelierdefamille | 7.6% | (+0.2) | | 14.6 | (+0.6) | | 14656 |
| 30 | nebuleusebijoux | 0.7% | (+0.1) | | 13.5 | (+4.5) | | 14653 |
| 31 | mauboussin | 3.4% | (-1.2) | | 13.9 | (+1.1) | | 14084 |
| 32 | dinhvan | 7.4% | (+0.2) | | 15.2 | (+0.6) | | 13582 |
| 33 | fred | 5.5% | (+0.3) | | 15.2 | (+1.2) | | 12935 |
| 34 | aismee | 2.1% | (+0.1) | | 7.4 | (+2.4) | | 12807 |
| 35 | wikipedia | 1.6% | (-0.3) | | 7.4 | (+1.6) | | 12742 |
| 36 | agatha | 4.1% | (-0.8) | | 17.6 | (+0.4) | | 11697 |
| 37 | monbijouperso | 4.3% | (-0.4) | | 9.9 | (+1.8) | | 11392 |
| 38 | edenly | 6.3% | (0) | | 17.8 | (-1.5) | | 11301 |
| 39 | fossil | 2.9% | (0) | | 14.2 | (-0.8) | | 10997 |
| 40 | lesnereides | 7.8% | (+0.8) | | 16.3 | (+0.2) | | 9994 |
| 41 | languetif-joaillerie | 0.2% | (-0.2) | | 2.0 | (-0.3) | | 9954 |
| 42 | miller | 9.9% | (+1.1) | | 13.7 | | 9896 | |
| 43 | bijourama | 10.3% | (+0.7) | | 13.3 | (-0.5) | | 9788 |
| 44 | moncollierprenom | 0.9% | (+0.2) | | 5.1 | (+0.6) | | 9513 |
| 45 | vivalatina | 6.3% | (+1) | | 13.4 | (-0.4) | | 9326 |
| 46 | trendhim | 4.6% | (+0.3) | | 17.3 | (+0.2) | | 9215 |
| 47 | vestiairecollective | 11.4% | (0) | | 14.2 | (+0.2) | | 8998 |
| 48 | jaubalet-paris | 4.9% | (0) | | 12.5 | (+2) | | 8592 |
| 49 | chaumet | 4.8% | (+0.2) | | 16.3 | (-2.1) | | 8112 |
| 50 | vancleefarpels | 0.6% | (-0.3) | | 10.6 | (+1.4) | | 8092 |
| 51 | thetrendystore | 12.3% | (0) | | 7.9 | (+0.6) | | 7944 |
| 52 | maisondelalliance | 1.3% | (+0.1) | | 10.6 | (-2.5) | | 7407 |
| 53 | petits-tresors | 5.6% | (+0.8) | | 13.4 | (-2.1) | | 7334 |
| 54 | luckyonebijoux | 9.0% | (+0.4) | | 14.6 | (-0.1) | | 7219 |
| 55 | lookeor | 5.1% | (-0.2) | | 13.6 | (+1.2) | | 7138 |
| 56 | 58facettes | 13.6% | (+0.6) | | 16.1 | (+1.4) | | 6939 |
| 57 | balabooste | 8.5% | (-0.7) | | 13.7 | (+3.3) | | 6519 |
| 58 | leboncoin | 11.6% | (0) | | 16.6 | (+0.5) | | 6479 |
| 59 | gigiclozeau | 1.5% | (+0.1) | | 12.6 | (+1.4) | | 6240 |
| 60 | zeina-alliances | 2.5% | (+0.1) | | 17.9 | (+2.9) | | 6083 |
| 61 | arthusbertrand | 3.9% | (+0.3) | | 15.2 | (-1.5) | | 5993 |
| 62 | jardin-des-bijoux | 0.9% | (+0.1) | | 13.5 | (+0.9) | | 5550 |
| 63 | christely | 0.5% | (+0.1) | | 4.5 | (-0.2) | | 5437 |
| 64 | mercimamanboutique | 1.5% | (-0.5) | | 11.9 | (+1.4) | | 5409 |
| 65 | louispion | 2.2% | (-0.6) | | 19.2 | (+3.1) | | 5359 |
| 66 | auchan | 12.2% | (+1) | | 17.7 | (+1.2) | | 5309 |
| 67 | bracelets-tendances | 3.8% | (0) | | 7.0 | (+1) | | 5175 |
| 68 | lesgeorgettes | 1.8% | (+0.3) | | 12.0 | (+0.3) | | 5112 |
| 69 | lebonbon | 4.5% | (+0.2) | | 10.2 | (+1.5) | | 4873 |
| 70 | moaparis | 3.6% | (-0.9) | | 12.5 | (+0.1) | | 4828 |
| 71 | gemperles | 2.7% | (-0.1) | | 19.2 | (-2.2) | | 4689 |
| 72 | bykloe | 2.0% | (-0.2) | | 10.5 | (-1.6) | | 4678 |
| 73 | mylittlenecklace | 1.3% | (+0.1) | | 12.5 | (-1.7) | | 4645 |
| 74 | ebay | 20.7% | (-2.3) | | 18.4 | (-0.9) | | 4623 |
| 75 | gasbijoux | 4.3% | (-1.2) | | 16.4 | (+1.6) | | 4616 |
| 76 | diamondsfactory | 3.3% | (+0.5) | | 20.8 | (-3.3) | | 4589 |
| 77 | glamira | 3.2% | (-0.6) | | 20.9 | (+0.6) | | 4565 |
| 78 | mes-bijoux | 3.6% | (-0.3) | | 11.8 | (+0.1) | | 4558 |
| 79 | doriane-bijoux | 5.6% | (+0.4) | | 13.6 | (-0.5) | | 4513 |
| 80 | bijouterie-carador | 9.4% | (+2.6) | | 21.6 | (+2) | | 4510 |
| 81 | bobijoo | 2.2% | (+0.9) | | 18.2 | (+0.3) | | 4446 |
| 82 | 5.8% | (+1.9) | | 13.4 | (-1.5) | | 4401 | |
| 83 | myka | 3.1% | (-0.1) | | 10.2 | (+0.5) | | 4265 |
| 84 | mylittlefantaisie | 8.0% | (-0.6) | | 15.1 | (+0.8) | | 4171 |
| 85 | i-diamants | 1.5% | (0) | | 14.3 | (+0.2) | | 4139 |
| 86 | deloison-paris | 1.3% | (+0.1) | | 13.3 | | 4109 | |
| 87 | bracelet-couple | 0.4% | (0) | | 6.3 | (-0.3) | | 4093 |
| 88 | amantys | 0.7% | (+0.1) | | 14.2 | (+1.4) | | 4080 |
| 89 | edora-bijouterie | 5.3% | (+0.5) | | 19.6 | (+0.4) | | 4056 |
| 90 | lepage | 6.6% | (+0.8) | | 20.8 | (+0.9) | | 3998 |
| 91 | videdressing | 10.1% | (+0.6) | | 16.9 | (-2.8) | | 3923 |
| 92 | bijouteriebottazzi | 4.8% | (-0.4) | | 13.6 | (+0.1) | | 3865 |
| 93 | monespiegletribu | 1.3% | (0) | | 12.3 | (+1.9) | | 3836 |
| 94 | barnebys | 0.7% | (-0.2) | | 8.3 | (+6.1) | | 3798 |
| 95 | farfetch | 8.9% | (0) | | 16.1 | (+1.1) | | 3787 |
| 96 | lesbijouxdepao | 0.4% | (0) | | 10.3 | (+2) | | 3774 |
| 97 | guildedesorfevres | 2.2% | (0) | | 19.7 | (-0.1) | | 3767 |
| 98 | joailier | 2.6% | (+0.2) | | 13.3 | (-1.5) | | 3755 |
| 99 | vogue | 13.3% | (+0.5) | | 14.5 | (-1.1) | | 3748 |
| 100 | bijou-brigitte | 6.9% | (0) | | 16.2 | (-1.3) | | 3747 |
| 101 | aliexpress | 14.7% | (-0.4) | | 20.5 | (-1.2) | | 3738 |
| 102 | instants-plaisirs | 4.1% | (+1) | | 12.7 | (-2) | | 3725 |
| 103 | larousse | 0.5% | (+0.1) | | 14.3 | (-0.6) | | 3722 |
| 104 | musardise | 0.8% | (-0.1) | | 11.4 | (+3.1) | | 3696 |
| 105 | yay | 2.2% | (0) | | 14.8 | (-1.9) | | 3643 |
| 106 | the-wizards-shop | 0.4% | (0) | | 3.7 | (+2) | | 3631 |
| 107 | bijouterie-salam | 1.5% | (-0.4) | | 13.9 | (+2.4) | | 3618 |
| 108 | valmeunier | 1.1% | (-0.1) | | 4.2 | (-0.8) | | 3587 |
| 109 | doretdargent | 2.7% | (-0.5) | | 16.3 | (-0.3) | | 3456 |
| 110 | ordumonde | 1.1% | (+0.4) | | 14.3 | (-1.8) | | 3437 |
| 111 | celinni | 2.1% | (+0.2) | | 14.3 | | 3435 | |
| 112 | thomassabo | 2.4% | (+0.6) | | 18.2 | (-1.3) | | 3343 |
| 113 | vuillermoz | 8.1% | (+3.8) | | 19.1 | (-0.4) | | 3330 |
| 114 | 123ambre | 0.7% | (-0.1) | | 6.5 | (+2.2) | | 3275 |
| 115 | argaur | 0.5% | (0) | | 9.8 | (-4.3) | | 3238 |
| 116 | lyst | 4.3% | (+0.1) | | 20.1 | (-0.2) | | 3227 |
| 117 | retourdeplage | 4.8% | (+0.3) | | 18.2 | (-2) | | 3210 |
| 118 | aurorasecrets | 0.6% | (0) | | 4.2 | (+1.2) | | 3110 |
| 119 | asos | 2.9% | (0) | | 16.4 | (-2) | | 3032 |
| 120 | zafiroo | 0.5% | (-0.1) | | 10.0 | (+2.4) | | 3008 |
| 121 | orencash | 0.5% | (+0.1) | | 12.0 | (-4) | | 2995 |
| 122 | mybouddha | 0.5% | (-0.3) | | 5.3 | (+9) | | 2981 |
| 123 | restaurant-alliance | 0.1% | (0) | | 5.0 | (+1) | | 2940 |
| 124 | comme-des-aimants | 0.6% | (0) | | 7.6 | (+1.2) | | 2926 |
| 125 | pagesjaunes | 3.2% | (0) | | 13.5 | (-0.4) | | 2876 |
| 126 | gucci | 3.3% | (+0.2) | | 14.7 | (-2.9) | | 2818 |
| 127 | alabrideslezards | 0.4% | (-0.1) | | 2.7 | (+7.8) | | 2775 |
| 128 | bachet | 4.3% | (-0.2) | | 10.1 | (-0.7) | | 2738 |
| 129 | ungrandmarche | 3.5% | (+0.8) | | 14.6 | (+2.2) | | 2670 |
| 130 | monsieur-paris | 3.2% | (+0.4) | | 6.9 | (+0.1) | | 2610 |
| 131 | littleboo | 4.8% | (+2.6) | | 16.7 | (+2.7) | | 2604 |
| 132 | premiercadeau | 1.1% | (-0.3) | | 15.6 | (-1.7) | | 2578 |
| 133 | casteld | 4.6% | (+0.6) | | 13.2 | (-1) | | 2574 |
| 134 | claires | 2.1% | (-0.4) | | 17.8 | (+2.9) | | 2552 |
| 135 | 1.9% | (+0.7) | | 11.0 | (+1) | | 2543 | |
| 136 | cultura | 1.5% | (+0.1) | | 13.0 | (-3.5) | | 2514 |
| 137 | ayabijoux | 1.1% | (+0.3) | | 15.1 | (-2.5) | | 2475 |
| 138 | youtube | 1.5% | (-0.3) | | 16.2 | (+1.7) | | 2471 |
| 139 | atelier-sarah-aime | 0.6% | (0) | | 10.8 | (-1.4) | | 2440 |
| 140 | axstore-market | 1.2% | (+0.4) | | 17.2 | (-2.9) | | 2401 |
| 141 | gla-ce | 0.2% | (0) | | 10.5 | (-1) | | 2365 |
| 142 | subtil-diamant | 5.6% | (0) | | 19.7 | (-1.7) | | 2330 |
| 143 | lespierresdejulie | 1.4% | (+0.3) | | 10.8 | (+2.1) | | 2325 |
| 144 | marieclaire | 4.8% | (+0.2) | | 15.3 | (-0.5) | | 2309 |
| 145 | bijouxcreateurenligne | 8.6% | (-0.4) | | 8.5 | (+0.8) | | 2304 |
| 146 | bijoux-coquillages | 0.1% | (0) | | 1.0 | | 2276 | |
| 147 | natureetdecouvertes | 2.9% | (+0.1) | | 18.1 | (+0.1) | | 2254 |
| 148 | femmeactuelle | 4.1% | (+0.6) | | 14.5 | (+0.8) | | 2246 |
| 149 | ninanina | 4.6% | (+0.7) | | 13.9 | (+0.2) | | 2245 |
| 150 | lestrouvaillesdelsa | 3.2% | (0) | | 12.9 | (-0.7) | | 2223 |
| 151 | mapetitefabrique | 1.3% | (+0.1) | | 12.8 | | 2081 | |
| 152 | bijouxoccasions | 7.5% | (-0.1) | | 13.9 | (-1.1) | | 2080 |
| 153 | bijoulia | 2.1% | (-0.7) | | 13.1 | (+3.6) | | 2071 |
| 154 | laboutiquedecha | 0.9% | (+0.5) | | 16.0 | (-6) | | 2063 |
| 155 | laboiteacailloux | 0.9% | (-0.2) | | 11.5 | (+1.2) | | 2062 |
| 156 | opale-bijoux | 0.4% | (0) | | 1.3 | | 2062 | |
| 157 | buzzdebijoux | 4.2% | (-0.1) | | 13.2 | (+0.5) | | 2010 |
| 158 | bijouxcailloux | 1.5% | (-0.4) | | 8.6 | (+2.7) | | 1966 |
| 159 | fury-j | 0.5% | (+0.3) | | 11.0 | (-3.5) | | 1962 |
| 160 | tatagisele | 2.0% | (-0.4) | | 23.8 | (+0.3) | | 1938 |
| 161 | bracelets-homme | 1.3% | (0) | | 14.0 | (-0.8) | | 1923 |
| 162 | bijouxbaume | 4.2% | (-0.9) | | 14.8 | (-1.8) | | 1920 |
| 163 | atelierdudiamant-creations | 1.5% | (-0.5) | | 9.2 | (+6) | | 1903 |
| 164 | valoisvintage-paris | 2.5% | (-0.2) | | 11.1 | (+0.6) | | 1898 |
| 165 | 16.6% | (-0.7) | | 19.7 | (+0.5) | | 1892 | |
| 166 | satelliteparis-boutique | 5.5% | (-1) | | 18.2 | (+2) | | 1866 |
| 167 | ferret | 1.4% | (+0.1) | | 15.7 | (-0.7) | | 1852 |
| 168 | chevaux-passion | 0.1% | (0) | | 4.0 | (+3) | | 1848 |
| 169 | france-mineraux | 1.1% | (0) | | 9.6 | (-0.2) | | 1796 |
| 170 | eliseetmoi | 2.8% | (-0.5) | | 13.7 | (+1.6) | | 1795 |
| 171 | maier | 1.8% | (-0.3) | | 14.5 | (+1.1) | | 1751 |
| 172 | djoline | 1.1% | (-0.2) | | 5.3 | (+1.5) | | 1743 |
| 173 | orusbijoux | 2.6% | (+0.1) | | 14.4 | (-2.2) | | 1714 |
| 174 | nerinabijoux | 5.1% | (-0.7) | | 12.0 | (+2.1) | | 1708 |
| 175 | cnrtl | 0.5% | (-0.2) | | 14.3 | (+0.4) | | 1697 |
| 176 | karuni | 2.2% | (+0.2) | | 17.7 | | 1685 | |
| 177 | generation-souvenirs | 0.1% | (-0.1) | | 2.0 | (+5.5) | | 1664 |
| 178 | hipanema | 1.1% | (+0.4) | | 11.7 | (+1.1) | | 1639 |
| 179 | hananchannel | 0.4% | (-0.1) | | 3.0 | (+4) | | 1638 |
| 180 | bollwerk-joailliers | 0.4% | (0) | | 22.3 | (+5.7) | | 1634 |
| 181 | klenota | 1.8% | (0) | | 14.1 | (-2.8) | | 1619 |
| 182 | gatsbyetsparrow | 0.4% | (+0.2) | | 15.3 | (-1.3) | | 1576 |
| 183 | vikingshop | 0.4% | (0) | | 9.0 | | 1552 | |
| 184 | socharm | 0.6% | (-0.1) | | 12.6 | (+0.2) | | 1549 |
| 185 | cosmopolitan | 9.7% | (-0.2) | | 13.2 | (+0.1) | | 1514 |
| 186 | perouse | 0.7% | (-0.4) | | 12.3 | (+5.7) | | 1469 |
| 187 | debeers | 1.4% | (+0.5) | | 21.7 | (-2.6) | | 1415 |
| 188 | lulli-sur-la-toile | 3.8% | (+0.4) | | 10.3 | (-0.4) | | 1378 |
| 189 | cornerluxe | 3.6% | (-0.2) | | 16.9 | (-0.8) | | 1374 |
| 190 | orcompagnie | 0.1% | (0) | | 2.0 | (-1) | | 1362 |
| 191 | bijou-impulsion | 0.4% | (0) | | 17.7 | (-7.4) | | 1357 |
| 192 | shopalike | 6.1% | (+0.8) | | 18.6 | (-0.4) | | 1349 |
| 193 | creavea | 1.2% | (+0.1) | | 9.7 | (-2.6) | | 1347 |
| 194 | lespierresdutibet | 0.7% | (-0.1) | | 11.3 | (+2.8) | | 1328 |
| 195 | latelierdesolene | 2.1% | (+0.1) | | 12.8 | (-2.1) | | 1327 |
| 196 | jadore-accessoires | 2.1% | (-0.3) | | 11.9 | (-1.2) | | 1323 |
| 197 | collectorsquare | 5.3% | (+0.5) | | 15.0 | (-0.6) | | 1315 |
| 198 | luzaka | 4.0% | (+0.9) | | 13.6 | (-1.3) | | 1315 |
| 199 | votrecollierprenom | 0.8% | (0) | | 7.4 | (+0.9) | | 1308 |
| 200 | bijouxpassion | 2.4% | (-0.1) | | 14.5 | (+0.8) | | 1303 |
Étude de Digital Efficiency, basée sur un échantillon de 852 mots-clés sur le thème "Les bijoux". Ces mots-clés ont ensuite été répartis dans 12 catégories différentes.
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