Interviews, insight & analysis on digital media & marketing

European Ecommerce companies struggle with poor website performance 

Monolithic Content Management Systems (CMSs) are creating obstacles for European Ecommerce companies in relation to speed and omnichannel strategies, according to a new research report from Storyblok

The Enterprise eCommerce Leader Report (2023 EMEA) examines data from 3,583 Ecommerce companies in the EMEA regions, with more than 100 employees and revenue above $10 million. 

The data reveals that the top five monolithic CMSs perform poorly in Google Lighthouse speed and performance scores, with websites built on these CMSs achieving a maximum average performance score of 34.6. Google defines a score of below 50 as ‘poor’, between 50-89 as ‘needs improvement’ and above 90 as ‘good’. Low scores have a negative impact on responsiveness and visual stability, which makes websites more difficult to use and decreases conversion rates. 

Some other notable findings from the report include that adding content in a second language significantly increases the growth rate of traffic: adding one to three extra languages can lead to up to a 26% growth rate in a three-month period and a 24% growth rate in a six-month period 

As traffic grows, Ecommerce companies are more likely to use multiple CMSs, with the average monthly traffic of those using one CMS being 2,678,933 and those using two CMSs being 4,303,393. This leads to siloed content that presents obstacles for omnichannel marketing. 

The top five CMSs all perform poorly in terms of Time to Interactive, ranging from 9.5 to 13.3 seconds. The most popular frontend technologies are: #1 React, #2 Vue, #3 Angular, while the most common Ecommerce platforms are: #1 Magento, #2 Salesforce Commerce Cloud, #3 Shopify.

Dominik Angerer, Co-Founder and CEO of Storyblok, said: “Monolithic CMSs prevent Ecommerce companies from delivering and evolving the digital experiences customers deserve. Headless content management not only allows for dramatically increased speed and performance, but it also opens up endless possibilities for the channels you can use to reach your customers.” 

Download the full Enterprise eCommerce Leader Report (2023 EMEA) for free.