French e-commerce figures: 1st half 2024

In 2024, the e-commerce market in France recorded remarkable growth of 10% over the previous year, reaching total sales of 150 billion euros. According to Fevad (Fédération du e-commerce et de la vente à distance), this growth is mainly driven by dynamic sectors such as fashion, consumer electronics and beauty products. The figures illustrate not only the robustness of the market, but also a diversification of consumer preferences, showing increased adoption of online shopping for a variety of products.

The state of the e-commerce market in 2024

In 2024, the e-commerce market in France recorded remarkable growth of 10% over the previous year, reaching total sales of 150 billion euros. 

This increase is mainly driven by dynamic sectors such as fashion, which grew by 12%, consumer electronics with an increase of 15%, and beauty products, which climbed by 18%. These figures illustrate not only the robustness of the market, but also a diversification of consumer preferences, showing increased adoption of online shopping for a variety of products.

How many e-commerce transactions were carried out?

In 2024, the total number of online transactions will reach 2.3 billion, marking an 8% increase on 2023. This growth illustrates the growing popularity of online shopping and the continued adoption of e-commerce by consumers. 

The average value of transactions has also risen, from 65 to 68 euros per transaction, reflecting an increase in consumer confidence and a trend towards more expensive goods being purchased online. This increase in average value per transaction can be attributed to a better user experience, more secure payment options, and a more diversified product range offered by e-tailers.

What is the consumer profile?

The profile of online shoppers shows a notable evolution in 2024, with a 5% increase in the share of e-buyers aged 18 to 24. This demographic group now represents 22% of total online buyers, underlining the importance of young consumers in the e-commerce market. 

What's more, 55% of consumers prefer to make their purchases via mobile applications, up 7% on the previous year. This trend highlights the growing importance of mobile platforms, and the need for e-tailers to optimize their applications to attract and retain this young, mobile clientele.

What are the most popular sales channels?

Sales channels also evolved in 2024, with significant growth in sales via marketplaces, up 20% to represent 45% of total online sales. 

Purchases made directly on brand websites grew by 8%, while sales via mobile applications rose by 15%. These figures show a diversification of distribution channels, as consumers seek more convenient and varied shopping experiences. Marketplaces continue to dominate, but mobile applications are becoming increasingly crucial in capturing consumers' attention, especially among younger buyers.

E-commerce trends

In 2024, the adoption of emerging technologies by e-tailers accelerated significantly: 

Artificial intelligence

Artificial intelligence (AI) has established itself as an essential tool for personalizing the customer experience, with a 25% increase in its adoption. 

Today, 70% of major companies use AI to recommend products, offering precise suggestions based on users' past behavior. This personalization improves the relevance of offers and increases conversion rates.

The customer experience

Today, 85% of e-tailers use personalization strategies. Recommendations based on user behavior, purchase history and personal preferences have become commonplace. 

This approach is reflected in a 90% customer satisfaction rate among companies investing in these technologies. Personalization not only builds customer loyalty, it also increases sales by offering a tailor-made shopping experience.

Responsible e-commerce

The importance of sustainability in e-commerce continues to grow. By 2024, 60% of consumers prefer to buy from eco-responsible companies. In response, more and more companies are adopting sustainable practices, such as using recyclable packaging and offsetting carbon emissions for deliveries. 

These initiatives respond to growing consumer demand for environmentally-friendly business practices, and reinforce the brand image of companies committed to sustainability.

The challenges of e-commerce

Retailers are regularly faced with new challenges, dependent on new technologies and influenced by consumer needs: 

Logistical and regulatory challenges

Returns management remains a major challenge for e-tailers, with an average return rate of 12% for online purchases. This high rate entails significant additional costs, including reverse logistics, reintegrating returned products into inventory and managing refunds. To reduce this rate, it's crucial to provide accurate product descriptions, high-quality photos and clear sizing guides.

Regulations represent another major challenge. Personal data protection, governed by the RGPD, imposes strict obligations on companies when it comes to collecting, storing and processing consumer data. Non-compliance can result in severe fines, making compliance essential but costly. In addition, taxation rules, particularly those concerning VAT for cross-border sales, add a layer of administrative and financial complexity.

International competition

Competition in the e-commerce sector is increasingly fierce, exacerbated by the arrival of new international players on the French market. Global giants such as Amazon and Alibaba are intensifying competition, forcing French companies to constantly innovate to stay competitive.

However, this competition is also driving French e-tailers to explore international markets. In 2024, online exports grew by 15%, signalling significant growth potential. Companies are investing in internationalization strategies, adapting their offers and operations to meet the specific needs of foreign markets.

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