A recovery driven by economic adjustments
After years of slowdown due to the health crisis and inflation, French e-commerce is showing signs of recovery. Growth, albeit moderate, is underpinned by a stabilization of prices and an increase in transaction volumes. Market place sales, for example, have continued to grow, driven by increased adoption of online platforms and diversification of product offerings.
Key figures:
43,1 million euros: the amount spent by French people on the internet (products and services) in the 3rd quarter of 2024. An increase of 12.5% on the same period last year.
651 millions transactions recorded on e-commerce sites in Q3
66€: the average shopping basket on e-commerce sites between October and December 2024.
The rise of mobile online shopping
Mobile now accounts for more than 80% of the audience for most of the major e-commerce players. This progression illustrates a lasting change in consumer habits, with customers seeking greater convenience and simplified user experiences via high-performance applications.
Resilient, innovative sectors
Some sectors, such as fashion and beauty, are particularly resilient despite economic uncertainties. The digitalization of traditional players and the use of hybrid strategies (physical and digital) are strengthening their appeal. At the same time, areas such as online grocery continue to grow, supported by improved logistics.
Technological innovation as a driving force
The year 2024 also marks the rise of disruptive technologies such as generative AI. These solutions enable companies to optimize purchasing paths, personalize the customer experience and automate certain tasks, helping to improve profitability and customer satisfaction.
A changing competitive environment
Amazon, Leboncoin and Booking continue to dominate the ranking of the most-visited websites. However, platforms such as Lidl and SNCF Connect have gained in popularity, illustrating the dynamism of certain players in their digital transition. This context encourages companies to continually innovate in order to capture consumers' attention.
Conclusion
E-commerce in 2024 is at a crossroads between economic recovery and digital revolution. Industry players will need to continue adapting to meet consumers' ever-increasing demands for personalization, sustainability and convenience. One thing is certain: the future of e-commerce promises to be rich in opportunities and challenges.
