E-commerce in France: Overview of 2023 in figures

E-commerce in France achieved significant growth in 2023, with overall growth of 10.5% compared with the previous year. Although robust, this growth was the result of contrasting trends between sales of products and services.

Key figures for e-commerce in France in 2023

In terms of product sales, the trend observed in 2022 continued into 2023, although to a considerably lower extent. After registering a 7% decline in 2022 compared to the previous year, product sales continued to fall in 2023, albeit at a slower pace, down 1.8%. This trend suggests some stabilization in the online product market, although challenges remain.

On the other hand, sales of retail services have maintained their growth momentum, posting an impressive increase of 20% in 2023. This strong growth underlines the growing importance of online services in the digital economy, with sectors such as streaming services, online subscriptions and on-demand service platforms continuing to gain in popularity with consumers.
 

For 2 out of 3 French people, e-commerce has had a positive impact on their daily lives over the last ten years.

This e-commerce dynamic also reflects the positive impact it has had on the daily lives of the French over the past decade. According to a study carried out by Odoxa for Fevad, 2 out of 3 French people feel that e-commerce has had a beneficial effect on their lives. Perceived benefits include greater accessibility to products and services, ease of price comparison, and greater flexibility in purchasing schedules. Although there are still criticisms of certain aspects of the Internet, such as dependency or isolation, 65% of French people recognize its positive impact, against only 8% who consider it negative.

E-commerce ranking by number of customers in 2023

In the French e-commerce landscape, certain players such as Vinted, Amazon and Décathlon stand out for their popularity with consumers. A ranking carried out by Toluna Harris Interactive reveals the most popular e-commerce sites in various product categories. These rankings provide valuable insights into consumer trends and customer preferences, enabling companies to better target their marketing efforts and online sales strategies.
 

Travel & Tourism: 1st e-commerce sector in terms of number of customers

The Travel & Tourism sector also leads the way in terms of number of customers, accounting for almost 60% of all e-buyers over the past 12 months. Platforms such as Booking.com, Airbnb and SNCF Connect & Tech particularly stand out in this field, offering consumers a diverse range of online travel and stay options.

Beyond France's borders, the European market is also attracting the attention of e-commerce players. Spain, in particular, has become a favored destination for French e-tailers, with a booming market and sales of 72.4 billion euros by 2022. As part of the "Cap sur l'Europe" webinar series organized by Fevad, a collaboration with the Adigital association explored the opportunities offered by the Spanish market, and helped French companies to better understand the challenges and opportunities of this market.

Generative AI and e-tourism

Ultimately, artificial intelligence (AI) is a major growth driver for the e-commerce sector, particularly in tourism and travel. Companies such as Evaneos are exploring the opportunities offered by generative AI to enhance the customer experience and offer innovative services, such as personalized travel recommendations and automated planning of tailor-made trips.

In conclusion, the trends observed in 2023 testify to the vitality and diversity of e-commerce in France and Europe. As the sector continues to grow, it is essential for players to remain attentive to market developments and adopt an innovative approach to meet changing consumer needs. By investing in technology, enhancing the customer experience and exploring new markets, e-commerce companies can continue to thrive in an ever-changing economic environment.

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