E-commerce begins its mobile and ecological transformation

E-commerce continues to grow in France with more than 100 billion euros of online transactions in 2019. But beyond the figures, consumption trends are interesting to analyze.

In France, e-commerce is essential. The statement will not surprise many people, but the latest figures from the Federation of e-commerce and distance selling (Fevad) confirm the trend. In 2019, French women indeed spent more than 100 billion euros on the 190,000 e-commerce sites identified by the organization.

Exactly 103.4 billion euros were spent, which represents growth of + 11.6% compared to 2018. On the other hand, if the total amount increased, the average basket fell, falling below the € 60 mark, ie “ the lowest level ever observed”.

This decrease is offset by the total volume of purchases which, for its part, is evolving to peak at 1.7 billion transactions (+ 15.7% compared to 2018). 45% of these transactions relate to products, while the rest are linked to services (subscriptions, etc.). This difference is explained by the fact that for sales of physical products, 90% are always made in stores.

Mobile is essential

Even more interesting than the total sales volume, the platform used for shopping is also changing. Buying on your smartphone or tablet has now become almost commonplace because this method accounts for 39% of the turnover of the panel surveyed by Fevad. Mobile sales (+ 18%) are climbing four times faster than those of the global index and should become the majority within two years according to the federation

But not everyone is on the same page on the web. Half of the sales of products on the Internet are made on the websites of major brands. According to Fevad, the majority of the sites surveyed carry out “less than 100 transactions per month”. The democratization of e-commerce is therefore no match for the power of established brands.

It is for this reason that many shops choose to be listed directly on the websites of department stores. Marketplaces (names were given to third-party stores listed on Amazon, Darty, Fnac, etc.) now represent a third of the business volume of hosting sites, and the sales volume increased by 14% in 2019.

Ecology as a trend

Finally, the other trend that emerges according to Fevad is taking into account of the carbon footprint of our purchases on the Internet. According to Marc Lolivier, general delegate of Fevad “cyber-buyers are in the midst of an ecological transition […] 53% of them declare that they take the environment into account when shopping online, and 45% of them have already bought on the Internet a product from the circular economy ”. The trend is even stronger among the younger generations since for 18-34-year-olds “6 out of 10 online buyers claim to be impacted by these considerations”.

In the circular economy market, the enthusiasm “is mainly expressed through three types of purchases: second-hand products (66%), refurbished products (38%) and recycled products (22%) ” . And the ecological reason is “the predominant criterion for products from recycling” .

Therefore, it should be questioned whether knowing that consuming more is really compatible with the ecological imperative.

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