E-commerce figures for France: first half of 2024

In 2024, the e-commerce market in France recorded remarkable growth of 10 per cent compared with the previous year, reaching a total turnover of 150 billion euros. According to Fevad (the Federation of E-commerce and Distance Selling), this growth was mainly driven by dynamic sectors such as fashion, consumer electronics and beauty products. The figures illustrate not only the strength of the market but also a diversification in consumer preferences, showing increased uptake of online shopping for a wide range of products.

The state of the e-commerce market in 2024

In 2024, the e-commerce market in France recorded remarkable growth of 10 per cent compared with the previous year, reaching a total turnover of 150 billion euros.

This increase was mainly driven by dynamic sectors such as fashion, which grew by 12 per cent, consumer electronics, which rose by 15 per cent, and beauty products, which climbed by 18 per cent. These figures illustrate not only the strength of the market, but also a diversification in consumer preferences, reflecting increased uptake of online shopping for a wide range of products.

How many e-commerce transactions were made?

The total number of online transactions in 2024 stood at 2.3 billion, marking an 8 per cent increase compared with 2023. This growth illustrates the growing popularity of online shopping and consumers’ continued adoption of e-commerce.

The average transaction value has also risen, from 65 to 68 euros per transaction, reflecting increased consumer confidence and a trend towards purchasing more expensive goods online. This increase in the average value per transaction can be attributed to an improved user experience, more secure payment options, and a more diverse range of products offered by e-retailers.

What is the profile of consumers?

The profile of online shoppers shows a notable shift in 2024, with a 5 per cent increase in the proportion of online shoppers aged 18 to 24. This demographic now accounts for 22 per cent of all online shoppers, highlighting the importance of young consumers in the e-commerce market.

Furthermore, 55 per cent of consumers prefer to shop via mobile apps, a 7 per cent increase on the previous year. This trend highlights the growing importance of mobile platforms and the need for e-retailers to optimise their apps to attract and retain this young, mobile customer base.

What are the most popular sales channels?

Sales channels have also evolved in 2024, with significant growth in sales via marketplaces, rising by 20 per cent to account for 45 per cent of total online sales.

Purchases made directly on brands’ websites recorded 8 per cent growth, whilst sales via mobile apps saw a 15 per cent increase. These figures demonstrate a diversification of distribution channels, as consumers seek more convenient and varied shopping experiences. Marketplaces continue to dominate, but mobile apps are becoming increasingly crucial for capturing consumers’ attention, particularly amongst younger shoppers.

E-commerce trends

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

Artificial intelligence

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

Now, 70 per cent of large companies use AI to recommend products, offering precise suggestions based on users’ past behaviour. This personalisation improves the relevance of offers and increases conversion rates.

Customer experience

Today, 85 per cent of e-retailers use personalisation strategies. Recommendations based on user behaviour, purchase history and personal preferences have become commonplace.

This approach results in a 90 per cent customer satisfaction rate amongst companies investing in these technologies. Personalisation not only builds customer loyalty but also boosts sales by offering a tailored shopping experience.

Responsible e-commerce

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

These initiatives meet the growing consumer demand for environmentally friendly business practices and strengthen the brand image of companies committed to sustainability.

The challenges of e-commerce

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

Logistical and regulatory challenges

Returns management remains a major challenge for e-retailers, with an average return rate of 12 per cent for online purchases. This high rate leads to significant additional costs, including reverse logistics, the restocking of returned goods and the processing of refunds. To reduce this rate, it is crucial to provide accurate product descriptions, high-quality photos and clear size guides.

Regulations present another significant challenge. The protection of personal data, governed by the GDPR, imposes strict obligations on businesses regarding the collection, storage and processing of consumer data. Non-compliance can result in severe fines, making compliance essential but costly. Furthermore, tax rules, particularly those concerning VAT on cross-border sales, add a layer of administrative and financial complexity.

International competition

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

However, this competition is also driving French e-retailers to explore international markets. In 2024, online exports rose by 15 per cent, signalling significant growth potential. Companies are investing in internationalisation strategies, adapting their offerings and operations to meet the specific needs of foreign markets.

‍

Conclusion

E-commerce growth is expected to continue at a rate of 8–10 per cent per year over the coming years, driven by technological advances and changes in consumer behaviour. To capitalise on this growth, businesses must invest in technology, particularly artificial intelligence and augmented reality, to enhance the customer experience.

Furthermore, adopting sustainable practices is becoming crucial, in response to growing consumer demand for environmentally responsible products and services. Businesses must also remain agile and adapt quickly to new trends and regulations to maintain their competitiveness.