This article has been provided by Ecommerce Europe’s national association in France: Fevad
Fevad presented the 2025 edition of “Key figures for e-commerce in France” at its general meeting on 3 July. This annual flagship publication provides a comprehensive overview of the sector based on data collected from major market players, consumer panels, and several partner research institutes. It draws on statistical analysis, consumer insights, and economic indicators to analyse the major trends shaping e-commerce in France and internationally.
E-commerce continues to grow
With €175.3 billion in sales and 2.6 billion transactions, e-commerce maintained its growth trajectory in 2024 and entered a new phase. As inflation eases, growth in the sector is now driven by volume rather than value alone. This renewed momentum has led Fevad to project that e-commerce will surpass €200 billion in revenue by 2026.
A sector embedded in the everyday lives of French consumers
E-commerce has become more ingrained in daily life than ever before. In 2024, 41.6 million French people made at least one online purchase, an increase of 2.2 million compared to 2023. This represents 73.3% of individuals over 15 years old, an unprecedented level that exceeds the European average.
Moreover, the pace of purchases is accelerating: 62 online transactions per buyer on average over the year, with a rising average spend of €4,216. This intensification is accompanied by a highly positive perception of the sector among French people: 83% of consumers believe e-commerce allows them to find products tailored to their needs, which confirms its role as a daily tool.
More responsible consumption
E-commerce is also responding to new expectations regarding environmental and social responsibility. Studies show a growing environmental awareness among consumers, along with a desire to reduce the impacts of their consumption. This is particularly evident in the increasing shift towards buying second-hand items, which has reached record levels in France In 2024, 51% of online shoppers bought at least one second-hand product, and 43% resold an item online, which highlights the growth of the circular economy. Similarly, consideration of brands’ CSR policies during purchase decisions continues to grow. By 2025, nearly one in four consumers reports a stronger tendency to boycott brands that fail to meet their environmental and social commitments, compared to 2024.
The sector’s societal commitment is also recognised: 55% of buyers believe e-commerce has increased transparency regarding the origin or composition of products. Finally, it plays a structuring role for local areas: 75% of rural residents find products online that are unavailable locally, highlighting its role in geographic inclusion.
A sector that recruits, innovates and exports
The dynamism of the sector is reflected in the increase in both the number of players and jobs. In 2024, the number of active online stores grew by 9%, with 153,000 websites recorded. This vitality supports employment: 212,000 e-commerce-related jobs were recorded, marking an 8% year-on-year increase.
Innovation remains a strong driver. By 2025, 82% of companies are already using generative AI, a figure significantly higher than the average for businesses, confirming that e-commerce remains one of the most innovative sectors.
Other priorities for industry players in 2025 include international expansion. 73% of French websites have a presence outside of France, reflecting a 4% increase compared to 2024. Furthermore, international development now tops the list of investment priorities. And projections for international growth remain exceptionally high.
A European and global dynamic
The growth of e-commerce extends beyond France. In 2024, the European market reached €661 billion, an increase of 9%, confirming a post-inflation rebound. The United States continues to progress with $1.19 trillion in revenue (+8%), accounting for 16.1% of the retail market.
China, for its part, remains in the lead with $1.791 trillion, representing 28% of global retail. In this global landscape, France holds a strong position: €66.9 billion in product sales, a 6% increase, driven by the growing influence of digital across all consumption sectors.
“E-commerce has become much more than simply a sales channel: it is a driver of growth, inclusion, and innovation. Every day, it makes life easier for millions of French people across the country. It is a sector that innovates, recruits, expands internationally, and takes its responsibilities seriously. Its growth, fueled by the commitment of businesses, reflects a solid and future-focused momentum. French e-commerce exudes confidence – and, above all, inspires confidence in the future,” says Marc Lolivier, Managing Director of Fevad.
About Fevad:
French Federation of e-commerce today federates more than 800 companies. It is the representative body of the e-commerce and distance selling sector. FEVAD’s mission is to collect and share information to help improve knowledge of the sector and to act for the sustainable and ethical development of distance selling and e-commerce in France. For more information: www.fevad.com / Follow us on X : @FevadActu and on LinkedIn.
Press contact: nlaine@fevad.com