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This article has been provided by Ecommerce Europe’s National Association: Fevad (France)
In 2024, French e-commerce continued its strong momentum, reaching a record €175.3 billion in online sales, a 9.6% increase compared to the previous year. This growth is mainly driven by a sharp rise in transaction volumes and the initial effects of slowing inflation.
Key figures for French e-commerce in 2024:
- Total online sales reached €175.3 billion, marking a 9.6% increase from 2023.
- Product sales rebounded by +6%, reaching €66.9 billion, returning to levels last seen in 2021.
- Sustained growth in the services sector (+12% YoY), totaling €108.4 billion.
- Stable average basket size at €68, supported by easing inflation and the expansion of low-price offerings.
- Acceleration in online transactions: 2.6 billion, up 10% year-on-year.
- Online buyers now make an average of one purchase per week, with an annual online spending total of €4,216.
E-commerce growth driven by easing inflation
While inflation played a major role in e-commerce growth in 2023, particularly in services and FMCG (fast-moving consumer goods), 2024 marks a genuine recovery in transaction volumes (+10% YoY), highlighting the sector’s strong momentum.
Although some consumers remain cautious due to the economic climate, lower inflation on essential spending and rising wages have encouraged greater online shopping, particularly in non-food convenience goods.
The combination of falling inflation and consumers’ search for better value, opting for cheaper products or channels, explains why the average basket remained stable (€68) over the past year and even declined in the product sales segment.
Product sales rebound, while services remain strong
After two years of slower growth, product sales have returned to their post-COVID peak, reaching €66.9 billion (+6%), driven by an unprecedented transaction volume (1.28 billion transactions, +11%). In 2024, e-commerce’s share of the total retail sector rose to 11%, further solidifying its place in consumer habits.
The services sector continued its upward trajectory, with 12% growth, reaching €108.4 billion. However, the inflation-driven surge in the average basket size seen in 2022 and 2023 is starting to slow, particularly in the travel and energy sectors.
The iCE100 panel, conducted by Fevad across approximately 100 leading e-commerce websites, confirms the positive trend seen in the 2024 E-Commerce Report, with stronger growth of +2% (compared to just +0.6% in 2023). The beauty sector remains a key growth driver (+4%), followed by leisure (sports, gardening, DIY) (+1%), while fashion remains stable. Travel & leisure continued to grow (+4%), although it no longer experiences the double-digit post-COVID expansion seen in previous years.
Online shopping is becoming more frequent and diverse
On average, each online buyer made more than one purchase per week, bringing the total annual online spend per buyer to €4,216 across products and services. With a maturing market and an increasingly diverse range of offerings, e-commerce continues to evolve, driven by innovative brands and shifting consumer behaviors. At the same time, the sector benefits from the ongoing digitalization of shopping habits.
Marc Lolivier, General Delegate of Fevad, commented: “The year 2024 marks a turning point for French e-commerce, with a return to dynamic growth driven by increased transaction volumes. This reflects the ever-growing role of online commerce in consumers’ daily lives. 2024 will also witness a rebalancing of growth between product and service sales.”
Methodology: The data collected by Fevad from merchant sites correspond to the following definitions:
- E-commerce index (iCE 100): Sales generated by the sites in the iCE 100 Panel landline and and mobile Internet, excluding cancellations, exchanges and returns, including shipping fees; including VAT for sales to individuals, excluding VAT for sales to professionals.
- Composition of the iCE 100 Panel: Over 100 sites: consumer products (100 sites), e-tourism (15 sites) and sales to professionals (20 sites).
- Composition of the PSP Panel: 8 secure payment platforms: Adyen, Lyra, Monetico Paiement, Monext, Paypal, Payplug, Verifone, Worldline.
- Global market estimate: The calculation of the global market estimate is based on data collected from iCE 100 panel sites, the value of electronic payments (excluding iCE 100 panel members) communicated by the service providers participating in the PSP panel and an estimate of offline payments (Fevad survey of iCE 100 merchants).
About Fevad: The Fédération du e-commerce et de la vente à distance (FEVAD) is a federation of over 800 companies. It is the representative organisation for the e-commerce sector in France. Fevad’s mission is to gather and disseminate information to improve knowledge of the sector and to promote the sustainable and ethical development of e-commerce in France. For more information: www.fevad.com / Follow us on X : @FevadActu and on LinkedIn
Press contact: Nathalie Laîné – Communications Manager
01 42 56 38 86 | nlaine@fevad.com