Online commerce in France crossed the “historic milestone” of 100 billion euros in 2019, thanks to a sharp increase of more than 11%, an amount that includes both sales of services and products, announces Wednesday the federation of the sector.
“Total internet sales in France in 2019 amounted to 103.4 billion euros (…) Despite a slowdown in growth observed in the last quarter, the increase in turnover reached 11.6 % compared to 2018 “, specifies in a press release the Federation of e-commerce and distance selling (Fevad).
In 10 years, underlines Fevad, sales of products and services on the internet have quadrupled.
However, she specifies, “product sales still represent today only 10% on average of all retail trade, against 90% of sales which are still made in stores.”
Over the past 12 months, more than 1.7 billion transactions have been recorded by e-commerce sites, which corresponds to an annual increase of 15.7%, adds the Federation.
Lower average basket
This increase is accompanied, as has been the case for several quarters, by a drop in the average basket, which falls below the 60 euros mark, “which is the lowest level ever observed” according to Fevad.
In addition, “online shoppers are in the midst of an ecological transition”, underlines the general delegate of Fevad, Marc Lolivier: according to a survey carried out by Médiamétrie, 53% of them say they take the environment into consideration when shopping online. and 45% of them have already bought a circular economy product on the internet.
The online offer continues to expand with more than 190,000 identified merchant sites, an increase of 15% over one year.
In addition, it is estimated that more than half of the sales of products on the Internet are made by sign sites which also have stores.
“On average, an e-commerce site allows a 14% increase in store turnover for a merchant who uses both channels simultaneously”, underlines a study by the company Oxatis, carried out with the Kedge research center Business School.
Finally, for 2020, Fevad anticipates a level of growth comparable to that of 2019: “e-commerce sites should achieve a turnover of 115 billion euros and nearly 2 billion transactions”, estimates t -she.