Return to normal growth, but based on the high level obtained during the pandemic. During a recent press conference, the Consortium for E-Commerce and Distance Selling (750 members), presented market figures for the first quarter of 2022. In total, during this period, the trading volume amounted to 32.5 billion euros, an increase of 11.8% compared to 2021. In terms of content , the situation is normal. “During the crisis, product growth dominated and compensated for the decline in services. Today, it is the latter that is driving the market higher‘,” explains Marc Levier, delegate general of the FAIFAD.
In the first quarter of 2022, product sales slowed down (-12%, compared to 2021, but +15% compared to 2020), while services experienced a strong recovery (+43% compared to 2021), and the majority (56%) of turnover became ). In particular, with a staggering 140% growth,”The flight is bouncing (…) We are back to the level of 2019. The delay has been compensated”, notes Marc Lévier. Regarding other sectors, B to C saw a 15% drop in sales, but its level is still 20% higher compared to the pre-Covid period. As for B to B, it recorded +19.6% a year later. 2021 is already booming.
As a result of this development, the average volume of purchases increased (+6% in one year) to 62 euros. The other result is the growth of mobile commerce, which is taking full advantage of the recovery in services (+14%). Currently, nearly half of all online sales are made via mobile phone or tablet. By product, the big winners are furniture (+20% compared to 2019), cosmetic hygiene (+37%), and most of all, food (+58%). Another twist, linear, this evolution,”Supply continues to growMarc Levier adds.
The number of commercial sites increased by 11% in the first quarter of 2022. There are 1967,00 sites after a similar development to the development of the previous two years. Among them, the brands of physical stores and purely gamers coexist. “We see that the acceleration of the digitization of stores, a direct impact of Covid, has generated real momentum: even after the reopening of stores, online sales for retailers remained highNotes Marc Levier. In general, a decisive step has been taken to confront the epidemic. “E-commerce has not returned to the level of activity of 2019, but has reached a higher level. We believe that these new buying habits have taken root among the French‘, he explains.
Food, the new land of conquest
The result is particularly evident with regard to food, which has become a new invasion ground for e-commerce. 42.7 million online shoppers in France, according to Médiamétrie, have developed and maintained new practices during the pandemic. “to meOver the past 12 months, 60% of Internet users have made at least one purchase of food products online‘, reveals Xavier Lemuet, Director of Principal Surveys at Médiamétrie. At the moment, the image of these buyers remains above all for assets aged 25-49 years. It is the supermarket chains that benefit primarily from these purchases, which are chosen by 42% Of netizens, pure players come in second place (28%), followed by anti-waste apps (17%).
Additionally, many other related solutions and practices are emerging: short circuit apps or apps to connect with local businesses, apps that offer recipe baskets, niche membership sites, or even express commerce, these services that offer deliveries in less than 15 minutes… These shows seem to have different growth potential. Thus, anti-waste applications look particularly promising: 44% of Internet users have already heard of such solutions that allow them to purchase products at lower prices from merchants. But only 14% of Internet users are aware of the existence of applications related to local commerce.
This number is also low for express trade (24%), a level which is probably explained by the limited distribution of this offer, which is limited to large cities. Still in Food, another practice that has prevailed during the pandemic, is home meal delivery. It primarily concerns young workers and students residing in large cities. However, over the past 12 months, 42% of Internet users have used it, and its use is becoming increasingly intense. “More than half of users use it at least once a monthXavier Lemuet says.
Will the French’s appetite for online food purchases be confirmed? The role that inflation — already nearly 4% in April for these products, according to INSEE — will have a big impact in the equation. According to Médiamétrie, 60% of Internet users already believe that their (total) food budget has increased. Half of them increased their online purchases. Among the reasons cited are budget control, ease of finding promotions … But 19% of Internet users have restricted their online purchases, an approach they explain, in particular, with the level of prices. These buyers may refer to those offered by the discount, such as Aldi. In short, behaviors diverge, but”All of these motives are related to purchasing powerMark Levier points out.