After record years in 2020 and 2021 for all forms of e-commerce, online purchases now account for 11.3% of mass consumption purchases and home delivery continues, fueled by food. In Paris, this “fast commerce” has become part of consumer habits and already accounts for 1 euro out of 4 from home delivery.
E-commerce and food delivery, which were expected to be the big winners of the pandemic, are still asserting themselves a little more in our consumption habits according to NielsenIQ-Fevad numbers, which reveal the performance of selling consumer products online. . After a record year in 2020, e-commerce has already continued to grow across Europe, with double-digit growth recorded in Italy (+23%), in Spain (+16%) but also in the two most advanced countries in the region, the Kingdom United States (+12%) and France (+11%). Within France, it was therefore able to retain families recruited in the first year of the pandemic because among the new food e-commerce customers in 2020, 58% (ie 3.3 million households) returned to buy online in 2021. And 69% of them are above Fifty! ” With the health crisis, many French consumers have discovered food e-commerce in 2020 and remain loyal to it in 2021. PGC’s sales growth has been astounding with 58% growth in three years ». ” The pandemic has accelerated the digitization of stores and has reached a milestone. After the drive up, home delivery prevail »
Food delivery nibbles out market share, down slightly in 2022
Because in food e-commerce, not all universes have shown the same trends since the start of 2022. Thus, driving through, which accounts for 90% of online commerce according to NielsenIQ, marks the time with sales down 5% compared to the previous year (-5 %). However, this must be kept in mind given the “exceptional” performance recorded last year and the health restriction measures in place at the beginning of 2021. Thus, in both urban and rural areas, commuting by car is still much larger than its share for 2020 with a significant decline in the market , in large urban areas, especially in Ile-de-France. The fact remains that delivery keeps coming up again and again, with an additional +10% sales since January.
Express commerce, a new form of e-commerce for homes
The results of the study also insist on the progress of “fast commerce” that is gradually expanding its territory, thanks to the creation of “dark warehouses” (small warehouses) that make it possible to deliver more families with a guarantee of delivery in 10 or 15 minutes. NielsenIQ TradeDimensions now lists 145 darkroom stores in France, led by Getir (33), Cajoo (27), and Flink (25), especially in Ile-de-France. Within the framework of food product delivery, 12% of sales are now generated by express trade companies in France, along with other delivery platforms, provided by major supermarkets and hypermarkets (48%), pure players (26%) and workers In home meal delivery such as Uber Eats and Deliveroo (14%). However, performance is highly mixed according to geographical regions with a record in Paris where express trade already accounts for 24% of the food home delivery market (and up to 39% among those under 28!). ” “If delivery is similar to other public circles, express commerce with its younger clientele, is like a truly integrated circuit, responding to a local mission and special occasions: breakfast, aperitif, a last-minute meal …‘,” states Sarah Duchazeaubeneix, Director of International Clients, NielsenIQ.
Will a price war break out?
Thus the analysis of the e-commerce basket clearly reveals these peculiarities. ” While delivery generally offers “baskets” consisting of typical groceries such as dairy products, meat products, and groceries, express trade places the spotlight on fruits, vegetables, meal ingredients, etc. with an average ticket of €21.40 NielsenIQ says. This figure should be compared to the average ticket price of 113.50 euros for the delivery of an order from a supermarket chain. Thus, the profitability of fast traders will be determined not only by the frequency of purchases, but also by the size of the average basket. Meanwhile, at the end of the year, Sarah Duchazeaubeneix is optimistic about e-commerce : “E-commerce food sales should again hit records this year, with an increase of close to +2% over the entire year.” But with legitimate questions in light of the international context, which weakens expectations. “The level of inflation in particular will have its role, with increased competition from discount stores”.