Average B2C Ecommerce Order Value Plummets in France - eMarketer
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Average B2C Ecommerce Order Value Plummets in France

But ecommerce sales have grown consistently year after year

January 19, 2017 | Retail & Ecommerce

The steady decline of average B2C ecommerce order value in France continues, according to a January 2017 report from Journal du Net (JDN). Since peaking in 2010 at €93.1 (about $103), average order values have fallen each consecutive year.

Average B2C Ecommerce Order Value in France, 2006-2016 (in €)

JDN's report indicates that the average B2C ecommerce order in France sank to about €71 (about $79), a drop of about €21 (about $23) since 2010.

However, a decline in average ecommerce order value doesn't necessarily mean that sales themselves have slowed—in fact, in this instance, it's the opposite. B2C ecommerce sales in France grew 11.5% from 2015 to 2016 according to the same JDN report.

Where do shoppers in France go to make B2C ecommerce purchases?

According to a Médiamétrie//NetRatings and Fédération du E-commerce et de la Vente á Distance (FEVAD) survey from Q2 2016, Amazon sees the most average monthly unique visitors in France, with a total of 15 million—31.6% of all internet users. Over 1.5 million daily unique shoppers visit the site per day.

Cdiscount.com saw the second-most monthly unique visitors, with 10.8 million visitors, which comes out to 22.8% of all internet users.

—Ben Clague

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