In France, Home Deliveries Are Preferred over In-Store Collection - eMarketer

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In France, Home Deliveries Are Preferred over In-Store Collection

Consumers in France also head online for holiday shopping

November 25, 2015

Most digital buyers in France prefer to have their purchases delivered to their home rather than collect them in-store, according to October 2015 research.

Preferred Delivery Methods Used for Digital Purchases According to Digital Buyers in France, Oct 2015 (% of respondents)

Médiamétrie//NetRatings surveyed more than 3,000 internet users ages 15 and older, on behalf of France’s Fédération de l’e-commerce et de la vente à distance (Fevad) . Some 81% of respondents said they preferred home delivery, while 67% favored collecting items from a pickup point. Almost one-third of digital buyers in France said they preferred to collect their purchases in-store.

The study also looked at consumers’ holiday purchase intentions. Nearly nine in 10 (87%) respondents said they would do at least some of their shopping online. That would translate to 38.4 million people across the country.

Some 85% of respondents planned to shop on a PC or laptop, and 56% planned to use a tablet—3 percentage points more than in 2014. Most dramatically, 37% aimed to shop on a mobile phone, compared with 24% in 2014. Moreover, 68% of web users polled said they would also purchase Christmas presents online. Nearly one-quarter (22%) planned to buy via tablet (a share unchanged since 2014), but one in 10 thought they would buy via mobile phone.

According to Fevad, this enthusiasm will lift digital spending in November and December this year to nearly €13 billion ($17.3 billion). As a result, online consumer spending is projected to reach €18.8 billion ($24.9 billion) in Q4 and €65 billion ($86.3 billion) for the whole of 2015—an annual gain of 14% compared with 2014.

At €199 ($264), the amount internet users expected to spend on digital platforms is also 14% higher than last year, and makes up 58% of the €341 ($452) average personal outlay planned for this holiday season.

Fevad noted that these projections take no account of the November 13 attacks in Paris. But it’s not hard to predict that concerns about danger in public places will likely boost digital buying. A large majority (68%) of those polled in late October said they shopped online to avoid crowds in stores; among those in higher socioeconomic groups, the percentage was even greater, at 76%. Of course lower prices appealed as well. More than half (59%) of all respondents cited this factor, as did 69% of those ages 25 to 34.

Fevad’s calculation that 68% of web users in France will buy online this holiday season aligns closely with eMarketer’s assessment of the expanding market. We predict that 71.8% of France’s internet users ages 14 and older will be digital buyers in 2016. That share will reach 73% in 2019.

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