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France's Ecommerce Growth Slowed in Q1

Average order value dipped below €70

April 25, 2017 | Retail & Ecommerce

Business-to-consumer (B2C) ecommerce growth in France slowed to single digits in the first quarter of 2017 as a decline in average order value (AOV) negated an increase in the total number of purchases, according to data compiled by JDN (Le Journal du Net).

JDN’s figures, based on successful credit card payments reported by a panel of four online payment providers, show B2C ecommerce expanded by 8.5% in Q1 2017, down from both the 12.1% increase tallied in Q4 2016 and the 11.5% gain seen for 2016 overall. Historically, it was the smallest first-quarter increase tallied by JDN in the past 10 years.

February was particularly poor, with growth of just 4.9%—the lowest monthly gain ever recorded by JDN—compared with gains of 10.7% in January and 9.6% in March.

The quarterly decline coincided with a €2.73 dip in AOV vs. Q1 2016 and a €1.26 slide vs. 2016’s year-end average to €69.64 ($77.04). The result offset a 12.8% increase in the number of online purchases during the period. By comparison, the increase in the number of purchases for Q1 2016 was 19.3%.

France’s B2C ecommerce market has seen a steady decline in AOV since peaking at €93.1 (about $103) in 2010.

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