Where Do Digital Buyers in France Shop? - eMarketer

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Where Do Digital Buyers in France Shop?

Desktop and laptop users and smartphone users visit difference ecommerce sites—except for Amazon

October 7, 2016

There was only one ecommerce site popular among more than half of digital buyers in France, according to April 2016 research. And that site—digital retail giant Amazon—was also the only one among the top 10 that wasn’t based in France.

Leading B2C Ecommerce Sites Among Digital Buyers in France, April 2016 (% of respondents)

More than six in 10 digital buyers in the country who had made at least one digital purchase in the six months prior to the survey had shopped at Amazon, according to the Fédération du E-commerce et de la Vente à Distance (FEVAD) and Médiamétrie. In second place, Cdiscount.com was barely half as popular.

Just over a quarter of respondents cited shopping at Fnac and vente-privee.com. About one in five also named La Redoute as a leading B2C ecommerce site.

But when it comes to sites accessed via desktops and laptops vs. via smartphones, different sites are most frequented.

Top 5 B2C Ecommerce Sites in France Accessed via Desktop/Laptop vs. Smartphone, Ranked by Average Monthly Unique Visitors, Q2 2016

It’s no surprise that Amazon leads the way with all devices, with 15 million average monthly unique desktop and laptop unique visitors in Q2 and 10.4 million on mobile—in both cases, about 30% of internet users on the respective devices.

Meanwhile, while FEVAD reports that Cdiscount.com is third in sites visited on a smartphone, it’s second on desktops and laptops with nearly double the visitors—almost 23% of all desktop and laptop internet users, and only 14% of total smartphone internet users. On smartphones, Groupon beat it out.

In August 2016, eMarketer estimated that 58.6% of the population of France would make at least one digital purchase this year—quite low in Western Europe, compared to the UK’s 81.2% and Germany’s 67.3%.

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