Retail Ecommerce in France: Europe's Third Largest Market Posts Steady Gains - eMarketer
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Retail Ecommerce in France: Europe's Third Largest Market Posts Steady Gains

eMarketer Report

By: eMarketer

Published: August 02, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

France is a smaller ecommerce market than either Germany or the UK. Yet retail ecommerce sales in the country will rise by more than $3 billion this year—an annual gain of nearly 9%—to reach an estimated $42.46 billion.

  • Total retail sales in France climbed by just 1.4% in 2016, eMarketer estimates. The country has been troubled by economic woes since the 2008 downturn, though the mood is more upbeat following the election of a new president, Emmanuel Macron, in May 2017.
  • Nearly 33 million people ages 14 and older in France will make a digital purchase this year, equating to 72.0% of internet users. The digital buyer penetration rate is rising by small increments annually, as most people who wish to buy online already do so.
  • Desktop and laptop PCs still account for most digital purchases, though smartphones in particular are increasingly involved in both shopping and buying behavior.
  • The most popular digital purchases in France include clothing and other fashion apparel. Amazon is the leading retail site, measured by unique monthly visitors.
  • As in other countries in Western Europe, the retail sector in France is being transformed at an astonishing rate—partly due to an increasing integration between online and offline processes, and the involvement of major global players such as Alibaba.

"Retail ecommerce sales in France will increase by nearly 9% in 2017, but will account for less than 7% of total retail sales."

Table of Contents

Retail Ecommerce in France: The eMarketer Forecast

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The Numbers in Context

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Trends to Watch

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20 charts are included in the full report:

Retail Ecommerce in France: Europe’s Third Largest Market Posts Steady Gains

Retail Ecommerce Sales in France, 2016-2021 (billions, % change and % of total retail sales)

Retail Ecommerce in France: The eMarketer Forecast

Retail Sales in France, 2016-2021 (billions and % change)

Retail Ecommerce Sales in France, 2016-2021 (billions, % change and % of total retail sales)

Digital Buyers and Penetration in France, 2016-2021 (millions, % of internet users and % of population)

The Numbers in Context

Retail Ecommerce Sales in Select Countries in Europe and North America, 2016 & 2017 (billions of € and % of total retail sales)

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

Retail Ecommerce Metrics in Select Countries in Europe and North America, 2017

Digital Buyers in Europe Who Make Digital Purchases Monthly, by Country, Oct 2016 (% of respondents)

Purchase Devices

Retail Ecommerce Order vs. Traffic Share in Select Countries, by Device, Q1 2017 (% of total)

Devices Used by Digital Buyers in France to Make Digital Purchases, Sep 2016 (% of respondents)

Retail Ecommerce Sales in Select Countries in Europe and North America, by Device, 2017 (billions of €)

Multidevice Share of Ecommerce Transactions in France, by Primary Device, Q4 2016 (% of total)

Top Retail Sites and Sectors

Top 10 Retail Sites in France, Ranked by Unique Visitors, Feb 2017 (millions)

Top 5 Retail Ecommerce Sites in France, Ranked by Total Media Ad Spending, 2016 (millions of € and % change)

Payment and Delivery Trends

Preferred Payment Method for Digital Purchases According to Digital Buyers in Europe, by Country, Oct 2016 (% of respondents)

Digital Buyers in the US and Select Countries in Western Europe Who Have Used Select Delivery/Fulfillment Methods for Digital Purchases, Sep 2016 (% of respondents)

Trends to Watch

Digital and In-Store Research/Purchase Behavior During Sales Periods According to Internet Users in France, by Product Category, Dec 2016 (% of respondents)

Digital Channels Used by Digital Buyers in France to Research Products/Services, July 2016 (% of respondents)

Retail Executives in Select Countries in Western Europe Who Believe Digitization of Physical Retail Stores Is Too Slow, Nov 2016 (% of respondents)