Retail Mcommerce in France: Mobile Buying Is Taking Off, but Sales Remain Modest - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Retail Mcommerce in France: Mobile Buying Is Taking Off, but Sales Remain Modest

eMarketer Report

By: eMarketer

Published: February 23, 2017

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

Executive Summary

Mobile shopping and buying have risen dramatically in France, and mobile orders will contribute more than a quarter of digital retail sales in 2017.

  • Retail mcommerce sales in France rose by 34.2% in 2016, to $8.75 billion, eMarketer estimates. That represented just 1.4% of total retail sales, however.
  • Levels of mobile shopping and buying are lower in France than in Germany or the UK.
  • Smartphones are the key device for many of France’s mobile buyers. According to Adobe, retailers’ website revenues traceable to smartphones more than doubled between Q2 2015 and Q2 2016—one of the highest growth rates in Europe.
  • The average basket size for mobile purchases appears to be falling, but more frequent purchases have more than compensated for that decline.
  • As in other markets in Western Europe, clothing and accessories was a top retail purchase category among mobile buyers in France. Books and DVDs, consumer electronics and home appliances were also among the most popular buys.

"Retail mcommerce sales in France—excluding travel and ticket sales—will climb more than 28% in 2017, to $11.22 billion, and pass $17.5 billion in 2020. But even then, mobile will account for less than 3% of all retail sales."

Table of Contents

Retail Mcommerce Sales

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Mobile Shoppers and Buyers

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Looking Ahead

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

22 charts are included in the full report:

Retail Mcommerce in France: Mobile Buying Is Taking Off, but Sales Remain Modest

Retail Mcommerce Sales in France, 2015-2020 (billions, % change and % of retail ecommerce sales)

Retail Mcommerce Sales

Retail Mcommerce Sales in France, 2015-2020

Retail Mcommerce in Context

Mcommerce Sales in France, Germany and the UK, 2017

Key Trends

Mobile Phone Users in Select Countries Who Use Their Mobile Phone to Browse Shopping Sites/Apps, by Frequency, 2016 (% of respondents)

Retail Ecommerce Order vs. Traffic Share in Select Countries, by Device, Q3 2016 (% of total)

Mcommerce Transaction Share Among Digital Retailers in Select Countries in Western Europe, Q2 2015, Q4 2015 & Q2 2016 (% of total ecommerce transactions)

Frequency with Which Digital Buyers in France Purchase Products/Services via Select Channels, July 2016 (% of respondents)

Holiday Season* Retail Mcommerce Visits vs. Sales Share in Select Countries, 2016 (% of total ecommerce visits and % of total ecommerce sales)

Retail Ecommerce Website Traffic vs. Revenue Share in France, Germany and the UK, by Device, Q2 2016 (% of total)

Christmas Retail Ecommerce Sales in North America and Select Countries in Western Europe, by Device, 2016 (billions of € and % change)

Top Mcommerce Sites and Product Sectors

Top 5 Mcommerce Sites in France, Ranked by Average Monthly Unique Visitors, Q4 2016

Product Categories Purchased via Smartphone Among Digital Buyers in France, June 2016 (% of respondents)

Average Fashion Retail Ecommerce Order Value in Select Countries/Regions in Western Europe, by Device, H1 2016

The Role of OS

B2C Mcommerce Sales Share in Select Countries in Europe, by OS, H1 2016 (% of total on zanox's platform)

Mobile Shoppers and Buyers

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

Mobile Buyers

Smartphone Mcommerce Buyer Penetration in the EU-5, 3 months ending April 2016 (% of smartphone users)

Mcommerce Buyer Penetration in Select Countries/Regions in Europe, Spring 2016 (% of population)

Mobile Device Owners in Select Countries Who Have Made a Mobile Purchase, April 2016 (% of respondents)

Devices Used for Digital Purchases by Digital Buyers in Select Countries in Western Europe, May 2016 (% of respondents)

Retail Apps vs. Mobile Websites

Smartphone Mcommerce Buyers in the EU-5 Who Make Purchases via App vs. Browser, April 2016 (% of total in each group)

Locations Where Mobile Buyers Purchase

Locations Where Smartphone Buyers in France Make Purchases via Smartphone, May 2016 (% of respondents)

Mobile Wallets Make Slow Progress

Mobile Buyers in Select Countries Who Have Used a Mobile Wallet to Pay for Products/Services Purchased via Mobile Device, Aug 2016 (% of respondents)