Return to normal growth, but based on the high level obtained during the pandemic. During a recent press conference, the Federation of E-Commerce and Distance Selling (750 members), presented the market figures for the first quarter of 2022. In total, during this period, the turnover amounted to 32.5 billion euros, an increase of 11.8% compared to 2021. In terms of content , the situation is normal. “During the crisis, the growth of products took over and compensated for the decline in services. Today, it is the latter that is driving the market higherExplains Marc Loulivier, Delegate General of the FIFAD.
In the first quarter of 2022, product sales slowed (-12%, compared to 2021, but +15% compared to 2020), while services experienced a strong recovery (+43%, compared to 2021), and the majority (56%) of turnover became ). In particular, with a staggering 140% growth,The flight is picking up (…) We are back to the level of 2019. The delay has been compensated”, notes Marc Loulivier. Regarding other sectors, B to C saw a decrease of 15% in sales, but their level is still 20% higher compared to the pre-Covid period. As for B to B, it recorded +19.6%, after The already booming 2021.
As a result of this development, the average volume of purchases increased (+6% in one year) to reach 62 euros. The other consequence is the growth of mobile commerce, which is fully benefiting from the recovery in services (+14%). Right now, almost half of online sales are made via mobile phone or tablet. By product, the big winners are furniture (+20% compared to 2019), beauty hygiene (+37%) and, above all, food (+58%). Another evolution, my linear one, this evolution,”Supply continues to growAdds Marc L’Olive.
The number of commercial sites increased by 11% in the first quarter of 2022. There are 196,700 sites after a development similar to that of the previous two years. Among them, physical store brands and pure players coexist. “We see that the acceleration of store digitization, a direct impact of Covid, has generated real momentum: even after stores reopened, online sales of brands remained high.Marc L’Ollivier notes. In general, a decisive step has been taken to confront the epidemic. “E-commerce has not returned to the activity level of 2019, but has reached a higher level. We believe that these new buying habits have taken root among the Frenchhe explains.
Food, new conquest land
The note is particularly clear for food, which has become a new invasion ground for e-commerce. According to Médiamétrie, 42.7 million online shoppers in France have developed and maintained new practices during the pandemic. “to meOver the past 12 months, 60% of internet users have made at least one purchase of food products online“, reveals Xavier Lemuet, Director of Principal Surveys at Médiamétrie. At the moment, the image of these buyers remains above all for assets between the ages of 25 and 49. It is the supermarket chains that mainly benefit from these purchases chosen by 42% of Internet users In second place are pure gamers (28%), followed by anti-waste applications (17%).
In addition, many other related solutions and practices are emerging: applications or short-circuit applications to connect with local businesses, applications that offer recipe baskets, specialized membership sites, or even fast commerce, these services that provide deliveries in less than 15 minutes… These shows seem to have different growth potential. Thus, anti-waste applications look particularly promising: 44% of Internet users have already heard of such solutions that allow them to purchase products at lower prices than merchants. But only 14% of Internet users are aware of the existence of applications related to domestic commerce.
The figure is also rather low for express trade (24%), a level that can probably be explained by the limited distribution of this supply, which is restricted to large cities. Still in food, another practice that has prevailed during the pandemic is home delivery of meals. This primarily concerns young workers and students living in large cities. However, over the past 12 months, 42% of Internet users have used it, and its use is becoming increasingly intensive. “More than half of users use it at least once a monthsays Xavier Lemuet.
Will the French’s appetite for online food shopping be confirmed? The role that inflation will play – already close to 4% in April for these products, according to INSEE – will also factor heavily into the equation. Already, according to Médiamétrie, 60% of internet users believe that their (total) food budget has increased. Half of them increased their online purchases. Among the reasons cited are the control of the budget, the ease of finding promotions … But 19% of Internet users restricted their online purchases, an approach they explain, in particular, by the level of prices. It is possible for those buyers to refer to those who offer the discount, such as Aldi. In short, the behaviors diverge, butAll these motives are related to purchasing powerMarc L’Olivelier points out.