Covid-19, Modifying Factor in the Internet Market
It’s a quote from the Microsoft CEO who spoke about the effects of the pandemic in its early stages. We are in the spring of 2020 and Satya Nadella is already giving her impressions: “We have seen two years of digital transformation in two months. Analysis without appeal, which is confirmed as long as the virus lasts. way of consuming the French Radically changed in 20 years, has undergone changes over the past 10 years and is still upside down for two years. For this last period, the correlation is simple: the growth of e-commerce is linked to the growth of Covid.
This is reflected in a few key figures: 40% of French buyers have increased their online purchases since the start of the pandemic. Also, people between the ages of 26 and 35 are those who say they have changed their habits the most (54%), and have resorted to e-commerce more.
Who benefits from the virus?
A number that sets the stage for answering this question: 43% of respondents said they buy more on Amazon than before the pandemic; 25% off on other e-commerce sites. In other words, the leaders of the online market have strengthened their position, at the expense of small traders and producers who have lost their feathers.
The general state of the online market
If the epidemic has changed the consumption pattern of the French, it is time to evaluate our consumption patterns, whatever the reasons, Covid or not.
First of all, what do people buy the most online? The higher product category is fashion. Clothes, shoes, accessories, etc. : This is the “e-commerce background” of online sales. While some people are still reluctant to shop online, especially because they cannot try on their pants, blouses or shoes or ask for advice, this habit has now been adopted by most consumers: knowledge of the product and the market has given confidence (this brand is small or Great, another one that offers this kind of cut), and a simplified product return system allows us buyers, as in stores, to reconsider our selection and return or exchange the product. In second place is the beauty and health sector, as well as the games, games and leisure sector.
Whatever the purpose of online shopping, the figure reminds us that the global leader in e-commerce is likely to remain so for a long time. On which site or platform do French consumers go to search for products? 14% of respondents know where to go and go directly to the target brand’s website; 28% turn to search engines and allow themselves to be guided by the results; 47% of the French consult Amazon.fr directly, a reference site and more than ever the leader in this field.