E-commerce in France bears the brunt of the current crisis context (inflation, rising energy costs, environmental economic instability). On the other hand, the online turnover achieved for home appliances is still much higher than the levels recorded before the Covid-19 pandemic, according to A study published Thursday, November 17, by the Federation of Electronic Commerce and Distance Selling (VIVAD) in partnership with GfK. “At the end of September 2022, the household equipment market recorded €26.7 billion in revenue over 12 months, all channels, with a slight decrease (-0.4% compared to the same period 2020-2021). A new fact: the electronic channel recorded an even greater decrease (-14.7% during 12 months) for the first time since its development. However, the Internet turnover of the home equipment markets reached 6.5 billion euros, excluding markets “explains Vivad, which corresponds to an increase of 31% compared to the amounts recorded at the end of September 2019.
Although e-commerce was low in the first half of the year – it accounts for €1 in every four spent on household equipment – we expect a pick-up towards the end of the year, with the big Black Friday event and the end-of-year festivities, especially since , as noted by Fevad and GfK, the “The French have dramatically changed their habits by shifting most of their year-end purchases to Black Friday, since 2019”. 70% of online shoppers intend to participate in this online trade event, which particularly affects people under 50 (80% intend to participate) and urbanites (75% intend to participate), according to the survey conducted by Toluna Harris Interactive. In partnership with Fevad (a sample of 1,033 people representing Internet users aged 15 and over).
disturbed consumption habits
These consumer habits have already changed, as the French prefer online purchases of high-end computer products, smartphones and vacuum cleaners. Of course, e-commerce is still associated with “good deals” and considered to make these promotions easier to access, the study continues. French days and Black Friday remain the main dates to access these offers online.
Another important point is access to refurbished products. “The Internet has a very strong position in the flea market.”says Christophe Lauer, GfK Consumer Intelligence Consultant. The percentage ranges from over 40% for used TV purchases to over 60% for ‘kitchen friendly’ home appliances or a used smartphone. “Online preference is stronger for purchasing refurbished equipment”defines Christophe Lauer. “In the lead are smartphones, laptops and tablets, from which consumers make up to two-thirds of their purchases through specialized, public or private selling sites.” And at Christmas, one in two internet users say they’re ready to give one or more second-hand gifts, according to a Toluna Harris Interactive survey. Even 30% of respondents said they would rather receive a used product than a new one as a Christmas gift.
Universal brakes
in Another global study this timealso unveiled on November 17, expects GfK “Slowdown in the worldwide household equipment market with an estimated decline of -5 to -6% compared to 2021”.
For GfK, both the TV and PC worlds showed a 6% decrease in sales at the end of August 2022 compared to last year. It will therefore be necessary to anticipate promotions, especially for more accessible products. “Demand for high-end computer products has remained stable and has therefore been largely excluded from discount offerings.” Black Friday should not be an exception. “In the period of year-end promotions, products for which demand has been particularly weak in recent months should offer the largest discounts. This will be especially true for consumer supply, given the stable demand for premium products.”Norbert Herzog, GfK Home Equipment Expert, predicts.
Survey methodology: Toluna Harris Interactive, in partnership with Fevad, conducted an online survey from 28 October to 2 November 2022 with a sample of 1,033 people representing French people aged 15 and over. The quota method was applied to the following variables: gender, age, socio-professional group, region, and the size of the urban area of the interviewee.