E-commerce kept up its strong growth in France during the first half year of 2012 continuing thepositive trend of the last years with sales increasing 22% year-on-year to €21.8 billion despite
the difficult economic situation, according to a survey by Fevad, the French distance-sellingassociation.During the first two quarters of 2012, French online sales increased by 24% and 21% respectivelywhich equals a combined growth of 22% for this year’s first six months.
During the second quarter, Fevad registered a decrease in the average amount spent onlinedropping 4% to €89 to the level of 2009. However, this was compensated by an increase in theshopping frequency.
New players continuously emerging on the market are important growth drivers for e-commerce inFrance by multiplying shopping opportunities for consumers, while increasing competition among themarket players, Fevad explained. Within one year, the number of active internet retailers rose by23% to 109,800 shops, which equals 20,300 new shopping sites.
According to the data collected from the main payment platforms, the number of card transactionsincreased strongly by 28% during the first half year of 2012. Based on the number of cyber-buyerswho confirmed to have shopped online during that period, this corresponds to 9 transactions perconsumer and €797 spent in the course of the first six months. This means that French citizens tendto shop more often via internet while spending less money on each purchase.
The study is based on information from 40 leading commercial websites participating in the Fevad/iCE panel and on information provided by the main payment services providers acting on behalf ofnearly 110,000 websites.
The sales of the iCE panel which enables measurement of growth of the leading sites on aconstant basis rose 6% during the second quarter following an even higher increase of 10% duringthe first one. For the first six months overall, this equals a sales increase of 8%, despite thegeneral decline in consumption of household appliances dropping 2.8% between January and June thisyear, according to the Bank of France. The turnover of the major sites represented in the panelaccounts for 29% of the overall online sales.
Online sales of clothes (fashion apparel) have grown especially strongly so far this year withan increase of 11% during the first half year and despite slower growth during the second quarterof 5% while the overall textile and clothing industry showed a decline of 3.7% during the sameperiod, according to Fevad.
The number of cyber-buyers who purchased clothes online in the first half of 2012 increased to44% from 43% in 2011. Especially shoes are increasingly bought via internet with nearly 1 in 5persons choosing this shopping channel which equals 19%, compared to 16% in 2011. Thereby, everyshopper spent €46 per purchase of clothes on average with more than four orders during thatperiod.
Marc Lolivier, Managing Director of Fevad, said: “Clothes belong to the second category of themost frequently purchased products online after cultural products. 25% of the shoppers even buy allof their clothes via internet.”
Sales to the general public excluding leisure/travel rose 7% during the first six months of 2012while e-tourism increased by 9%. The online travel agencies thus saw their turnover increase by 6%in the second quarter after a 12% rise during the first quarter. The growth of internet shoppingamong business customers remained at 9%.
According to the iCM panel (mobile commerce index) which represents sales via smartphones andother digital devices, mobile sales continue to grow exponentially reflecting the growing share ofmobile internet in e-commerce. Since the first quarter of 2011, the quarterly revenues of mobileinternet have been multiplied by 4 times.
