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Online Retailing - France - July 2018

 “Online retailing in France is generally at a medium stage of development, behind the countries of northern Europe, but ahead of those in the south. Amazon dominates, but less so than in most other countries, due to relatively strong propositions from domestic retailers.  The next area of growth will be home delivery of groceries. Amazon opened up the potential with Amazon Prime Now in Paris, and several other retailers have followed suit with express deliveries in the capital. But Casino recently signed a deal with Ocado and the Monoprix chain will launch its home delivery business in 2019, which will set the bar very high for its rivals. Carrefour is also investing heavily as part of its turnaround strategy and recently signed a deal with Google. We expect strong growth from this segment in the coming years.”

- Natalie Macmillan, Senior European Retail Analyst

This report will cover the following areas:

  • The future of online grocery in France
  • Can French retailers stand up to Amazon?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • The economy
              • Online sales
                • Figure 1: France: online sales (including VAT), 2011-23
              • Segmentation/What they buy online
                • Broadband access
                  • Device ownership and internet access
                    • Online shopping
                      • Leading players
                        • Key metrics
                          • Market shares
                            • Figure 2: France: leading online retailers’ shares of all online sales, 2017
                          • The consumer
                            • What they buy online
                              • Figure 3: France: products purchased online in the last 12 months, May 2018
                            • Where they shop online
                              • Figure 4: France: retailers bought from online in the last 12 months, May 2018
                            • Important features of online retailers
                              • Figure 5: France: important features of retailers when shopping online, May 2018
                            • Membership of Amazon Prime
                              • What we think
                              • Issues and Insights

                                • The future of online grocery in France
                                  • The facts
                                    • The implications
                                      • Can French retailers stand up to Amazon?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Economy recovering
                                              • Online stabilising
                                                • Electricals and clothing are biggest online markets
                                                  • Broadband access relatively low
                                                    • Accessing internet on smartphone increasingly common
                                                      • Two-thirds of French adults had bought online
                                                      • Market Size

                                                        • The economy
                                                          • Online sales and forecasts
                                                            • Figure 6: France: online sales (incl. VAT), 2013-18
                                                            • Figure 7: France: forecast online sales (incl VAT), 2018-23
                                                          • More details from FEVAD
                                                            • Segmentation/What they buy online
                                                              • Figure 8: France: products purchased online in the last 12 months, May 2018
                                                              • Figure 9: France: online sales: selected retail categories, 2015-16
                                                            • Grocery
                                                              • DIY
                                                                • Beauty and Personal Care
                                                                  • Electricals
                                                                    • Clothing
                                                                    • Market Drivers

                                                                      • Broadband access
                                                                        • Figure 10: France: broadband penetration, % all households, 2010-17
                                                                      • Device ownership and internet access
                                                                        • Figure 11: France: technology products personally owned, Q3 2017
                                                                        • Figure 12: France: devices used to access the internet in the last three months, Q3 2017
                                                                      • Online shopping
                                                                        • Figure 13: France: percentage saying they have bought online in the last year, 2008-17
                                                                    • Leading Players – What You Need to Know

                                                                      • The march of Amazon continues
                                                                        • Drive dominates grocery
                                                                          • Casino upping the ante
                                                                            • Carrefour is ambitious too
                                                                              • Physical/online tie-ups
                                                                                • Amazon takes 16.5% of the market
                                                                                • Leading Players

                                                                                  • Amazon continues to grow
                                                                                    • Local retailers fight back
                                                                                      • Drive dominates grocery
                                                                                        • Home delivery the next battleground
                                                                                          • Physical/online tie-ups
                                                                                            • Marketplaces
                                                                                              • Carrefour’s ambitions
                                                                                                  • Figure 14: France: leading online retailers, sales, 2015-17
                                                                                                • Website visitors
                                                                                                  • Figure 15: France: top retail sites by number of unique visitors, Jan-March 2018
                                                                                              • Market Shares

                                                                                                  • Figure 16: France: leading online retailers’ estimated shares of all online sales, 2017
                                                                                              • The Consumer – What You Need to Know

                                                                                                • Clothing the most shopped for online
                                                                                                  • Online-only retailers ahead
                                                                                                    • French shoppers want free returns and free delivery
                                                                                                      • Amazon Prime has room to grow
                                                                                                      • What They Buy Online

                                                                                                          • Figure 17: France: products purchased online in the last 12 months, May 2018
                                                                                                        • Broad spectrum shops online
                                                                                                          • Figure 18: France: profile of shoppers by products bought online in the last 12 months, May 2018
                                                                                                          • Figure 19: France: products purchased online in the last 12 months by gender, May 2018
                                                                                                      • Where They Shop Online?

                                                                                                        • Amazon dominates, but less than in other countries
                                                                                                          • Over half shop at store-based retailers
                                                                                                            • Grocers are popular
                                                                                                              • Figure 20: France: retailers bought from online in the last 12 months, May 2018
                                                                                                              • Figure 21: France: profile of shoppers by retailer bought from online in the last 12 months, May 2018
                                                                                                            • Where they shop and what they bought
                                                                                                              • Figure 22: France: Amazon vs Cdiscount: relative strength by product, May 2018
                                                                                                              • Figure 23: France: Fnac vs Darty: relative strength by product, May 2018
                                                                                                          • Important Features of Online Retailers

                                                                                                            • Freebies please
                                                                                                              • Click and collect
                                                                                                                • Figure 24: France: important features of retailers when shopping online, % agreeing “extremely important” May 2018
                                                                                                              • Important features by what they buy
                                                                                                                • Free delivery and returns especially important for clothing shoppers
                                                                                                                  • Figure 25: France: extremely important features of online retailers, fashion shoppers compared to the average, May 2018
                                                                                                                • For grocery free delivery and low prices are extremely important.
                                                                                                                  • Figure 26: France: extremely important features of online retailers, grocery shoppers compared to the average, May 2018
                                                                                                                • Price more important for shoppers of goods for the home
                                                                                                                  • Figure 27: France: online shoppers describing ‘low prices’ as an ‘extremely important’ feature of an online retailer, percentage point difference from the average, May 2018
                                                                                                                  • Figure 28: France: online shoppers describing ‘a wide range of products’ as an ‘extremely important’ feature of an online retailer, percentage point difference from the average, May 2018
                                                                                                              • Membership of Amazon Prime

                                                                                                                • Lowest membership of the big five countries
                                                                                                                  • Figure 29: France: membership of Amazon Prime, May 2018
                                                                                                                • Young men most likely to be Prime members
                                                                                                                  • Figure 30: France: current members of Amazon Prime, by age and gender, May 2018
                                                                                                              • Amazon.com

                                                                                                                  • What we think
                                                                                                                    • Geographical expansion
                                                                                                                      • Prime
                                                                                                                        • Marketplace
                                                                                                                          • AWS
                                                                                                                            • Profitability
                                                                                                                              • What next?
                                                                                                                                • Food
                                                                                                                                  • Clothing
                                                                                                                                    • Electricals and others
                                                                                                                                      • Company background
                                                                                                                                        • Company performance
                                                                                                                                          • Published sales and total sales volumes
                                                                                                                                              • Figure 31: Amazon: sales breakdown by source of income, 2015-17
                                                                                                                                              • Figure 32: Amazon: sales breakdown by source of income, 2017
                                                                                                                                            • First quarter 2018
                                                                                                                                              • Gross merchandise volume (GMV)
                                                                                                                                                  • Figure 33: Amazon: estimated group gross merchandise volume, 2015-17
                                                                                                                                                • GMV by country
                                                                                                                                                  • Figure 34: Amazon.com Inc: group financial performance, 2013-17
                                                                                                                                                • UK sales by product
                                                                                                                                                  • Figure 35: Amazon UK: estimated sales by product, 2017
                                                                                                                                                • Retail offering
                                                                                                                                                • Cdiscount

                                                                                                                                                    • What we think
                                                                                                                                                      • M-commerce: still room for growth
                                                                                                                                                        • Stepping up on fulfilment
                                                                                                                                                          • Product range extension boosts home and family and leisure segments
                                                                                                                                                            • Innovation at the heart of Cdiscount’s strategy
                                                                                                                                                              • Let’s get phygital…
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 36: Cdiscount: group financial performance, 2013-17
                                                                                                                                                                  • Retail offering
                                                                                                                                                                  • eBay

                                                                                                                                                                      • What we think
                                                                                                                                                                        • Marketplace
                                                                                                                                                                          • No longer a fast-growing business
                                                                                                                                                                            • Progress in 2017
                                                                                                                                                                              • Shortcomings vs Amazon
                                                                                                                                                                                • What next?
                                                                                                                                                                                  • Company background
                                                                                                                                                                                    • Company performance
                                                                                                                                                                                      • Figure 37: eBay: group gross merchandise volume, 2013-17
                                                                                                                                                                                      • Figure 38: eBay: major markets, estimated growth in GMV in local currency, 2014-17
                                                                                                                                                                                      • Figure 39: eBay Europe: sales, excluding VAT, 2015-17
                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                    • Fnac Darty

                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Integrating e-commerce platform with Google voice assistant
                                                                                                                                                                                            • Immediate access to installation and troubleshooting support
                                                                                                                                                                                              • Strategic collaborations to strengthen product and pricing proposition
                                                                                                                                                                                                • Capitalising on smartphone popularity to push audio books
                                                                                                                                                                                                  • Making store collection and home delivery more convenient
                                                                                                                                                                                                    • French ‘Black Friday’
                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                            • Figure 40: Fnac Darty: pro-forma group financial performance, 2015-17
                                                                                                                                                                                                            • Figure 41: Fnac Darty: pro-forma store network, 2015-17
                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                          • Vente-privée

                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                • Priority must be to digest acquisitions
                                                                                                                                                                                                                  • Mobile commerce increases in importance
                                                                                                                                                                                                                    • Delivery pass and marketplace launches aim to further increase appeal
                                                                                                                                                                                                                      • Investment in innovation driving growth
                                                                                                                                                                                                                        • A growing contribution from entertainment
                                                                                                                                                                                                                          • Potential clouds on the horizon?
                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                • Figure 42: Vente-privée: group sales performance, 2013-17
                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                              • Appendix: Data sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                  • Data sources

                                                                                                                                                                                                                                  Online Retailing - France - July 2018

                                                                                                                                                                                                                                  £995.00 (Excl.Tax)