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Online Retailing - France - July 2019

Covered in this report

This report is designed to give an overview of the French online retail market. It looks at the market including forecasts for future developments, provides in-depth consumer analysis using our own data and has a section on the key players in the market including our company profiles.

For our consumer research this year we asked questions on the following topics:

  • Which products consumers have bought online in the last 12 months
  • The retailers used for online shopping in the last 12 months
  • Typical behaviours when shopping online
  • Membership of Amazon Prime

“Although online remains only a small part of total retail sales in France, it continues to grow in double figures each year. Most people now shop online, and it has become an integral part of the buying journey, whether that purchase is ultimately made in-store or online. Many of the large domestic retailers are strong online, and Amazon is slightly less dominant than in other countries. Home delivery in grocery is developing rapidly, and several new partnerships and services are to launch this year, ramping up the competition.”
– Natalie Macmillan, Senior European Retail Analyst

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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 (incl. VAT), 2013-24
              • Segmentation/what they buy online
                • Market drivers
                  • Broadband access
                    • Device ownership
                      • Online shopping
                        • Companies and brands
                          • Leading players
                            • Market shares
                              • Figure 2: France: leading online retailers’ estimated shares of all online sales, 2018
                            • The consumer
                              • What they buy online
                                • Figure 3: France: products bought online in the last 12 months, June 2019
                              • Where they shop online
                                • Figure 4: France: retailers shopped online in the last 12 months, by age and affluence, June 2019
                              • Online shopping behaviours
                                • Figure 5: France: consumer behaviours when shopping online, June 2019
                              • Membership of Amazon Prime
                                • Figure 6: France: membership of Amazon Prime, June 2019
                              • What we think
                              • Issues and Insights

                                • A unique format - le drive-piéton (pedestrian drive)
                                  • The facts
                                    • The implications
                                      • What are the implications of the Monoprix/Amazon partnership?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Economic outlook uncertain
                                              • Online grew 13% in 2018
                                                • Online spending by category
                                                  • Broadband access relatively low
                                                    • Smartphone ownership low in Europe
                                                    • Market Size

                                                      • The economy
                                                        • Online sales and forecasts
                                                          • Figure 7: France: online sales (incl. VAT), 2014-19
                                                          • Figure 8: France: forecast online sales, 2019-24
                                                        • More details from FEVAD
                                                          • Figure 9: France: online sales: selected retail categories, 2015-17
                                                        • Segmentation/what they buy online
                                                          • Figure 10: France: products bought online, June 2019
                                                        • Electricals
                                                          • Clothing
                                                            • Food & grocery
                                                              • DIY
                                                                • Beauty
                                                                  • Market drivers
                                                                    • Broadband access
                                                                      • Figure 11: France: broadband penetration as % all households, 2009-18
                                                                    • Device ownership
                                                                      • Figure 12: France: technology products personally owned, Q4 2018
                                                                    • Online shopping
                                                                      • Figure 13: France: percentage saying they have bought online in the last year, 2009-18
                                                                  • Companies and Brands – What You Need to Know

                                                                    • Amazon pulling ahead
                                                                      • Casino expanding on several fronts
                                                                        • Retailers diversifying
                                                                          • Leading three retailers capture 39% of online spending
                                                                          • Leading Players

                                                                            • Amazon extending its lead
                                                                              • Casino Group with several initiatives
                                                                                • With Amazon
                                                                                  • With Cdiscount
                                                                                    • With Ocado technology
                                                                                      • Diversification at Cdiscount
                                                                                        • Veepee – A new name for a diversified business
                                                                                          • La Redoute
                                                                                            • Fnac Darty
                                                                                              • Figure 14: France: leading online retailers, sales (excl. VAT), 2014-18
                                                                                          • Market Shares

                                                                                              • Figure 15: France: leading online retailers’ estimated shares of all online sales, 2018
                                                                                            • Website visitors
                                                                                              • Figure 16: France: top retail sites by number of unique visitors, Oct-Dec 2018
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Widespread engagement in online shopping
                                                                                              • Clothing bought most
                                                                                                • Amazon dominates
                                                                                                  • Most shoppers look for discounts and good prices
                                                                                                    • Under 20% are Prime members
                                                                                                    • What They Buy Online

                                                                                                      • Broad engagement
                                                                                                        • Over half shop for fashion
                                                                                                          • Figure 17: France: products bought online in the last 12 months, June 2019
                                                                                                          • Figure 18: France: products bought online in the last 12 months, by age and affluence, June 2019
                                                                                                      • Where They Shop Online

                                                                                                        • Amazon dominates
                                                                                                          • Figure 19: France: retailers shopped online in the last 12 months, June 2019
                                                                                                          • Figure 20: France: proportion of internet users who have shopped online in the last 12 months, by major retailer, 2015-19
                                                                                                        • Broad appeal of Amazon
                                                                                                          • Figure 21: France: retailers shopped online in the last 12 months, by age and affluence, June 2019
                                                                                                        • Online competitors
                                                                                                          • Figure 22: France: leading online retailers – Top five other retailers shopped at in last 12 months, June 2019
                                                                                                        • The French show lower usage of international retailers
                                                                                                          • Figure 23: Europe: comparison of usage of selected retailers, June 2019
                                                                                                        • Where they shop and what they bought
                                                                                                          • Figure 24: France: Amazon, relative strength by product, June 2019
                                                                                                          • Figure 25: France: Cdiscount, relative strength by product, June 2019
                                                                                                          • Figure 26: France: relative strength by product, hypermarkets and department stores, June 2019
                                                                                                      • Online Shopping Behaviours

                                                                                                          • Figure 27: France: online shopping behaviours, June 2019
                                                                                                          • Figure 28: France: online shopping behaviours by products purchased, deviation from the average, June 2019
                                                                                                      • Membership of Amazon Prime

                                                                                                        • Under 20% are Prime members
                                                                                                          • Figure 29: France: membership of Amazon Prime, June 2019
                                                                                                          • Figure 30: France: membership of Amazon Prime, June 2019
                                                                                                          • Figure 31: Europe: membership of Amazon Prime, June 2019
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Data sources
                                                                                                          • Amazon

                                                                                                              • What we think
                                                                                                                • Amazon: A Shopper’s Perspective – UK, January 2019
                                                                                                                  • Amazon in Europe
                                                                                                                    • How has it done it?
                                                                                                                      • Marketplace development
                                                                                                                        • Amazon Prime
                                                                                                                          • Dynamism
                                                                                                                            • Stores and online
                                                                                                                              • Food retailing
                                                                                                                                • Where next?
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 32: Amazon: consolidated sales by activity, 2018
                                                                                                                                    • Mintel estimates
                                                                                                                                      • GTV vs consolidated sales
                                                                                                                                        • Recent performance
                                                                                                                                          • Figure 33: Amazon Group: group financial performance, 2014-18
                                                                                                                                          • Figure 34: Amazon International: estimated retail sales performance, 2015-18
                                                                                                                                        • Retail offering
                                                                                                                                          • Consumer profile
                                                                                                                                            • Product mix
                                                                                                                                              • Figure 35: Amazon UK: estimated sales by product, 2017
                                                                                                                                            • Marketing
                                                                                                                                            • eBay

                                                                                                                                                • What we think
                                                                                                                                                  • Marketplace
                                                                                                                                                    • What eBay adds
                                                                                                                                                      • Is eBay mature?
                                                                                                                                                        • Where next?
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 36: eBay: group financial performance, 2014-18
                                                                                                                                                              • Figure 37: eBay: Group revenue by stream, 2018
                                                                                                                                                              • Figure 38: eBay: group Gross Merchandise Volume, 2014-18
                                                                                                                                                            • Retail offering
                                                                                                                                                            • Fnac Darty

                                                                                                                                                                • What we think
                                                                                                                                                                  • Expanding click-and-collect geographical coverage
                                                                                                                                                                    • Cash register free experience
                                                                                                                                                                      • Optimised online user experience
                                                                                                                                                                        • Voice-activated shopping through Google Assistant
                                                                                                                                                                          • Online sales boosted by rapid growth of "marketplaces"
                                                                                                                                                                            • Product diversification to establish a presence in new product growth categories
                                                                                                                                                                              • Company background
                                                                                                                                                                                • Company performance
                                                                                                                                                                                    • Figure 39: Fnac Darty: group financial performance, 2015-18
                                                                                                                                                                                    • Figure 40: Fnac Darty: outlet data, 2015-18
                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                  • Veepee (formerly Vente-Privée)

                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Name changes aims for consistency of branding and message
                                                                                                                                                                                          • Bizarre UK exit about-turn suggests lack of commitment
                                                                                                                                                                                            • Mobile continues to be the focus
                                                                                                                                                                                              • Further synergies possible
                                                                                                                                                                                                • Delivery pass impact hard to judge
                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                      • Figure 41: Vente Privée: group sales performance, 2014-18
                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                    • Zalando

                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                          • Direct delivery of goods through partnered stores
                                                                                                                                                                                                            • Expansion of loyalty scheme to strengthen relationship with customers
                                                                                                                                                                                                              • Virtual stylist to aid customers through the decision making process
                                                                                                                                                                                                                • Charging delivery fees to offset falling average order size and higher fulfilment costs
                                                                                                                                                                                                                  • Combatting ‘wardrobing’
                                                                                                                                                                                                                    • Eyeing growth through beauty
                                                                                                                                                                                                                      • In-home delivery service
                                                                                                                                                                                                                        • Tackling the problem of packaging waste
                                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                                              • Figure 42: Zalando: group financial performance, 2014-18
                                                                                                                                                                                                                              • Figure 43: Zalando: key metrics, 2015-Q1 2018
                                                                                                                                                                                                                            • Retail offering

                                                                                                                                                                                                                            Online Retailing - France - July 2019

                                                                                                                                                                                                                            £995.00 (Excl.Tax)