2023
0
France Amazon: Creating an Ecosystem Market Report 2023
2023-03-09T03:06:42+00:00
OX1155473
2195
161239
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
"Amazon is the largest non-food retailer in France, but it is significantly less used by shoppers in that country than in the other markets in our research. There are many…

France Amazon: Creating an Ecosystem Market Report 2023

£ 2,195 (Excl.Tax)

Description

“Amazon is the largest non-food retailer in France, but it is significantly less used by shoppers in that country than in the other markets in our research. There are many reasons for this, not least the advanced state of the online market and the strength of local operators. It operates in a developed and competitive e-commerce sector, where the number of marketplaces is flourishing. Many of these have a focus on local or national businesses, often with an ethical slant. Our research found a common sentiment that there are downsides to shopping at Amazon including concerns about over-packaging and over the impact of shopping at Amazon on physical stores. As e-commerce rebalances post-pandemic, we’re likely to see online spending diffuse across more platforms and retailers, which may slow Amazon’s market share growth.”

– Natalie Macmillan, Senior European Retail Analyst, February 2023

This Report will look at the following areas:

  • The impact of the cost of living crisis on Amazon’s business
  • An overview of the global Amazon business, including revenues and performance of key business units
  • Amazon’s position within each market, including market share
  • A profile of Amazon shoppers, by key demographics
  • Products purchased via Amazon in the past year by key category
  • Amazon Prime membership, including a profile of members and services used
  • Attitudes to price and convenience of shopping with Amazon as well as ethical and environmental considerations of shopping with the business.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
          • Definitions and technical notes
            • Financial definitions
              • Consumer research coverage
              • Executive Summary

                  • Market context
                    • Inflation is the key concern for consumers and retailers alike
                      • France is an advanced digital economy
                        • Online spending is stabilising
                          • Figure 1: France: Estimated online spending (including VAT), 2017-22
                        • Marketplaces are driving growth
                          • Amazon: An overview
                            • Sales ease off after boost from pandemic
                              • Figure 2: Amazon, total global net sales, 2017-22
                            • Services now the heart of the business?
                              • Figure 3: breakdown of Amazon net sales by business segment, as a % of total sales, 2019-22
                            • Amazon in Europe
                              • Figure 4: Amazon Europe big 5: GTV (gross transactional sales, inc Marketplace) (excluding vat), 2020-22
                            • Amazon in France
                              • Sales decline after lockdown boom
                                • Figure 5: Amazon France: estimated net retail revenues and gross transaction values (GTV), 2018-22
                              • Amazon leads in the online channel
                                • Figure 6: France: leading online retailers’ estimated shares of all online spending, 2021
                              • The consumer
                                • Amazon usage is lower than in other countries
                                  • Figure 7: France: Amazon’s consumer penetration*, age, generation group and financial situation, 2022
                                  • Figure 8: France: products and services bought from Amazon in the last 12 months, by gender, 2022
                                • Prime membership is also lower than in the other countries
                                  • Figure 9: France: Amazon Prime membership and access, by selected demographics, 2022
                                • Amazon Prime services used
                                  • Figure 10: France: Amazon Prime services used, 2022
                                • Speed of delivery is the key draw for three quarters of Amazon shoppers
                                  • Figure 11: France: Attitudes towards Amazon’s price, convenience and range, 2022
                                • Conflicted shoppers
                                  • Figure 12: France: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
                              • Issues and insights

                                • How will the cost of living crisis affect Amazon in France?
                                  • Discretionary purchases under threat
                                    • Services outperform
                                      • The threat from the growth of marketplaces
                                        • Specialised marketplaces based on categories and positioning
                                          • Combined force of the independents
                                          • Amazon: An Overview

                                            • Growth slows as Amazon annualises COVID boost
                                              • Figure 13: Amazon, total global net sales, 2017-22
                                            • Profits hit record highs during the pandemic
                                                • Figure 14: Amazon profits, 2016-22
                                              • Services now the heart of the business?
                                                  • Figure 15: breakdown of Amazon net sales by business segment, as a % of total sales, 2019-22
                                                  • Figure 16: Amazon quarterly net sales growth, by business segment, 2020-22
                                                • Strong dollar weakens Amazon’s returns in Europe
                                                  • Figure 17: Geographic breakdown of Amazon revenues, 2019-22
                                                • Amazon in Europe
                                                  • Figure 18: Amazon Europe big 5: Net retail revenues, excluding. AWS, and GTV (gross transactional sales, including Marketplace) (excluding vat), 2017-22
                                              • Market drivers

                                                • The online market in France
                                                  • The market is rebalancing post-pandemic
                                                    • But 2022 declined year-on-year
                                                      • Figure 19: France: Estimated online spending (including VAT), 2017-22
                                                    • Clothing is the most popular category to buy online
                                                      • Figure 20: France: Where consumers are shopping, 2022
                                                    • Marketplaces are driving growth in the online sector
                                                      • Technology market drivers
                                                        • Smartphone ownership is over 90%
                                                          • Figure 21: France: Personal ownership of technology, 2021-22
                                                        • Shopping online with a smartphone has reached 62%
                                                          • Figure 22: France: smartphone activities, 2021-22
                                                        • Price and cost issues are key motivators for shopping online
                                                          • Figure 23: France: Important factors when shopping online, 2022
                                                        • Economic market drivers
                                                          • Inflation and the Ukraine conflict are holding back post-COVID recovery
                                                            • Figure 24: France: key economic projections, annual percentage change, 2019-25
                                                          • The conflict in Ukraine is hurting the French economy
                                                            • Inflation is the key concern for consumers and brands…
                                                              • But the French government has set a price shield on energy prices
                                                                • …which is continuing into 2023
                                                                  • Employment has held up well
                                                                    • Consumer spending power is reducing
                                                                      • Figure 25: France: Financial confidence trend data, 2022
                                                                      • Figure 26: France: Anticipated behaviour changes as a result of rising prices, 2022-23
                                                                  • Amazon: In the French market

                                                                      • Figure 27: Amazon France: estimated net sales and gross transaction values (GTV), 2017-22
                                                                      • Figure 28: France: Top 10 most visited e-commerce sites and applications in France, Q3 2022
                                                                    • …but faces strong competition
                                                                        • Figure 29: France: leading online retailers’ estimated shares of all online spending, 2021
                                                                      • Amazon’s operations in France
                                                                        • Amazon Prime in France
                                                                        • Who shops with Amazon?

                                                                            • Figure 30: France: Amazon’s consumer penetration*, 2022
                                                                          • Demographic profile of Amazon shoppers
                                                                            • Figure 31: France: Amazon’s consumer penetration*, by age, generation group and financial situation, 2022
                                                                        • Products purchased via Amazon

                                                                          • Electricals are the most shopped category
                                                                            • A third have shopped for fashion
                                                                              • Amazon Marketplace has broadened its offer
                                                                                • Figure 32: France: products and services purchased via Amazon in the past year, 2022
                                                                              • Gender differences in purchasing by product category
                                                                                • Figure 33: France: products and services bought from Amazon in the last 12 months, by gender, 2022
                                                                              • The more affluent shop most
                                                                                • Figure 34: France: products and services bought from Amazon in the last 12 months, by income bracket (Net monthly household income), 2022
                                                                                • Figure 35: France: products and services bought from Amazon in the last 12 months, by age group, 2022
                                                                            • Amazon Prime membership

                                                                              • Almost half have access to Prime services
                                                                                • Figure 36: France: Amazon Prime membership, 2022
                                                                              • Prime’s membership is heavily weighted toward younger consumers.
                                                                                • Figure 37: France: Amazon Prime membership and access, by selected demographics, 2022
                                                                              • Demographics of lapsed and non-Prime members
                                                                                • Figure 38: France: Amazon Prime membership and access, by age, children and financial and housing situation, 2022
                                                                              • Prime members shop more than non-members
                                                                                • Figure 39: France: Purchases made via Amazon in the past year, by prime membership status, 2022
                                                                            • Amazon Prime services used

                                                                              • Delivery is the most used service
                                                                                • Prime Video – an increasingly competitive sector
                                                                                  • A variety of less popular, but valuable services round out the offer
                                                                                    • Figure 40: France: Amazon Prime services used, 2022
                                                                                  • Potential with older members
                                                                                    • Figure 41: France: Amazon Prime services used, by age, 2022
                                                                                  • Prime service repertoires
                                                                                    • Figure 42: France: Amazon Prime services repertoires, 2022
                                                                                • Attitudes towards shopping with Amazon

                                                                                  • Speed of delivery motivates three quarters of Amazon shoppers
                                                                                    • Price
                                                                                      • Figure 43: France: Attitudes towards shopping with Amazon, price, convenience and range, 2022
                                                                                    • Ethical and environmental attitudes towards shopping with Amazon
                                                                                      • Meeting the consumer’s rising ethical and environmental demands
                                                                                        • Consumer concerns about working conditions
                                                                                          • Shoppers fear they may be contributing to physical store closures
                                                                                            • French retailers fight back
                                                                                              • The state protects the books market
                                                                                                • French Days – a rival to Black Friday
                                                                                                  • www.sauvonsnoscommercants.fr, (Let’s save our shopkeepers)
                                                                                                    • Shopping with a guilty conscience
                                                                                                      • Figure 44: France: Attitudes towards environmental and ethical concerns when shopping with Amazon, 2022
                                                                                                    • Attitudes vary according to Prime membership
                                                                                                      • Figure 45: France: Attitudes towards shopping with Amazon by Prime membership, 2022
                                                                                                  • Appendix – Data sources, consumer research methodology and abbreviations

                                                                                                    • Abbreviations
                                                                                                      • Consumer research methodology
                                                                                                        • Data sources

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