Internet sales remain, year after year, on an upward trend. In 2023, according to the e-commerce report published by Fevad, the market represented 159.9 billion euros in turnover. Growth thus stands at 10.5%.
There is also an increase in the number of transactions (+4.9%) and the amount of the average basket (+5.4%). This assessment could suggest growth without nuance and without the slightest break.
Consumer arbitrations take place
Since 2022, however, changes are worth noting. “Sales of products and sales of services are experiencing different developments,” recalls Fevad. In fact, services grew by 20% last year, while products lost 1.8%.
Already a year earlier, online product purchases lost 7%. The trend was therefore maintained in 2023, due to a drop in transactions (-3%), partially offset by the increase in the average basket of 1% to 59 euros.
The turnover from product sales is 61.2 billion euros in 2023. The first factor explaining this trend is, unsurprisingly, inflation. Because “if it has slowed down since April 2023”, it has nevertheless “remained strong.”
As a result, “cyberbuyers have therefore continued to modify their behavior by choosing between consumption, de-consumption and savings, purchases of products and travel/leisure, purchases of new and second-hand products.”
Bonus for second-hand markets
The areas of essentials (food) and leisure are holding up better. On the other hand, in markets “where there is a significant second-hand supply” and where renewal cycles are more variable, sales fall.
“Consumer arbitrage continues to slow down consumption on the internet,” observes Fevad in its annual e-commerce barometer. As for its champions, the upset is not tangible. The battle is being played out on the other steps of the podium.
According to the latest audience measurements, Amazon and LeBonCoin easily retain the first two places in the ranking during the 4th quarter of 2023. They respectively total 39.2 million and 26.7 million unique visitors per month.
Fnac 2nd B2C site behind Amazon
The two e-commerce leaders are irremovable. Behind, the positions are not acquired. Thus, Fnac gains 6 places and reaches 3rd position in the barometer. “It becomes the second BtoC site in the ranking behind Amazon.”
In fourth place, one step from the podium, we find Leclerc with 17.9 million unique visitors. The brand is well ahead of its major retail competitors since Carrefour is 8th, Lidl 9th and Auchan 18th.
Despite a drop in 2023 in sales of technical products/household appliances (-5% and -9%), distributors are gaining back the audience. “Boulanger, Auchan and Darty are back in the Top 20 this quarter, in 17th, 18th and 19th places respectively.”