September 6, 2024
US
Each quarter, Médiametrie//NetRatings and Fevad unveil the ranking of the twenty most visited e-commerce sites in France, all sectors combined. This barometer is based on audience data, compiled from consultations on computer, mobile and tablet, and provides a precise vision of the evolution of visits by the main e-commerce players in France. This quarterly monitoring is an essential indicator for evaluating consumer trends and the growing importance of digital technology in the habits of French Internet users.
A constantly growing audience
During the second quarter of 2024, e-commerce in France attracted an average of 50 million Internet users per month, or 78% of the connected population, a figure that was up compared to the previous year. Indeed, 1.6 million additional Internet users visited at least one Top 20 site or application compared to the same period in 2023. This dynamic reflects the growing attractiveness of online commerce, especially with the multiplication of offers and the improvement of services.
A stable top trio with a breakthrough from Booking in the pre-summer period
As usual, Amazon, Leboncoin and Booking maintain their place on the podium of the most frequented commercial sites. The ranking thus remains dominated by these three e-commerce giants, with notable stability in the top ranks. However, Booking, which specializes in travel bookings, has benefited from a significant increase in its audience, increasing its number of monthly unique visitors by 1 million. This growth can be attributed to the approach of the summer season and vacation preparations, a key moment for travel sites.
Among the other platforms in the Top 5, we mainly find pure-players, companies whose model is based solely on online commerce. E.Leclerc is the only exception, managing to impose itself alongside these major digital players.
ManoMano and Vinted on the rise
This quarter, ManoMano posted the best progress in the ranking by climbing four places, marking its return to the Top 20 after an absence in the first quarter. This increase highlights the growing interest of French people in DIY and home improvement, sectors where ManoMano has established a solid foothold.
For its part, Vinted, the platform specializing in the resale of second-hand clothing, continues its rise by winning two positions. Lidl and eBay are following a similar trend by also recovering two places, which allows them to overtake Temu, one of the newcomers to the e-commerce scene that seems to be slowing down after a remarkable breakthrough in 2023.
Mobile: a dominant channel for Vinted and Shein
Mobile remains by far the preferred medium for consulting e-commerce sites, and some players take particular advantage of it. Vinted and Shein stand out with mostly mobile audiences: 90% of Vinted's global audience and 88% of Shein's audience come from smartphone users. These figures illustrate the growing importance of mobile platforms for e-commerce, which are becoming essential for attracting and retaining consumers.
Conclusion
The analysis of the audience ranking for the second quarter of 2024 confirms the importance of e-commerce in the consumption habits of French people. With a constantly growing audience and the dominance of pure-players, the market continues to be structured around key players such as Amazon, Leboncoin and Booking. However, platforms such as ManoMano or Vinted show that it is still possible to do well by positioning yourself in specific niches and by focusing on the mobile experience. The e-commerce landscape remains dynamic, and these developments suggest that competition will continue to intensify as new players emerge and consumer expectations change.
