Balance of e-commerce in France in 2024:175 billion euros in sales (+9.6%)

In 2024, e-commerce in France continues to grow with a record turnover of 175.3 billion euros, or a increase of 9.6% compared to 2023. This growth is explained by the rise of online sales, driven by the adaptation of merchants to new consumer habits.

A resumption of online product sales

After stabilizing in 2023, the sales of products on the internet have resumed their growth with an increase of 6%, reaching 66.9 billion euros.

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The trends that explain this growth:

• Increase in the number of transactions : 2.6 billion online purchases (+10%).
• Increased purchase frequency : 1 online purchase per week on average.
• Average annual expenditure : €4,216 per cybershopper.
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A booming service sector

The segment of services continues its ascent with a growth of 12%, reaching 108.4 billion euros. This performance is mainly due to:

• The resumption of tourism and leisure.
• The digitization of daily services.
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A stable average basket

In 2024, the average basket of an online purchase remains stable at 68€, thanks to the control of inflation and a more diversified offer.

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E-commerce trends in 2024

The French e-commerce market is marked by several developments:

1. Second hand explosion

Platforms like Vinted are experiencing record growth, driven by a growing interest in responsible consumption.

2. Success of refurbished

Actors like Back Market continue their rise by meeting the demand for more affordable and sustainable electronic products.

3. Changing buying behaviors

Faced with inflation, consumers are turning to platforms offering products at attractive prices.

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What are the prospects for 2025?

With sustained growth, French e-commerce should continue to develop in 2025. The main challenges will be:

• Optimizing the customer experience (fast delivery, personalization of offers).
• The rise of circular commerce and eco-responsible models.
• Increased adoption of artificial intelligence to improve recommendations and customer relationships.
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FAQ: Everything you need to know about e-commerce in France in 2024

1. What is the e-commerce turnover in France in 2024?

E-commerce turnover in France reached 175.3 billion euros, growing by 9.6%.

2. What are the e-commerce trends in 2024?

The main trends are the rise of second-hand market, the development of repackaged and the evolution of buying behavior in the face of inflation.

3. How did the average basket evolve in 2024?

The average basket per transaction remained stable at 68€.

4. What is the share of services in e-commerce?

Services represent 108.4 billion euros, or 62% of the e-commerce market.

5. What are the forecasts for e-commerce in 2025?

The sector should continue to grow, driven by technological innovation and the eco-responsible commitment of consumers.

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