The successive long lockdowns have prevented the French from shopping at brick-and-mortar stores, both because of their closures, travel restrictions and curfews. During this period, up to 1er quarter of 2021, e-commerce experienced strong growth, generating just under 500 million euros. Although less important than in 2021, its evolution continues in 2022…
In 2022, at the end of the first three months, we noticed a growth of more than 11.5%, which is equivalent to 32.5 billion euros in transactions. The main change concerns the recovery of sales of services, which increased by 43% compared to the situation that prevailed in 1er quarter of the previous year, while product sales were down 12% compared to 2021.
Resumption of travel to the French
Coming out of confinement, consumers needed to get back on track with their lives, have fun, change the air. That is why the transport, leisure and tourism sectors are the most important positions.
According to the Webloyalty Panel, many French people went on vacation after health restrictions were lifted. Booking a trip or a hotel online has become common practice, as has choosing hobbies on the internet. This results in an evolution of +108% compared to the period between February and May in 2021.
Also in this category, the increase was stronger in March and April, with +153% in service sales, in addition to ticket sales and hotel reservations. For operators in the tourism sector, 2022 has not yet recovered the cruising speed of 2019, before the health crisis. This situation is also a result of the decline in purchasing power caused by inflation, caused in part by the Russo-Ukrainian conflict that impacted not only France but the entire world economy.
According to INSEE, in May, it reached just over 5%, which leads consumers to control their purchases much more, prioritizing basic needs.
Increase in the creation of e-commerce websites
In a context where consumers have become accustomed to shopping online at home, e-retailers have decided to follow suit. During successive lockdowns, e-commerce website creation has increased exponentially by 11%.
In the first quarter of 2022, approximately 197,000 online sales sites were identified. This acceleration is still well below that of 2019, but the gap is gradually narrowing. The fact is that physical stores, which set up an e-commerce website during the confinement, continued their online activities, even after the lifting of health restrictions.
The new sites, in turn, result from the habits that consumers adopted when they were unable to leave their homes. Physical stores that have an e-commerce site thus have the advantage of attracting much more consumers, who are more likely to buy. This has the effect ofincrease sales by approximately 14%, one of the reasons why marketers favor multichannel strategies to optimize the performance of their brands.
Increase in cell phone use
The development of e-commerce trends, which has intensified in recent years, is in constant progress. During this year 2022, this process will continue to be positive. According to the projection, the number of Internet users who will make their purchases online will continue to increase. Millennials, who are much more connected and who favor mobility, are primarily concerned.
Mobility is one of the main changes seen in 2022. Mobile use has spread like wildfire. More than 62% of people aged between 25 and 35 use it for their online purchases on a recurring basis.
Social networks, a must for 2022
Young people constitute a significant melting pot of potential customers, with social media being their preferred communication tool. TikTok, Facebook, Instagram or YouTube are all stepping stones to e-commerce sites, which can post their ads there, offer their products on their business pages or on marketplaces.
Food, a dynamic sector
The months of confinement have also led netizens to place regular orders for food products. These can be dishes from major catering brands, but also the ingredients needed to prepare daily meals.
According to Médiamétrie, 60% of consumers, made up largely of workers aged between 25 and 50, have placed an order for food products online, whether from a major retailer for more than 41% of people, or gamer websites. pure or specialized sites. About 17% go to anti-waste apps for their purchases.
The era of Buy now, pay later
The “Buy now, pay later” (BNPL) concept gained momentum during the Covid-19 pandemic, with the increase in online shopping. This payment solution is attracting interest from consumers looking for ways to better manage their budget.
According to the Banque de France, it generates around 5 billion euros annually. In France, FEVAD has around 15% of commercial websites that offer this payment method, while 31% of French people have already used it in 2021. Note that BNPL is similar to the payment facilities implemented by some stores. The difference is in the repayment period, without interest, which does not exceed 15 days. However, the use of this practice presents a risk that should not be overlooked, that of over-indebtedness that can occur among people who have already taken out other loans.
Average basket increase
During the pandemic, internet users consume more. They shop much more online and spend more, with an average basket of around €62.
late night shopping
Consumers often shop in the late afternoon and early evening, from 3pm to 7pm, when they have much more time to sit back and focus on e-retailers’ posts. They are therefore more inclined to place an order.
Diversification of delivery methods
When people shop online, they have several options for receiving their orders. In 2020, 41% of them chose pick up points or click and collect. This solution is generally used by physical stores that provide a website for their customers.
In addition to generating website traffic, it is also a way to encourage them to go to stores and buy products or services that were not necessarily available online. Drive delivery is also a widely used option, as over 70% of people who placed an order chose it.
Environment and ethics at the center of concerns
French consumers have, for several years, considered environmental issues when shopping. This is the case for 53% of them. It is in this very current context that e-merchants are adapting their sales strategies so that they are closer to the expectations of their customers. The aim is to reduce the environmental footprint of e-commerce as much as possible.
34and The AEOC congress, which took place in Bilbao, focused on this major issue. It emerged during this meeting of the various players in the sector that packaging was among the elements with the greatest impact. These are obviously essential for deliveries, but most of them are very polluting.
To reduce their impact by approximately 14%, replacing them with eco-friendly and recyclable packaging has become an imperative. Online marketers are also becoming aware that more and more their customers are looking more closely at the labels on the products they buy, but also at the conditions in which they were manufactured, from the different stages to the final hands.