Services still driving e-commerce in Q3 2022


E-tourism is in good shape for the third consecutive quarter and is driving e-commerce market results higher. Product sales stabilized at -2%.

E-commerce registered a year-on-year increase of 16.8% in the third quarter of 2022. According to Fevad’s quarterly barometer, presented on November 17, 2022, internet sales reached 35.9 billion euros against 30, 7 billion euros in the third quarter of 2021, a gain of 5.2 billion euros. Fevad refers in its press release that “however, the effects of inflation are felt in the value of transactions, with an increase of 7.3% in the average basket for this quarter, that is, an average value of 64 euros”. After a 15% drop in sales of the product in the first half of 2022, a reaction to record sales during the health crisis, sales in this sector have stabilized at -2% compared to the third quarter of 2021. 30% compared to 2019 .

Electronic products lead to success

Among services sales, which rose sharply by +34%, the tourism and travel sectors saw the strongest growth (+39%). E-tourism sales increased by 68% in Q2 2022, after recording +135% growth in Q1. On the websites of the Fevad iCE 100 panel, the tourism and travel sector maintains a positive trend of +28% in one year, driven by the possibility of returning to travel and the increase in the volume of transactions. On the other hand, fashion, decoration and beauty returned to a level close to last year and electronics sales suffered a 15% drop compared to the third quarter of 2021 and an increase of only +3% compared to 2019.

Markets are still progressing

The number of websites continued to grow (+6%), as well as sales on marketplaces and sales on mobiles. Market sales increased 5% on the Fevad market index over a year and 23% compared to Q3 2019. Mobile sales increased 6% compared to 2021, driven by travel.

The equipment and home markets on hold

According to Gfk, over twelve months, at the end of September 2022, the turnover of the domestic equipment market amounted to 26.7 billion euros, registering a slight decrease of -0.4% compared to the period 2020 -2021. The online channel showed a significant drop of -14.7% in one year. Revenues from the domestic equipment market reached 6.5 billion euros excluding marketplaces, 31% more than the figures recorded at the end of 2019. In the first half of 2022, in the first half of 2022, one euro in every four expenses was spent online ( 24%), lower result than in 2020 and stable compared to the first half of 2019.

A Darker Black Friday and Christmas

70% of online shoppers intend to participate in Black Friday. Toluna Harris Interactive conducted an online survey with Fevad from October 28 to November 2, 2022 among a sample of 1,033 people about Black Friday and Christmas shopping. For 55% of respondents, promotions and bargains are the main motivation. Among the 30% who will not participate, 37% of respondents refer to the need to save money in the current context, especially among younger people (58%) and in low-income professions (40%).

35% of French people believe they are in a less positive frame of mind than in 2021 for Christmas and only 13% of respondents say they are positive. The most negative populations are CSP- (51%) and rural people (42%). 72% of respondents say they revert to focusing on certain types of gifts, in particular gifts for loved ones (21%) and gifts just for children (10%). The average budget will be 404 euros but hides a strong disparity: for a quarter of French people this budget is less than or equal to 100 euros while it is more than 400 euros for 36% of them. 73% of cybershoppers say they want to buy on the Internet, for the price and promotions (41%) and the ease of purchase (25%). One in two Internet users is willing to offer second-hand gifts, 62% among those under 35 and 58% among CSP+.

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