Tech: e-commerce, on hiatus, bets on Black Friday for the end of the year

E-commerce in France is suffering the impact of the current crisis context (inflation, rising energy costs, eco-political instability). On the other hand, the online turnover of domestic capital goods remains well above the levels recorded before the Covid-19 pandemic, according to a study released Thursday, November 17, by the Federation of Electronic Commerce and Distance Selling (Fevad ) in partnership with GfK. “At the end of September 2022, the Domestic Equipment market recorded revenue of 26.7 billion euros in 12 months, all channels, slightly below (-0.4% compared to the same period 2020-2021). New fact: the online channel had a bigger drop (-14.7% in 12 months) for the first time since its development. Even so, the Internet turnover of the Home Equipment markets reached 6.5 billion euros, excluding marketplaces”explains Fevad, which corresponds to an increase of 31% compared to the values ​​recorded at the end of September 2019.

Although e-commerce declined in the first half of the year — it represents €1 out of every four spent on domestic equipment — we expect a recovery at the end of the year, with the big Black Friday event and the weekend celebrations. year, especially since, as noted by Fevad and GfK, the “The French have significantly changed their habits by shifting the majority of their holiday shopping to Black Friday since 2019”🇧🇷 In fact, 70% of online shoppers plan to attend this commercial Internet event, which primarily affects people under 50 (80% plan to attend) and city dwellers (75% plan to attend), according to a Toluna Harris Interactive survey conducted in partnership with Fevad (sample of 1,033 people representing internet users aged 15 or over).

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Interrupted consumption habits

These consumer habits have really changed, with the French favoring online shopping for high-end computer products, smartphones and vacuum cleaners. Of course, e-commerce is still associated with “good deals” and is considered a facilitator of access to these promotions, continues the study. French days and Black Friday remain the main dates to access these offers online.

Another significant point is access to refurbished products. “The Internet occupies a very strong position in the second-hand market”, says Christophe Loyer, consultant at GfK Consumer Intelligence. The proportion ranges from over 40% for purchases of second-hand televisions to over 60% for “friendly kitchen” appliances or a second-hand smartphone. “The online preference is even stronger for the purchase of refurbished equipment”specifies Christophe Loyer. “In the lead, smartphones, laptops and tablets for which consumers make up to 2/3 of their purchases on specialized, generalist or private sale websites.” And at Christmas, one in two Internet users say they’re ready to give one or more second-hand gifts, according to Toluna Harris Interactive research. 30% of respondents even say they would rather receive a used product than a new one as a Christmas gift.

a global brake

In another study, this time global, also released on November 17, GfK has “a slowdown in the global domestic equipment market with an estimated drop of between -5 and -6% compared to 2021”🇧🇷

For GfK, the worlds of televisions and computers saw sales declines of 6% in volume at the end of August 2022 compared to last year. It will therefore be necessary to wait for promotions, especially for the most affordable products. “Demand for high-end computing products has remained flat and therefore they have been largely excluded from discount offers.” And Black Friday should be no exception. “In the period of the end-of-year promotions, the products whose demand has been particularly weak in recent months should have the biggest discounts. This will be especially true for the consumer offering given steady demand for premium products.”predicts Norbert Herzog, expert at GfK Home Equipment.

Survey methodology: Toluna Harris Interactive, in partnership with Fevad, conducted an online survey from October 28 to November 2, 2022 with a sample of 1,033 representative French people aged 15 and over. The quota method was applied to the following variables: sex, age, socio-professional category, region and size of the interviewee’s urban area.

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