E-commerce: Home equipment markets on hiatus at the end of September 2022

Paris, November 17, 2022


E-commerce represents 1€ spent in 4 in the Home Equipment universe, in France.

Nanterre, France November 2022 – At the end of September 2022, the French spent €6.5 billion on the Internet on household appliances during one year (Oct.2021 – Sep.2022). Although e-commerce is suffering from the current context of pressure on family budgets, the volume of business generated online remains well above pre-pandemic levels. Additionally, the Online channel presents valences, vectors of resilience for the market, such as, for example, its role as a facilitator in accessing “good deals” and responsible consumption offers.

Extracts from e-commerce data and trends in France commented by GfK experts at the Fevad press conference on e-commerce results and prospects in the third quarter of 2022.

Since 2019, French consumers have adapted their buying habits in line with successive crises. In 2020, internet spending increased sharply, after periods of confinement, accounting for almost 30% of billing spent on household items*. At the end of September 2022, trends were more contrasting for e-commerce, also suffering from the current crisis context.

So the French are reducing their spending and e-commerce is no exception. At the end of September 2022, the Home Equipment market recorded revenue of €26.7 billion in 12 months, all channels, a slight decrease (-0.4% compared to the same period 2020-2021). New fact: the Online channel shows a bigger drop (-14.7% in 12 months) for the first time since its development. Nonetheless, Internet turnover in markets household equipment reached 6.5 billion euros – excluding markets. Compared to pre-pandemic records, online spending remains +31% compared to end-September 2019 figures, according to data from GfK Market Intelligence.

In 1er semester, E-commerce accounted for €1 out of every four spent on household equipment (24%), below the peaks reached in 2020 (restrictions on access to stores), but at the same level as 1er half of 2019. A pause before an expected recovery towards the end of the year. Indeed, ” the last quarter is a very strong period for online sales, mainly driven by Black Fridaycomments Olympe Krima, consultant at GfK Market Intelligence. For example, the expenses incurred in week 47 with the pure-players and click & morta sites generated 39% of the revenue technical goods Black Friday 2021 total, that is, 13 points more than the average week🇧🇷 Furthermore, the French have significantly changed their habits by moving most of their holiday shopping to Black Friday since 2019.

Finally, buyers have different digital behaviors depending on the product universe. Thus, the IT and Photo markets are the most digitised, with €4 in 10 spent online according to data from GfK Market Intelligence. On the other hand, the universe of Large Appliances remains mostly linked to stores, with only 20% of turnover generated on the Internet.

While consumers are pressured by inflation, rising energy costs and also by ecopolitical instability, GfK experts point out some specific strengths of e-commerce, contributing to the resilience of the market and generating opportunities for brands and distributors present on the Internet, in particular:

  • Sales of high-end products are more important on the Internet for high-tech markets

Thus, data from GfK Market Intelligence reveal that the French buy more Premium models online than in stores in key categories such as Laptops (>1200€ range), Smartphone (>800€) or Vacuum Cleaners (>540€). This is reinforced by the results of the GfK Consumer Intelligence study that place Internet 2n/a channel for purchasing high-quality products.

  • Consumers associate e-commerce with “Low prices / Access to promotions”, an answer to their purchasing power concerns

Purchasing power returned to 1er classification of French companies according to GfK Consumer Pulse. However, the study also establishes that Online is always qualified as a facilitator of access to “good deals”, consistently across time and product categories, in parallel with the notions of convenience and ease of purchase related to Delivery options. Also, some of the major promotional operations – Black Friday, French Days – were initially launched online and remain associated with the Internet. E-commerce responds to this challenge.

  • Internet is the reference circuit for Used/Refurbished purchases

🇧🇷 The Internet occupies a very strong position in the second-hand market. says Christophe Loyer, consultant at GfK Consumer Intelligence. The latest GfK “Consumer better” study reveals that the French widely use e-merchants when shopping second-hand, regardless of the type of website (B2C, C2C or even C2B2C). The proportion ranges from over 40% for purchases of second-hand televisions to over 60% for appliances such as “friendly kitchens” or a second-hand smartphone. 🇧🇷 Online preference is even stronger for the purchase of refurbished equipmentspecifies 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🇧🇷 The channel therefore represents a hotbed of eco-responsible consumption offers for consumers.

  • E-commerce is a reference in shopping space for new consumers

🇧🇷 All market players must prepare for the new situationexplains Olympe Krima: as of 2025, Millennials and Generation Z will make up nearly 40% of the French working population according to INSEE projections and are therefore an important consumer target. 🇧🇷 However, these generations, born between 1984/1996 and 1997/2010, are said to be “digital-native” and their shopping reflexes are naturally “digital-first”. For example, 30% of GenZ and 28% of French Millennials have already made at least 1 purchase via social networks in 2021, according to the GfK FutureBuy study. A significant proportion and with high intentions for 2022, much higher than the uses of other consumer groups.

Access to the study (reserved for members):

Sorry, this content is for members only.

If you are a member, you can access it simply by logging into your MyFEVAD account. If you are not a member and would like information on how to join FEVAD, please do not hesitate to contact us at contact@fevad.com.

About the method

Through its Distributor panels, GfK regularly collects data on in-store and Internet sales in over 70 countries around the world for the Consumer Electronics, Photography, Telecommunications, IT-Office and Small/Large Appliances sectors. All GfK figures are based on the worldwide consumer market – excluding North America – and presented in US dollars. All product information and price discounts are based on 10 countries relevant to the Black Friday analysis (Germany, Italy, France, Spain, UK, Hungary, Czech Republic, Turkey, Russia, Brazil).


Nathalie Laîné Tel: 01 42 56 38 86


Magali Saint-LaurentMarketing Communication Manager

01 74 18 60 24 / 07 86 41 54 15 – magali.saint-laurent@gfk.com

Leave a Comment