What about e-commerce after the health crisis?
In collaboration with Médiamétrie, FEVAD announced key figures related to e-commerce and its evolution after multiple closures and closures of physical stores.
Several key criteria should be kept in mind:
- 1- The rise of the “cybershopper”. An increase to 41 million in the first quarter of 2021, an increase of 1 million in three months.
Despite numerous restrictions, consumers have adapted and, thanks to the Internet, continued to consume through retailers’ websites. This enthusiasm for online shopping has significantly increased the number of retail sites, which were originally simple exhibition sites. As Marc Lolivier, General Delegate of FEVAD, argues: “This development of online shopping should not be seen in brackets, but rather as an accelerator towards more phygital trade, combining both trade and digital to meet new customer expectations. intensified during these 14 months of crisis ”.
- 2- Food and fashion sector at the top of the scale
During the first 3 months of the year, online shoppers made an average of 18.8 purchases. Among them 7.7 purchases for food, 4.1 purchases for beauty / hygiene and 4 for jewelry / watches.
- 3- Preferred home delivery method
E-merchants offer several ways to deliver to internet users. Among the latter, the gold medal went to home delivery, which is used by 87% of online shoppers.
Second place is taken by delivery at the point of download, which is chosen by 50% of Internet users.
Finally, the third place on the podium is taken by delivery in the store, especially thanks to the “click and pick” that is appreciated by 33% of online customers.
- 4- Delivery times, great progress
The order never arrives fast enough in our hands, it only takes a few interruptions and the delay lasts even longer. However, in the first quarter of 2021, we notice that online customers are satisfied with the deadlines. 94% of purchases made online (excluding food) were delivered on time.
- 5- Satisfied or returned! A key phrase of customer engagement.
Online orders are less and less returned to the retailer. 75% of purchases are held by internet users.
The fashion sector (especially jewelry and watches) is the one that brings the most returns on orders. Of an average of 15.5 purchases in the first quarter, only 3.8 were returned.
- 6- Online sales yes, but not only!
Cyber shoppers, although more numerous day by day, do not leave aside the pleasure of going shopping in stores.
There is real complementarity between online sales and physical sales. Although the circumstances of the COVID-19 health crisis facilitated the growth of online sales, the practice was present long before the crisis. 70% of internet users would still shop online without the special conditions we knew. This is all the more so in the fashion sector where there are more and more orders.