E-commerce: evolution and tendencies

Covid-19, a modulating factor in the online market

This is a quote from the CEO of Microsoft who spoke about the effects of the pandemic, in its early stages. We are in the spring of 2020 and Satya Nadella is already expressing her impressions: “We are witnessing two years of digital transformation two months apart. “Analysis without a complaint, which has been confirmed for as long as the virus exists. The way the French have consumed has changed radically in 20 years, has undergone changes in the last 10 years and is still turned upside down for 2 years. For this more recent period, the correlation is simple: the growth of e-commerce is linked to the growth of Covid.

This is reflected in several key figures: 40% of French shoppers have increased their purchases online since the start of the pandemic. Also, those aged 26-35 are the ones who say they have changed their habits the most (54%) by resorting more to e-commerce.

Who benefits from the virus?

The figure sets the stage for the answer to this question: 43% of respondents say they are buying more on Amazon than before the pandemic; 25% on other e-commerce sites. In other words, online market leaders have solidified their position, to the detriment of small retailers and manufacturers who have been left without feathers.

Overall state of the online market

If the pandemic has changed the way the French spend, it’s time to look at our spending patterns, regardless of the causes, Covid or not.

First of all, what do people buy the most on the internet? The top product category is fashion. Clothing, footwear, accessories, etc. : This is an “e-commerce fund” for online sales. While some people are still reluctant to shop online, especially because they can’t try on their pants, top or shoes or seek advice, most consumers have now adopted the habit: knowledge of products and markets has instilled confidence (such a brand is small or large, another offers this type of cut), a simplified product return system allows us customers to, as in stores, reconsider their choice and return or replace the product. In second place, the beauty and health sector, as well as toys, games and leisure.

Whatever the goal of your online shopping, the figure reminds us that the world leader in e-commerce is likely to stay that way for a long time to come. On which site or platform do French consumers search for products? 14% of respondents know where they are going and go directly to the site of the target brand; 28% turn to search engines and indulge in results; 47% of French people directly consult Amazon.fr, the reference site and more than ever a leader in this field.