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Penetration rate of online purchases in France and Europe 2019

 In 2019, 52 percent of French consumers made purchases online. This figure is low in comparison to the 55 percent European average, with 83 percent of consumers from the Netherlands and 86 percent from Sweden who shopped online that year.  

Online buying practices in France

Looking at a ranking of the products and services bought by French e-buyers in 2018, it appears that the most purchased product category was clothing and fashion goods (66 percent of e-buyers), followed by cultural goods and travelling services. Regarding the methods of payments used to purchase non-food products online, a majority of French consumers stated having used a credit card to pay. Furthermore, 36 percent of French respondents declared in a 2018 survey having used their mobile phone to pay for a product or service online.

E-commerce in France

  In 2018, the sector of online shopping sales represented 72.6 billion euros for purchases made from a computer, while purchases made on mobile devices accounted for 16.8 million euros. Finally, almost 40 percent of French respondents reported purchasing online at least once a month in a survey from 2018.

Share of French and European shoppers online in 2019

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Release date

January 2020



Survey time period

October 8-22, 2019

Number of respondents

23,420 respondents

Age group

15 years and older

Special properties

residents of the 28 member countries of the European Union

Method of interview

Face-to-face interview

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