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E-commerce in France – statistics & facts

France is one of Europe’s e-commerce heavyweights, with a market that has witnessed remarkable growth in recent years. Ranking third after Germany and the United Kingdom, e-commerce users in France were estimated at over 50 million in 2022. In the last decade only, the number of active French e-commerce websites more than doubled, reflecting both the reach and profitability of the country’s burgeoning trade in the digital realm.

Profitable segments and the C2C revolution

With more than 30 billion U.S. dollars in revenues, fashion was by far the most lucrative e-commerce segment in France in 2021. Within the fashion segment, the second-hand online marketplace Vinted captured the largest market share that year, surpassing global powerhouses Zalando and ASOS. Indeed, e-tailers had to respond to growing consumer demands for more affordable and sustainable products, which led to the flourishing of C2C e-commerce, as evidenced by the rise and popularity of online marketplaces such as Vinted and Leboncoin. In a survey on consumers' attitudes towards marketplace shopping, almost two-thirds of French e-shoppers recognized marketplaces as the most convenient way to shop over the internet.

The rise of shoppertainment

The emergence of social media shopping (social commerce) and buying via livestreaming (live shopping) is slowly redefining the e-commerce landscape in France. With Instagram’s "shoppable tags", buyers can directly click on the tag of the products they like in an Instagram post and purchase them through the app. In a 2022 survey, a quarter of French shoppers reported having purchased on social media at least once, with celebrities and influencers being a leading source of motivation for around 18 percent of shoppers to engage in social commerce. With internet users spending more and more time on social media content, social shopping promises to become one of the most relevant sales channels for e-commerce in the near future.

Interesting statistics

In the following 5 chapters, you will quickly find the 39 most important statistics relating to "E-commerce in France".

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