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Online shopping trends in France to grow your business (Guide 2024)
Kai Lemmetty••14 min read
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Between the most important online shopping trends in France in 2024 we can find that 55% of online transactions are done on mobile apps. Marketplaces represent 45% of total online sales, and the cosmetic industry accounts for the biggest growth, with an 18% increase compared to 2023.**
E-commerces in France will still have to adapt their strategies to the evolution of consumer behaviour and to the scenarios in vogue in the ecommerce market. Read this guide to know the french e-commerce market** and discover new online shopping trends in 2024.
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As of 2024, the e-commerce market in France continues to grow significantly. The market value has reached approximately $150 billion, driven by increasing consumer adoption of online shopping and the continuing expansion of digital infrastructure. This growth trajectory is expected to continue, with projections indicating that the market could exceed $220 billion by 2028. The compound annual growth rate (CAGR) remains robust at around 8-9%, reflecting sustained momentum in the sector.
The post-pandemic shift towards online shopping habits has been solidified, with over 43 million French consumers now regularly making purchases online, accounting for nearly 85% of internet users. This increase is partly due to the convenience and safety offered by online platforms, which became essential during the COVID-19 pandemic and have since remained a preferred option for many consumers.
In 2024, the total revenue generated by the French e-commerce market is estimated to be around $65 billion, with expectations of continued growth at an annual rate of around 6% over the next five years. This would push the market to generate close to $87 billion by 2029.
** The e-commerce market in France is expecting a growth rate of approximately 6% over the next five years. Compared with the average across Europe, total internet penetration in France remains nearly 10% higher, solidifying its position as a leading digital market on the continent*
France's internet penetration remains one of the highest in Europe, with nearly 90% of the population** having access to the internet, making it a key driver of e-commerce growth. Additionally, the average revenue per user (ARPU) in 2024 is estimated to be around $1,500, significantly above the European average, which is expected to be around $1,100 per user.
Importantly, a growing share of eCommerce purchases in France now occurs on mobile devices, a trend that accelerated significantly during and after the COVID-19 pandemic. Previously, France had one of the lowest market shares for mobile commerce in the European Union, with less than 25% of online sales completed on mobile devices, lagging behind countries like Germany. However, many French merchants have since adapted, enhancing their mobile platforms to meet rising demand.
** The market share of mobile commerce is now around 45%* and CAGR is about 15%.*
As of 2024, the market share of mobile commerce, or m-commerce, has increased to around 45%, with a compound annual growth rate (CAGR) of approximately 15%. This growth reflects the broader trend of increasing reliance on mobile devices for online shopping in France.
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France is almost synonymous with beauty and fashion, with Paris continuing to hold its status as a world fashion capital alongside Milan, London, and New York. The country has long been home to some of the most iconic names in the fashion industry, captivating audiences around the globe. It's no surprise, then, that the beauty and fashion industry remains the largest component of France's e-commerce market.
As of 2024, the e-commerce beauty and fashion market in France is estimated to be worth just over $28 billion, reflecting the continued growth and global influence of French fashion and beauty brands in the digital marketplace.
Fashion has always been an important aspect of France's culture, and while it is known the world over, it is of course one of the staples of e-commerce within the country too. French people are fairly price-sensitive, making offers, discounts and sales very lucrative opportunities for businesses. This appears to stand no matter whether the brand is a luxury brand or a discount store. This is largely due to the fact that you can find vast selections of all kinds of brands online, whereas the discount store used to only be profitable as a brick-and-mortar shop. Ease of delivery has opened the door to brands both small and large.
Faced with the health crisis, the French bought online all the categories of goods they couldn’t find in shops during lockdowns and many of them continued to do so after lockdowns rather than going back to the shops—for nonfood and grocery products. The average transaction amount increased again after 8 consecutive years of decline.
Given that fashion accounts for 29% of all e-commerce revenue in France, where the fashion market goes the rest of the e-commerce market will likely follow. However, other industries within the wider French e-commerce market have at least 20% apiece including toys, hobbies and DIY, and electronics and media. It probably comes as no surprise that the main company behind these industries in France is Amazon.fr. Amazon brought in almost 3 times as much as second-place cdiscount.com.
The top 5 ecommerce websites in France are dominated by local e-commerce companies. Exception made for Amazon that trusts the 1st place in terms of the number of customers and net sales. Of course, the top 5 list changes every year. But in general, French consumers tend to defend local actors and made in France products.
Top 5 Ecommerce by Revenue*
Top 5 Ecommerce by Number of Customers
In 2024, the online shopping landscape in France is shaped by the three trends we mentioned before. These trends are reshaping consumer behaviour and business strategies alike. That’s why it is crucial to really understand them:**
A substantial 55% of all online transactions are now conducted through mobile apps. This shift highlights the increasing reliance on smartphones for shopping, driven by the convenience of mobile access, user-friendly interfaces, and the seamless integration of payment options. Businesses must prioritise mobile optimization and app development to stay competitive, ensuring their platforms are fast, intuitive, and secure to capture this growing segment.
Marketplaces have emerged as a powerful force in French e-commerce, representing 45% of total online sales. These platforms offer consumers a wide variety of products, competitive prices, and trust in established names. For businesses, listing on popular marketplaces can provide greater visibility and access to a broader customer base. However, this also means competing with a vast array of sellers, making it crucial to focus on differentiation, customer service, and efficient logistics.
The cosmetic industry is experiencing the fastest growth in the online retail sector, with an 18% increase in sales compared to 2023. This surge is likely driven by evolving consumer preferences, including a growing interest in skincare, personal wellness, and niche beauty products. Brands in this space should focus on leveraging social media for product discovery, investing in influencer partnerships, and offering personalised experiences through virtual try-ons or tailored recommendations.
Beyond the primary trends driving the online shopping landscape in France in 2024, several other noteworthy developments are shaping consumer behaviour and e-commerce strategies:
French consumers are increasingly prioritising sustainability in their purchasing decisions. In 2024, there is a marked increase in demand for eco-friendly products, with brands that emphasise sustainable practices seeing higher engagement and customer loyalty. Companies are responding by incorporating sustainable packaging, ethical sourcing, and transparent supply chains into their business models to meet this growing consumer expectation.
Subscription-based models continue to gain traction in 2024, particularly in sectors like beauty, fashion, and food. Consumers appreciate the convenience and personalised experiences these services offer, as well as the opportunity to discover new products regularly. Businesses are capitalising on this trend by offering flexible subscription plans and exclusive benefits for subscribers, which helps to build long-term customer relationships.
Social media commerce is now normalised between the French Society. Platforms are playing a more significant role in the shopping journey in 2024, with an increase in purchases directly through social networks. The integration of shopping features into platforms like Instagram, TikTok, and Facebook allows users to discover and buy products within the apps. Brands are leveraging this trend by investing in social commerce strategies, including influencer marketing, shoppable posts, and live-streamed shopping events.
Artificial Intelligence (AI) is becoming more integral to enhancing the online shopping experience in 2024. AI-driven tools like chatbots, personalised recommendations, and automated customer service are helping businesses provide a more tailored and efficient shopping experience. As consumers increasingly expect quick and accurate responses, businesses that effectively implement AI technologies are gaining a competitive edge.
41.6 million French people buy online, amounting to 81% of web users. The distribution is very equal with 82% of men and 80% of women who buy on the internet. We also observe that the generational gap is currently disappearing: 73% of 65 years old and above population bought at least once on the internet last year.
French consumers trust a lot in the word of mouth and the referral system remains the most powerful to make your product discovered.
37% of consumers claim to have discovered products by word of mouth (40% among women), France is 5 points above the average compared with other countries (32%).
34% of consumers say through online marketplaces
27% of consumers say through the Recommended product section of Amazon
22% say through Social networks and advertisements on these networks, which the main discovery channels for the age group 18-25.
19% say through TV and Gaming platform
18% say through advertising on Google
French shoppers are more likely to search for their products first on Amazon.
47% search first on Amazon
28% search first on search engines
There is a strong prevalence of Amazon as the first shopping destination. This is a trend that has been growing for several years: many buyers use the Amazon search engine directly, without going through a traditional search engine like Google. Conclusion: e-merchants, therefore, have every interest in being well referenced on marketplaces such as Amazon.
Salsify Consumer Research revealed the results of its Consumer Study, a report that highlights consumer concerns and expectations when navigating on an eCommerce website.
56% of consumers abandon their shopping cart if they cannot find relevant product information
47% of consumers ranked the quality of product images and descriptions in the top 3 reasons they decide to buy
60% research product quality, while 41% prioritize customer service and 31% customer reviews,
44% of consumers pay to spend more for brands they trust
44% of consumers say they care about the environment and are looking for information on recycling products
25% of consumers say they need to know if a product has independent environmental certification before buying it (compared to 53% in Germany)
When considering the latest e-commerce trends in specific countries, it’s worth taking a look at how people receive the goods they pay for. In France, the overwhelming share of the delivery market goes to La Poste. Accounting for 68% of the shipping market in the country, La Poste is the clear winner. Following in second and third place are Chronopost and Mondial Relay, with 38% and 29% of the market share respectively.
In this unusual year, shoppers continued to favour home deliveries to receive their orders, but also use click and collect much more, which merchants promoted during lockdowns to deal with the influx of orders. 20% of e-buyers have used at least one express delivery service in the past three months
20% of e-buyers have used at least one express delivery service in the past three months***
Bank cards are the main method of online payments, with instalments becoming increasingly popular payment solutions. Another trend is the growth of e-wallet payments.
Payment methodPayment split (%)Card54%Digital Wallet21%Bank transfer14%Cash7%Other5%
From a business point of view, having an online presence is key in any country. However, in France, it’s absolutely vital. The French have a large degree of scepticism about websites based in other countries and prefer to shop on sites based in their home nation. This is because 60% of online shoppers in France feel a lack of trust in foreign sites. This means e-commerce businesses in France have a natural edge over foreign competitors.
Based on the trends in online shopping in France that we observed, we tailored a list of 8 steps you should follow if you have an ecommerce:
Prioritize mobile optimization
Use different marketplaces
Capitalize on the cosmetics boom
Emphasize on sustainability
Consider subscription models
Invest in social media commerce
Improve customer experience with AI and enhance trust with data security
Tailor marketing communications to the new demographics
Taking a wider and more general look at the e-commerce market in France, data clearly shows that more and more people are choosing online over brick-and-mortar stores. Largely due to the impact of COVID-19, internet traffic in France increased by 70% between March and April 2020.
The e-commerce market in France is clearly following similar trends to the global e-commerce market. With more and more of our interactions moving online, as a result of increased digitisation and the COVID-19 pandemic, it’s only natural that we move most of our purchases online too. The e-commerce market in France is likely to continue to grow, with the rising mobile share being an increasingly important factor as businesses must optimise their operations for those users.
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