In 2024, the French e-commerce market delivered an impressive report card—annual sales exceeded €175.3 billion, a year-on-year increase of 9.6%! This figure not only set a new historical record, but also marks that after two years of slowed growth, French e-commerce has re-entered the "fast lane." From consumers' shopping frequency to platform battles, from low-priced products to local sentiment, what secrets are hidden behind this "e-commerce carnival"?
Image source: ecommerce-europe
1. Annual Report Card: Service Sector Holds Up Half the Sky, Beauty Industry Becomes the Biggest Dark Horse
According to the report from the French E-commerce Sales Federation (Fevad), in 2024, service sales accounted for 62% (€108.4 billion) of total French e-commerce revenue, a year-on-year increase of 12%, while product sales rebounded for the first time since 2021 to €66.9 billion, up 6%. The recovery of both sectors is inseparable from French consumers' pursuit of "convenience"—whether it's food delivery, online courses, or travel bookings, service-based e-commerce has penetrated every aspect of daily life.
It is noteworthy that the beauty industry, with a growth rate of 18%, became the biggest highlight, far surpassing traditional categories like fashion and home appliances. The report shows that French consumers' demand for skincare and health products has surged, especially niche brands and eco-friendly products are highly favored. For example, sales of skincare products containing natural ingredients increased by 25% year-on-year, while searches for beauty products with refillable packaging doubled. In contrast, home decoration became the only category to "drag behind," with sales down 5% year-on-year, as some consumers turned to second-hand platforms to buy furniture and save money.
Image source: Fevad
2. Low-Price Strategy "Really Works": Shein and Temu Break Through
"Low price" is undoubtedly the keyword for the French e-commerce market in 2024. Data shows that the average order value for French online shoppers remains stable at €68, but orders from Asian e-commerce platforms average only about €20. This "extreme cost-effectiveness" has directly driven explosive growth for two major platforms—Shein and Temu.
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Shein: With its "ultra-fast fashion" model, its sales in the French apparel category grew by 12% year-on-year, with market share approaching local giant Zara. LSA predicts that Shein is likely to replace Zara as the number one brand in French fashion by 2025.
Temu: After only one year online, it has ranked fourth among French e-commerce platforms, with an average of 18.4 million unique monthly visitors (28.7% of the total population) and a user penetration rate of 11.9%. Its secret to success lies in its "all-category low price" strategy, covering daily consumer needs from €3 phone cases to €15 small appliances.
Although French consumers have always preferred local brands (79% prioritize French-made products), under the low-price offensive, cost-effectiveness ultimately prevails over "regional sentiment."
Image source: Fashion
3. Local VS International: Amazon Remains on Top, But the Landscape Is Shifting
Currently, the French e-commerce platform landscape is "one dominant, many strong": Amazon holds the absolute lead, with sales three times that of second-place Cdiscount. However, local platforms still account for 60% of the market share; for example, second-hand trading platform LeBonCoin and home e-commerce ManoMano continue to attract specific consumer groups through deep cultivation in vertical fields.
It is worth noting that international platforms are breaking trust barriers through "localization." For example, Temu has set up local warehouses in France, reducing delivery times to 3-5 days; Shein has launched co-branded collections with French designers and pledged to achieve carbon neutrality by 2030 to meet environmental demands.
Image source: Fevad
4. Future Outlook: Can Growth Continue?
Fevad predicts that the French e-commerce market will maintain a growth rate of 6%-7% in 2025, and the scale is expected to exceed €220 billion by 2028. But challenges also exist:
Rising logistics costs: Fluctuating fuel prices have led to increased delivery fees, compressing profit margins for small e-commerce platforms;
Tighter regulations: France plans to introduce the "E-commerce Platform Environmental Responsibility Law," requiring platforms to bear packaging recycling costs, which may lead to price increases;
Consumer fatigue: Frequent promotions have made some users less sensitive to discounts, so platforms need to explore new strategies such as membership systems and personalized recommendations.
Image source: Internet
Conclusion
The French e-commerce market in 2024 is both a victory for "low-price carnival" and a microcosm of the transformation of consumer values. Whether it's the rise of Shein and Temu or the steadfast innovation of local brands, this competition ultimately points in the same direction—whoever understands consumers better will seize the initiative in the next growth cycle.