In 2021, the e-commerce sector in France recorded a 15.1% increase in turnover¹.

While online business has undergone exponential growth for several years, outstripping physical points-of-sale, shops are not to be outdone. This was confirmed by the 2021 State of Retail study, which found that twice as many stores were opening as closing.

We see new ideas for the customer experience play out every year – this is particularly true of the buying experience. From true innovation to straightforward optimization, understanding how to harness new technology has become vital for businesses wanting to position themselves at the forefront of the unified commerce concept!

With spending at over €130 billion in 2021 (an increase of 16% compared to 2020), things are looking good – great, even –for French e-commerce. According to the French organisation FEVAD (Federation of E-commerce and Distance Selling), 81% of French internet users now buy online, putting France in second place in the European market, after the UK.

What profiles do these consumers have? How do they behave online? Which are the latest trends to follow? Let’s find out with our digital portrait of online buyers in France!

The pandemic was a catalyst for new trends. It confirmed the need for businesses to put sales systems in place with the capacity to handle both growing consumer needs and economic disruption. Stock shortages, the closure of physical points of sale, changes in buying behaviors – the move towards unified commerce is increasingly becoming more than just a business priority – it’s a necessity!