2023-05-23 14:31:11
Clotilde Dumay, with AFP / Photo credits: Joao Luiz Bulcao / Hans Lucas / Hans Lucas via AFP
modified to
19h17, the 23rd of 2023
The German discounter Lidl, which has become the sixth largest supermarket chain in France, announced on Tuesday the launch of an e-commerce site in the country, on which it will market non-food products “from June 1” . “From June 1, 2023”, lidl.fr will house “an e-commerce platform which offers a wide selection of non-food products for everyday life”, said in a press release Michel Biero, executive director of purchasing at Lidl France.
2,000 products on sale by July
The brand, which claims 1,580 stores in France, plans to sell 2,000 products on the site by July, “and 5,000 are planned by the end of the year, in the form of one-off or permanent offers. “, in a dozen categories such as “fashion”, “multimedia”, “animals”, “garden & terrace” or even “baby & child”. It plans to deliver in two to four days from a warehouse in Roosendaal, the Netherlands.
“If the lidl.fr site is already ranked among the ten most visited websites in France”, completes in the press release Arnaud Girard who is responsible for online commerce at Lidl France, the sign hopes that “this new commercial offer should still increase its attendance, while developing the notoriety of the brand”.
8µ market share in mass distribution
In February 2022, a study by the Mediamétrie panelist carried out for the Fevad, federation of e-commerce and distance selling, had in fact shown that nearly 13 million unique visitors connected each month to the Lidl site in France, while the brand did not sell anything there, unlike the other members of the top 10 at the time (in order, Amazon, Leboncoin, CDiscount, Fnac, Vinted, Carrefour, E.Leclerc, AliExpress and Booking.com ).
According to the specialized media LSA, this was explained in particular by the possibility of consulting online the various catalogs of the sixth supermarket chain in France, behind, in order, E.Leclerc, Carrefour, Intermarché, Système U and Auchan.
Lidl weighs nearly 8% of the mass distribution market share, and achieved a turnover in France which “around 15 billion euros” in 2022, up from “6 to 7%”, had declared mid April Michel Biero in an interview with LSA. It already sells online in seven European countries, Germany, Belgium, the Netherlands, Poland, Slovakia, Spain and the Czech Republic.
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