Will the uninterrupted growth of online sales resist the surge in prices? Whether they were attracted by promotions, low prices or a wide choice, the French continued to spend money on the Internet in 2022. Over the year as a whole, they bought 146.9 billion euros of goods and services online, according to data released on Tuesday, February 7, by the Federation of e-commerce and distance selling (Fevad). An increase that reaches 13.8% over one year, but which turns out to be less strong than the 15.1% increase posted in 2021.
Nothing more than“a phase of normalization following two completely non-standard years due to the health crisis” for Marc Lolivier, general delegate of Fevad. Online sales had allowed the French to stock up, while shops were closed, and travel sales had been reduced to nil.
He also reminds us that trees never climb to the sky: “We are still on levels close to those of automobile construction or building and public works. It is a sector which, today, concerns more than 90% of French people, with an economic weight which is beginning to be significant. » Online transactions represent 12.5% of retail product sales in 2022. Each online shopper placed 54 orders on the Internet (compared to 51 in 2021) and spent, on average, 3,115 euros over one year ( once morest 3,089 euros).
“The French want to keep the pleasure side and the escape”
But, in detail, these figures show another reality: that of the arbitrations of the French in a period of inflationary pressure, with a shift in their spending towards services – in particular tourism –, to the detriment of purchases of goods. According to an Odoxa survey, inflation has led the French to buy more of the products they really need (58% of them) and those on sale (55%). In December 2022, 43% said they had been forced to dip into their savings or borrow to cope with inflation.
For the first time, sales of consumer products on the Internet fell year-on-year. After falling by 16% in the first half, they recovered during the second half of the year, limiting their decline to 7%. They had progressed by the same amount in 2021. “But they remain up 33% compared to 2019”, reminds Mr. Lolivier. In particular because new regulars, including seniors, have continued to use this mode of purchase that they discovered during the health crisis. At the same time, sales in the service sector (hotels, transport, leisure, etc.) jumped 36% compared to 2021 (and more than 50% compared to 2019).
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