For the first time, the French spent more than 1,000 euros on average on the Internet in 2015. This figure should increase further in 2016, reaching the 1,085 euros spent on the web during the year. This is shown by the study on m-commerce trends in Europe published in early March by RetailMeNot, the company that specializes in online discounts.
As a result, the turnover of French e-merchants increased by 17% in 2015 (36.5 billion euros), placing France in 3rd place in Europe, behind the United Kingdom and Germany.
Trends in 2016
The study recalls that in Europe, it is Internet sales that allow the retail sector to maintain positive growth rates: + 1.8% growth on average in Europe (in retail: + 16.7% of online sales and -1.5% of in-store sales). France is no exception: + 1.3% growth for retail sales with a 1.2% decrease in store sales forecast for 2016.
In 2016, the mobile will weigh for 23.6% of spending in France. On a European scale, it is estimated that m-commerce will present a potential of 65 billion euros.
Mobile purchases exploded in France between 2014 and 2015, from 3.7 to 7 billion euros. The authors of the study believe that thePurchases on smartphones increased by 117%, those on tablet 64%.
This growth should continue in 2016, with the average amount spent on mobile increasing by 36%. The French will spend an average of 711.67 euros on mobile in 2016 (more than the European average which is 656.64 euros).
The average mobile basket is down slightly this year: 47.54 euros spent per transaction on average in 2016, against 49.74 euros in 2015. It should also be noted that the average basket on mobile is lower than the average basket for all e-commerce (57.97 euros spent on average per transaction on the web in 2016).
Beyond the expected drop in the average basket, the number of mobile transactions will increase in 2016. The French will make an average of 15 mobile purchases during the year, compared to 10.5 in 2015 (more than the European average, which is 13.3 mobile purchases on average).
SEE the study infographic:
** Study carried out for RetailMeNot by the Center for Retail Research (CRR). The study analyzes the results and forecasts of e-commerce in 8 European countries (France, Germany, Italy, Netherlands, Poland, Spain, Sweden and United Kingdom), the United States and Canada. Forecasts are based on the following sources: government statistical sources and analyzes, telephone interviews with 100 major sellers in various markets (representing> 20% of national retail sales), and interviews with 500 consumers and 1000 in each of the other countries surveyed. account for the assessment of consumption trends. It is based on the sale of goods to the end consumer in stores and online, with a comparable structure. It excludes food services, sales of automobiles, gasoline and fuel, tickets, vacations, insurance and banking products.
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