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Communiqués 2012

Publié le lundi 30 janvier 2012

2011 e-commerce report : 37.7 billion euros spent online: up 22% compared to 2010

Paris, 30th January 2012



More than 30 million French people made purchases online: representing an increase of 11% over 1 year and 3 million more shoppers

37.7 billion euros spent online: up 22% compared to 2010

More than 100,000 active merchant websites: up 23%

Online sales in France continued to increase throughout 2011, according to the study the French E-commerce and Home Shopping Federation (FEVAD) presented today at the French Ministry of Industry, Energy and Digital Economy following the publication of the 2011 E-commerce Report.

This study draws on information gathered from France’s leading e-commerce sites and on the aggregate amount of transactions handled by the main payment processing companies on behalf of more than 100,000 websites.The consistency of the methodology and the data processing were validated by KPMG.

Online sales reached 37.7 billion euros

despite a drop in average basket value

In 2011, online sales reached 37.7 billion euros, which represents an increase of 22% over one year. This progression confirms that online sales continue to grow and perform well in spite of the worsening economic climate. It also reflects the good results e-commerce achieved over the 2011 Christmas period, with online shoppers spending 7.6 billion euros for the festive season, compared with 6.3 billion one year earlier.

In 2011, the sites recorded 420 million transactions compared with 340 million in 2010. Over one year, the average transaction amount fell 1% to 90 euros (91 euros in 2010). During the 2011 Christmas season it dropped to 86 euros, its lowest point since measurement was implemented in 2006.

However, this drop is offset by an increase in the number of orders. In total each internet shopper performed an average of 14 transactions in 2011, which is equivalent to more than one per month. This represents almost 1,250 euros per year per shopper.

Leading sites record 11% growth

In 2011, the sites that make up the FEVAD iCE 40 index, which is used to measure the growth of the top e-commerce sites on a like-for-like basis, saw their turnover increase by 11% over one year. Although a rise of 13% was recorded in the first half of the year, in the 2nd half this slowed down to 9%.

This drop occurred within the context of a sharp decrease in consumer spending that started in the 3rd quarter with a drop of 3.5% and continued in the 4th quarter with a 2.4% drop, i.e. a decrease of 3% in the second half of the year after a 2.2% rise in the first half. Retail sales fell 0.2% in 2011 after registering a 2.2% rise in 2010 and a fall of 1.4% in 2009 (source: Banque de France).

Within the iCE 40, sites selling mass market products achieved 8% growth. Clothing retail continues to develop with an increase of 12%, whereas the growth rate for technical products is stable with a 6% rise.

After a record year in 2010 (up 20%), e-tourism sites are maintaining a high rate of growth with a 14% increase in sales over one year, thanks in particular to the good results achieved in the 2nd quarter.

The growth rate of B2B sites slowed to a 4% rise over the year.

A sharp increase in m-commerce

M-commerce, meaning sales made from smartphones and digital tablets through mobile sites and applications, is growing rapidly. Several of the iCE 40 sites began selling through mobile commerce either in the 4th quarter of 2010 or during 2011. Their mobile internet sales (products and tourism) increased by 215% between Christmas 2010 and Christmas 2011. For the sites in question, mobile sales represented 3% of their online turnover for Christmas and 2% over the whole of 2011.

These figures confirm the trends observed in recent consumer studies conducted by FEVAD during the festive season and the January sales, which show a rapid increase in the use of mobile internet for shopping.

It is worth noting that the average basket value is 25% lower on mobile internet than it is on traditional e-commerce sites (excluding market place and mobile).

30 million French people made purchases online :

up by 3 million in one year

Online shopping is attracting more and more Web users. According to Médiamétrie’s Internet Usage Observatory, 30.7 million Web users made purchases online in the 4th quarter of 2011. This is an increase of 11%, representing nearly 3 million new online shoppers in one year.

Purchases by women have seen a surge, up by 15% in one year, whilst online shopping outside of Paris has increased by 14%.

Confidence continues to grow: 66.5% of Web users now trust online shopping sites, compared with 65% in 2010.

We have passed the 100,000 merchant sites mark

Over the last 12 months, the number of existing merchant sites reached a record high with 100,400 active merchant sites identified. This represents a 23% increase compared with the previous year and 18,000 new sites in 2011.


In 2011, the categorisation of sites according to their number of monthly transactions remained stable. 29% are micro-sites with fewer than 10 transactions per month, 44% are sites with 10 to 100 transactions per month, and 27% are bigger sites with more than 100 transactions per month.

For the last 4 years, the medium sites with 100 to 1,000 transactions per month and the biggest sites with more than 10,000 transactions per month have experienced the strongest growth. Since 2007 their number has tripled.

Methodology :

The results of the e-commerce assessment were calculated based on the iCE 40 index made up of the following sites:

3 Suisses, Accor-hotels, Alapage, Arianta-Quelle, Camif Collectivites, Carrefour, Cdiscount, Celio, Club Med, Darty, Ebookers, Fnac, France-Loisirs, Go Voyages, Jm Bruneau, JPG, La Redoute, Lastminute, Ldlc, M6 Boutique, Manutan, Mistergooddeal, Nouvelles Frontières, Pixmania, Raja, Rue du Commerce, Sarenza, Sephora, Spartoo, Surcouf, Thalasseo, Topachat,, Vertbaudet, Viking Direct, Voyages Loisirs, Voyage Privé, and Welcome Office.

For the purposes of the study, FEVAD also surveyed a group of payment platforms, totalling in excess of 100,000 sites:Atos Worldline, SP-Plus (CNCE), Crédit Mutuel-CIC, Monext, Ogone, PayBox, PayPal and PayZen.

The size of the overall market was calculated by aggregating the data from the iCE sites and the value of the electronic payments (excluding members of the iCE 40 index) reported by the payment processing services named above.

About FEVAD :

The French E-commerce and Home Shopping Federation was created in 1957. Today, it brings together 550 companies and some 800 websites. It is the representative organisation for the e-commerce and distance selling sector. FEVAD’s principal mission is to collect and disseminate information to improve knowledge of the sector and promote the sustainable and ethical development of distance selling and e-commerce in France.

About KPMG

As the leading auditing and accountancy firm in France, KPMG SA ensures the consistency and coherence of the methods FEVAD uses to derive the results it publishes. KPMG has a strong presence in the distribution sector in all its forms and provides auditing and expert advice to more than 70,000 clients. KPMG SA is also the auditor of numerous publicly traded companies.

About Médiamétrie

As the French leader in media research, Médiamétrie observes, measures, and analyses consumer behaviour and market trends. Created in 1985, Médiamétrie operates in France and worldwide in television, radio, internet, cinema, mobile telephones, and cross media.

The Internet Usage Observatory:This study monitors changes in the population of Web users and conducts in-depth research into internet usage in France. Through a monthly telephone survey of 1,000 individuals aged 11 and over, the Internet Usage Observatory compiles key information about Web users according to their connection type and the main ways in which they use the internet. The study draws on a wide range of analysis criteria: demographic, sociological, geographic, economic, leisure, media, multimedia, etc.


Press contact:

Nathalie Laîné

Head of Communications

+33 (0)1 42 56 38 86 - [email protected]


Les membres de la Fevad