The analysis is based on anonymous transactions of approximately 20 million bank cards issued by the banks of the Banque Populaire and the Caisses d’Épargne. This edition of the BPCE Digital & Payments Barometer provides a statistical basis that is representative of the evolution of French payment methods and buying habits.
New record for total spending up to 20%
According to the BPCE Digital & Payments Barometer, 2021 will be another record year for e-commerce. This is a very clear trend that cuts across all sectors of activity.
For those under 35, a third of consumption is done online.
The share of spending made online is 85-95% on travel and plane tickets; 75% for education services and 98% for dating.
Sectors with exclusive physical sales activity before the crisis began to shift to e-commerce. if not, One in three clothing purchases is now made online ; Also 20% of restaurant spending, compared to just 3% two years ago. An identical figure for sports equipment. In the luxury and watchmaking-jewelery sector, online sales rose from 10% in 2019 to 16% today. Regardless of the sector, online sales have become important.
The average e-commerce basket is also half as high as in stores, at 57 euros against 38 euros.
Data from this barometer illustrates a growing digitization shown, moreover, in all payments. Money continues to decline, due to the boom in distance selling and the use of contactless, which has nearly tripled in value in two years. The year 2022 is an opportunity to see these trends confirmed.
Also read: French e-commerce did not weaken and reached 32.5 billion euros in Q1 2022
A different impact depending on the activity sectors and a big winner, the online entertainment sector.
There are two areas of disparity. First, the health crisis has created “winners” and “losers”. Then, for some sectors, the crisis was simply an accident, a one-off shock, positive or negative, followed by a rapid return to normal. Conversely, for others, the crisis was marked by a trend of acceleration or deep decline, the effects of which remain to this day. Four groups can be identified:
The “point losers”
Ready-to-wear, hairdressing salons, sports equipment and even the catering sectors are facing total or partial closure during the health crisis. The French quickly returned to these sectors once the barriers were removed because they remained very attached to these businesses. The trend remains in favor of the general.
The “one-off winners”
Conversely, some sectors were temporarily boosted by the health crisis before returning to their former levels. The most notable example is the large food retailers. French food spending rose 28% between 2019 and 2020 and returned to +4% in 2021 compared to 2019.
Sectors are still declining
This is the case for activities related to mobility and tourism, such as airlines, public transport or railway companies and, more notably, travel agencies. These data witness profound changes in the mobility habits of the French.
For other sectors, the health crisis has been a real accelerator of growth. The online entertainment sector has exploded, including streaming platforms, video games, betting and gambling. This is confirmed by the figures with a 37% increase in spending on streaming sites between 2019 and 2021. More surprisingly, the pet stores and veterinary care sector grew by 67% in two years. Do-it-yourself and decorating (+22%) and garden centers (+31%) also posted strong increases. Trends that suggest a refocusing of French consumers on the domestic sphere.