The sixth edition of the study on innovation in e-commerce, carried out by KPMG France and Fevad, deciphers the growth of the second hand, one of the most important disruptions of recent years, and its impact on all market players.
The study explores the new behaviors of consumers, who are proving to be increasingly sensitive to the impact of their consumption patterns on the environment and, at the same time, very attentive to their purchasing power. Thus, in 2021, more than 80 percent of online shoppers have already bought or sold used products online.
As a result, the second-hand market, estimated at a transaction volume of around seven billion euros in France, is booming. 71 percent of French consumers have already bought cultural and entertainment products there, 51 percent say they are ready to buy a used phone there, and the number of such purchases in ready-to-wear has increased by 140 percent between 2019 and 2021 .
One in two online shoppers claim to have bought at least one second-hand product in 2021, and 74 percent of online shoppers – mostly women – say they have the reflex to check if a product doesn’t exist second-hand before buying. that. young . Illustrating the phenomenon, two genre specialists, Leboncoin (6.6 million daily visitors) and Vinted (4.9 million daily visitors) are now in the Top Five of French e-commerce. And almost all of the top 20 e-commerce players put in a secondary offering.
Massively, the trend is sustainable as Millennials and Generation Z, even more sensitive than previous generations to the challenges of sustainable consumption, represent the majority of consumers in the used market.
The traditional consumption model, based on purchase and ownership, is gradually diminishing, giving way to use. In 2021, 72 percent of the French are committed to responsible consumption. Nearly 1 in 5 cyber shoppers have already chosen to rent products online and, in the same proportion, 1 in 5 cyber shoppers have offered their own products for rent.
However, price remains a fundamental criterion in consumer choices for 78 percent of the French and only 39 percent of consumers are willing to pay more for more responsible products. In 2022, the cyber shopper consumes better and more responsibly, but their choice remains largely driven by price, resulting in a persistent imbalance between intentions and actual purchasing behavior.
E-commerce growth in France accelerated in 2021 (+15.1 percent in 2021).
2021 was another year of growth for e-commerce: the sector reached 129 billion euros in turnover in France, 15.1 percent more year-on-year compared to the previous year. 8.5 percent in 2020. E-commerce is therefore returning to double-digit growth thanks to the good performance recorded in the sale of products and the gradual recovery of the Transport, Tourism, Leisure sector, which was severely affected by the crisis Covid.
This steady growth is fueled by the French becoming more adept at online shopping: 41.8 million people shopped online in 2021, an increase of €153,000-consumers in one year.
The proliferation of online merchant apps and sites has contributed to the dynamics of e-commerce. Mobile purchases show growth of 23 percent. Transaction growth is +16 percent, representing 2.1 billion euros of additional turnover.