The France internet retailing market remained a very fragmented industry with the top ten competitors representing less than 50% of the overall market in 2012. Furthermore, the number of players continued to increase in 2012. Amazon.com Inc led internet retailing in France, representing an 8% share in current value terms. As in other European countries, such as Germany and the UK, Amazon.com is a key player in France thanks to its very large offer and competitive prices.
In 2012, the category continued to grow by 12% in current value terms, but at a slower pace when compared to the review period. This can be explained by the fact that internet retailing is a mature market in France. In addition, in 2012 the average consumer basket value decreased in comparison with previous years, due to high competition in the market, which contributed to the slowdown of the market.
Internet retailing is expected to continue to grow over the forecast period, driven by the increasing internet access, from home as well as on the go in France. In addition, a larger percentage of the French population, including all ages, will accept online purchasing while they were more cautious in the past, supported by online retailers offering a user-friendly shopping experience as well as secured payment options.
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