What: French e-commerce reaches historic EUR 175.3 billion in 2024, driven by 10% growth in transaction volumes and stabilising inflation.

Why it is important: This achievement marks a turning point in French retail, combining digital growth with traditional commerce as department stores show parallel success, indicating a truly omnichannel future.

French e-commerce demonstrated remarkable resilience in 2024, achieving EUR 175.3 billion in online sales, representing a 9.6% increase from the previous year. This growth was primarily driven by a significant rise in transaction volumes and the moderating effects of inflation. The services sector maintained strong momentum with 12% growth, reaching EUR 108.4 billion, while product sales rebounded impressively by 6% to EUR 66.9 billion. Consumer behaviour showed notable evolution, with the average basket size stabilising at EUR 68, supported by expanding low-price offerings and easing inflation pressures. The market's maturity is evident in consumer engagement, with online shoppers now making weekly purchases and spending an average of EUR 4,216 annually. This performance has solidified e-commerce's position in the retail landscape, now representing 11% of total retail sector sales and marking a significant milestone in the digital transformation of French commerce.

IADS Notes: The record-breaking EUR 175.3 billion in French e-commerce sales for 2024 builds upon several significant market developments throughout the year. In December 2024, the sector demonstrated remarkable dynamism with online sales surging 31.6%, setting the stage for the year's strong performance. This growth occurred despite early challenges, as noted in September 2024 when the fashion segment experienced volume increases but value decreases. The market showed clear signs of polarization, with department stores achieving 6.1% growth in November, while mass-market chains struggled.

By early 2025, the sector had established a new equilibrium, with traditional department stores growing at 1.7% while online channels maintained 2.4% growth. This evolution reflects broader changes in consumer behavior, with both online and offline channels finding their place in the post-pandemic retail landscape, culminating in department stores' impressive 15% autumn performance.

E-commerce in France 2024: Online sales exceed EUR 175 billion, growing by 9.6% year-on-year