Amazon Sees Online Market Share Fall In France In Q4: Study
Amazon saw its market share of the French e-commerce sector drop to 45% in the last quarter of 2018, from 51% in the corresponding period in 2017, data from online measurement analysts Foxintelligence has found.
French trade publication LSA reported the findings of Foxintelligence's report, saying that while Amazon's market share was as high as 64% in July, around the retailer's Prime Day, it then slowed over the remainder of the year, leading in to Black Friday and Christmas.
Overall, for full-year 2018, Amazon held 50% of the online market in France, which is up marginally on the 49% it held the previous year, according to the data.
Casino's CDiscount held 14% of the market last year (15% in 2017), with Vente-privee holding 6% (7% in 2017), Fnac holding 6% (7% in 2017) and Darty with 4% (4% in 2017).
Other e-commerce providers account for 20% of the market (18% in 2017).
Yellow Vest Impact
According to LSA, the 'gilets jaunes' (yellow vest) movement did not have as positive an impact on online sales as might have been anticipated, with the data showing that e-commerce sales accounted for 11% of the overall retail market in December 2018, compared to 14% in December 2017.
The Foxintelligence study analysed the purchasing habits of 1.2 million French consumers and 18 major merchants over a three year period.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.