Against all expectations, the “yellow vests” have penalized online commerce

At the time of the end of year celebrations, in full mobilization of “yellow vests”, the French did not favor e-commerce. The Federation of e-commerce even mentions a shortfall of 600 million euros in 2019 in connection with the mobilization.

The figures were expected. But contrary to popular belief, online commerce has not benefited from the movement of “yellow vests” at the time of the end of the year holidays. “No, there was no transfer of stores to the Internet”, supports Marc Lolivier, general delegate of the Federation of e-commerce and distance selling (Fevad). In 2018, 92.6 billion euros were spent on e-commerce sites, according to the Fevad report, but growth dried up at the end of the year.

The increase reached 13.4% over the year but it was only 8% in December, almost twice less than forecasts, against 14% in November and even 16% in October. The “yellow vests” have had a negative impact on online sales. The movement caused a slowdown in the annual turnover of e-commerce estimated at 0.7 point of growth by Fevad, or around 600 million euros.

At Christmas time, there was no postponement on e-commerce sites as customers feared carriers would be unable to deliver packages on time. The images of the long lines of trucks stuck on the outskirts of the roundabouts marked the spirits. “The impact seems to have been more moderate on the leading sites,” notes Fevad, however.

Decrease in amounts and increase in orders

The context of the “yellow vests” crisis did not encourage “pleasure shopping”, underlines Marc Lolivier. Thus, according to a survey carried out by the Fevad and the CSA, 21% of the people questioned declared having spent less than what they had planned, this because of the movement of the “yellow vests”, and 24% indicated that they delayed the purchase of their gifts for this reason.

Another lesson from the Fevad figures: the amount of transactions continues to decline. The average amount of transactions in 2018 was around 60 euros, or 5 euros less over one year. This decrease in the average order amount is offset by an increase in purchase frequencies. Thus, last year, 1.5 billion transactions were carried out over the year, up 20.7%.

For the current year, Fevad is counting on continued online shopping which should allow businesses to cross the historic milestone of 100 billion by the end of the year, despite the uncertainties hanging over the evolution of the market. household consumption in 2019.


SEE AS ​​WELL: How Parisian traders have been protecting themselves for several months

– Watch on Figaro Live

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