Macro-économie / Taux

Les Français continuent de plébisciter le commerce en ligne / Les services portent le secteur

En 2023, 159,9 milliards d’euros furent dépensés par les consommateurs français sur internet, soit une hausse de 10,5 % sur un an. Biens et services n’ont toutefois pas connu la même trajectoire.

PAR Yoann Defrance

Riccardo Milani / Hans Lucas / Hans Lucas via AFP

L’attrait des Français pour le commerce en ligne ne se dément pas. En 2023, les ventes en ligne réalisées auprès des consommateurs de l’Hexagone ont atteint 160 milliards d’euros, soit une progression de 10,5 % sur un an, a rapporté la Fédération de l’e-commerce et de la vente à distance (Fevad). Il s’agit d’un nouveau record après les 144,7 milliards d’euros de 2022. Le nombre de transactions, lui, a crû de 4,9 % tandis que le panier moyen a augmenté de 5,4 %.

"Cette croissance est très fortement tirée par les services, qui ont beaucoup souffert pendant le Covid et qui, aujourd’hui, sont repartis", a déclaré Marc Lolivier, délégué général de la Fevad, à l’occasion d’une conférence de presse au ministère de l’Économie et des Finances de présentation du bilan de l’e-commerce en 2023.

En effet, les ventes de services poursuivent leur forte croissance à +20 %. Cette progression repose à la fois sur la hausse du nombre de transactions (+12 %) et sur l’augmentation du panier moyen (+7 %) qui atteint 75 euros.

À l’inverse, pour les ventes de produits, le recul du chiffre d’affaires amorcé en 2022 (-7 % vs 2021) s’est poursuivi en 2023, mais de manière moins importante (-1,8 %). Le nombre de transactions est lui aussi en baisse en 2023 (-3 %) malgré une légère hausse du panier moyen (+1 %) soit 59 euros. Le chiffre d’affaires des ventes de produits représente 61,2 milliards d’euros.

Dans un environnement marqué notamment par une hausse importante des prix à la consommation, les cyberacheteurs ont "continué à modifier leurs comportements en arbitrant entre consommation, déconsommation et épargne, achats de produits et de voyages/loisirs, achats de produits neufs et de seconde main", indique la Fevad.

Tant et si bien que "ce sont les domaines de l’indispensable (alimentaire) et du loisir qui se maintiennent le mieux, tandis que les secteurs où il existe une offre de seconde main importante ou ceux qui s’inscrivent dans des cycles de renouvellement plus variables sont confrontés à des baisses de volumes ", analyse l’organisme.

Au niveau européen en 2023, le nombre d’acheteurs en ligne aurait très légèrement baissé (76 % des Européens avaient au moins réalisé un achat en ligne en 2023 contre 77 % en 2022), indique une étude menée par Geopost, filiale internationale de La Poste et l’institut GfK et qui porte sur un panel de 24.000 acheteurs en ligne dans 22 pays européens. "Dans un contexte économique difficile, les achats en ligne sont plus que jamais considérés comme un moyen de faire des économies, et les e-shoppers ont tendance à revenir aux fondamentaux qui font le succès d’un achat : le prix, la clarté, la facilité d’achat et de retour, la ponctualité et la livraison", a expliqué Carmen Cureu, directrice des études de Geopost.

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01/01/1970 - 01:00

France : l'amélioration des comptes ne cache pas les handicaps structurels

01/01/1970 - 01:00

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Conditions générales de vente

01/01/1970 - 01:00

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JE M’ABONNE POUR DEUX ANS

01/01/1970 - 01:00

Les banques françaises menacées par la Russie

01/01/1970 - 01:00