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Ecommerce Report 2022 / 2023

Ecommerce report 2022 / 2023 based on the online purchases of our panel of more than 1.5M e-shoppers.


Report description

After an exceptional year in 2021 for the e-commerce sector, the trend in 2022 is towards normalization and stabilization of online sales.

European e-commerce is facing new challenges: the year 2022 was marked by inflation, the war in Ukraine, the end of lockdowns and consumers going back to physical stores.

An economic context that highly impacted the e-commerce market.

In this Ecommerce report 2022 / 2023, we share the evolution of e-commerce market in Europe in 2022 vs. 2021, with a focus on average spent by category and by country. We will also get some datas on the behavior of heavy-shoppers, exclusive insights on the second-hand market – and on the key moments of the year for e-commerce.

On the program:

Global analysis of e-commerce in Europe

  • Focus on the French market
  • High-tech, fashion, food & beverage: categories that stand out
  • European household spending

The second-hand market

  • Second-hand: a growing market
  • High-tech & fashion: the categories that dominate the second-hand market

Highlights of the year in e-commerce

  • Christmas
  • Black Friday

10 key e-commerce figures to remember for this 2022 review

  1. In 2022, in France, the e-commerce market remains stable in value (0% change vs. 2021) and shows a slight decrease in volume (-2%)
  2. Germans have a higher average annual expenditure than other Europeans (€1,589 for Germany vs. a European average of €1,300)
  3. In France, 20% of online buyers made 2/3 of the purchases, with an average expenditure of more than
    €5000 (vs. a French average of €1550)
  4. The penetration rate of the second-hand market in France has tripled in 5 years: from 14 to 41% between 2017 and 2022
  5. In France, 15% of purchases in the high-tech and fashion categories are second-hand purchases
  6. Vinted’s market share has not changed in Germany between 2021 and 2022. The second-hand market is struggling to take off in Germany: Germans still buy three times more new products than second-hand in the fashion category
  7. The penetration rate for the official Black Friday day, November 25, 2022, is between 9% and 15% depending on the country
  8. On average, the weight of purchases in value during the Black Friday period is twice as important as during the rest of the year. Brands therefore make twice as much turnover during this period
  9. The market share of online sales during the Christmas period is driven by high-tech and fashion: the Spanish spent 49% of their budget on these categories, a record in Europe
  10. Still over the Christmas period, the food and beverage category is the only one for which there is a wide disparity in market share. The weight of the category does not exceed 4% of online purchases for Germany, Spain and Italy – against 11% for the UK and 14% for France

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