Amazon Less Efficient than the E-Commerce Market in France in 2020 According to A Study

Stacy Adams

However, the market as a whole (excluding e-commerce sales of supermarkets) grew by 24% at the same time, to 43.310 billion euros.

Unlike the federation of e-commerce (Fevad) which includes in the e-commerce market all service activity, such as travel, transport or hotels, Kantar thus records “all physical goods. purchased on the Internet ”from France.

Competition against Amazon
Amazon’s market share is therefore 19%, down from 22% a year earlier. This downward variation, of about three percentage points, is of the same order “including the websites of the GSA” (large food supermarkets), from 19% in 2019 to 16% in 2020, according to Kantar, who specifies that these data are taken from a panel and “therefore have a probability value”.

The panelist puts forward two main explanations for this (relative) decline: on the one hand, “the increase in the average number of sites on which the French made purchases in 2020”, and the large number of orders made on websites. stores that had to close as part of the fight against the Covid-19 epidemic.

On the other hand, Amazon encountered “logistical and social problems” during certain periods of 2020, notably during the first lockdown, and further experienced a form of “Amazon bashing”. These two phenomena “helped reduce Amazon’s penetration by 1 point,” according to Kantar.

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