With e-commerce sales going upward, mobile shopping shows no signs of slowing down in France. In 2022, consumers spent nearly 147 billion euros shopping online, and close to half of that
. At the same time, the
in France owe most of their online traffic to smartphone users, a gradually expanding customer base driving online retailers to become mobile-first.
App-driven e-commerce
As with other digital interactions, shopping is more portable and mobile than ever. Consumers are no longer looking out to find the latest trends from retailers anymore. On the contrary, e-commerce enables online stores to follow consumers and showcase their newest offerings almost in real-time, thanks to emerging trends such as social commerce and live shopping. In 2023, nearly two-thirds of online shoppers in France reported
frequently shopping through their mobile devices. This is a particularly high share compared to
pre-pandemic times, when only one in five French shoppers engaged in mobile commerce. This goes to show to what extent shopping habits have shifted in the digital realm, becoming increasingly shaped by mobile apps and social media. In 2022, around 30 percent of female beauty shoppers in France cited social media platforms like TikTok, Instagram, and YouTube as their
leading source of inspiration for beauty trends. That year, Amazon was the
leading marketplace shopping app in France, with over five million downloads. In the
fashion and beauty segment, secondhand shopping app Vinted competed head-to-head with Chinese fast-fashion giant Shein for the top spot, garnering 3.7 and 3.4 million downloads, respectively.
Shoppers love mobile versatility
In 2023, data on
cart abandonment rates by device suggests that shoppers might be using their smartphones to browse for products in the pre-purchase phase but are more likely to complete an online purchase using their desktop devices. Nevertheless, mobile versatility remains very appealing to online shoppers. In 2022, among the
top advantages of mobile commerce cited by French digital buyers were the possibility to buy a product at any moment, the ease of access, and the speed of transactions offered by mobile shopping apps. For all their versatility, shopping via mobile devices can also have drawbacks. Online shoppers in France cited difficulty visualizing products on smartphone screens and concerns about security among the
main frustrations associated with mobile commerce in 2023.
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