As at the start of each new year, the Webloyalty Panel publishes its figures for 2024 in order to offer an enlightening retrospective on French consumption. With a difference in the evolution of the volume of positive orders and an increase of 9 points between 2023 and 2024, the French are regaining confidence but nevertheless continue to pay attention to their budget, where promotional periods remain the days when they are most active.
A year 2024 which was able to find a rebound in its last quarter, such could be the summary of the Webloyalty Panel study. A year 2024 which had nevertheless started badly by suffering the effects of the inflationary pressure of previous years: a month of January which saw the most significant drop of the year (compared to 2023), with a decrease of 16%. However, the end of 2024 marked a positive dynamic with growth of 16%, 5% and 11% for the months of September, November and December. This positive dynamic at the end of the year which testifies to a recovery in consumer confidence, where their desire to consume is not extinguished, on the contrary, it offers us signs of optimism for this new year 2025.
Promotional periods = monopoly of purchasing shares
This development shows the desire on the part of the French to indulge again, while being careful with their spending. Indeed, in terms of share of purchases, the year 2024 is mainly driven by the periods of summer sales (9%), winter (8%) and that of Christmas purchases (14% from November 25 to December 22) with Black Month promotional offers. These 3 periods combined constitute more than a third (31%) of the purchasing shares over the year. Black Friday remains the most dynamic day of the year, recording an increase in transactions of +22% compared to 2023, followed by Cyber Weekend and Cyber Monday. Driven by a desire to treat themselves while being careful with their spending, the good deals offered during promotional periods were a highlight of their consumption this year, particularly during the end-of-year holiday period.
Online ticketing clearly stands out from other sectors
Looking at order volume by industry, online ticketing stands out with a notable increase of 23%after a drop of 2% in 2023. The other sectors show an improvement compared to the previous year, but remain in negative territory: travel, fashion and home record respective drops of -9%, -7%. and -4%. The effect of the Olympic Games has revived French interest in cultural outings and showsreinforced by the presence of international artists who contributed to the strong growth in ticket sales this year. This enthusiasm contrasts with the more modest performances of other sectors, and the Olympics effect has also benefited large cities hosting simultaneous festivals, amplifying the impact of tourism.
Mobile is becoming an increasingly preferred channel
Last year, the share of mobile decreased by 1 point compared to 2022, this year we note growth of 8 points more than 2023. The telephone represents more than one in two purchases in 2024approaching 60% of online purchases this year (59%). This growth is driven by telephone use by a wider audience, no longer used exclusively by young people. Thanks to alert systems and instant access, this channel also offers a smoother purchasing experience for the consumer, allowing them to make their purchases whenever they want.
Methodology
The Webloyalty Panel is an index that measures the evolution of online sales in France. It is made up of 37 e-commerce sites, all leaders in their sector and which each carry out more than 100,000 transactions per year. These e-retailers operate in the home and garden equipment, online ticket sales, fashion and travel sectors. The data extracted by the Webloyalty Panel is measured data, so it does not come from a declarative basis, which allows it to better reflect reality. The figures are obtained in real time and make it possible to quickly provide data, the day after an event or the end of a specific period. For example, it is possible to provide the evolution of the transaction volume from the first day of sales the next day.
Source: www.ecommercemag.fr
