E-commerce sector focus of the month: household appliances

Cyril Blondel
Posted on 27 January 2022 by Cyril Blondel
Reading Time: 2 minutes

Every month, Dalenys, Groupe BPCE’s fintech specialising in digital payments, puts a sector under the microscope to explore consumer and e-commerce trends, using data from the BPCE Payments Observatory1.

This month, it takes a close look at French consumption habits relating to household appliances.

A constantly growing sector

  • Spending in the sector increased by 40% between 2018 and 2021, with a surge of 13% between 2020 and 2021 (in amount terms).
  • Average overall shopping basket: €139.35, i.e. +17.5% vs 2019

NB: men spend the most:

  • Average male shopping basket: €156
  • Average female shopping basket: €120.80

E-commerce is growing rapidly, driving the sector

  • E-commerce spending increased by 183% between 2018 and 2021, with a surge of 20% between 2020 and 2021 (in amount terms).
  • In e-commerce, the average shopping basket is larger than for goods purchased in-store: €161.70 online vs. €118.50 in-store
    • Average male online shopping basket: €188.30
    • Average female online shopping basket: €131.80
      Pople under the age of 24 spent the most online, with an average purchase of €187.40.
  • Compared to 2020, the number of online transactions rose sharply, by 49.9%, while the average online shopping basket decreased by 17.2%.

1 data from e-banking transactions by Banque Populaire and Caisse d’Epargne cardholders, between January 2018 and October 2021

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