The French e-commerce is growing very dynamically : 10 bio € for the first 2 quarters 08 with 21 mio online buyers according to the FEVAD, the french distance selling association.

The average e-shopping basket is around 94€, a growth of 3%. The number of merchants has also increased by 50% making an estimated 43.000 total e-merchants. Today, the e-shoppers are very representative of the whole french population. Buying online is now possible for anyone.

These are the general positive facts and figures. Now let’s have a look at the most progressing product category: fashion. According to the ‘Institut Français de la Mode‘, fashion online is already making 4.5% of the total fashion retail (it was 3,8% last year).

Lingerie is the top online fashion category, followed by kids fashion and sportswear. Regarding the pricing, womenswear is 15% cheaper than in ‘bricks-&- mortar’ fashion retail while mens fashion remains at the same pricing level as in the traditional retail. This suggests me that men are first seduced by the rapidity & conveniency of online buying. 50% of the online fashion business is ‘discount’ pricing (promotions, discounted brands,…) while this represents only 30% in the traditional fashion retail. Female heavy fashion e-shoppers are 25-44 years old while male are 15-24 years old.