E‑commerce France 2025: Key Figures & Trends | OKTee

France’s e‑commerce reached €175.3 billion in 2024 (+9.6%) with 2.6 billion transactions (~80 orders/second)

Market Snapshot 2025

• Total GMV: €175.3B (+9.6%)
• Transactions: 2.6B (+10%)
• Product sales: €66.9B (+6%) & 1.28B orders
• Services: €108.4B (+12%)
• Share of retail: 11%

What’s Driving Growth?

Volumes Over Prices

Growth fuelled by volume, not inflation .

Products & Services Surge

Post‑COVID product rebound and strong services performance.

Sustainability & Value

50% buy secondhand; 43% resell; 82% of e‑sellers use generative AI.

Going Global

73% of sites sell abroad; 40% in 10+ countries; 81% eye international sales by 2027.

B2B Momentum

B2B up 4% in 2024; +52% since 2019—with AI and chatbots.

Top Levers for 2025

1. AI – Personalization, chatbots, inventory
2. Second‑hand & budget – Resale & platforms like Vinted, Shein
3. Omnichannel & mobile – 75% value e‑commerce in rural zones
4. Internationalization – Expand cross‑border.
5. Upgrade B2B – Use balanced IA and human touch.

FAQ: Voice Search & Snippets

Q1: FEVAD’s 2025 forecast?
Approximately €175 billion in 2024, continuing growth.

Q2: Why volume-led growth?
Driven by deflation, low‑cost platforms and resale.

Q3: Role of B2B?
Grew 4% in 2024, up 52% since 2019.

‍