Top 2024 e-commerce sites in France (Ranking by industry)
Estimated reading time: 5 minutes
The French e-commerce federation (FEVAD) has released its annual ranking of the top e-commerce sites in France for 2024. This ranking is based on a survey of 2,100 French internet users conducted by Toluna Harris Interactive.
Top 10 industries according to FEVAD:
- E-tourisme
- Fashion
- Cultural products
- Electronics & home appliances
- Toys & games
- Sport equipment
- Beauty, Health & Hygiene
- Furniture & home decor
- DIY & Tools
- Groceries & FMCG
FEVAD also ranked top second-hand marketplaces.
While Amazon remains dominant in many categories, several French companies lead in various sectors. Discover the categories and top e-commerce sites below.
If you’re an e-commerce business in France, understanding the FEVAD ranking is crucial. It helps you identify key competitors, stay ahead of market trends, and refine your strategy based on consumer preferences.
Since the ranking is based on a survey of French internet users, the results provide valuable insights into local consumer behavior.
Winners by category
E-tourism: The undisputed leader in online sales
Travel remains the most purchased online category (58.4%). Booking.com (29.2%) leads the sector, followed by Airbnb (21.0%) and SNCF Connect (12.4%). FlixBus has made significant gains, especially among younger travelers.
Fashion: The leading e-commerce market
Fashion is the leading e-commerce sector in France (excluding e-tourism), with 57.6% of online shoppers making a purchase in the past year (+3.3 points vs. 2023). Amazon, Vinted, and Shein continue to dominate, while Temu climbs three spots. Kiabi secures the top position in children’s fashion, and among Gen Z shoppers, Vinted takes the lead. Decathlon and Zalando maintain their rankings.
Cultural products: Stability at the top
With 51.6% of online shoppers purchasing cultural products, this sector retains its third-place ranking. Amazon (52.5%) and Fnac (32.1%) lead, with Cultura in third place. Notably, Leboncoin enters the category, securing a top-five spot.
Electronics & home appliances: Boulanger joins the top 3
This sector remains the fourth most popular, with 50.4% of online shoppers (+4.8 points). Amazon leads (36.2%), followed by Cdiscount (14%). Boulanger surpasses Darty, while Temu ranks second among 15-24-year-olds.
Toys & games: A strong rebound
After a decline in 2023, this sector sees a 5.1-point increase, with 48.2% of online shoppers purchasing toys and games over the past year. Amazon dominates (46.1%), while E.Leclerc rises to second place, pushing Cdiscount to third.
Sports equipment: Decathlon overtakes Amazon
Sports-related purchases account for 44.8% of online shoppers. Decathlon claims the top spot (30.1%), surpassing Amazon (29.6%), while Nike holds third place. Temu makes an impressive entry into the top 10.
Beauty, health & hygiene: No changes at the top
This sector sees 42.1% of online shoppers making purchases. Amazon (31.7%), Yves Rocher (23.5%), and Sephora (19.0%) retain their positions. Marionnaud holds the fifth spot, while Aroma Zone climbs four places, and E.Leclerc enters the top seven.
Furniture & home decor: Amazon, Ikea, and Cdiscount lead
With 41.6% of shoppers (+4.5 points), the sector remains stable. Amazon (32.4%) tops the list, followed by Ikea (16.3%) and Cdiscount (14.4%). Maisons du Monde makes notable gains.
DIY & tools: Lidl and Carrefour make moves
The sector holds steady with 31.8% of online shoppers. Amazon (37.8%) remains first, followed by Leroy Merlin (21.6%) and Cdiscount (14.1%). Lidl and Carrefour climb the rankings.
Groceries & FMCG: Traditional retailers dominate
Despite inflation and evolving consumer habits, online grocery sales hold 10th place (24.2%). E.Leclerc (28.2%) leads, followed by Amazon (23.6%) and Carrefour (20.8%). Uber Eats and Deliveroo debut in the rankings.
Second-hand market: A rapidly growing trend
43.9% of online shoppers buy second-hand goods. Vinted (21.8%) leads, followed by Leboncoin (18.7%) and Amazon (12.8%). Popular second-hand categories include books (38%), electronics (32%), toys (31%), and fashion (30%).
Verbolia can help you succeed in the French e-commerce market
Verbolia is a leading provider of e-commerce solutions, helping businesses drive organic traffic and optimize conversions. We’re proud to support industry leaders across multiple categories, including:
- Decathlon
- Cultura
- Cdiscount
- Marionnaud
- Leboncoin
- Darty
Want to boost your e-commerce success in France? Let’s talk! Contact us today to see how Verbolia can help your business thrive.
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