Meal delivery and quick commerce take the lead in online sales

For e-commerce , the beginning of the year seems to rhyme with a certain return to normal. But the latter should not hide the rapid installation of new habits. As for the trends found after two years of Covid, sales of services have thus once again become the majority, compared to purchases of products in the first quarter. They represent 56% of turnover, according to the balance sheet just drawn up by Fevad, the federation of professionals in the sector.

After having been at half mast on the transport and tourism sides in the heart of the restrictions, they are making a big catch-up. “The comeback is confirmed in the trip where we return to the level of 2019. A real dynamic has set in. In March, its sales even exceeded those of two years ago by 18%”, notes the general delegate of Fevad, Marc Lolivier.


But the “next world” also manifests itself in many ways. Although product sales were down compared to the first quarter of 2021, due to a high basis of comparison following the closure of stores a year earlier, they remained 15% higher than those for the same period of 2020. And , in one year, France has nearly 2 million additional online shoppers, according to Médiamétrie.

FMCGs are among the big winners. 11.3% of purchases in this area are now made online, says NielsenIQ. And the industry is building loyalty. 58% of new food e-commerce customers in 2020 continued to use it last year with accelerated shopping frequency.

Players in the home delivery of food products are diversifying. At the beginning of May, the brands of the large distribution ensured almost half of it when the “pure players” like Amazon weighed a quarter of the market, according to the research company. But the new modes have already settled in well.

Meal delivery players, from Deliveroo to Uber Eats, who have been working for two years also bring groceries home thus achieve 14% of the total when “quick trade” specialists, such as Getir or Flink arrive at 12%, with an average ticket of 21.40 euros. “It’s going fast. Today there are 179 “dark stores” allowing these deliveries”, observes Sarah Duchazeaubeneix, director of international customers at NielsenIQ.

Another axis that has settled in the landscape: the delivery of meals itself. Médiamétrie finds in its study for Fevad that four out of ten people have used this type of service in recent months. Among practitioners, more than half do it at least once a month. Among the rising phenomena is also the place taken by anti-food waste sites and applications. 17% of French people have already bought products there.

Respond to inflation

Faced with the new reflexes of the French, the dynamism of the creation of sites is undeniable, growing by 11%. Mobile shopping increased by 14% during the first three months of the year, driven in particular by the recovery of the service sector.

It remains to be seen how inflation and purchasing power fears will affect behavior in the coming months. “Comparing prices before buying will become key in the coming months,” said the president of Fevad, François Momboisse.

The replicas can be of different orders. “Faced with the inflationary context, one in two French people indicate that they have increased their online food purchases. They believe that it is easier to control your budget online because you are less tempted. It’s also a way for them not to use their car,” emphasizes Xavier Lemuet, ad hoc director and major surveys at Médiamétrie. Conversely, other consumers plan to reduce their daily shopping online, judging the prices to be higher. The diversification of behaviors is more on the menu than ever.

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Meal delivery and quick commerce take the lead in online sales

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