AMZ123 has learned that in the first half of 2026, online sales of goods and services in France exceeded €102 billion, up 6.6% year on year. Second-quarter sales reached €52.2 billion, up 8.5% year on year, significantly faster than the 4.7% growth in the first quarter. In June, driven by intensive promotions, a wave of sporting events and multiple heatwaves, online sales of consumer goods rose 12.2% year on year. However, the acceleration did not last: in July, online goods sales growth slowed to 4.8% year on year, with cumulative growth of 6.8% in the first seven months.

Worth noting is the shift in consumption structure: the number of transactions in the second quarter rose 13.5% year on year, but the average order value fell 4.3% to €59.7, meaning growth was driven mainly by higher order numbers rather than higher spending per order.

By category, online sales of sporting goods grew 16.2% in the second quarter, home textiles grew 12.2%, tech and home appliances grew 8.5%, and beauty products grew 7.4%. Online sales growth at retailers with physical stores outpaced the overall market; in tech and home appliances, their June growth was more than 50% higher than the market average.

For sellers, the combination of rising order volumes and falling average order values will push up logistics, customer acquisition and order processing costs, so the balance between promotional intensity and fulfillment costs needs to be reassessed.

Seller's Home Review

France's e-commerce traffic dividend remains, but average order value continues to decline. Sellers should be wary of "volume growth without profit growth." It is advisable to optimize pricing and bundling strategies, increase per-customer value, and closely monitor the July slowdown trend.

Source: AMZ123
Original link: https://www.amz123.com/kx/y3EenTqB