E-commerce for food: a lead to consolidate

4 to 5 years ahead in a few months. 2020 will have been a record year for e-commerce in the world and in France. According to the figures that NielsenIQ and the Federation of e-commerce and distance selling (FEVAD) have just unveiled, the latter will record a 42% increase in online sales in 2020 from the first lockdown.

 

In 2021, the trend will continue and e-commerce will reach 9% of the market via a protean system. According to the panelist, France stands out from other countries because of its varied e-commerce offer, made up of the drive-through system linked to hypermarkets and supermarkets (90% of the offer), home delivery from these same chains and pure players as well as pedestrian drives. New players have also come on board, notably to meet consumer demand for short, local circuits.

 

In France, e-commerce recruited 2.4 million additional adapters during the first confinement in 2020, i.e. an increase of +50%. Among them, two categories of consumers are particularly represented: retirees and teleworkers. However, two out of three new buyers did not continue the experiment because of unmet shopping lists or saturated delivery slots. "Retailers will have to convince these new customers to make the click a habit. Whether for families, senior citizens or teleworkers, maintaining the link and quality of the customer experience will be decisive, more than ever! "Daniel Ducrocq, Director of A3Distrib and European Retail Services at NielsenIQ, explains. Loyalty is therefore a major issue for e-commerce in 2021.