Médiamétrie//NetRatings and Fevad publish quarterly the ranking of the top twenty e-commerce sites across all sectors on computer, mobile, and tablet. This quarterly ranking allows for monitoring the audience evolution of major French merchant sites in terms of number of visitors and percentage of the online population for the relevant period.
E-commerce in France: 50 million internet users in the first quarter of 2024
On average, 50 million internet users, or 78% of the French population, visited at least one of the top 20 sites and/or applications each month, which is 2 million more than in Q1 2023. This increase is particularly attributed to the strong performance of travel sites, which benefited from a favorable context with numerous long weekends in May and the Olympics held in Paris.
Thus, Booking.com and Airbnb saw the most significant increases, climbing 7 places to reach 3rd and 15th positions respectively. Booking.com recorded over 2.5 million additional visitors compared to the same period last year, while Airbnb gained more than 1 million. SNCF Connect also saw an increase with 1.4 million more visitors compared to Q1 2023.
Among other notable results, IKEA achieved the most significant upward movement in the ranking, jumping 8 places to re-enter the TOP 20 for the first time since Q1 2020. Temu also gained two more places. Arriving in France in Q2 2023, the Chinese site had already reached 11th place in Q3 2023. It now holds the 5th position, visited by 2.2 million internet users daily, which is 600,000 more than six months ago.
Finally, an increasing number of internet users are using their mobile devices to visit sites. Vinted, Shein, and Lidl are the sites with the highest proportion of mobile visits, with over 86% of their total audience coming from mobile devices.
Amazon, Leboncoin, and Booking.com at the top
At the top of the ranking, Amazon remains unbeatable with 36.8 million monthly unique visitors, which is 10 million more than Leboncoin, which holds the second position. Booking.com, in 3rd place, made a significant leap, rising seven places compared to Q1 2023, at the expense of Fnac, which dropped to 10th place. Temu, which is experiencing exponential growth in France and internationally despite controversial practices, climbed two places to 5th position.
Top 10 Most Visited Sites in France in Q1 2024:
- Amazon: 36.8 million monthly unique visitors (= compared to Q1 2023)
- Leboncoin: 26.9 million (=)
- Booking.com: 17.5 million (+7)
- E.Leclerc: 17.2 million (=)
- Temu: 16.8 million (+2)
- Vinted: 16.6 million (-1)
- Cdiscount: 16 million (-1)
- Lidl: 15.3 million (+1)
- Carrefour: 15.2 million (-1)
- Fnac: 15 million (-7)
