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Child products and groceries see greatest e-commerce growth in France
15 December 2020
Child products and groceries see greatest e-commerce growth in France
Purchase behaviour E-commerce & mobile retail Alcoholic drinks industry (general)

The number of French consumers buying non-food child products, groceries, fitness and jewellery online has grown by over a quarter as a result of the coronavirus (COVID-19) outbreak. This is according to research from McKinsey & Company.

Why it matters

While shopping online has become more popular overall, the effect across categories has been uneven. Marketers need to understand how their customer's purchase journey has become more complex, and respond appropriately.

Takeaways

  • Overall, 14 of the 20 categories analysed show double-digit growth in the share of consumers buying online.
  • But penetration remains low – less than a quarter of consumers...

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