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Published on 25/02/2025
Online shopping habits in 2024: Trends, technologies, and opportunities
E-commerce is evolving at lightning speed, fuelled by tech innovations and shifting consumer expectations. With marketplaces booming, social commerce taking off, and AI transforming the game, online retailers need to stay ahead to remain competitive. Let’s dive into the major trends and opportunities shaping the industry.
1. Marketplaces still reign, but the competition is heating up
Marketplaces remain a major player in online spending in France, with Amazon alone accounting for 23% of purchases—though that’s a 6% dip from 2023(1). But their stronghold is being shaken by the rise of e-retailers and Direct-to-Consumer (D2C) brands. By cutting out the middleman and offering highly personalised, immersive shopping experiences, these brands are carving out a serious space in the market and giving the sector giants a real run for their money.
2. Omnichannel shopping: the new standard
In 2024, shoppers expect a seamless blend of online and in-store experiences. A striking 67% of French consumers favour brands that offer both physical locations and a strong digital presence(1). Omnichannel retail is now essential for building customer loyalty, with services like click-and-collect and fast delivery becoming major game changers.
3. The rise of social commerce and cutting-edge tech
Social media is becoming a major shopping destination, especially for younger consumers—75% of 16- to 24-year-olds have already made a purchase through a social platform, compared to 44% of the overall French population(1). At the same time, 38% of shoppers are using AI tools like ChatGPT to help them decide what to buy(1). With hyper-personalisation and a smoother shopping experience, these technologies are reshaping the way people shop online.
4. Sustainability: a key deciding factor
Environmental concerns are increasingly influencing buying habits, with 79% of French consumers choosing brands that are committed to sustainability(1). Actions like cutting down on packaging and offering greener delivery options are highly valued. Companies that adopt responsible practices are positioning themselves as leaders in this space.
5.AI and voice commerce: unlocking new opportunities
As voice assistants like Alexa and Google Home become more widespread, voice commerce has increased by 4% since 2023(1). These tools, powered by AI, open up endless possibilities to streamline shopping and elevate the customer experience. In 2024, brands that incorporate these technologies into their strategies will have a clear competitive advantage.
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