The French are 71 % to consider that the origin of the products plays a decisive role in their purchasing decisions. But generation Z is the least concerned age group by the origin of the products. Hence the rise of Chinese e-commerce platforms, which represent 10 % of sales in France. Packlink, package shipping platform for individuals and businesses, confront the results of several studies with his own experience of European e-commerce.
The landscape of e-commerce is constantly evolving, marked by an ever more diverse product offer and various origins. Among the trends that take shape, We observe the rise of Chinese online platforms, who are increasingly attracting European consumers. According to a recent study by Cross-Border Commerce Europe, The 500 largest European e-commerce companies experienced an 18 % drop in their cross-border sales in 2023 compared to the previous year*, largely due to competition from these expanding Chinese platforms. It should be noted that Chinese e-commerce now represents 25 % of the total worldwide sales, including 10 % market share in France **. Despite this rise in power, Recent research shows that the origin of the product remains an important factor in consumer purchasing decisions, especially in France. Made in France continues to resist and remains a privileged choice for a large part of French consumers.
A question of generations
A recent study entitled "Golden Quarter : Consumer Trends 2024 », Made by Packlink, European leader in e-commerce solutions, explore to what extent the importance given to the origin of products, Whether it's made in France or Made in Europe really influences their purchasing decisions. The study reveals that 71 % of French consumers believe that the origin of the product is an important factor in their online purchase decision. However, These results vary according to generations. Generation X seems to be the one that attaches the most importance to the origin of the product with 23,6 % of respondents placing this criterion at the heart of their purchasing decision. Boomers, with 19,8 %, are closely followed by millennials, which represent 18,2 % of those questioned. Eventually, The Z generation turns out to be the one that is the least concerned about the origin of the product (8 %). An observation linked to the over-representation of this generation on certain Chinese e-commerce platforms of Fast-Fashion. In France, More than 4 in 10 consumers from generation Z make purchases on one of the largest Chinese e-commerce platforms in the world ***.
Le made in France, added value
Nils Lemoine, co -founder of we ser, SMEs specializing in the resale of daily products on Amazon, Packlink user, confirm this preference : "Made in France is an added value that attracts the customer. We see it in our exchanges, Customers like to know the origin of the products, Especially when it comes to children's products. The made in France or the made in Europe benefit from a very positive image with French consumers, who see it as a guarantee of quality and sustainability. Unlike certain imported products, Products manufactured in France and Europe comply with strict manufacturing standards ensuring better traceability. For Axelle Fossier, Sales manager for the EU at Auctane, Packlink's parent company, “Consumers are increasingly turning to Chinese platforms, attracted by low prices and a wide range of products. However, European platforms remain competitive by optimizing the shipping experience. By offering quick solutions, simple and reliable, They meet consumer expectations while highlighting local products. »»
*La Tribune.
** Brittany International Trade.
*** NIELSENIQ.
