Online commerce: everyone won in 2020, Amazon a little less


Consumers have turned overwhelmingly to online commerce in 2020, of course due to the health crisis which has forced two lockdowns and a curfew. But Amazon doesn’t necessarily come out on top.

Non-essential stores closed, lockdowns, curfews… For consumers, 2020 has not been an easy year! The various restrictions pushed them quite naturally towards online commerce, which saw a substantial increase in activity. According to figures from Kantar published by the specialized publication LSA, the sector’s turnover increased by 24%, reaching 43 billion euros. In this context, Amazon remains the leading online sales platform, far ahead of the dolphin Cdiscount with 19% market share and sales up 7% compared to 2019.

Falling market share for Amazon

But even with a turnover of 8.29 billion euros, Amazon lost a few feathers last year: its market share thus fell by 3 points (the company captured 22% of the French market in 2019) . The American e-commerce giant first faced stiff competition: the consequences of the health crisis forced many businesses and stores to sell their products online. A forced march, especially during the first confinement, but which had the effect of multiplying Amazon’s competitors.

Competition from small businesses

This is without forgetting the “click and collect” for small convenience stores and against which Amazon cannot compete in the absence of physical stores in cities. The company also had to contend with a virulent “anti Amazon” campaign led by politicians who accused it of selling non-essential goods like books while traders were closed. Amazon’s image has also been tarnished by controversies related to employee health and which forced the courts to close warehouses in the spring.