The good year masks a disappointment for Amazon.
Sales on the French site of the e-commerce giant have certainly increased by 7% in 2020, according to Kantar, to 8.3 billion euros.
But this performance is weak compared to that of the total e-commerce market.
The health crisis has boosted online sales by 24% last year, to 43 billion euros.
Amazon's market share fell from 22% in 2019 to 19% last year.
Including large grocery stores, Amazon's market share is 16%, against 19% in 2019. The e-merchant remains an undisputed leader (Cdiscount is far behind in second position), but the fears of distributors are growing. are proven to be unfounded.
Amazon has not won all the sales they could not achieve in stores, when they were forced to close their doors for health reasons.
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The decline in market share is partly explained by the closure of Amazon's French warehouses during the first confinement, following a court ruling.
While Amazon was able to deliver to the French from neighboring countries, its ability to meet demand was limited.
These logistical troubles as well as anti-Amazon rhetoric, which intensified in November when “non-essential” stores were closed, contributed one point to the decline in Amazon's market share, Kantar said.
Even Jean Castex had encouraged the French to postpone their purchases rather than "ordering online on a large foreign site" ...
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Amazon's decline is mainly explained by the considerable expansion of the online offer: most closed physical stores were able to switch their activity to the internet during the second confinement, offering "click and collect".
So many new rivals for Amazon, now well established.