Online commerce has saved the French more than a year of inflation, the equivalent of 17 billion euros – France

  • The growth of e-commerce has produced an anti-inflation effect, to the benefit of all consumers.
  • In total, over the period 2010-2019 and for all goods and services consumed by French households, the gradual adoption of online commerce made it possible to neutralize the equivalent of more than a year of inflation with a acceleration of this effect between 2015 and 2019.
  • It has enabled all French households to save a total of 17 billion euros, whether they buy online and/or in physical points of sale.
  • When they make online purchases, the French widely recognize the contributions of e-commerce to their overall purchasing experience. They particularly favor the vast choice (89%), the attractive prices (84%), and the time saving (88%).1.
  • In rural areas, nearly 9 out of 10 consumers say that online commerce allows them to save money by reducing their travel costs (87%).1.


Office Compass Lexecon, specialized in economic analyses, was commissioned by Amazon to study the French’s perception of the contributions of online commerce to their overall purchasing experience and the effect of online commerce in the fight against inflation and to protect the purchasing power of the French. This is the first study of this kind carried out in France to our knowledge.

Anthony VictoriaVice President at Compass Lexecon who led this study, specifies: “Our study is based on a survey and an econometric model. Unprecedented in its purpose and robust in its methodology, it reveals that online commerce contributes positively to the overall purchasing experience of the French, who particularly appreciate the vast choice, the time savings and the attractive prices. It also makes it possible to quantify the anti-inflation power of e-commerce, the growth of which has enabled all French people to save more than one year of inflation during the period 2010-2019, the equivalent of 17 Billions of Euro’s “.

Online commerce puts the French on an equal footing when it comes to the act of purchasing

This unique study also provides elements of analysis on the perception of online commerce by French people living in rural areas. The study indicates that “ consumers living in rural areas use online commerce as much as urban residents and perceive the same contributions to their overall purchasing experience,” in particular the vast choice, the time saving and the attractive prices. However, she points out that the latter “ further leverage the ability of online commerce to provide savings on travel costs » in a context where 9 out of 10 rural respondents use their vehicle to make their purchases.

The Internet indeed provides effective price equalitywith a unified offer throughout the territory, which allows many French people to overcome territorial inequalities to access a vast selection of goods, at the same price.

Online commerce acts as an anti-inflation shield

Based on an econometric model, this study made it possible to isolate the effect of the progression of online commerce on prices online and in physical points of sale, and therefore to quantify its impact in terms of the fight against inflation and preservation of purchasing power. Spanning a period of ten years and based on public data from INSEE and the OECD, the study concludes that “ the growth of online commerce has contributed to lowering the prices of all goods and services consumed by the French, whether or not they make online purchases. Between 2010 and 2019, through its effect on inflation, the growth in online commerce penetration enabled all French households to achieve an overall saving of 17 billion euros, across all categories of products and services. confuseds”.

Online commerce has many advantages to limit inflation, including:

  1. The best price is just a few clicks away : consumers can easily compare offers. So, 84% of consumers who make online purchases say that online commerce allows them to save money by buying at the best price1.
  2. The offer is widewhich notably allows consumers to choose cheaper alternative references. 89% of consumers making online purchases declare that online commerce allows them to have a wider choice of products. 77% of them also declare that online commerce allows them, in the current context of rising prices, to choose the product presenting the best quality price report1.
  3. Free delivery allows everyone, in town and rural areas, to have access to products at the same price.

Amazon, a company committed to supporting the French in their daily lives

Since its arrival in France in 2000, Amazon has set itself the goal of making life easier for French people by allowing them, regardless of their place of residence, to benefit from a wide choice of products, at low prices, associated with reliable delivery services. Since then, Amazon has innovated and invested in France to reduce geographic inequalities and put the French on an equal footing in access to the products and services they need. Therefore 94% of Amazon customers consider the brand useful in their daily lifeand that 85% of Amazon customers located in rural areas believe that the brand is able to offer them products that they cannot find in stores located near them2.

“Purchasing power is the primary concern of the French and we are aware that in this difficult period, every euro counts. For more than 20 years, Amazon’s ambition has been to offer all French people low prices, a wide choice of products, and an excellent purchasing experience and this remains our priority every day. »

Frédéric Duval

general manager

All year round, Amazon, for example, offers customers programs that allow them to make significant savings on everyday purchases, such as Amazon Second hand, Amazon OutletAnd Plan and save.

This has not escaped the French, who consider Amazon to be one of the first non-food brands capable of preserving their purchasing power (Opinionway for Bonial), confirming the findings of a recent study according to which 74% of regular buyers on Amazon say they find products cheaper there than elsewhere2.

Find the detailed summary of the results of the study conducted by Compass Lexecon here.


1 OpinionWay for Compass Lexecon, 2023

2 Ifop, 2022



NEXT To lower electricity prices, the next government will have to change the rules