Internet sales of appliances soared in France in the first half of 2010, with GfK Retail and Technology reporting internet sales increases (in value terms) of 35% for major domestic appliances (MDA) and 31% for small domestic appliances (SDA). The research firm said that, since 2007 market, internet sales turnover has more than doubled. The firm attributes the growth to a growing number of web sites selling appliances (both click-and-mortar and internet-only retailers) as well as changing consumer habits.
The firm estimates more than 10% of major appliances are now purchased online in France – a figure on par with high tech consumer products such as consumer electronics. Especially in-demand online: highly featured appliances and appliances with limited availability in brick-and-mortar retailers. Examples of limited availability appliances include multi-door refrigerators, wine cabinets, large capacity washing machines, and induction cooktops.
Small appliance purchases in France are less at about 8% in France. The research firm said lifestyle products are popular online purchases: espresso machines, kitchen machines, breadmakers, and massagers. More expensive products - vacuum cleaners and ironing – are also popular online purchases in France. Of the trend to premium product purchases online, the average appliance purchase online tends to be higher.
The research firm does not expect French online sales to slow in the second half of 2010.
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