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Between 2020 and 2023, France saw the emergence of more than 200 new marketplaces. Last year, these accounted for more than 29% of e-commerce sales in value (2024 turnover: €175 billion in France). This momentum is largely driven by mass-market retailers, who see marketplaces as a real “business driver”, said Emilie Arnaud, Director of Acquisition at Fnac Darty (2024 turnover: €8 billion, up 1%). For her, a marketplace is also a way to complement the omnichannel experience of customers and optimise the in-store assortment with less risk.
Aligning the 1P offering with consumer demand
While 22% of the Fnac-Darty group’s sales come from e-commerce, “our marketplaces account for around 20% of total e-commerce volume”, emphasises Emilie Arnaud. The Acquisition Director explains that this represents a major opportunity to enable stores to align with consumer demand. “Thanks to third parties (3P), the marketplace allows us to offer a diverse range without additional stock, complementing our first-party (1P) product lines.
