Summary

The recovery of the online schoolbag market in 2024: the return of e-shoppers and shifting consumption patterns
Second-Hand vs. New: price trends and the rise of low-cost alternatives
Leading brands and platforms in 2024: A changing market
Key Insights:
6 min

Back to School 2024 in France: online schoolbag sales return to growth and show new dynamics

After a disappointing 2023, which saw a 3% decline in value in online schoolbag sales in France, 2024 is showing a significant recovery with a remarkable 20% growth. This turnaround is due to a renewed interest in online shopping, highlighted by a 16% increase in e-shoppers, along with a strong return to new purchases after a rise in second-hand buying in 2023.

➡️ This article explores the changes that have reshaped the online schoolbag market in 2024.

  • What new shopping behaviors are driving this recovery?
  • How are consumers balancing new and second-hand purchases as low-cost alternatives become more popular?
  • Which brands and platforms have emerged as leaders in this changing market?

 Let’s take a closer look.

Rentree2024

The recovery of the online schoolbag market in 2024: the return of e-shoppers and shifting consumption patterns

The Increase in Online Shoppers

In 2024, the online schoolbag market has seen a strong rebound, with a 16% rise in e-shoppers, a clear contrast to the 3% decline in 2023. This increase signals a return to online shopping as consumers regain confidence after a year of uncertainty and inflation.

This revival is largely due to renewed consumer trust. In 2023, many held off on purchases because of rising prices, impacting overall sales. However, as inflation pressures eased in 2024, buying activity has increased, allowing the market to grow again.

The Impact of Inflation and the Shift Back to New Purchases
In 2023, 29% of buyers chose second-hand schoolbags, an increase of 4 percentage points compared to 2022. However, 2024 has seen a return to previous buying habits, with 75% of consumers now opting for new schoolbags, back to the levels seen in 2022.

 

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Second-Hand vs. New: price trends and the rise of low-cost alternatives

The Decline in Average Prices for Second-Hand Items

In 2024, the average price of a second-hand schoolbag has continued to fall, reaching €17.40, down from €20.60 in 2022. This 15% drop over two years shows a trend toward making second-hand options more accessible. Vinted has become a key player in this segment, ranking second in sales volume.

This trend shows that while consumers are returning to new purchases, second-hand options are becoming increasingly competitive.

Low-Cost Alternatives in the New Market

At the same time, the new market is seeing the rise of low-cost alternatives. In terms of volume, Shein and Aliexpress rank third and sixth respectively in 2024, thanks to their very competitive prices.
These new players are competing alongside established brands. Amazon, Bureau Vallée, and Mesbagages remain at the top in terms of sales value, showing a strong preference for trusted brands, even as low-cost options become more popular.

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Leading brands and platforms in 2024: A changing market

Top brands: Tann’s and Cabaia

Tann’s remains the leading brand in the online schoolbag market in 2024. Its reputation for quality and durability helps it maintain this top position, confirming its importance in consumer choices.
Cabaia, a newer player in the schoolbag market, has successfully climbed to second place. This achievement highlights the successful entry of a new brand in a market traditionally dominated by well-established names. With an attractive position, Cabaia poses a serious challenge.

Emerging trends and market implications

The online schoolbag market is changing, influenced by evolving consumer expectations. Growing interest in sustainability and the search for affordable options are affecting brand choices. Companies need to adapt quickly to meet these new preferences, whether through product innovation or more attractive pricing strategies. This shift could change the competitive landscape between established brands and newcomers.

🦊 Discover the top-selling brands in value in your market

Key Insights:

  • Significant rebound in online sales: In 2024, online schoolbag sales experienced a 20% increase, following a 3% decline in 2023.
  • Strong return to new purchases: 75% of consumers chose to buy a new schoolbag, returning to pre-2023 purchasing behavior.
  • Decrease in second-hand prices: The average price of a second-hand schoolbag dropped to €17.40 in 2024, compared to €20.60 in 2022.

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