Lidl launches into online and non-food commerce – Economy

“From June 1, 2023”, lidl.fr will house “an e-commerce platform that offers a wide selection of non-food products for everyday life”, said Michel Biero, executive director of purchasing at Lidl France, on Tuesday. .

2,000 products by July

The brand, which has become the sixth largest supermarket chain in France and which boasts 1,580 stores in France, plans to sell 2,000 products on the site by July, “and 5,000 are planned to be sold. by the end of the year, in the form of one-off or permanent offers”, in about ten categories such as “fashion”, “multimedia”, “animals”, “garden & terrace” or even “baby & child”. It plans to deliver in 2-4 days from a warehouse in Roosendaal, the Netherlands.

Attendance and notoriety

“If the lidl.fr site is already ranked among the ten most visited websites in France”, completes in the press release Arnaud Girard who is responsible for online commerce at Lidl France, the sign hopes that “this new commercial offer should still to increase its attendance, while developing the notoriety of the brand”.

13 million visitors each month to the site

In February 2022, a study by the panelist Mediamétrie carried out for Fevad, the federation of e-commerce and distance selling, had, in fact, shown that nearly 13 million unique visitors connected each month to the site of Lidl in France, while the brand sold nothing there, unlike the other members of the Top 10 at the time (in order, Amazon, Leboncoin, CDiscount, Fnac, Vinted, Carrefour, E.Leclerc, AliExpress and Booking .com). According to the specialized media LSA, this was explained in particular by the possibility of consulting online the various catalogs of the sixth supermarket chain in France, behind, in order, E.Leclerc, Carrefour, Intermarché, Système U and Auchan.

In France, a turnover of 15 billion euros in 2022

Lidl weighs nearly 8% of the mass distribution market share, and achieved a turnover in France which “Around 15 billion euros” in 2022, up from “6 to 7%”, had declared , mid-April, Michel Biero in an interview with LSA. Lidl already sells online in seven European countries, Germany, Belgium, the Netherlands, Poland, Slovakia, Spain and the Czech Republic.