Boulanger
A French electronics and appliance retailer with a large online store and stores nationwide.
Boulanger at a glance
Boulanger is an e-commerce website and one of the most visited sites in France, currently ranked #129 in the country. It was founded in 1954 by Pierre Boulanger and is headquartered in Lesquin, France. Today Boulanger is owned by Boulanger SA (Mulliez family). Our estimates put its audience at ≈ 20 million visits per month. The business earns money mainly through product sales, services and warranties. Its closest rivals include darty.com, fnac.com, amazon.fr.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 18.8 million / month | +2% |
| Q2 | ≈ 19.4 million / month | +3% |
| Q3 | ≈ 20 million / month | +3% |
| Q4 | ≈ 21.2 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in France, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- France86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 6 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- France
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| boulanger | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the France web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in France
Company information
- Website
- boulanger.com
- Sector
- E-commerce
- Owner
- Boulanger SA (Mulliez family)
- Owner type
- Private company
- Founders
- Pierre Boulanger
- Founded
- 1954
- Headquarters
- Lesquin, France
- Employees
- 8,000+
- Ownership
- Boulanger SA (Mulliez family) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3.5 billion annual revenue (est.)
- Languages
- French
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $3.5 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Boulanger operates an online retail and marketplace platform focused on France. A French electronics and appliance retailer with a large online store and stores nationwide. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Services and warranties
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- France
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (France)
- #129 in this index
- Sector rank
- Leading e-commerce site in France
- Global rank
- 4000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| darty.com | ≈ 12 million / month | #130 class competitor | — |
| fnac.com | ≈ 9 million / month | #131 class competitor | — |
| amazon.fr | ≈ 6 million / month | #132 class competitor | — |
What is Boulanger?
Boulanger (boulanger.com) is an online retail and marketplace platform serving users in France. A French electronics and appliance retailer with a large online store and stores nationwide. It ranks #129 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Boulanger?
The site is operated by Boulanger SA (Mulliez family), founded by Pierre Boulanger. The company was established in 1954 and is headquartered in Lesquin, France. It employs around 8,000+.
Traffic and audience
Traffic estimates place Boulanger at roughly 20 million visits per month, about 0.7 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Boulanger makes money
Revenue comes primarily from product sales, alongside services and warranties.
Competitors in France
Its closest rivals include darty.com, fnac.com, amazon.fr.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1954
Boulanger is founded in Lesquin, France.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #129 among the most visited websites in France.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Boulanger?
Boulanger is operated by Boulanger SA (Mulliez family). Private company structure, based on public filings and press reporting.
Where is Boulanger headquartered?
Boulanger is headquartered in Lesquin, France.
When was Boulanger founded?
Boulanger was founded in 1954 by Pierre Boulanger.
How many employees does Boulanger have?
Boulanger employs approximately 8,000+ people.
What is Boulanger's revenue?
Boulanger's revenue: ≈ $3.5 billion annual revenue (est.).
Who are Boulanger's competitors?
Main competitors in France include darty.com, fnac.com, amazon.fr.
How does Boulanger make money?
Mainly product sales, services and warranties.
Is Boulanger publicly traded?
No — Boulanger is not listed as an independent public company; it is operated by Boulanger SA (Mulliez family).
How many visitors does Boulanger get?
Third-party estimates place Boulanger at roughly 20 million visits per month, mostly from France, with 76% mobile traffic.
Is Boulanger safe?
Boulanger is an established e-commerce site founded in 1954 and ranked #129 in France; use the official domain boulanger.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsboulanger.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageFrance and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos