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Ecommerce in France:the definitive guide
PUBLISHED BY
WebInterpret, 6 Rue Soutrane, 06560
Valbonne, France
WebInterpret
Copyright © 2018
All rights reserved. May be shared
with copyright and credit left intact.
Webinterpret enables online retailers and
marketplace sellers on eBay and Amazon to
instantly expand worldwide and boost their
online sales. Through a simple Plug & Play
solution Webinterpret provides international
buyers with a comprehensive end-to-end
local shopping experience.
Cover photo © envato.elements.com / Givaga
Content
1. France: Europe’s third ecommerce market
2. The French marketplace: general characteristics
3. Online buyer behaviour
4. Logistics, delivery & shipping
5. Payment methods preferred by ecommerce buyers in France
6. Mobile commerce in France
7. Cross-border shopping
8. Benefits of selling your products online in France
9. Challenges for French ecommerce
10. In a nutshell
Ecommerce in France: the definitive guide
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1. France: Europe’s third ecommerce market
What comes to your mind when you think of France? Is it the French snacking
on frog legs and snails and drinking loads of wine? Is it the Eiffel Tower and the
city of love and romance? Or maybe you imagine well-dressed men and women
who know what sophisticated fashion means?
Talking about fashion… As you probably realize, it’s a very popular product
category in ecommerce. It’s also the case in France ... and we’re not talking
berets here! The French consumer likes to shop for both chic brands and great
bargains.
Of course French online buyers like ordering items from many other product
categories, too. Sales potential is definitely there, especially considering that
with a turnover of over 65 billion euros. France is the third largest
ecommerce market in the EU and 6th in the world.
4
Ecommerce in France: the definitive guide
Image: envato.elements.com / sam741002
Ecommerce sales per region (billions of euros)
United Kingdom
Germany
France
Russia
Spain
Netherlands
Italy
Denmark
Sweden
Norway
Turkey
Belgium
197
86
82
28
28
24
22
16
14
11
11
10
5
Ecommerce in France: the definitive guide
This is all great news for all international sellers interested in international
growth opportunities.
Here’s our comprehensive guide to the French marketplace: check our
facts, figures and forecasts for the future.
Source: Ecommerce Foundation, 2017
France: one of ecommerce
leaders in Europe
2. The French marketplace: general characteristics
In general, the French marketplace can be characterized by high Internet
penetration, growing mobile services and a modern delivery structure. The
market is relatively mature, but still full of opportunities for online sellers.
Among other things, it can boast a large and diverse consumer base, high
purchasing power, reliable payment methods, great location and the
widespread use of the French language.
At the moment French ecommerce mostly consists of either large retailers or
small merchants, which contrasts with with the UK or Germany where
mid-sized sellers are more common.
Online sales are rising quickly in France, but physical stores still play an
important role in retail. Thus, many online retailers have physical shops, which
is helping them develop multi-channel strategies.
6
Ecommerce in France: the definitive guide
Source: Demandware
Digital Commerce Growth
20%
0%
25%
25%
19%
25%
FranceGlobal
French ecommerce market in numbers
7
Ecommerce in France: the definitive guide
Top 10 ecommerce websites ranked by unique visitors (Q3 2017)
1. Amazon
2. Cdiscount
3. Voyages-Sncf.com
4. Fnac
5. Vente-privee
6. Booking.com
7. eBay
8. Groupon
9. Carrefour
10. E.Leclerc
8
3. Online buyer behaviour
Two-thirds of the French population shopped online in the last 12 months (as of
2016). Surprisingly, according to one study, most aren’t millennials as one might
suspect. The age of a typical ecommerce shopper in France is 35 to 49, followed
by 25 to 34-year olds.
Online spending typically rises at the end of the year, with around 20% of the
country’s total digital retail sales attributed to holiday shopping.
French online buyers are usually tech savvy and confident in online shopping.
As customers, they appreciate respect, politeness, clear information and a
prompt delivery of service.
Ecommerce in France: the definitive guide
9
According to Mark Elis, Ecommerce Sales
Director at Webinterpret:
Fully localizing your products and / or website is
fundamentally important if you want to get the
best results. Localization is about overcoming
barriers for the buyer so that purchasing is a
straightforward process.
Ecommerce in France: the definitive guide
However, social customer service still seems to be in its infancy.
Price is a key factor for many French buyers, especially since the global
economic downturn. According to Euromonitor, 80% of French consumers
compare prices before buying non-grocery products. This has helped to fuel the
growth of flash sales. In fact, France’s vente-privee.com is the world’s biggest
flash sale site.
If you’re an international online merchant who wants to sell in France, it’s
important that you translate and localize your online store. It’s also important
to interact with French-speaking consumers in their native language.
Among other things, overcoming the language barrier will definitely make the
purchasing process more straightforward for French-speaking consumers.
There are further benefits. The French language, the sixth most widely spoken
language in the world, is used not only in France, but on five continents. This
can provide international online sellers with extra opportunities, e.g. the
possibility to reach millions of consumers in Belgium, Switzerland, Canada, and
in Francophone Africa.
10
Average Order Value
Check the chart to below to see how much is spent in France. The chart
illustrates trends and changes quarter by quarter between Q4 2014 and Q4
2016.
Ecommerce in France: the definitive guide
Source: Demandware
Average Order Value
$0
$25
$50
$75
$100
2014Q4
2015Q1
2015Q2
2015Q3
2015Q4
2016Q1
2016Q2
2016Q3
2016Q4
Popular products categories
Among the top products purchased by French online buyers are
clothing/footwear, books, home electronics, cosmetics, haircare and skincare and
children’s items.
Which type of products have you bought online in the past year? (France, %)
47 (42)Clothing/footwear
Books
Home electronics
Cosmetics, haircare and skincare
Children’s items
Sports and leisure products
Toys
Food
33 (32)
33 (31)
28 (20)
20 (15)
19 (14)
17 (16)
17 (14) Source: Postnord
11
And what do the French like to purchase from abroad? We have identified the
top 10 categories on the basis of thousands of international transactions on
eBay (the data comes from the first half of 2017).
Ecommerce in France: the definitive guide
12
4. Logistics, delivery & shipping
New logistics approaches, e.g. free delivery and returns, unlimited delivery
subscriptions or pick-up lockers, contribute to ecommerce growth in France.
This is encouraging for cross-border retailers thinking of entering the French
market.
The preferred delivery method is home delivery (83%), followed by shipping to
a pick-up & go location (66%) and delivery in store (26%). Pick-up points close to
consumer homes are very popular among the French, e.g. at local stores, post
offices or in lockers at train stations.
The main postal service in France is called La Poste (historical postal operator),
Collissimo is used for parcels and Chronopost for express deliveries. La Poste,
Collissimo and Chronopost are recognized and trusted brands in France so it’s
recommended to provide French consumers with these delivery options on
your website. This way, they’re more likely to put trust in your business.
Ecommerce in France: the definitive guide
However, the French are
demanding when it comes to
delivery and they expect it to be
utmost convenient. Thus, retailers
should prioritize consumer
convenience when providing
delivery options. Offering a choice
is crucial here, along with reliability
and speed. Image: envato.elements.com / dolgachov
13
According to UK’s Royal Mail’s research, reassurance about delivery, tracking
goods and receiving all the relevant information are very important in France,
even more so than in the UK. 85% of French would be happy to track every
order, rather than rather than just high-value items, compared with only 60% in
the UK.
One of the biggest challenges for retailers may be differing customer
expectations: some want one-hour delivery slots, others might want to have
their product delivered to a secure locker and so on.
Ecommerce in France: the definitive guide
Delivery-related online shopping attitudes and preferences in France
To be able to return items for free
Kept updated with the stages of delivery
Clear delivery information before I place my order
Sites that offer free delivery
Being happy with the delivery of my goods
Having a clear returns policy
Specify the day I want my goods delivered
To be able to specify delivery time slots e.g. 9-11am
A wilder range of delivery options
I can reserve an item online and collect it from the shop
Offered same day delivery options
If my goods were delivered in the evening
77%
75%
74%
70%
67%
60%
56%
48%
39%
37%
33%
23%
69%
57%
64%
49%
75%
61%
39%
37%
30%
36%
28%
26%
FRANCE UK
Source: Fevad, 2016
14
Ecommerce in France: the definitive guide
Reasons for delivery-related buyer satisfaction in France
Item arrived in great condition
Item arrived when expected
The delivery was fast
I was kept informed of the status
The delivery was free
The delivery person was friendly
Dropped off somewhere convenient
Delivered by a carrier that I trust
67%
65%
53%
35%
43%
49%
14%
38%
72%
64%
55%
50%
33%
25%
25%
18%
FRANCE UK
Source: Fevad
According to Adrien Salvat, expert in international
shipping at Webinterpret, the cost of local shipping in
France is fairly high, compared to the UK or
Germany, especially for low-volume shippers.
It’s mostly due to the low competitiveness of the
market and the monopoly of the French post.
Thus, domestic shipping through Amazon FBA,
for instance, is generally more expensive in the
case of amazon.fr than for its peers in the EU.
Advice from our shipping expert
15
Ecommerce in France: the definitive guide
Adrien would recommend shipping goods directly from the country of origin or
using marketplace fulfillment & logistics solutions, e.g. FBA. The majority of
standalone logistics companies are not able to offer competitive shipping rates.
A good alternative is fulfillment done by cDiscount, which enables you to fulfil
orders from any sales channel at an extremely low price. This marketplace also
drives very high traffic.
It’s worth noting that there’s a benefit to importing goods into France. That’s
because in some cases de minimis value (the threshold from which the
imported goods are subject to duties) can be higher than in other countries.
This facilitates importing higher value goods into France.
Image: envato.elements.com / Rawpixel
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5. Payment methods preferred by French online buyers
Ecommerce in France: the definitive guide
In France, credit and debit cards (57%) are the most popular payment method
for online purchases. They’re followed by PayPal (25%) and bank transfer (9%).
Over 50% of all online customers in France use Cartes Bancaires (payment
cards). Thus, if you want to sell in France and maximize your conversion rates at
the checkout, include Cartes Bancaires along with other popular payment
cards, such as Visa, Mastercard or American Express.
Online payment preference in France %
Source: Payvision
Credit and debit cards
PayPal Bank transfer
Other Cash
57%
25%
9% 7% 2%
17
6. Mobile commerce in France
French consumers are comfortable using mobile devices, yet compared to
other market leaders, they seem to lag a bit behind. Currently, relatively few
retailers offer multi-channel purchasing solutions.
The mobile share of retail ecommerce sales in France amounts to 28%, which is
relatively low compared to the leader, i.e. the UK (52%).
It may seem surprising that although France is the third ecommerce market in
Europe, it ranks in sixth place when it comes to shopping on mobile. This
doesn’t mean, however, that online sellers can cut some slack when it comes to
mobile optimization.
Ecommerce in France: the definitive guide
Source: Statista
Quite the contrary, the overall trend indicates a significant increase in the use
of mobiles for shopping purposes. Thus, retailers must make shopping smart
on mobile devices if they don’t want to lose a big proportion of potential
buyers.
Check the charts Source: Demandware
below to see which devices are used for online shopping. The charts illustrate
trends and changes quarter by quarter between Q4 2015 and Q4 2016.
Even though France may lag behind other market leaders when it comes to
mobile shopping, the charts above indicate the importance of shopping from
a mobile. Thus, ensuring proper mobile optimization and a great mobile buying
experience is a must for ecommerce sellers.
18
Ecommerce in France: the definitive guide
Source: Demandware
Traffic growth by device (France)
Order growth by device (France)
19
7. Cross-border shopping
According to Postnord, 52% of French online shoppers order products from
abroad. Favourite online shopping destinations of French online buyers include
the UK, China and Germany.
France is conveniently located in Europe and it’s also situated between North
America and Asia. This strategic position makes it a very attractive destination
for online sellers.
Ecommerce in France: the definitive guide
Top countries French buyers purchase from
Source: Postnord
Image: envato.elements.com / vadymvdrobot
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8. Benefits of selling your products online in France
Ecommerce in France: the definitive guide
First, the French language belongs to those languages which are spoken all over
the world. This gives you an opportunity to access a big number of online
buyers that are located in many countries beyond France and continents
beyond Europe.
Second, France is Europe’s third market in value, just behind the UK and
Germany. With a turnover of more than 65 billion euros, France has a strong
online retail position. The growing popularity of ecommerce is opening the
country up to more competition, increasing opportunities for international
retailers.
Third, there are a large variety of marketplaces in France, e.g. Cdiscount,
RueDuCommerce (Carrefour), fnac.fr, Spartoo (shoes), PriceMinister (Rakuten)
and many more. These marketplaces are a good way to promote your products
at a relatively low marketing cost. There’s also a wide range of products that
can be offered to French shoppers, e.g. in fashion, furniture, travel, electronics
or high-tech categories.
Image: envato.elements.com / Rawpixel
21
Fourth, France’s location is beneficial with regard to (international) trade. It’s
located in the heart of Europe and is also a natural crossroads for European
and global trade.
Further, the well-developed transport and technology infrastructure should
make your online sales experience a smooth process. France has one of the
best designed and most efficient transport networks in the world. For instance,
you must have heard about the high speed train networks, such as the French
TGV, offering super-fast journeys between France’s major cities and many
European capitals.
In addition to the advanced train infrastructure, there are also roads,
motorways and waterways, which facilitate domestic and international trade.
To add to this, French consumers are becoming increasingly connected. Mobile
commerce sales have recently increased by 30%, so tap into this growing sales
potential.
Finally, future shopping may offer some potential for all online sellers who want
to make creativity one of their unique selling points. There’s a lot of research
and experimentation. Some see the shop of the future as a combination of
shopping spaces combined with cultural places or inspirational learning spots.
Ecommerce in France: the definitive guide
Image: envato.elements.com / BrianAJackson
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9. Challenges for French ecommerce
Some French consumers would like to see a personalized interface and enjoy a
personalized user experience. This can be one of the main challenges for online
retailers. The main issues around a lack of time and skills can be remedied by
automated solutions.
Further, the three buying criteria (delivery, price and product) that French
consumers see as the most important can make it challenging for retailers to
provide the impeccable buying experience many French customers expect.
Additionally, it’s crucial to meet the delivery expectations of those French online
buyers who expect utmost convenience, speed, reliability and regular
reassurance about the whereabouts of their parcels. Due to differing customer
expectations, you’ll be probably required to offer multiple delivery options.
Ecommerce in France: the definitive guide
Image: envato.elements.com / maxxyustas
23
10. In a nutshell
Doing business in France is worth considering for international online sellers.
This is a country with a convenient geographical location and a marketplace
where ecommerce continues to grow in strength.
Being one of the key ecommerce players in Europe, France is high on the list of
prospects for sales success. Healthy competition, good infrastructure and a
population that loves shopping all make it a promising destination for online
merchants.
The online sales landscape in France has a lot of things in common with other
European markets, so if you sell in Europe already, this should make things a
whole lot easier.
However, don’t overlook the many unique characteristics of the French
marketplace, especially in terms of consumer demands, price competition and
multi-channel retailing.
Plan your business expansion in advance and start selling online in
France!
Ecommerce in France: the definitive guide
Image: envato.elements.com / Prostock-studio
Sources
Lengow Country Guide. 2016. France. Ecommerce Outlook.
Shopping index
Onlineretailing
E-commerce in europe 2015
Wearesocialsg
2016 digital yearbook
Factsheet France
2016 france ecommerce market
10 reasons to sell in france using online marketplaces
E-commerce in europe 2016
Most visited e-commerce websites in france
Ecommerce france facts figures 2016
Fevad
Vat registration threshold
Ecommerce in France
Images: Evato
Ecommerce in France: the definitive guide
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sellers on eBay and Amazon to instantly expand
worldwide and boost their online sales. Our simple
Plug & Play solution provides international buyers
with a comprehensive end-to-end local
shopping experience.
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