Ecommerce in France: everything you need to know

Ecommerce in France: everything you need to know

Ecommerce in France: everything you need to know

Ecommerce in France: everything you need to know

Everything you need to know about ecommerce in France: trends, insights, data, and tips from industry experts.

Everything you need to know about ecommerce in France: trends, insights, data, and tips from industry experts.

Ecommerce-tips

Ecommerce-tips

Ecommerce-tips

19 Nov 2024

France has always been a nation at the heart of global attention, and in recent years, it has solidified its place on the world stage. Whether through major political events or global celebrations, like the superbly organised Olympic games, which successfully pulled off one of the most ambitious opening ceremonies ever conceived. 

Yet, amidst the headline-grabbing moments, the attitudes of French consumers toward online shopping and the broader economy have remained surprisingly steady. To explore this further, we asked 2,000 French consumers how retailers can attract, engage, and convert them when they’re shopping online. 

This article explores the data, detailing the things you can do to win sales and build loyalty when selling online in France. It also reveals how consumers feel about the economy and their spending habits – now and in the future.

Philippe Daly, Mollie French VP, sums up the general sentiment in France: “While many European consumers are increasingly demanding variety and flexibility in how they pay online, French shoppers appear more relaxed. They know their Carte Bancaire will work in most scenarios, so they’re not only looking for convenience, they’re demanding trust and efficiency. French shoppers have embraced the digital world, but they don’t want to be bogged down by unnecessary steps. When it comes to ecommerce in France, less friction means more action.”

France has always been a nation at the heart of global attention, and in recent years, it has solidified its place on the world stage. Whether through major political events or global celebrations, like the superbly organised Olympic games, which successfully pulled off one of the most ambitious opening ceremonies ever conceived. 

Yet, amidst the headline-grabbing moments, the attitudes of French consumers toward online shopping and the broader economy have remained surprisingly steady. To explore this further, we asked 2,000 French consumers how retailers can attract, engage, and convert them when they’re shopping online. 

This article explores the data, detailing the things you can do to win sales and build loyalty when selling online in France. It also reveals how consumers feel about the economy and their spending habits – now and in the future.

Philippe Daly, Mollie French VP, sums up the general sentiment in France: “While many European consumers are increasingly demanding variety and flexibility in how they pay online, French shoppers appear more relaxed. They know their Carte Bancaire will work in most scenarios, so they’re not only looking for convenience, they’re demanding trust and efficiency. French shoppers have embraced the digital world, but they don’t want to be bogged down by unnecessary steps. When it comes to ecommerce in France, less friction means more action.”

France has always been a nation at the heart of global attention, and in recent years, it has solidified its place on the world stage. Whether through major political events or global celebrations, like the superbly organised Olympic games, which successfully pulled off one of the most ambitious opening ceremonies ever conceived. 

Yet, amidst the headline-grabbing moments, the attitudes of French consumers toward online shopping and the broader economy have remained surprisingly steady. To explore this further, we asked 2,000 French consumers how retailers can attract, engage, and convert them when they’re shopping online. 

This article explores the data, detailing the things you can do to win sales and build loyalty when selling online in France. It also reveals how consumers feel about the economy and their spending habits – now and in the future.

Philippe Daly, Mollie French VP, sums up the general sentiment in France: “While many European consumers are increasingly demanding variety and flexibility in how they pay online, French shoppers appear more relaxed. They know their Carte Bancaire will work in most scenarios, so they’re not only looking for convenience, they’re demanding trust and efficiency. French shoppers have embraced the digital world, but they don’t want to be bogged down by unnecessary steps. When it comes to ecommerce in France, less friction means more action.”

France has always been a nation at the heart of global attention, and in recent years, it has solidified its place on the world stage. Whether through major political events or global celebrations, like the superbly organised Olympic games, which successfully pulled off one of the most ambitious opening ceremonies ever conceived. 

Yet, amidst the headline-grabbing moments, the attitudes of French consumers toward online shopping and the broader economy have remained surprisingly steady. To explore this further, we asked 2,000 French consumers how retailers can attract, engage, and convert them when they’re shopping online. 

This article explores the data, detailing the things you can do to win sales and build loyalty when selling online in France. It also reveals how consumers feel about the economy and their spending habits – now and in the future.

Philippe Daly, Mollie French VP, sums up the general sentiment in France: “While many European consumers are increasingly demanding variety and flexibility in how they pay online, French shoppers appear more relaxed. They know their Carte Bancaire will work in most scenarios, so they’re not only looking for convenience, they’re demanding trust and efficiency. French shoppers have embraced the digital world, but they don’t want to be bogged down by unnecessary steps. When it comes to ecommerce in France, less friction means more action.”

How French shoppers feel about the economy

First, we asked French consumers about their views on the economy. 

French shoppers remain somewhat cautious about their country’s current economic situation, with 56% feeling negative about it. Though the number of consumers who are very positive about the economy increased from 2% in 2023 to 6% in 2024, suggesting some optimism could blossom in coming years.

In terms of shopping behaviour, the results from France were similar to the rest of Europe, with one exception being that more French shoppers shop exclusively online (10%) than any of the other European countries surveyed (Germany, the UK, the Netherlands, and Belgium).

Looking back over the last 12 months, 48% of French consumers say they now buy products for the lowest price possible, and just under half (45%) do more research before making a purchase.

The results indicate that French shoppers are feeling slightly more cautious in the current economic climate, and so when selling into France it’s a good idea to cater to price-conscious shoppers. Flash sales, compelling discounts, and price comparisons can appeal to shoppers focused on value.

Philippe: “A cautious optimism is brewing, with 6% now saying the economic situation is 'significantly better', reflecting the success of the Paris Olympics, which boosted investment, job creation, and the optimism of the French people in general. That said, the existing negative sentiment suggests that inflation and cost-of-living increases may continue to dampen the overall outlook.”

First, we asked French consumers about their views on the economy. 

French shoppers remain somewhat cautious about their country’s current economic situation, with 56% feeling negative about it. Though the number of consumers who are very positive about the economy increased from 2% in 2023 to 6% in 2024, suggesting some optimism could blossom in coming years.

In terms of shopping behaviour, the results from France were similar to the rest of Europe, with one exception being that more French shoppers shop exclusively online (10%) than any of the other European countries surveyed (Germany, the UK, the Netherlands, and Belgium).

Looking back over the last 12 months, 48% of French consumers say they now buy products for the lowest price possible, and just under half (45%) do more research before making a purchase.

The results indicate that French shoppers are feeling slightly more cautious in the current economic climate, and so when selling into France it’s a good idea to cater to price-conscious shoppers. Flash sales, compelling discounts, and price comparisons can appeal to shoppers focused on value.

Philippe: “A cautious optimism is brewing, with 6% now saying the economic situation is 'significantly better', reflecting the success of the Paris Olympics, which boosted investment, job creation, and the optimism of the French people in general. That said, the existing negative sentiment suggests that inflation and cost-of-living increases may continue to dampen the overall outlook.”

First, we asked French consumers about their views on the economy. 

French shoppers remain somewhat cautious about their country’s current economic situation, with 56% feeling negative about it. Though the number of consumers who are very positive about the economy increased from 2% in 2023 to 6% in 2024, suggesting some optimism could blossom in coming years.

In terms of shopping behaviour, the results from France were similar to the rest of Europe, with one exception being that more French shoppers shop exclusively online (10%) than any of the other European countries surveyed (Germany, the UK, the Netherlands, and Belgium).

Looking back over the last 12 months, 48% of French consumers say they now buy products for the lowest price possible, and just under half (45%) do more research before making a purchase.

The results indicate that French shoppers are feeling slightly more cautious in the current economic climate, and so when selling into France it’s a good idea to cater to price-conscious shoppers. Flash sales, compelling discounts, and price comparisons can appeal to shoppers focused on value.

Philippe: “A cautious optimism is brewing, with 6% now saying the economic situation is 'significantly better', reflecting the success of the Paris Olympics, which boosted investment, job creation, and the optimism of the French people in general. That said, the existing negative sentiment suggests that inflation and cost-of-living increases may continue to dampen the overall outlook.”

First, we asked French consumers about their views on the economy. 

French shoppers remain somewhat cautious about their country’s current economic situation, with 56% feeling negative about it. Though the number of consumers who are very positive about the economy increased from 2% in 2023 to 6% in 2024, suggesting some optimism could blossom in coming years.

In terms of shopping behaviour, the results from France were similar to the rest of Europe, with one exception being that more French shoppers shop exclusively online (10%) than any of the other European countries surveyed (Germany, the UK, the Netherlands, and Belgium).

Looking back over the last 12 months, 48% of French consumers say they now buy products for the lowest price possible, and just under half (45%) do more research before making a purchase.

The results indicate that French shoppers are feeling slightly more cautious in the current economic climate, and so when selling into France it’s a good idea to cater to price-conscious shoppers. Flash sales, compelling discounts, and price comparisons can appeal to shoppers focused on value.

Philippe: “A cautious optimism is brewing, with 6% now saying the economic situation is 'significantly better', reflecting the success of the Paris Olympics, which boosted investment, job creation, and the optimism of the French people in general. That said, the existing negative sentiment suggests that inflation and cost-of-living increases may continue to dampen the overall outlook.”

Future outlook for ecommerce in France

We also asked French consumers about their views on the economy. In total, 41% of shoppers say they expect the economy to improve in the next 6–12 months.

Ecommerce spending intentions are more of a mixed bag. In total, 39% of consumers say they will spend more in the next 12 months, with 11% planning to spend a lot more. But almost 1 in 4 consumers (24%) say they will spend less, with 11% spending a lot less.

Adrien Dupuis, Mollie Sales Lead France: “Sure, some shoppers are tightening their budgets, but a significant portion of the market seem more enthusiastic about ecommerce. For these consumers, who are likely to be more tech-savvy and financially stable, every touchpoint in the customer journey becomes crucial. Online sellers should focus on areas like enhanced user experiences, personalised offers, and customer retention to drive success.” 

We also asked French consumers about their views on the economy. In total, 41% of shoppers say they expect the economy to improve in the next 6–12 months.

Ecommerce spending intentions are more of a mixed bag. In total, 39% of consumers say they will spend more in the next 12 months, with 11% planning to spend a lot more. But almost 1 in 4 consumers (24%) say they will spend less, with 11% spending a lot less.

Adrien Dupuis, Mollie Sales Lead France: “Sure, some shoppers are tightening their budgets, but a significant portion of the market seem more enthusiastic about ecommerce. For these consumers, who are likely to be more tech-savvy and financially stable, every touchpoint in the customer journey becomes crucial. Online sellers should focus on areas like enhanced user experiences, personalised offers, and customer retention to drive success.” 

We also asked French consumers about their views on the economy. In total, 41% of shoppers say they expect the economy to improve in the next 6–12 months.

Ecommerce spending intentions are more of a mixed bag. In total, 39% of consumers say they will spend more in the next 12 months, with 11% planning to spend a lot more. But almost 1 in 4 consumers (24%) say they will spend less, with 11% spending a lot less.

Adrien Dupuis, Mollie Sales Lead France: “Sure, some shoppers are tightening their budgets, but a significant portion of the market seem more enthusiastic about ecommerce. For these consumers, who are likely to be more tech-savvy and financially stable, every touchpoint in the customer journey becomes crucial. Online sellers should focus on areas like enhanced user experiences, personalised offers, and customer retention to drive success.” 

We also asked French consumers about their views on the economy. In total, 41% of shoppers say they expect the economy to improve in the next 6–12 months.

Ecommerce spending intentions are more of a mixed bag. In total, 39% of consumers say they will spend more in the next 12 months, with 11% planning to spend a lot more. But almost 1 in 4 consumers (24%) say they will spend less, with 11% spending a lot less.

Adrien Dupuis, Mollie Sales Lead France: “Sure, some shoppers are tightening their budgets, but a significant portion of the market seem more enthusiastic about ecommerce. For these consumers, who are likely to be more tech-savvy and financially stable, every touchpoint in the customer journey becomes crucial. Online sellers should focus on areas like enhanced user experiences, personalised offers, and customer retention to drive success.” 

France’s most popular payment methods

Payment methods play a critical role in shaping the shopping experience for French consumers. According to the survey results, credit and debit cards remain the most preferred payment method, with 71% of French consumers choosing this option.

PayPal is another significant player, with 57% of French consumers ranking it as a preferred payment method when paying online. This seems to reflect French shoppers’ reliance on secure, familiar payment options.

A notable trend is the declining use of buy now, pay later (BNPL) services. In 2024, 22% of French shoppers reported using BNPL services regularly or occasionally, which is lower than our data from 2023. More French consumers are also opting to use BNPL services only if they already have an account, indicating a strong preference for convenience and security over financing options.

Philippe: “French consumers have a strong preference for using credit cards, which work both locally and internationally. Since their go-to method is already so widely supported, they’re not as reliant on alternative payments as their European neighbours.”

Payment methods play a critical role in shaping the shopping experience for French consumers. According to the survey results, credit and debit cards remain the most preferred payment method, with 71% of French consumers choosing this option.

PayPal is another significant player, with 57% of French consumers ranking it as a preferred payment method when paying online. This seems to reflect French shoppers’ reliance on secure, familiar payment options.

A notable trend is the declining use of buy now, pay later (BNPL) services. In 2024, 22% of French shoppers reported using BNPL services regularly or occasionally, which is lower than our data from 2023. More French consumers are also opting to use BNPL services only if they already have an account, indicating a strong preference for convenience and security over financing options.

Philippe: “French consumers have a strong preference for using credit cards, which work both locally and internationally. Since their go-to method is already so widely supported, they’re not as reliant on alternative payments as their European neighbours.”

Payment methods play a critical role in shaping the shopping experience for French consumers. According to the survey results, credit and debit cards remain the most preferred payment method, with 71% of French consumers choosing this option.

PayPal is another significant player, with 57% of French consumers ranking it as a preferred payment method when paying online. This seems to reflect French shoppers’ reliance on secure, familiar payment options.

A notable trend is the declining use of buy now, pay later (BNPL) services. In 2024, 22% of French shoppers reported using BNPL services regularly or occasionally, which is lower than our data from 2023. More French consumers are also opting to use BNPL services only if they already have an account, indicating a strong preference for convenience and security over financing options.

Philippe: “French consumers have a strong preference for using credit cards, which work both locally and internationally. Since their go-to method is already so widely supported, they’re not as reliant on alternative payments as their European neighbours.”

Payment methods play a critical role in shaping the shopping experience for French consumers. According to the survey results, credit and debit cards remain the most preferred payment method, with 71% of French consumers choosing this option.

PayPal is another significant player, with 57% of French consumers ranking it as a preferred payment method when paying online. This seems to reflect French shoppers’ reliance on secure, familiar payment options.

A notable trend is the declining use of buy now, pay later (BNPL) services. In 2024, 22% of French shoppers reported using BNPL services regularly or occasionally, which is lower than our data from 2023. More French consumers are also opting to use BNPL services only if they already have an account, indicating a strong preference for convenience and security over financing options.

Philippe: “French consumers have a strong preference for using credit cards, which work both locally and internationally. Since their go-to method is already so widely supported, they’re not as reliant on alternative payments as their European neighbours.”

What French shoppers expect from online retailers

When it comes to online shopping, French consumers have clear expectations about what makes their experience seamless and enjoyable, and some of these differ remarkably from other markets.  

While the vast majority of French respondents view having their preferred payment methods available as important (87%), this number is slightly lower than other countries. This could be due to the widespread use of Carte Bancaires, a widely trusted and accepted national payment system. 

It seems that French consumers are less concerned about being offered specific alternative payment options since their primary method is already so widely supported.

When it comes to the importance of capabilities made available by online retailers, French respondents are very consistent, with an efficient checkout process, favourite payment methods, customer service, delivery options, and free returns and shipping all being of similar importance (from 73% to 78%). 

One area where French shoppers stand out is their attitude towards having to pay to return an item, with around a quarter (24%) saying they avoid making a purchase if returns aren’t free. This highlights a cultural expectation for convenience and risk-free shopping, where French consumers feel more secure when return processes are easy and inexpensive.

Adrien: “These results suggest a well-balanced approach is vital. You need to offer most major payment methods and a wide variety of post-sales support options, including free returns. Your goal is to encourage French customers to shop with confidence.” 

When it comes to online shopping, French consumers have clear expectations about what makes their experience seamless and enjoyable, and some of these differ remarkably from other markets.  

While the vast majority of French respondents view having their preferred payment methods available as important (87%), this number is slightly lower than other countries. This could be due to the widespread use of Carte Bancaires, a widely trusted and accepted national payment system. 

It seems that French consumers are less concerned about being offered specific alternative payment options since their primary method is already so widely supported.

When it comes to the importance of capabilities made available by online retailers, French respondents are very consistent, with an efficient checkout process, favourite payment methods, customer service, delivery options, and free returns and shipping all being of similar importance (from 73% to 78%). 

One area where French shoppers stand out is their attitude towards having to pay to return an item, with around a quarter (24%) saying they avoid making a purchase if returns aren’t free. This highlights a cultural expectation for convenience and risk-free shopping, where French consumers feel more secure when return processes are easy and inexpensive.

Adrien: “These results suggest a well-balanced approach is vital. You need to offer most major payment methods and a wide variety of post-sales support options, including free returns. Your goal is to encourage French customers to shop with confidence.” 

When it comes to online shopping, French consumers have clear expectations about what makes their experience seamless and enjoyable, and some of these differ remarkably from other markets.  

While the vast majority of French respondents view having their preferred payment methods available as important (87%), this number is slightly lower than other countries. This could be due to the widespread use of Carte Bancaires, a widely trusted and accepted national payment system. 

It seems that French consumers are less concerned about being offered specific alternative payment options since their primary method is already so widely supported.

When it comes to the importance of capabilities made available by online retailers, French respondents are very consistent, with an efficient checkout process, favourite payment methods, customer service, delivery options, and free returns and shipping all being of similar importance (from 73% to 78%). 

One area where French shoppers stand out is their attitude towards having to pay to return an item, with around a quarter (24%) saying they avoid making a purchase if returns aren’t free. This highlights a cultural expectation for convenience and risk-free shopping, where French consumers feel more secure when return processes are easy and inexpensive.

Adrien: “These results suggest a well-balanced approach is vital. You need to offer most major payment methods and a wide variety of post-sales support options, including free returns. Your goal is to encourage French customers to shop with confidence.” 

When it comes to online shopping, French consumers have clear expectations about what makes their experience seamless and enjoyable, and some of these differ remarkably from other markets.  

While the vast majority of French respondents view having their preferred payment methods available as important (87%), this number is slightly lower than other countries. This could be due to the widespread use of Carte Bancaires, a widely trusted and accepted national payment system. 

It seems that French consumers are less concerned about being offered specific alternative payment options since their primary method is already so widely supported.

When it comes to the importance of capabilities made available by online retailers, French respondents are very consistent, with an efficient checkout process, favourite payment methods, customer service, delivery options, and free returns and shipping all being of similar importance (from 73% to 78%). 

One area where French shoppers stand out is their attitude towards having to pay to return an item, with around a quarter (24%) saying they avoid making a purchase if returns aren’t free. This highlights a cultural expectation for convenience and risk-free shopping, where French consumers feel more secure when return processes are easy and inexpensive.

Adrien: “These results suggest a well-balanced approach is vital. You need to offer most major payment methods and a wide variety of post-sales support options, including free returns. Your goal is to encourage French customers to shop with confidence.” 

How to build customer loyalty in France

Building customer loyalty in any market requires a good understanding of the factors that drive repeat purchases. In France, free shipping (87%), free returns (84%), available payment methods (83%), and competitive pricing (84%) are the top factors influencing repeat purchases. However, a number of other methods also scored highly.

Here’s some strategies you can use to build trust and win sales in France:

  • Offer free shipping: Free shipping is an important driver of repeat purchases in France. It might be worth absorbing some shipping costs, or at least offering free shipping above a certain order amount, to ensure you’re converting French consumers.

  • Focus on brand trust and reliability: Clear return policies, positive customer reviews, and offering customer support in French via fast response channels like WhatsApp can help build stronger relationships with customers.

  • Price competitively: Competitive deals, limited-time discounts, or exclusive pricing for returning customers can drive loyalty over the long term.


Adrien: “Building customer loyalty online isn’t easy, but the rewards usually make the challenge worth it. Loyal customers often make repeat purchases and spend more on average. They’re also more likely to tell friends and family about your brand, which can grow your customer base.”

Building customer loyalty in any market requires a good understanding of the factors that drive repeat purchases. In France, free shipping (87%), free returns (84%), available payment methods (83%), and competitive pricing (84%) are the top factors influencing repeat purchases. However, a number of other methods also scored highly.

Here’s some strategies you can use to build trust and win sales in France:

  • Offer free shipping: Free shipping is an important driver of repeat purchases in France. It might be worth absorbing some shipping costs, or at least offering free shipping above a certain order amount, to ensure you’re converting French consumers.

  • Focus on brand trust and reliability: Clear return policies, positive customer reviews, and offering customer support in French via fast response channels like WhatsApp can help build stronger relationships with customers.

  • Price competitively: Competitive deals, limited-time discounts, or exclusive pricing for returning customers can drive loyalty over the long term.


Adrien: “Building customer loyalty online isn’t easy, but the rewards usually make the challenge worth it. Loyal customers often make repeat purchases and spend more on average. They’re also more likely to tell friends and family about your brand, which can grow your customer base.”

Building customer loyalty in any market requires a good understanding of the factors that drive repeat purchases. In France, free shipping (87%), free returns (84%), available payment methods (83%), and competitive pricing (84%) are the top factors influencing repeat purchases. However, a number of other methods also scored highly.

Here’s some strategies you can use to build trust and win sales in France:

  • Offer free shipping: Free shipping is an important driver of repeat purchases in France. It might be worth absorbing some shipping costs, or at least offering free shipping above a certain order amount, to ensure you’re converting French consumers.

  • Focus on brand trust and reliability: Clear return policies, positive customer reviews, and offering customer support in French via fast response channels like WhatsApp can help build stronger relationships with customers.

  • Price competitively: Competitive deals, limited-time discounts, or exclusive pricing for returning customers can drive loyalty over the long term.


Adrien: “Building customer loyalty online isn’t easy, but the rewards usually make the challenge worth it. Loyal customers often make repeat purchases and spend more on average. They’re also more likely to tell friends and family about your brand, which can grow your customer base.”

Building customer loyalty in any market requires a good understanding of the factors that drive repeat purchases. In France, free shipping (87%), free returns (84%), available payment methods (83%), and competitive pricing (84%) are the top factors influencing repeat purchases. However, a number of other methods also scored highly.

Here’s some strategies you can use to build trust and win sales in France:

  • Offer free shipping: Free shipping is an important driver of repeat purchases in France. It might be worth absorbing some shipping costs, or at least offering free shipping above a certain order amount, to ensure you’re converting French consumers.

  • Focus on brand trust and reliability: Clear return policies, positive customer reviews, and offering customer support in French via fast response channels like WhatsApp can help build stronger relationships with customers.

  • Price competitively: Competitive deals, limited-time discounts, or exclusive pricing for returning customers can drive loyalty over the long term.


Adrien: “Building customer loyalty online isn’t easy, but the rewards usually make the challenge worth it. Loyal customers often make repeat purchases and spend more on average. They’re also more likely to tell friends and family about your brand, which can grow your customer base.”

How French consumers shop online

As the graph below shows, the most popular way for French people to find products is through international retailers like Amazon or eBay, closely followed by visiting a primary retailer’s online store. Search engines are also popular, as are online reviews.

Now let’s take another quick look at changing shopping behaviours in France.

Interestingly, when compared to their European peers the French are less likely to be swayed by online ads, more likely to return an item they’re not sure of, and less likely to add related items to their cart.

A streamlined returns policy, with an emphasis on clear, user-friendly policies, could help sell to French shoppers. Offering free or low-cost returns could also provide a competitive advantage, especially for companies that want to build customer loyalty.

Philippe: “I suspect the increase in people returning goods is linked directly to increases in price sensitivity and research, demonstrating that if goods don’t precisely match their descriptions, or don’t appear to be good value, French consumers are more likely to return them. This emerging trend should be considered carefully when setting return policies to keep the most valuable customers.”

As the graph below shows, the most popular way for French people to find products is through international retailers like Amazon or eBay, closely followed by visiting a primary retailer’s online store. Search engines are also popular, as are online reviews.

Now let’s take another quick look at changing shopping behaviours in France.

Interestingly, when compared to their European peers the French are less likely to be swayed by online ads, more likely to return an item they’re not sure of, and less likely to add related items to their cart.

A streamlined returns policy, with an emphasis on clear, user-friendly policies, could help sell to French shoppers. Offering free or low-cost returns could also provide a competitive advantage, especially for companies that want to build customer loyalty.

Philippe: “I suspect the increase in people returning goods is linked directly to increases in price sensitivity and research, demonstrating that if goods don’t precisely match their descriptions, or don’t appear to be good value, French consumers are more likely to return them. This emerging trend should be considered carefully when setting return policies to keep the most valuable customers.”

As the graph below shows, the most popular way for French people to find products is through international retailers like Amazon or eBay, closely followed by visiting a primary retailer’s online store. Search engines are also popular, as are online reviews.

Now let’s take another quick look at changing shopping behaviours in France.

Interestingly, when compared to their European peers the French are less likely to be swayed by online ads, more likely to return an item they’re not sure of, and less likely to add related items to their cart.

A streamlined returns policy, with an emphasis on clear, user-friendly policies, could help sell to French shoppers. Offering free or low-cost returns could also provide a competitive advantage, especially for companies that want to build customer loyalty.

Philippe: “I suspect the increase in people returning goods is linked directly to increases in price sensitivity and research, demonstrating that if goods don’t precisely match their descriptions, or don’t appear to be good value, French consumers are more likely to return them. This emerging trend should be considered carefully when setting return policies to keep the most valuable customers.”

As the graph below shows, the most popular way for French people to find products is through international retailers like Amazon or eBay, closely followed by visiting a primary retailer’s online store. Search engines are also popular, as are online reviews.

Now let’s take another quick look at changing shopping behaviours in France.

Interestingly, when compared to their European peers the French are less likely to be swayed by online ads, more likely to return an item they’re not sure of, and less likely to add related items to their cart.

A streamlined returns policy, with an emphasis on clear, user-friendly policies, could help sell to French shoppers. Offering free or low-cost returns could also provide a competitive advantage, especially for companies that want to build customer loyalty.

Philippe: “I suspect the increase in people returning goods is linked directly to increases in price sensitivity and research, demonstrating that if goods don’t precisely match their descriptions, or don’t appear to be good value, French consumers are more likely to return them. This emerging trend should be considered carefully when setting return policies to keep the most valuable customers.”

How to convert French shoppers

A number of different methods can entice French customers to buy, with discount offers when leaving a website, newsletters from well-liked brands, and reminder emails making up the top three. 

Interestingly, the French are both the most likely to respond to online influencers, yet the least likely to respond to social media ads, suggesting that French shoppers respond better to a more authentic approach, rather than being overtly sold to.   

While attracting new customers is important for growth, this is also an important time to focus on building trust and long-term relationships with existing customers. This can be achieved through clear communication, transparent policies, and consistent customer service.

Adrien: “Attracting new customers is important, but so is keeping them. For all brands, offering trial experiences, showcasing positive customer testimonials, and providing local customer support can help build healthy relationships with new customers.”

Why French shoppers abandon their carts

Now let’s look at what causes French shoppers to abandon their shopping carts.

High shipping costs or taxes (53%), concerns about payment security (46%), and not being offered preferred payment methods (38%) are the top reasons that French shoppers abandon their online cart during checkout.

How French shoppers use social media

Social media has become an integral part of the shopping journey for many consumers, both for product discovery and making purchases. Our survey data reveals that 45% of French shoppers use YouTube to research products, while 43% turn to Facebook. 

However, when it comes to actually making purchases, Facebook is the most popular platform, with 43% of shoppers using it to buy. This is a larger share of consumers who purchase via YouTube (33%).

Adrien: “As video content continues to grow in popularity, it’s a good idea to create product tutorials, unboxing videos, influencer reviews, and other informative content. At the same time, optimise your Facebook shop to turn browsers into buyers.”

Final thoughts on French ecommerce

Everything we’ve covered so far, in a nutshell:

Economic outlook: There are fresh shoots of cautious optimism, but concerns about economic risks persist.

Future outlook: A balanced outlook, but there’s a big jump in French shoppers intending to spend a lot more in coming months.  

Consumer expectations: Shopping with confidence is important to French consumers, so a smooth, efficient checkout – ideally with free returns – is vital.

Customer loyalty: Competitive pricing, familiar brands, and free shipping remain the pillars of customer loyalty in France.

How customers shop online: French customers are becoming more cautious, shopping for the lowest price, conducting more research, and returning goods more often.

Attracting customers: Strategic discounts and regular comms, like emails or newsletters, can bring in new customers.

Cart abandonment: French consumers prefer a seamless checkout experience with as little friction as possible.

Social media: YouTube, Facebook, and Instagram are the most popular platforms for French shoppers.

Grow your ecommerce business in France with Mollie

Here at Mollie, we’re on a mission to make payments and money management effortless for every business in Europe. We do that with a single platform that streamlines every payment process, from converting customers to settling your accounts.

Here’s what it offers:

  • A conversion-optimised checkout: Win every sale by offering your customers a personalised, frictionless checkout experience.

  • 35+ payment methods: Convert more customers with their preferred payment methods – from local options to global favourites.

  • Easy setup: Quickly accept payments with our ready-made plugins and best-in-class API.

  • The Mollie Dashboard and app: Manage transactions, process refunds, get insights, and accept payments – anytime, anywhere.

  • Fraud prevention: Protect your business and boost your revenue with customisable fraud tooling.

  • Local support in your language: Get help from our multilingual customer support teams whenever you need it.

Discover how our online payment solution can grow your business in France and across Europe.

We partnered with leading research agency Coleman Parkes to survey 10,000 European consumers who shop online (at least one online purchase in the last month, though 66% had bought something in the previous week). 

The research was conducted online in July and August 2024.

The research was conducted across the Netherlands, Belgium, the UK, Germany, and France, with 2,000 surveys conducted in each market. To get a true representation of consumers in the research sample, a mix of age ranges, genders, and income brackets was included.

About the research

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Table of contents

Table of contents

MollieGrowthEcommerce in France: everything you need to know
MollieGrowthEcommerce in France: everything you need to know
MollieGrowthEcommerce in France: everything you need to know