The French e-commerce sector has crossed the 200 billion euros mark in revenue, with over 3.2 billion transactions recorded according to Fevad. Behind this growth lie structural changes that are reshaping the rules of the game for online merchants: a tightened European regulatory framework, accelerated international expansion, and the rise of artificial intelligence in the purchasing journey.
DSA and DMA Compliance: The Hidden Cost of Marketplaces for Sellers
Most e-commerce guides mention regulation without explaining what it concretely changes in the daily life of a merchant. The Digital Services Act (DSA) now requires very large platforms to demonstrate that they proactively mitigate systemic risks, including the sale of illegal or non-compliant products. Fines can reach 10 to 20% of the global revenue of the concerned platform.
In practice, this regulatory pressure directly impacts third-party sellers. Marketplaces demand more product documentation, automated checks, and verification of claims before and after listing. A merchant active on multiple European marketplaces must now integrate these compliance constraints into their operational costs, under penalty of account suspension.
The Digital Markets Act (DMA) adds an additional layer by targeting the practices of gatekeepers (the large platforms designated by the European Commission). For e-merchants, this translates into changes in how their products are referenced and promoted. The resources available on info-commerce.fr allow tracking these regulatory developments that affect online distribution strategies.
Internationalization of E-commerce: A Priority for French Leaders
According to the latest Fevad report, 46% of French e-commerce leaders prioritize international expansion in their investments, a significant increase compared to previous years. This strategic shift marks a turning point in the maturity of the domestic market.
Selling abroad from France is not just about translating product listings. Three structural obstacles hinder merchants attempting the venture without preparation:
- Cross-border logistics require managing variable delivery times, customs fees, and return policies tailored to each target country.
- Taxation varies according to the VAT thresholds applicable in each European member state, complicating invoicing and declarations.
- Consumer expectations differ from market to market: preferred payment methods, customer service standards, price sensitivity, or brand loyalty.
A French e-merchant targeting Germany, for example, must offer bank transfers and deferred invoicing, two payment methods that are widely preferred over credit cards across the Rhine. Ignoring these local specifics means investing in traffic acquisition without converting.
Artificial Intelligence and the Online Purchasing Journey
AI is no longer limited to customer service chatbots. The concept of agentic commerce is emerging: AI agents capable of comparing, selecting, and purchasing products on behalf of the consumer. This evolution changes the very nature of competition among online stores.
When an AI agent selects a product, it is not swayed by an attractive visual or brand storytelling. It compares objective criteria: price, availability, delivery time, return policy, aggregated ratings. Merchants who structure their product data clearly and in a machine-readable format gain a measurable advantage.
The personalization of the purchasing journey is also advancing. AI tools allow real-time adaptation of recommendations, displayed prices, and page content based on each visitor’s behavior. The one-to-one journey is becoming a standard expected by online buyers, not a luxury reserved for large brands.
Structured Product Data: A Technical Prerequisite
For AI (internal or external) to properly utilize a catalog, each product listing must contain standardized attributes: dimensions, materials, certifications, compatibilities. Merchants working with poorly structured product feeds lose visibility on comparison sites and marketplaces powered by recommendation algorithms.
Customer Retention Strategy in the Face of Rising Acquisition Costs
Advertising acquisition costs are rising across most digital channels. In this context, the profitability of an online store increasingly relies on customer lifetime value rather than the volume of new visitors.
Customer reviews play a crucial role in this dynamic. A satisfied buyer who leaves a positive review generates social proof that can be leveraged on product listings, marketing campaigns, and search results. This mechanism reduces the acquisition cost of subsequent customers.
Retention also involves concrete operational levers:
- A responsive customer service accessible through multiple channels (messaging, email, phone) that addresses complaints within 24 hours.
- A transparent delivery policy with real-time tracking, options for pickup at collection points, and simplified returns.
- Loyalty programs that reward repeat purchases without complicating the user experience.
Social commerce (direct sales via social networks) also contributes to retention by maintaining regular contact with the brand’s community. Stores that leverage TikTok Shop or Instagram Shopping create a complementary sales channel where the purchase is triggered in a discovery context, not through active searching.
French e-commerce is entering a phase where growth depends less on traffic volume and more on the ability to manage compliance costs, structure data for machines, and convert each customer into a repeat buyer. Merchants investing in these three areas are building a more resilient online business than those who merely increase their advertising budgets.
