France is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the French ecommerce market and target France buyers. With a population of 65,273,511, France has an average annual ecommerce spend of €1,820 while the European average spend is €2,186
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France at a glance
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Average CPC | €1.77 |
Average CTR | 1.44% |
Average spend per capita | €1,820 |
GDP per capita | €39,827 |
GDP | €2.11806 trillion |
GDP growth rate | 2% |
Population | 65,273,511 |
Number of Internet users | 45,691,458 |
Median age | 42 |
Mobile ecommerce | 52% |
Language(s) spoken | French |
Currency | Euro (EUR) |
How to benefit from free visibility on Google Shopping in France |
Top sites
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1. Amazon.com |
2. Cdiscount.com |
3. Fnac |
Top products & categories
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1. Fashion |
2. Toys, Hobby & DIY |
3. Electronics & Media |
4. Food & Personal Care |
5. Furniture & Appliances |
Find out how to improve the |
Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.
Click here to generate personalised report to show you which international markets have the highest potential for your store.
Acquiring traffic through Google Shopping Ads in France is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.
Below are the average CPC rates in France across the top Google Shopping Ads categories.
In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).
Below are the top ecommerce categories in France and the % of online buyers that have purchased in these categories.
Today France's B2C e-commerce market is worth €2.11806 trillion. Growth, however, is steady and is set to continue at an annual growth rate of around 2%.
Per capita the average annual online spend in France is €1,820. France is one of Europe’s larger e-commerce markets, marked by a love of discounting and price comparison. The country is tipped for double-digit growth. Companies with smartphone-friendly shopping experiences and payment options are well-positioned to capitalize on this healthy and mature market, as the mobile commerce boom continues.
France’s top ecommerce sites are:
Cross-border spending in France is growing, international e-commerce now accounts for 6% of total ecommerce spend in France. When French buyers choose to buy cross-border they tend to seek products from major markets like China, the UK, the US and Germany. The main driver for buying outside of France tends to be price and the availability/uniqueness of the product.
In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.
It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as France, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.
We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:
Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.
To qualify for the free Google Shopping Ads in France, you need to first create a French feed and then opt into their program. To do this you need to localise your website and your listings for the French market, to ensure that you meet the criteria set by Google to sell onto the French market.
To set up your French feed, you will need to:
Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.
You’ll need to adapt your listings and store to the French market. This includes product descriptions in French, correct local sizes, prices in Euro (EUR) and with common French methods of payment.
Adopting your feed, listings and store for the French market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.
If you don’t have a French store you can still benefit from Google Shopping Ads, but you will need to address the following:
Language: French version. Your store must have a French version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the French version.
Currency: The prices in your product feed must be in Euro (EUR).
Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with Euro (EUR) then all the prices on your site must also be in Euro (EUR).
Shipping: All shipping prices must also be in Euro (EUR).
Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to France.
Legal: Ensure your site is fully compliant with Local French ecommerce Terms of Service and Returns policies.
Checkout: You’ll need to have a checkout that can process payment in Euro (EUR).
Find out how to automate the store localization process with our translation plug & play solution.
As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.
Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.
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