France has become one of the most attractive countries for investing and launching new projects. It has become the fourth country in the world with the highest investment flow. Its economy is dynamic and is growing at an electrifying rate. The consumerist nature of the French is also added to this financial stimulus.
All these factors encourage e-commerce businesses to create a niche in the French market. To be successful in that company and to not lose money on the way, blarlo wants to make you reflect on some of the points that should be taken into account.
France is an important market but also very peculiar
1. Analyse the market in depth
The way some products or others are consumed or prioritised is conditioned by the country’s culture. There are countries where protecting the environment, fair trade or the origin of raw materials is extremely important. On the other hand, there are other countries where immediacy and the cost of the product are prioritised.
A requirement that no e-commerce business should skip is an in-depth analysis of the market where it wants to start selling its product.
One of the peculiarities of the French market is that it has a predilection for products with a seal or label of quality. The price, especially for the upper classes, has stopped being an incentive.
For them, buying has become just another pleasure. That is why they are captivated by creative and catchy packaging. In addition, awareness of their health and the environment is increasingly more important.
2. Do a local SEO study
Once the analysis is done of how the users behave in a specific market, in this case the French market, the next step is to know how they search for those products online.
Keywords are essential for generating a competitive SEO and so that the website appears in the first positions. Being poorly placed in an Internet search engine is the same as not existing.
The first point in this analysis is creating a list of keywords related to the website that you want to launch in France. For example, if it is a costume website, some of the keywords could be original costumes, fun costumes, costumes for groups, etc.
You must also analyse other rival e-commerce businesses and the search volume with tools such as Google Adwords.
When all that information has been gathered, websites like SEMrush can be used to find competitive words that create great opportunities in the sector and that at that moment are not being taken advantage of by other rival e-commerce businesses.
3. Host the domain with .fr and take care of the website architecture
The vast majority of websites in France are hosted with a domain ending in .fr. Google gives more visibility to local domains and it is also usual for a French user to search the Internet using that ending.
Hosting the name with .fr and a SEO that has been thought through is key to optimising the website architecture. There are different subgroups within the web architecture and one of them is the information architecture.
It is the set of data and information that is best suited to the market niche you want to penetrate. The position in which the keywords should appear, the bulk of the information or calls to action on the website.
As for the visual part, in Europe, the tendency is to create elegant pages that are not excessively elaborate. In the case of the French, good taste and colour harmony are very important elements.
4. Avoid machine translations
Both the translation of an e-commerce site as well as its keywords are a double-edged sword. Machine translations are not developed enough to deliver quality translations where the text is adapted to the target culture.
Avoid using machine translations or literal ones and seek out the services of a professional who is specialised in the market niche you want to penetrate.
Translating a website for France is not the same as it is for Canada. Although French is spoken in both countries, there are big differences in the dialect and culture and that is reflected in a translation.
A poor quality translation can cause customers to be lost and gives a very bad image of the company. In addition, there are significant aspects such as the payment method, the shipment or the return process that if not well understood, will cause the user to turn away and go to the competition.
At blarlo, we have hundreds of freelance translators specialised in all types of sectors and languages. Quality is one of our pillars.
Do you want to launch an e-commerce site in another country? Request a no-obligation quote, we are happy to help you.
This post is also available in: Español (Spanish)