DHL E-Commerce Trends Report 2026: France emerges as a leading cross-border and recommerce market
Press Release: France, June 30, 2026
- France ranks among the top destination markets for international sellers, similar to Germany, with around 43% of global sellers targeting these markets, and is expected to remain a leading market over the next five years
- Consumer-to-consumer (C2C) commerce is going mainstream, with 63% of French shoppers having sold via online marketplaces – placing France among the top four markets globally
- Social commerce continues to expand, with Snapchat playing an above-average role: 26% of French consumers have made purchases via the platform, compared to 11% globally
AI is increasingly shaping how consumers shop, while sustainability has shifted from nice-to-have to non-negotiable and second-hand commerce is rapidly becoming mainstream, according to new DHL eCommerce research. The eCommerce Trends Report 2026, based on survey findings from 29,000 online shoppers and 5,800 e-commerce businesses across 29 countries including France, highlights the biggest shifts retailers need to prepare for in the coming years and how best to respond to the changing e-commerce landscape.
France is emerging as a key player in cross-border e-commerce, with shoppers and businesses increasingly operating beyond national borders. The country ranks among the top destination markets globally, alongside Germany, with around 43% of international sellers targeting these markets, and is expected to remain highly relevant over the next five years.
Beyond cross-border growth, recommerce is becoming a defining feature of the French market. Consumer-to-consumer (C2C) commerce is rapidly gaining traction in France, where 63% of shoppers have already sold items through online marketplaces, placing the country among the top four globally. Millennials are driving this shift, with three in five actively selling to their peers, while Europe overall leads globally in marketplace activity.
Social commerce is another area where France stands out. Snapchat plays a significantly stronger role compared to most other markets: 26% of French consumers have completed a purchase via the platform, well above the global average of 11%, highlighting the growing importance of niche and younger-skewing platforms in shaping purchase decisions.
While global e-commerce trends point to increasing expectations around personalization, delivery and trust, the French market stands out for its strong preference for out-of-home solutions. Around 31% of consumers choose to collect parcels from pickup points, compared to a global average of 11%, while 58% prefer returning items via parcel shops versus 35% globally. This highlights the importance of convenience and flexibility in last-mile delivery for French shoppers.
Pablo Ciano, CEO of DHL eCommerce, said: “The ability to understand and respond to customer needs has always defined success, but our new trend report shows that AI is now redefining that advantage at hyperspeed. Consumers can identify the best offer in milliseconds, and retailers can gain insights that allow them to instantly capitalize on changing demand. For those of us powering the delivery infrastructure behind e-commerce, AI enables new levels of speed, flexibility, and precision.”
To help brands navigate this rapidly evolving landscape, DHL eCommerce has identified the key short- and longer-term trends that businesses simply cannot afford to ignore:
The next online shopper may not be human
Globally, almost a third (29%) of shoppers (rising to 33% of Gen Z and 36% of millennials) say they would be happy to hand over control of their shopping to AI and let it make purchasing decisions for them in the next five years, with almost two thirds (59%) of businesses expecting consumers to browse and buy through virtual assistants.
As generative AI continues to reshape the entire shopping journey – from product discovery to post-purchase support – 73% of businesses anticipate increasing its use over the next five years, despite ongoing concerns around privacy and trust (48%).
Out-of-home delivery becomes a key enabler of convenience
For consumers, the demand for delivery innovation stems from the need for convenience and flexibility, with 20% stating that faster delivery would encourage them to complete a purchase, and nearly one in three increasingly turning to out-of-home locations to fit their daily routines. Businesses will need flexible fulfillment models that offer reliability and convenient pickup and return options to keep pace with these expectations.
Free delivery and returns remain a key motivator for shoppers, posing an ongoing challenge for retailers’ margins in a competitive landscape. At the same time, seven in ten shoppers highlight trust and choice of delivery partners as critical when choosing a brand. A similar gap exists at checkout: 62% of shoppers say they will abandon a purchase if their preferred payment method is unavailable, yet only 45% of businesses currently recognize this as a key driver.
Further insights and the full report are available at: