A recent 2025 report by the Fédération du e-commerce et de la Vente à Distance (Fevad) shows a sector aiming for growth while adapting to shifting dynamics. The Daily spoke with Fevad General Director Marc Lolivier about how e-retailers are looking to international markets for expansion, adoption of AI for consumer communications, and the importance of the secondhand market.
Published on Sep 11,2025 at 8:28 AM | Updated on Dec 16,2025 at 11:39 AM

The recent Fevad report revealed an ambitious sector looking to accelerate growth but mindful of a broad array of changes. Despite global trade challenges, Lolivier believes that international expansion is the main area of development for French e-retailers, and says that for the first time it has overtaken traditional priorities such as marketing, IT, and CSR.

“More than just an aspiration, international expansion is a reality for many. 73% of French business leaders already have an international presence, which is up eight points on 2024,” he said. “This momentum is being driven by renewed confidence among players, and underlines the dynamism of the sector, which is ready to take risks to conquer new markets.”

The top destinations for French sites are Belgium and Spain, followed by Germany, which this year has overtaken Italy. France is also popular on the international scene: it is the favourite destination for Italian and German e-tailers, and second for Belgian and Spanish operators. This surge in international development also reflects an encouraging economic outlook: 81% of business leaders anticipate an increase in their sales abroad, according to Fevad’s research.

“In 2025, the marketing priorities of French e-retailers are changing significantly, with social media gaining in importance. For the first time, social networks are taking over as the leading marketing investment channel, ahead of organic and paid searches, online advertising, and traditional email campaigns,” Lolivier said.

“This shift reflects the growing importance of social commerce, which is establishing itself as an essential lever for visibility, engagement, and conversion. Social platforms are no longer simply showcases, they are becoming points of contact in an entirely new way. Thanks to immersive formats, brands are creating more direct, authentic, and emotional links with their communities.” 

This is particularly true among the younger generations, he stressed, for whom the act of buying is increasingly influenced by social recommendations. This trend is leading e-tailers to rethink their content strategy, invest in collaborations with designers, and integrate shopping experiences directly into their social media platforms.

Part of that digital connection is the emergence of AI; many believe that this could be a breakthrough year for the much-hyped technology, particularly when it comes to customer engagement and hyper-personalisation.

“Generative AI is a real game changer for the e-commerce sector. It is now the top innovation priority for French and European e-tailers. Considered by far the most promising innovation for the sector, its adoption rate continues to rise among French e-retailers: 82% of them declare using it, an increase of over 11% compared with last year,” he said.

“This massive adoption bears witness to the central role that AI is playing in transforming the sector. The main uses continue to focus on marketing and customer relations, where conversational agents such as intelligent chatbots, voice assistants, and other tools are playing an increasingly decisive role,” Lolivier said. “They enable faster, more personalised responses, and free up staff time. But we are also seeing a rise in the use of AI in the supply chain, with AI capable of optimising stock forecasts, returns management, and delivery times."

To gain more insights about how AI is fuelling hyper-personalisation and redefining e-commerce, visitors with an All-Access Pass can attend Marc Lolivier's keynote session tomorrow.

 

The secondhand surge shifting shopping

 

According to Fevad's General Director, secondhand is more than just a trend, it is now part of consumer habits. This enthusiasm for the circular economy is primarily motivated by economic considerations, and the need to preserve spending power. “There is also a growing awareness about the impact of consumption on the environment. In France in 2024, more than one in two cyber shoppers bought secondhand goods online, 30% of them from private individuals,” he said.

Lolivier points to two specialists, Leboncoin and Vinted, which are among the top 10 e-commerce sites in terms of customer penetration, while almost all the players among the top 20 e-commerce sites have a secondhand offering.

“Online resale is almost as popular as secondhand purchases, with 43% of French people reselling at least one product in 2024,” he added.

 

CONFERENCE

Hyper-personalization: The silent revolution set to redefine e-commerce
Wednesday, 17 September 2025
5pm-5:30pm
Vusion Group Theatre, Hall 4

 

Photo: © Thierry Garnier