One thing I’ve learned over the years translating and localizing websites, apps, and all sorts of content is that entering the French market (considering the type of product or service you provide, of course) is almost always a good idea. It’s one of the main European markets, with lots of people, everyone using the internet, a language that can even attract other French-speaking users to you, you name it.
You’re probably thinking about the shipping, the storage, the delivery process, the customer service, and the marketing. And maybe, tucked away in a little corner… translation.
Hold on here. Yes, you should localize your content. You must, if I may say, and this shouldn’t be as overlooked as it usually is.
But wait, you think. Is it really worth it? It seems like a lot of hustle, and do I even want to go French? Believe me, yes, you do.
So be prepared, this post is going to be full of stats, figures, and references. Some of it might be boring to read, but these are the facts, and they matter if you want to do things right.
Localizing for France
Believe me, you want to turn to France.
Internet and e-commerce growth
According to INSEE’s annual ICT survey, in 2023, 87% of people aged 15 and over living in France had used the internet in the previous three months, compared to just 65% in 2009. Nearly all people under 60 are internet users: 98% of 15–29 year-olds and 30–44 year-olds, and 94% of those aged 45–59.
In 2023, 60% of people over 15 in France had made an online purchase in the previous three months, a figure that has roughly doubled since 2009 (Landmark Global).
France is a massive market
The market itself is massive. France is Europe’s second-largest consumer market, with over 68 million inhabitants and a GDP exceeding €2.8 trillion, and e-commerce alone surpassed €160 billion with 10.5% annual growth (Eurojob-Consulting).
And the digital shift is real: according to the FEVAD Key Figures Report 2025 in 2024, 41.6 million French people made at least one online purchase, roughly 73% of those aged 15 and over (Ecommerce Europe).
Localizing in French
You want to go French, too.
Local content drives trust and interaction
According to Think with Google, 72% of consumers spend most of their time on websites in their own language, and 82% of shoppers say they’re more likely to buy if promotional material is in their own language. Google also notes that localization is cited by advertisers as the number one operational hurdle in their export journey.
The search engine documentation also confirms that a website’s language is a key signal Google uses to determine its intended audience, and that local language, local currency, and local addresses on pages directly affect search visibility in a given country (Google Search Central).
For the first time in internet history, English no longer represents an absolute majority of online content (49%), and this decline is particularly pronounced among young people. French usage has increased during this period (Research Outreach).
Local content directed at local audiences gets six times more likes, comments, and shares than content on national brand pages (Thezoeteam).
French consumers and brand skepticism
In Ipsos’ international trust surveys, France stands out as a market where consumers are comparatively skeptical of brands: even when confidence in the economy is similar to other markets, French respondents are less inclined to automatically trust companies, whereas consumers in some other countries tend to assume good intent from brands (Consilium).
Separate Ipsos research conducted in France in 2023 found that French consumers seek brands that align with their values and demonstrate integrity, suggesting that how you present your brand, and how credible it feels, matters more in France than in many other markets (Slator).
French consumers are cautious toward overtly persuasive or “too salesy” marketing and instead rely on concrete trust signals such as transparent pricing, clear checkout flows, and authentic customer feedback (Edelman Trust Barometer 2023). In fact, about 79 % of users trust online reviews as much as personal recommendations, making social proof one of the strongest drivers of confidence. Poorly localized websites, confusing checkout flows, hidden fees, and brands that appear to be “always on sale” can quickly erode confidence (Baymard Institute).
Authenticity, craftsmanship, and quality signals
The appreciation for craftsmanship, authenticity, and quality is deeply ingrained in the French market. In a 2023 survey conducted by OpinionWay for the French Chambers of Commerce and Industry, 85 % of French consumers reported buying Made in France products, with 63 % citing support for local producers and 56 % mentioning support for the French economy as key motivations, and 89 % expressing a desire to consume even more French‑made goods.
French localization is mandatory
You actually have to go French.
Legal Obligations: The Toubon Law
This is non-negotiable and the first thing to understand. France’s Toubon Law, enacted in 1994, mandates the use of the French language for advertising, product packaging, contracts, user manuals, company documentation, software interfaces, and websites targeting French consumers (Légifrance).
In other words, French is legally required.
If a website targets the French public (by offering goods and services in France, setting prices in euros, or using a French top-level domain), it must be available in French. Simply relying on an English version is not compliant. Many businesses unintentionally violate the law by offering a French-language landing page that redirects to an English site or by failing to translate legal disclaimers, cookie policies, and terms of service (Légifrance, ministère de la Culture).
Consequences of non-compliance
In 2006, the French subsidiary of General Electric Medical Systems was sanctioned for violating France’s Loi Toubon by providing technical documentation and other materials only in English rather than French, resulting in a significant fine and ongoing penalties (Personnel Today).
Failure to comply can constitute a criminal offense, with fines of €3,750 per violation for corporate entities, and under more recent consumer protection law, administrative fines can reach €15,000 (Technologyslegaledge).
Trademark exceptions
One important nuance: trademarks and registered brand names are generally exempt from this requirement. If a slogan has been registered as a trademark, it need not be translated, which is a strategy many international brands use to maintain a single global tagline (DGCCRF).
What’s next
There’s a lot more to say about how this works in practice: how to organize localization properly, how long it usually takes, and what makes the French language a bit particular to work with, but more on that soon.
In the meantime, you might want to check the FAQs for practical answers here and there.