Whether you sell tangible items, digital goods, or services, creating an online shop is a multifaceted endeavor. You must choose the right platform; ensure your shop is visible; and convert customers once they visit your website.

Today, it is more important than ever to have a strong ecommerce presence. In France in 2024, there were 2.6 billion ecommerce transactions totaling over €175 billion in sales. Ecommerce sales are expected to exceed €200 billion in 2026.

In this article, we explain how to create an online shop—from designing the website to closing sales. We also offer tips on conversion, organic search engine optimization (SEO), and shipping.

Key takeaways

• Creating an online shop allows a business to sell its products or services 24/7 worldwide, while reducing fixed costs and automating much of the sales process.
  
• Before getting started, it’s important to define the target audience, explore digitization resources, and plan for inventory management and logistics.
  
• Setting up an online shop involves several key steps: choose an ecommerce platform, purchase a domain name, design the site, add products, and configure payments and shipping.
  
• Online shops must display complete legal notices and detailed terms and conditions of sale and comply with General Data Protection Regulation (GDPR) requirements regarding the collection of personal data.
  
• To maximize conversions, businesses must carefully organize product categories, refine mobile displays, use high-quality images, and write descriptions focused on customer benefits.
  
• Offering multiple payment methods and various shipping options allows businesses to meet customers’ diverse expectations, increase sales volumes, and boost average order values.
  

Why are online shops effective for businesses?

Currently, online shops are the simplest and most profitable way to sell goods and services. They are open 24 hours a day and are available anywhere in the world. This eliminates the constraints of physical stores (e.g., rent, operational costs, business hours) and offers nearly unlimited potential for growth.

There are many advantages to opening an online shop:

• 24-hour availability: Customers can place orders any time, even after business hours. This can help generate sales, even without physical availability.
  
• Broader reach: Instead of relying on local customer traffic, online shops can reach customers across France, Europe, and the world.
  
• Lower fixed costs: Online shops do not pay rent, which is often a major expense. They are less expensive to operate than brick-and-mortar stores, which can help to immediately increase margins.
  
• Accurate data tracking: Businesses can track sales, top-selling products, and customer behavior in real time and make decisions based on concrete, easily accessible data.
  
• Easier growth: Online shops make it easier to expand catalogs and break into new markets without investing in additional stores or staff.
  
• Automated sales process: Ecommerce lets businesses automate many tasks (e.g., payment, order confirmation, billing, inventory management, etc.), which allows business owners to focus on business growth.
  

What businesses need to know before creating online shops

Before transitioning to ecommerce and creating an online shop, it’s important for a business to build a solid foundation. Consider the following features before creating an online shop:

• Target audience
  Decide who the target audience is and what needs the product or service fills. Study the competition, and determine how the business will stand out, whether through pricing, product selection, or customer experience.
  
• Budget
  Consider the cost of products, domain name, web hosting, platform fees, shipping materials, and marketing. Be realistic about how long it will take to make back the initial costs, and plan from there.
  
• Financing
  In France, there are many types of financial assistance that help businesses go digital by reducing initial costs and helping them grow their online presence. Find out if the business qualifies for government financing, such as loans, regional assistance, subsidies, and subsidized technical support.
  
• Inventory
  Develop a supply chain and inventory management plan to avoid product shortages.
  
• Fulfillment
  Decide how to handle shipping (e.g., drop-shipping, direct shipping, etc.) to ensure on-time delivery.
  
• Customer experience
  Make sure the online shop offers the desired customer experience. Consider how to handle customer service, returns, and reviews.
  

What are the regulations for creating an online shop in France?

In France, online shops have certain legal obligations. These include requirements to select legal forms, report income, follow data collection laws, and ensure mandatory legal information appears on websites. The legal obligations for online shops in France are as follows:

Legal form

To create an online shop, a business must first choose and create a legal form. This determines its tax and social welfare payment system and rates. It is important to choose a legal form based on the business’s focus. There are several options for legal forms of online shops:

• Sole proprietorships (EIs)
  With this legal form, the owner represents the company and runs the business in their own name. This is a form of individual business ownership that is simple to set up and run. Owners operate the business independently, make quick, unilateral decisions, are exempt from value-added tax (VAT) below a certain threshold, and can use a simplified tax filing system.
  
• Single-shareholder limited liability companies (EURLs)
  EURLs are strict legal forms governed by the Commercial Code. They have only one shareholder, and the shareholder’s liability is limited to their investments. Decision-making is unilateral, and it is easy to transition to a larger structure, such as a limited liability company (SARL).
  
• Limited liability companies (SARLs)
  SARLs are legal forms suited to most commercial, artisanal, and industrial businesses—both brick-and-mortar and online. They offer a secure legal framework, and their operations are governed by law. Financial liability is limited to the amount of investment, and business owners can choose between individual and corporate tax regimes.
  
• Simplified joint-stock companies (SASs)
  SASs are corporations known for being flexible to create, develop, and operate, which makes them ideal for online shops. They also offer flexibility in creating business operations and structuring bylaws. They are the most common type of legal form in France.
  

Tax filing

In France, all commercial income from online sales must be reported. Since January 2023, all business creation paperwork must be filed with the National Institute of Industrial Property (Institut national de la propriété industrielle, or INPI). Once the forms have been filed, an establishment directory identification system (SIRET) number is provided. This number is required to operate the business and bill customers.

Note: If you already operate a brick-and-mortar shop and simply wish to expand your business online, you do not need to create another company.

Mandatory information

Under the French Law for Confidence in the Digital Economy (Loi pour la confiance dans l’économie numérique, or LCEN) and the Consumer Code, online shops are required to post certain information. Websites must contain the following:

• Legal information
  This includes company name, main office, SIRET and National Register of Companies (RNE) numbers, intracommunity VAT number (if applicable), web host name and address, and contact email address and phone number. Legal information must be accessible from any page on the website.
  
• General conditions of sale (CGV)
  The CGV forms the contract between the business and its customers. All professional sellers are required to post this information. It must include accurate descriptions of proposed products or services, prices with tax included, accepted payment methods, delivery terms and times, information on the customer’s right of withdrawal, return and refund policies, applicable legal guarantees, and the choice of venue, in case of disputes.
  
• Data collection
  The General Data Protection Regulation (GDPR) has been in effect since May 2018 and requires personal data to be collected and processed legally, transparently, minimally, temporarily, and securely. This includes explicit consent from customers, privacy policies, rights to access, correct, delete, and transfer personal data, cookie management, and data security.
  

How to create an online shop

To create an online shop, choose a platform; obtain a domain name; design the shop; add products; set up payment and shipping options; and analyze performance. Here is a more detailed look at each step.

Choose a platform

Platforms—such as Shopify, WooCommerce, and Squarespace—have their pros and cons. Take the time to choose a platform that fits the business’s needs, including shipping and payment methods. Make sure to consider technical needs, business size, and budget.

Obtain a domain name

The domain name should be short, easy to remember, and specific to the brand. Many ecommerce platforms can help with purchasing a domain name, or business owners can use registrars such as OVHcloud, o2switch, GoDaddy, or Namecheap.

Make sure the domain name is available before moving forward. To find out whether a domain name ending in “.fr” is available, check the registry kept by the French Association for Cooperative Internet Naming (Association française pour le nommage Internet en coopération, or AFNIC).

Design the shop

Make sure the online shop’s design is sleek, user-friendly, and mobile-ready. Most ecommerce platforms offer templates or themes to help get started. Customize the layout, colors, and images to match the style of the business’s brand.

Add products

Add products to the shop by creating simple product pages. Upload high-quality photos; write compelling descriptions; and set prices. Include all relevant information, such as dimensions, materials, and size charts. If the business sells services rather than tangible goods, clearly state what is included with each service.

Set up shipping and payment options

Make it easy for customers to pay. Include multiple payment gateways (e.g., Stripe) or credit card options. Decide how to handle shipping. This includes whether to offer flat fees, real-time cost estimates, or free shipping above a certain purchase amount. Establish shipping zones, rates, and shipping times.

Test the shop

Test the shop before launching. Place test orders to ensure the payment process works smoothly. Check product pages for typos, broken links, and problems with image loading. Test the website on different types of devices to make sure the shop functions correctly.

Track and analyze data

Track performance to improve. Use tools such as Google Analytics and the platform’s analysis dashboard to monitor traffic, sales, and customer behavior. This data can help refine marketing tactics and help the business make better decisions.

Designing an online shop that converts customers

Once customers find their way to a shop, it is important to persuade them to make purchases. Here are some tips to convert customers in an online shop:

• Categorize products
  Make the website intuitive so customers can find what they are looking for in just a few clicks. The search bar should be visible and allow customers to filter products by size, color, price, etc.
  
• Design the shop for mobile customers
  Build a website that is mobile-friendly. Make sure the shop displays properly on all devices and that all pages load quickly.
  
• Upload high-quality images
  Use clear, high-definition photos that show products from multiple angles. Include zoom and video options when appropriate to reassure customers and build trust.
  
• Write compelling descriptions
  Descriptions should emphasize a product’s benefits instead of focusing solely on its features. Keep the writing short and snappy, and avoid jargon.
  
• Facilitate payment
  On the checkout page, keep the number of steps to a minimum; write simple instructions; and offer multiple payment options. Do not ask for unnecessary information, and allow customers to check out as guests for a frictionless experience.
  
• Encourage action
  Use visible calls to action (CTAs) with contrasting colors and phrases, such as, “Add to cart” and “Buy now.” Create a sense of urgency by using limited-time offers or low inventory notices.
  
• Establish trust
  Display badges that instill confidence (e.g., secure sockets layer [SSL] certificates or payment method logos). Use customer ratings and reviews to build credibility. Clear return policies and customer support options can help increase trust.
  

Improving an online shop’s organic SEO

Aim for strong, organic SEO. Doing so can help customers find this online shop out of many other options. Here are some ways to boost web presence for higher search engine rankings:

Search for keywords

Understand the target audience’s search behaviors. Use advanced tools—such as Semrush, Ahrefs, and Google Keyword Planner—to identify high-volume keywords and niche, long-tail keywords for products. Long-tail keywords help index the website for more specific searches with less competition, and they often indicate a greater intent to purchase. In addition to product names, think about how the target audience searches for solutions or benefits.

Refine product pages

Refine each product page by incorporating the primary keyword into the uniform resource locator (URL), title, and metadescription. Make product descriptions informative and appealing. Write for humans, but keep organic SEO principles in mind. Use keywords strategically, but don’t overdo it. Make sure descriptions are unique, not simply a copy-and-paste of the manufacturer’s description.

Design an intuitive website

A website’s architecture impacts both organic SEO and the customer experience. Make sure the website is intuitive for shoppers and easy for search engines to index. Organize categories logically; keep product pages within three clicks of the homepage; and remember to use breadcrumbs to make it easy for customers to know where they are on the site. Internal links between related products, collections, and blog content can also boost a website’s relevance to search engines.

Refine images

Images are important for conversion, but they can also slow down websites, if they are not refined. Rename images with descriptive filenames filled with keywords, and always include alternative text for accessibility and to provide context for search engines. Compress images using tools—such as TinyPNG and ImageOptim—to reduce loading time.

Improve website speed

Google takes website speed into account in its rankings. Identify bottlenecks using tools such as PageSpeed Insights or GTmetrix. Website speed can be improved by compressing images, using the browser’s cache, reducing the use of JavaScript, or upgrading hosting. A few seconds can impact sales, so ensure that the site loads quickly.

Adapt the website for mobile

A website’s mobile experience directly impacts its organic SEO ranking. Make sure the online shop is reactive and works properly on all devices. Reduce the number of icons as needed, and prioritize ease of use and fast mobile device loading times.

Create unique descriptions and metatitles

Each page should have its own metatitle and description written with the customer and algorithms in mind. Incorporate primary keywords, and make content snappy. Metadescriptions do not directly impact rankings but do influence click rates, which can boost rankings over time.

Encourage customer-generated content

Search engines prioritize fresh, relevant content. Customer reviews can help with this, and they also help build trust with potential customers and organically introduce useful keywords. Encourage customers to leave detailed reviews to boost rankings and build credibility.

Payment and shipping options for online shops

Offer multiple payment and shipping options to improve the customer experience and increase the chances of closing sales. Consider the following payment and shipping options relevant to online shops.

Payment options

Customers expect multiple payment method options. Here are some suggested payment types for online shops:

• Debit and credit cards
  These are the most popular payment methods, making them a necessary part of the payment process. Platforms such as Stripe make it easy to accept card payments, handle security, and comply with regulations, such as the Payment Card Industry Data Security Standards (PCI DSS).
  
• Digital wallets
  The use of digital wallets (e.g., Apple Pay and Google Pay) can speed up the payment process. They are also more convenient for customers using mobile devices. Stripe makes it easy to add wallet options to your shop’s payment flow.
  
• Buy now, pay later (BNPL)
  Installment plans or BNPL services can help increase conversion, especially for more expensive items. These options allow customers to spread out payments and make it easier for them to commit to larger purchases.
  
• Direct bank transfers
  Some customers prefer to use direct bank transfers for more expensive items. This option offers additional security for those who do not wish to share their card information online.
  

Shipping options

Shipping can significantly influence conversion rates. The following options balance cost, speed, and reliability for online shops:

• Standard shipping
  This should be the basic option, offering affordability and delivery times suitable for most customers. Indicate shipping times based on location.
  
• Express shipping
  Faster shipping methods—such as two-day or next-day delivery—can attract customers making urgent or last-minute purchases. Be transparent about the cost of these options to reduce abandoned carts.
  
• Free shipping
  Free shipping for all orders or orders above a certain threshold can incentivize customers to buy more. Many customers add items to their carts simply to get free shipping.
  
• International shipping
  To sell worldwide, make sure to offer international shipping options. Many customers are sensitive to the high cost of international shipping, so consider absorbing some of the cost to remain competitive.
  

Selling goods and services without an online shop

Although online shops are an effective way to sell products and services, they are not the only way to sell online. There are many alternatives to help businesses get started online quickly—with little to no technical expertise required.

If a business can’t or doesn’t want to open an online shop, it can use the following solutions.

Marketplaces

These are ecommerce platforms where multiple third-party sellers offer products or services, and the platform operator processes the transactions. Sellers list their products on the platform, and it handles traffic, payment, and sometimes logistics. This is a quick way to get started online and reach a wide audience, without having to build visibility in-house.

Social media commerce

Social media commerce refers to direct selling through social media, without redirecting customers to an external website. Tools such as Instagram and Facebook Shops build product catalogs in businesses’ profiles and sell them directly in the apps. Social media commerce is particularly suited to professionals who have an active community and want to monetize it.

Live shopping

Live shopping consists of selling products via video streamed in real time on social media or dedicated platforms. Sellers show their products on camera, answer viewer questions, and encourage them to order during the broadcast. This method works especially well in fashion, beauty, and artisan spaces.

Landing pages

A landing page is a single webpage designed to sell one product or service. It does not include navigational links or a product catalog. Instead, its sole purpose is to convince visitors to make purchases. Landing pages are quick and easy to set up, and they are ideal for testing a product, launching a promotional offer, or selling a service without having to create a complete online shop.

How Stripe Payments can help

Stripe Payments provides a unified, global payments solution that helps any business—from scaling startups to global enterprises—accept payments online, in person, and around the world.

Stripe Payments can help you:

• Optimize your checkout experience: Create a frictionless customer experience and save thousands of engineering hours with prebuilt payment UIs, access to 125+ payment methods, and Link, a wallet built by Stripe.
  
• Expand to new markets faster: Reach customers worldwide and reduce the complexity and cost of multicurrency management with cross-border payment options, available in 195 countries across 135+ currencies.
  
• Unify payments in person and online: Build a unified commerce experience across online and in-person channels to personalize interactions, reward loyalty, and grow revenue.
  
• Improve payments performance: Increase revenue with a range of customizable, easy-to-configure payment tools, including no-code fraud protection and advanced capabilities to improve authorization rates.
  
• Move faster with a flexible, reliable platform for growth: Build on a platform designed to scale with you, with 99.999% historical uptime and industry-leading reliability.
  

Learn more about how Stripe Payments can power your online and in-person payments, or get started today.