How to Start a Shopify Store in France (Step by Step)

Launching a Shopify store in France is 100% doable—but there are a few key steps to make sure everything runs smoothly from day one.

I’ve been helping people build eCommerce businesses for over 10 years—many of them in France—so I’ve seen the mistakes that kill sales and the strategies that actually work.

Let’s get straight to the point.

Step 1: Get the Legal Stuff Sorted

Before you even think about designing your Shopify store, you need to handle the boring (but necessary) legal steps. Skipping this part might seem tempting, but trust me—it’ll come back to bite you.

French tax authorities don’t play around, and not having the right paperwork in place can lead to fines or even getting your store shut down.

Here’s what you’ll need in France:

SIRET Number (Business Registration Number)

If you’re selling products in France, you must register your business and get a SIRET number. This is like your store’s official ID, and it proves that you’re legally allowed to operate.

If you're just starting, the easiest route is registering as a micro-entrepreneur (self-employed/freelancer). This keeps things simple—less paperwork, fewer taxes, and an easy way to get started.

But if you’re planning to scale or want limited liability, consider creating a SASU (Société par Actions Simplifiée Unipersonnelle) or SARL (Société à Responsabilité Limitée), which are both limited company structures in France.

VAT Number (Numéro de TVA Intracommunautaire)

VAT (Value Added Tax) is mandatory if your annual revenue exceeds €36,800. If you’re below this, you can operate without charging VAT—though some businesses choose to register early to avoid complications later.

If you plan to sell outside France, EU VAT rules come into play, which means you might need to register for OSS (One Stop Shop VAT Scheme) to simplify tax collection across different European countries.

Invoices & Accounting (Don’t Mess This Up)

France has strict invoicing and bookkeeping regulations. Every sale needs a proper invoice, and tax authorities can demand records at any time.

The problem? Shopify doesn’t automatically handle electronic invoicing, which is required in some cases. To stay compliant, use tools like QuickBooks France or Sellsy to manage finances, and apps like VosFactures to generate legally compliant invoices.

Keeping clean records isn’t just about avoiding trouble—it also makes tax season way easier and keeps you from overpaying on business expenses.

Don’t ignore this. It’s easy to get excited about branding and marketing, but if your legal setup isn’t right, it could cost you thousands in fines. Worse? Your store could be forced to shut down. Handle it now, and you’ll save yourself a massive headache later.

Step 2: Set Up Your Shopify Store Correctly

Now for the fun part—actually setting up your store. Shopify makes it easy, but there are a few France-specific tweaks you should know.

Pick the Right Shopify Plan

• Start with the Basic Plan (€29/month) unless you already have a big audience.
• Shopify gives you 3 days free + €1/month for the first 3 months—use this time to set everything up.

Customize Your Store

• Themes: Use a clean Shopify theme like Dawn or Sense—both are free and easy to edit.
• Language: Your store must be in French for local buyers. Use the Translate & Adapt app.
• Currency: Prices should be in Euros (€).

Set Up Payment Gateways

Shopify Payments works in France, but you should also offer other popular options:

PayPal – One of the most used payment methods in France.
Carte Bancaire – The standard French debit/credit card.
Alma or Klarna – Lets customers pay in installments (super popular).

Step 3: Shipping & Fulfillment in France

French customers expect fast and affordable shipping. If your delivery times are too slow or your shipping costs are too high, many will abandon their cart and go elsewhere.

Getting this right can be the difference between a thriving store and one that struggles to convert visitors into customers.

Best Shipping Options in France

Choosing the right shipping provider is crucial, especially if you want to keep costs low and ensure reliable delivery. Here are the best options:

• La Poste (Colissimo) – The most widely used shipping provider in France. It offers affordable rates for domestic orders and is generally reliable. If you're shipping within France, Colissimo is a solid choice.
• Mondial Relay – This service is extremely popular for its drop-off and pickup point system. Many French shoppers prefer picking up their orders at a relay point instead of home delivery. If you’re targeting a local audience, offering this option can significantly improve your conversion rates.
• DHL / UPS – If you’re shipping internationally, DHL and UPS are your best options. They offer faster delivery times and better tracking for European and worldwide orders, though their pricing is higher than local carriers.

To keep costs down, compare shipping rates using tools like Sendcloud or Boxtal. These platforms allow you to access discounted rates, automate shipping labels, and track shipments more efficiently.

Offer Free Shipping (Or At Least Make It Feel Free)

French customers hate paying for shipping, and high shipping costs are one of the main reasons people abandon their carts. The best way to increase conversions is to offer free shipping wherever possible.

• If your margins allow, build the shipping cost into your product price and advertise “Free Shipping.” This makes customers more likely to complete their purchase.
• If you can’t afford to offer free shipping on all orders, set a minimum order threshold (e.g., “Free shipping on orders over €50”). This not only makes customers happier but also encourages larger orders.
• Be transparent about delivery times. If a product takes longer than expected to arrive, communicate that clearly on the product page. French buyers appreciate honesty, and this helps reduce refund requests or negative reviews.

Getting your shipping strategy right will boost your conversions, reduce cart abandonment, and keep customers coming back for repeat purchases.

Step 4: Choose Products That Sell in France

Not every product will work in France. Some items sell consistently well, while others struggle due to cultural preferences, quality expectations, and market trends.

If you're launching a Shopify store in France, picking the right product niche is one of the most important decisions you’ll make.

Best-Selling Product Categories in France

• Fashion & Accessories – France is one of the world’s fashion capitals, and French consumers place a high value on style and quality. Whether it’s clothing, shoes, handbags, or accessories, products with elegant designs, premium materials, and a strong brand story tend to perform well. Sustainable and ethical fashion is also on the rise, so offering eco-friendly materials can be a strong selling point.
• Gourmet Food & Wine – The French have a deep appreciation for high-quality food and beverages. If you're selling organic wines, artisan cheeses, premium olive oils, or handcrafted chocolates, there's a strong market both within France and for international buyers who want authentic French delicacies. Be aware of shipping restrictions on alcohol and food products when selling internationally.
• Luxury Goods – France has a long history of luxury craftsmanship, and high-end products continue to sell well. Watches, fine jewelry, designer sunglasses, and leather goods can attract affluent buyers—especially if they are marketed as premium, exclusive, or handmade. To succeed in this space, focus on high-quality product imagery, storytelling, and trust-building elements like reviews and certifications.
• Eco-Friendly Products – Sustainability is a growing trend in France, and consumers are becoming increasingly mindful of their purchases. Products such as reusable water bottles, zero-waste household items, sustainable fashion, and vegan cosmetics are seeing strong demand. French buyers appreciate products with eco-certifications, biodegradable packaging, and ethical sourcing.

What Doesn’t Sell Well?

Cheap, low-quality, or mass-produced products tend to perform poorly in the French market. French consumers prioritize craftsmanship, durability, and authenticity, so trying to sell generic, low-cost items with no unique value will likely lead to high return rates and low customer satisfaction.

Choosing the right product isn’t just about what’s trending—it’s about understanding what French customers expect. Offer quality, transparency, and something unique, and your Shopify store will have a strong chance of success.

Step 5: Marketing Your Shopify Store in France

You’ve got your store up and running—now you need traffic and sales. French consumers have their own shopping behaviors, so using the right marketing strategies will make a huge difference in getting customers to trust and buy from you.

Social Media Is Your Best Friend

Social media marketing is one of the most effective ways to reach French buyers, especially if you’re selling products in fashion, beauty, home decor, or tech.

• Instagram & TikTok – These are the most powerful platforms for reaching French shoppers, especially younger audiences. Influencer marketing is particularly effective in France, as consumers tend to trust recommendations from creators they follow. Partnering with micro-influencers or running targeted ad campaigns can drive serious traffic.
• Facebook Ads – While Instagram and TikTok dominate the younger market, Facebook is still widely used in France, especially among older demographics. If your product appeals to a 35+ audience, running well-targeted Facebook Ads can be highly profitable.
• Pinterest & YouTube – Pinterest works exceptionally well for visual-heavy products like home decor, fashion, and beauty, while YouTube is a great platform for in-depth product reviews, tutorials, and brand storytelling. Creating Pinterest-friendly product images or YouTube videos showcasing your products in action can help build brand awareness and drive traffic to your store.

SEO for France

If you want organic traffic, your website needs to be optimized for French search terms. This means using localized keywords that real French buyers are searching for.

Example keywords:

• Créer une boutique Shopify en France” (Create a Shopify store in France)
• “Vendre en ligne en France” (Sell online in France)
• Meilleure plateforme e-commerce France” (Best eCommerce platform France)

Writing blog posts in French using these keywords can help improve your rankings on Google. Also, make sure your meta descriptions, product pages, and alt texts include relevant French search terms.

Build Trust (This Is Non-Negotiable)

French consumers tend to be more cautious buyers, especially when shopping from new or unfamiliar brands. You need to prove your legitimacy if you want them to buy from you.

• Show reviews & testimonials – Social proof is everything. Use Shopify apps like Judge.me to display verified customer reviews on your product pages.
• Have a clear return policy – A 14-day return policy is standard in France. Make it easy for customers to understand your return process and include it in a visible spot on your website.
• Highlight “Made in France” or local certifications – If your products are made in France or meet specific quality certifications (such as organic, eco-friendly, or fair trade labels), showcase these prominently. French buyers trust brands that emphasize quality and authenticity.

A strong marketing strategy combined with SEO, social media, and trust-building elements will set your store apart and give you the best chance of success in the French market.

Common Challenges & How to Overcome Them

Even with the right products and marketing, running a Shopify store in France comes with its own set of challenges. Understanding these issues—and knowing how to solve them—will save you time, money, and frustration.

High Shipping Costs

Shipping costs in France can be expensive, especially if you’re selling large or heavy products. High shipping fees are one of the top reasons customers abandon their carts.

How to fix it:

• Use volume discounts with carriers like La Poste. Many shipping providers offer lower rates when you ship in bulk.
• Offer free shipping whenever possible. If margins are tight, factor the shipping cost into your product pricing so it feels free to the customer.
• Use shipping rate comparison tools like Boxtal or Sendcloud to find the most affordable and reliable option.

VAT & Tax Complications

French tax laws can be complex and overwhelming, especially for new eCommerce sellers. VAT (Value Added Tax) rules depend on your annual revenue and whether you sell internationally.

How to fix it:

• If you’re unsure about VAT, consult an accountant who specializes in French eCommerce laws. This is especially important if you're planning to sell across Europe.
• Use accounting software like QuickBooks France or Sellsy to keep your tax records organized and compliant.
• Register for VAT early if you expect to exceed the €36,800 annual revenue threshold to avoid legal complications later.

French Buyers Are Skeptical of New Brands

French consumers are careful shoppers and often research a brand before making a purchase. If your store looks untrustworthy or lacks social proof, potential customers will hesitate to buy.

How to fix it:

• Invest in high-quality product photos and detailed descriptions. French buyers expect clear, professional imagery and well-written descriptions that explain product features in depth.
• Build trust by displaying customer reviews and testimonials using apps like Judge.me. The more real feedback you can show, the better.
• Offer secure payment options like Carte Bancaire, PayPal, and Klarna to reassure buyers that their transactions are safe.
• Be transparent about your return policy, shipping times, and customer service options to reduce any hesitation.

Overcoming these common obstacles will make your Shopify store more appealing to French buyers and help you scale your business successfully.

Final Thoughts

Starting a Shopify store in France is completely possible—even if you're a beginner. The key is to set up your business the right way from the start, so you don’t run into legal, financial, or marketing roadblocks down the line.

Here’s a quick recap of what matters most:

• Handle the legal setup first. Get your SIRET number, VAT registration, and accounting tools in place before launching. This will save you from unnecessary headaches later.
• Optimize your Shopify settings for France. Make sure your store is in French, prices are in euros (€), and your payment options include methods that French customers trust, like Carte Bancaire and PayPal.
• Pick products that actually sell. Focus on high-quality, in-demand products like fashion, gourmet food, luxury goods, or eco-friendly items—things that align with French shopping habits.
• Use local marketing tactics to get traffic. French buyers spend time on Instagram, TikTok, and Pinterest, so build a presence there. Also, invest in SEO with French keywords to bring in organic traffic.

If you take the right approach, you’ll build a profitable Shopify store that French buyers trust and love. Success won’t happen overnight, but with the right strategy, you can create a store that generates consistent sales and scales over time.