As pumpkins fill shop windows and the countdown to Black Friday begins, French online shoppers are gearing up for the busiest shopping season of the year. From Halloween treats to Black Week and Holiday shopping, the coming months will put e-commerce delivery networks to the test. Shopper expectations continue to rise, with growing demand for faster delivery, seamless online experiences, and flexible returns.
For French retailers, this is a crucial moment to refine last-mile strategies and prepare for the surge ahead. In this blog post, we’ll explore the key challenges — and how you can effortlessly win this peak season.
What French consumers expect this peak
Peak season shopping keeps breaking records
In 2024, French e-commerce reached €175.3 billion in sales (+9.6% YoY) across 2.6 billion transactions, setting a new benchmark for 2025’s peak season. For Halloween 2025, higher participation than 14% in 2024 as younger generations carry the tradition forward. Retailers may lean into online channels more for Halloween. Black Friday 2025 is expected to break records again: industry watchers predict even earlier and longer promotional periods.
Over a third of consumers plan to « buy less but better »
The bargain-hunting spirit remains strong, with around 80% of French consumers planning to shop during Black Friday and Cyber Monday 2025. However, buyers now insist on deeper, more authentic discounts (often aiming for ~50% off) and show less tolerance for gimmicky promotions or impulse purchases.
Peak-proof delivery is a must in 2025
Out-of-home delivery methods are surging, representing 46% of all parcels, with parcel lockers now the second most preferred option after home delivery. 55% of shoppers prioritize free shipping, and many choose click-and-collect or slower delivery to avoid extra fees.
Flexibility is also key: almost half of consumers want to select their delivery date, highlighting a strong demand for convenience and control.
Key challenges and pitfalls for retailers during peak season
Strain on last-mile capacity and performance: The last mile remains the biggest bottleneck during peak season in France. With delivery volumes skyrocketing, carrier networks face severe capacity pressure. This often leads to missed delivery windows, rising costs, and service variability across regions. A smart last-mile strategy supported by routing and real-time tracking can help maintain service reliability even when networks are stretched.
Balancing cost and speed: French consumers expect fast, flexible delivery — a combination that’s difficult to sustain during high-volume periods. Offering nationwide next-day delivery can quickly inflate costs, while slower shipping risks losing conversions. Retailers must balance these factors by optimizing carrier and streamlining routes.
How retailers can win this peak season
Capacity management
To make sure your network runs smoothly, share day-by-day forecasts with carriers and lock in your peak week capacity early. Build a dual- or multi-carrier plan with automatic overflow by postcode and SLA—it’ll help you stay flexible when volumes surge. And don’t forget to spread your promotions across several days (via email or SMS) to avoid a single-day order tsunami.
Delivery options & cost
Give shoppers clear, side-by-side delivery choices at checkout — home delivery, pickup point, preferred delivery day or time, and even safe-place or neighbor options. Offering evening or weekend delivery can make a big difference. And during peak, set realistic expectations — promising “1–2 days” instead of next-day everywhere keeps customers happy and trust intact.
First-attempt success matters
| Checklist Items | |
| Plan & prepare | ☐ Lock in peak capacity early and share daily forecasts. ☐ Stagger campaigns to spread out order volume. ☐ Adjust cut-off times and update promises in real time. |
| Deliver with confidence | ☐ Offer flexible delivery choices at checkout. ☐ Set 1–2 day delivery expectations during peak. ☐ Send live tracking and easy reschedule links to reduce WISMO. ☐ Ask customers for neighbour or safe-place preferences. ☐ Provide a simple redirect-to-pickup option before delivery. |
| Stock & fulfill smart | ☐ Keep inventory synced and buffers ready for top sellers. ☐ Publish clear holiday order-by dates (e.g., Sinterklaas). |
| Handle returns smoothly | ☐ Extend return windows through January. ☐ Enable paperless/QR returns and simple drop-offs. ☐ Process refunds fast to maintain customer trust. |
Win this peak season in France with smarter last-mile solutions with GOFO
Speed & capacity at scale
Reliability and service excellence during peak season
Tech-driven platform for smarter operations
