French SMEs prioritize delivery reliability as e-commerce shifts toward marketplaces

French small and medium-sized enterprises (SMEs) are increasingly prioritizing delivery reliability over price when selecting suppliers. According to the Geopost BtoB 2026 barometer, 48% of SMEs identify delivery difficulties as a primary obstacle to choosing a supplier, surpassing price (35%) and reputation (30%). While 82% of these businesses source products within France, a significant majority still work with European suppliers.

In the broader e-commerce sector, marketplaces are becoming the dominant sales model, accounting for nearly two-thirds of digital retail spending in 2024. Global sales are projected to exceed $8 trillion by 2028. This growth is driven by platforms like Amazon, Temu, Tmall, and Zalando, which offer scale and integrated experiences that challenge direct-to-consumer brand channels. To remain competitive, brands are increasingly forced to adapt to high service standards and evolving consumer expectations regarding speed and data integration.