Doing business with France

France is the third largest economy in Europe and seventh largest in the world. Not surprisingly, as a result, it is one of the biggest logistics centers, providing access to two of Europe’s largest ports, in Marseille and Le Havre, while Paris Charles de Gaulle airport is the busiest in Europe.

Top 5 countries exporting to France

According to 2023 data, the largest exporting countries to France were:

1. Germany ($120.35B)
2. Belgium ($88.75B)
3. the Netherlands ($68.78B)
4. Spain ($62.86B)
5. Italy ($61.90B)

Top 9 imported goods to France in 2023

France is a major world economic power. Its exports are very large, but that doesn’t mean it is free from a trade deficit. The following are the industries in which France imports more than it exports:

1. 5.93% ($46 billion): Passenger cars and other motor vehicles
2. 4.94% ($38 billion): Petroleum gases and gaseous hydrocarbons
3. 3.99% ($31 billion): Crude petroleum and crude petroleum products
4. 3.67% ($28 billion): Crude oil and petroleum products other than crude oil
5. 2.47% ($19.2 billion): Motor vehicle parts and accessories
6. 2.32% ($18 billion): Medicines
7. 2.02% ($15.7 billion): Immune sera, immunologic products, vaccines, toxins, microbial cultures
8. 1.81% ($14 billion): Turbojet and turboprop engines, gas turbines
9. 1.75% ($13.6 billion): Telephone apparatus, including telephone apparatus for cellular communication networks or other wireless communication networks.

Why does France import these goods?

The key factor is low price. It is more expensive to produce inside the country. But price is not the only consideration: the technical quality of foreign products is sometimes higher.

For example, France has a shortage of inexpensive and high-quality honey. It is in second place after Germany in terms of per capita consumption. At the same time, France imports half of all honey, as it lacks honey of its own production. However, it should be noted that although the French market is attractive for exporters of honey, the quality standards for this product here are quite strict.

There is also a great demand for any organic products – from food and household goods to clothing.

What to pay attention to when entering the French market

1.       Legislation

If you are going to sell goods in France, you should familiarize yourself with the rules: some regulations in France are slightly different from those in the EU. The country attaches great importance to its own laws.

2.       Prospecting and marketing

B2B prospecting, marketing and product positioning are essential for success in France, as in any large market.

The French market is quite specific in many respects, and consumer traditions here are well-established. However, this does not mean that the French do not accept anything new and innovative.

What does an exporter need to successfully pave the way to the French market? First of all, you need to guarantee quality and convince the French consumers of it.

There is very strong competition in France, so it is quite important to differentiate yourself from the very beginning. Not everyone can cope with this. For example, the British multinational retailer Tesco, which entered the French market in 1992, did not take into account the strong position of such French retailers as Carrefour and Leclerc, and could not adapt to the needs of French consumers, and in 1997 was forced to leave the French market.

So before entering the French market, it is worthwhile to conduct market research, to adapt the product to local preferences and peculiarities. And for this you may need the help of business consultants or more experienced business people who understand the local specifics and nuances.

Key elements of a marketing strategy

• Digital marketing: Focus on SEO for French search engines, local social media platforms and French influencers. Create a digital B2B presentation in French.
• Use French keywords: Localize your SEO strategy by identifying the exact French keywords your target audience uses.
• Localized content: Develop a content strategy that resonates with French audiences. Blogs, ads and video content should be in line with French values, including aesthetics and cultural references. As an example, British retailer Marks & Spencer, which, after launching a French-language website in 2011, quickly gained a loyal audience and high sales.
• Public Relations (PR): Build relationships with French media and influencers to draw attention to your products. French consumers trust local media and influencers more than international sources.

3. Language and the art of negotiation

Even a limited knowledge of French is a definite plus and can help you avoid embarrassing mistakes that can lead to the collapse of your export project, as was the case with the American baby food manufacturer Gerber, which ignored the fact that in French slang ‘gerber’ resembles the word ‘vomit’. As a result, the company failed in the French market.

• It is highly recommended that you learn a few basic phrases in French. Your efforts will be appreciated and the French may switch to English if they notice your enthusiasm.
• Do not talk about personal matters during business negotiations.
• It is characteristic of the French to ask a lot of questions and interrupt someone before they finish their thought. This is a simple habit that signifies interest in the discussion. Take it as a positive sign and do the same!
• First impressions in France depend largely on appearance, so a quality business suit with some jewelry and accessories is welcome. However, if you wear something too extravagant, the reaction would  not be positive.
• The pace of decision making in the French business environment is quite slow. As a rule, decisions are not made at the first meeting, as businessmen believe that it is better to discuss matters in detail with someone above their rank. Thus, it will be appropriate to be patient as pressure is perceived negatively

4. R&D

France is famous for its proactive attitude towards Research and Development. Therefore, if you are interested in the success of your strategy to enter the French market, you need to include R&D in your plan.

An example of success is the American ice cream brand Häagen-Dazs, which opened a production facility in the Hauts-de-France region in 1992. Taking into account the high standards of dairy products in France, as well as the favorable geographical location and the skills of the local workforce, the American giant not only succeeded, but also invested 30 million euros in 2022 to create an R&D center.

In conclusion

Expanding your business in France offers tremendous opportunities, but requires careful planning and strategic performance. As the largest country in the EU and one of the world’s leading economies, France is a dynamic market with high growth potential. However, to succeed, companies must adapt to the unique preferences and regulations of French consumers.

Using these strategies, you can not only enter the French market, but thrive in it, creating a solid foundation for further expansion across Europe. To unlock the full potential of your business in France, you need to understand the French consumer, optimize your digital presence, and build relationships in the local ecosystem.

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