Why France is not just another market (and why that’s a good thing)

“We’ve succeeded in Germany, Italy, the US… why would France be different?”

That’s the sentence we hear most often. And it’s precisely where the problem starts.

France isn’t just “one more market” to add to your export list. It’s a market with its own logic, its own codes, its decision-making networks, and its unique way of assessing what you offer.

But here’s the good news: those who understand this can rise above the rest because many stubbornly apply the same strategy everywhere.

1. A large market… and therefore autonomous

With 65 million inhabitants, a structured distribution system, established industrial leaders, and strong regional roots, France doesn’t behave like a small market eager for international novelties.

It’s a market with its own brands, national suppliers, and specific frames of reference. And that’s exactly why the "local touch" matters so much.

French industrial buyers often prefer to deal with a "localised" partner rather than a 100% foreign one — even if the product is excellent.

Translation: you need presence, proximity, and mediation.

2. A culture of doubt… and high expectations

French buyers want to understand BEFORE they trust. Not afterwards. They ask questions, compare, challenge, and sometimes request several iterations before making a decision. It’s not a lack of interest. It’s a culture of evidence. The upside? If you pass this filter, you’re in a strong position.

But you need to anticipate:

• Technical specs alone aren’t enough

• Top-down marketing doesn’t work

• “Test and learn” logic isn’t always convincing

  
  

You must prove you understand their constraints, their stakes, their regulations.

3. A message to adapt… or reinvent

Translating a website or brochure isn’t enough. References, headlines, examples — they all need to speak to the French context.

Many foreign B2B offers arrive with messaging that’s too generic or focused solely on global success stories. But French buyers want to know what you will do for them, not what you did elsewhere.

Remember this phrase: "Think French buyer first."

4. Why this is a good thing

Because most of your competitors are getting it wrong and you won’t. As a foreign supplier, you likely have a solid product, reliable processes, and real expertise. Your only challenge is to decode the French market before you invest too quickly.

This is where market research becomes powerful. Not as a dusty report in a drawer, but as a commercial preparation tool to help you know where to go, with which message, and which resources.

You’re not just selling a product. You’re selling a positioning, a value narrative, a response to local needs.

Understand this and you’ll gain a clear advantage.

Quick quiz before we go further:

• Have you clearly identified your French competitors and their pricing?

• Do you know what your target customers truly want (and what they no longer tolerate)?

• Can you demonstrate concrete use cases that resonate with French buyers?

• Can you explain the impact (costs, value, risk) of your product on their operations?

• Have you already localised your sales pitch for the French market?

If you answered NO to more than 2 questions, we probably have something to talk about.

Let’s talk

Get in touch to discuss your goals and see how we can work together.

France Bloom is the brand of Garance Internationale, dedicated to supporting international SMEs that want to grow in the French market — with a structured, smart, and profitable approach.

We’re here to help you make the right decisions before investing. And to turn your ambitions into lasting results.