Online shopping has become second nature for French consumers. Yet the final purchase decision is often made at the payment stage. Data security, a simple checkout process, and a seamless experience all play a crucial role: even the slightest doubt can lead to cart abandonment.
Online shopping is now firmly embedded in French consumers’ habits. Today, 96% of French people say they shop online, with 71% making purchases at least once a month and 21% every week.
However, the final step of the customer journey remains particularly sensitive. According to the June 2026 Sofinscope survey, 83% of French consumers could abandon a purchase if they do not feel sufficiently confident when entering their payment information. Among them, 45% say they would “definitely” abandon their purchase.
Payment is therefore no longer just a technical step. It has become a critical moment that brings together issues of trust, security, and user experience.
Several factors can discourage consumers from completing their purchase.
A lack of confidence during the payment process is the primary barrier identified by the study. As the decisive step in the purchasing journey, payment is where consumers’ expectations regarding security and reliability are highest. Even a minor concern can be enough to prevent them from completing their order.
The complexity of the checkout process is another significant obstacle. Nearly 7 in 10 French consumers (69%) say they could abandon their purchase if the process involves too many steps—an increase of 6 percentage points compared with 2025.
Consumers also place great importance on simplicity. The requirement to create an account before placing an order could lead 48% of French shoppers to abandon their purchase, up 4 percentage points year-on-year.
Finally, the absence of flexible payment options is also a deterrent for 44% of respondents.
When consumers are unsure about completing a purchase, several factors can help reassure them.
Enhanced secure payment solutions (such as 3D Secure or biometric authentication) rank first among the features most likely to encourage conversion, cited by 44% of French consumers.
They are followed by:
These results show that consumers value both payment security and a smooth, simple purchasing journey.
For online retailers, these findings highlight that a sale depends on more than just the product offering or price.
Every additional step, every unclear piece of information, and every concern related to payment can result in cart abandonment. Conversely, a simple and transparent checkout process can help improve conversion rates.
The variety of payment methods and financing solutions offered on e-commerce websites directly contributes to a smoother customer journey, greater consumer confidence, and ultimately, higher conversion rates.