E-commerce: boost your online store during the sales

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Consumers' attraction to in-store sales is declining... but exploding online! In 2022, physical sales during the summer sales fell by 10%, while they increased by 60% online (source: Alliance du Commerce).

So, who would refuse to take advantage of the sales period to boost their online sales?

Certainly not you! Your customers will respond if you prepare the ground well. We are here to help you. Discover all our tips for optimizing your e-commerce site and your digital communication as the sales approach.

Summary :
Sales: the legal definition
Obligations of traders and e-traders
What are floating balances?
E-commerce sales dates
5 tips for anticipating e-commerce sales
Prepare to update your e-commerce site
Notify your potential customers on social media and by email
Organize pre-sales: private sales
Practice cross-selling or up-selling to boost your sales
Cross selling
Upselling
Working on search engine optimization
Natural referencing during sales
Paid referencing
e-commerce sales, boost online orders
Sales: the legal definition
Sales are a commercial practice regulated by law. The French government defines them as " sales accompanied or preceded by advertising and announced as tending, by a price reduction, to the sale of goods in stock. " (source: entreprises.gouv.fr).

Therefore, a sales period allows you to attract customers to stores using attractive promotions, to sell off stocks. For retailers, sale products are an opportunity to boost their turnover, while promoting new collections (not on sale). Note that selling at a loss is authorized exclusively during sales periods (as defined by the French Commercial Code).

business, discounts, reference price, sale, rules
Obligations of traders and e-traders
Retailers who hold sales, whether in physical stores or online, must comply with certain obligations:

Advertising relating to these special sales must explicitly include the term “sales” (its use is prohibited outside the periods set by law);

Sale products must be identified if the entire online or physical store is not concerned: the customer or visitor to an e-commerce site must be able to differentiate between a sale product and a non-sale product;

The old reference price must be explicitly displayed;

The guarantees offered on sale products are the same as for an identical, non-sale product;

The products on sale have been offered for sale and paid for by the retailer for at least one month (supporting invoices);

A merchant or e-merchant cannot order stock solely for sale on sale.

In the event of failure to meet their obligations, traders may be heavily fined: €15,000 if they are a natural person, €75,000 if they are a legal person.

sales, legislation
What are floating balances?
Floating sales are a practice that is now prohibited. They referred to the fact that a company could freely set a sales period of up to 2 weeks per year (maximum). They have been abolished since 2009, with the introduction israel telegram phone number list of the Law on the Modernization of the Economy (LME).

Retailers and e-retailers therefore have two fixed sales periods per year: summer sales and winter sales, the dates of which are set by decree.

E-commerce sales dates
The sales periods are regulated by decree. They extend over a period of four weeks (six maximum), in summer and winter.

The dates of the sales vary significantly depending on the department or area. In fact, Corsica, Martinique, Réunion, Saint-Pierre-et-Miquelon, Saint-Barthélemy and Saint-Martin organize their sales on different dates from metropolitan France.

In France, the start dates for the sales correspond to the second Wednesday of January for the winter sales. The summer sales start on the last Wednesday of June. The starting signal is always given at 8am!