The French e-commerce sector continues to grow in transaction volume, but the average basket size is declining. This signal, noted by FEVAD in its key figures for 2026, reflects a market entering a phase of maturity. For entrepreneurs developing an online business, the context has changed: mere presence on the web is no longer sufficient. The rules of the game are evolving rapidly, between new European regulatory obligations and the massive adoption of artificial intelligence by consumers themselves.
AI Transparency Requirement: What the AI Act Imposes Since August 2026
Since August 2, 2026, the European Regulation on Artificial Intelligence (AI Act) mandates a specific point for any online business using a chatbot or conversational assistant: inform the user that they are interacting with an AI. This obligation applies as soon as the exchange is not clearly automated.
In practice, an e-commerce site deploying a customer service chatbot must display a clear notice before or at the beginning of the conversation. The absence of this information exposes the business to sanctions under European Regulation 2024/1689.
This constraint changes the way customer experience is designed. A chatbot presented as human could, until now, improve conversion rates. Now, transparency takes precedence. Field feedback varies on the actual impact of this notice on buyer trust, but ignoring this obligation is not an option for anyone looking to develop a sustainable online business.
Entrepreneurs looking to structure their project around these new constraints can rely on all the solutions from Job 2 Rêve to identify the tools and support suited to their situation.
Online Business and AI from the Buyer’s Perspective: A Transformed Purchasing Journey
The adoption of AI is not just about merchants. According to FEVAD data for 2026, nearly one in three online shoppers already uses AI to search, compare, or make purchasing decisions. This figure marks a shift in the balance of power between sellers and customers.
A consumer using an AI tool to compare offers gains quick access to a summary of prices, reviews, and product features. For an entrepreneur, this means that the classic product sheet or generic sales page loses effectiveness against conversational queries.
Adapting Content Strategy to This Reality
Merchants surveyed by FEVAD consider AI particularly useful for two functions: customer relations and marketing. Specifically, this encompasses the personalization of recommendations, automation of responses, and behavioral analysis.
However, the available data does not allow for the conclusion that AI replaces the foundational work on the offer. A poorly positioned product or a vague service will not be saved by a recommendation algorithm. AI amplifies what is already working; it does not correct a flawed value proposition.
Web Presence of SMEs: The Plateau That Raises Questions
An observatory published in August 2026 reports a counterintuitive phenomenon: the share of French SMEs with a website is stagnating, or even declining on certain channels. While website creation tools have never been more accessible, a fraction of businesses seems to be giving up on maintaining their digital storefront.
Several hypotheses are circulating. The cost of maintenance (hosting, security updates, GDPR compliance, and now AI Act) weighs heavily on very small structures. Some are migrating their business to social media or marketplaces, believing that these platforms are sufficient to capture their audience.
Marketplace or Own Site: A Decision Not to Simplify
Delegating one’s presence to a marketplace reduces fixed costs but creates dependency. Commercial conditions, visibility algorithms, and commission fees evolve without notice. In contrast, an own site requires an investment of time and technical skills that not all structures can absorb.
- An autonomous e-commerce site offers complete control over customer data, pricing strategy, and brand image, but requires regular maintenance and SEO skills.
- Marketplaces (Amazon, Etsy, Leboncoin Pro) provide immediate traffic and a turnkey technical infrastructure, at the cost of reduced margins and low differentiation.
- Social media as a direct sales channel (Instagram Shopping, TikTok Shop) works for visual products and young audiences but remains subject to algorithm changes.
The decision depends on the type of product, the available margin, and the time the entrepreneur can dedicate to technical management. Field feedback varies on the suitable channel, and there is no universal answer.
Digital Compliance: Obligations Facing an Online Business in 2026
Beyond the AI Act, the NIS2 directive imposes cybersecurity requirements that indirectly affect small online businesses. Even outside the direct scope of the directive, contractors and business partners are beginning to demand compliance guarantees from their subcontractors.
An entrepreneur selling digital services or managing customer data must anticipate these demands. Compliance is not limited to ticking regulatory boxes: it involves reviewing data storage practices, securing access, and documenting processes.
- The AI Act mandates transparency regarding the use of AI systems in customer interactions since August 2026.
- The NIS2 directive, even for companies outside the direct scope, creates cascading compliance pressure through commercial contracts.
- The Cyber Resilience Act introduces reporting obligations for digital products with vulnerabilities.
These regulatory layers accumulate. For a new online business, integrating them from the project’s design stage avoids much heavier compliance costs later on.
The regulatory and technological context of 2026 reshapes the viability conditions of a digital project. E-commerce growth continues, but it benefits those who master both their value proposition, their distribution channels, and their compliance. Transaction volume is increasing, the average basket size is decreasing: profitability now hinges on operational efficiency, not on brute expansion.
