Where do French shoppers put their trust when every price looks too high? For the first wave of the Nabel Retail Tracker, we interviewed 246 people who had bought non-food products both in store and online in the past three months, all of them in a voice interview with the Nabel agent.
TRACKER
Compare First, Trust Amazon Retail & e-commerce · France
Sept 2026 fieldwork · 246 respondents · 18 min median interview
Prices feel too high, so they shop around.
84%
find prices too high, 32% much too high. 55% of those who talk about crossed-out prices distrust them.
67%
compare prices across retailers often or always before they buy.
73%
bought on a marketplace like Amazon in the past three months, against 16% on a French retailer’s own site.
33%
trust Amazon most, ahead of E.Leclerc (23%). Temu is trusted least (33%), yet 26% bought from sites like it.
I’ve always been fairly careful, and this time, bad luck: I was influenced by Copilot and ChatGPT, I ordered from a site that was fraudulent […] and I got scammed out of €530.
Woman, 55+, talking to the Nabel agent · quote translated from French, audio shortened
Methodology
Mainland France · 11–17 Sept 2026
246
respondents who had bought non-food products both in store and online in the past three months
205
complete voice interviews with the Nabel agent, plus 41 partial ones kept question by question
18 min
median length of a complete interview
6 days
of fieldwork.
Why they stopped believing promotions, and what would win them back
The full report goes further. 29 pages, in French:
- 6 findings on channels, prices, low-cost and second-hand sites, trust and AI
- Shoppers’ own words, transcribed word for word
- 3 opportunities for retailers, e-commerce teams, second-hand players and brands
- Full methodology and sample limitations