Digitizing Local Commerce: Why and How

In 2025, 73% of European consumers search for products online before buying, even locally. For local producers, artisans and neighborhood shops, a digital presence is no longer a luxury but a survival necessity.

Digitalization doesn't mean abandoning physical commerce. On the contrary, omnichannel strategies — combining physical shop, e-commerce site and social media — generate on average 30% more revenue than purely physical commerce.

Marketplaces offer an accessible entry point for small merchants. Rather than investing in a dedicated website (costly and complex to maintain), joining an existing platform allows testing online sales with minimal investment.

The choice of marketplace is crucial. Major platforms (Amazon, Etsy) offer massive visibility but with high commissions (15-30%) and little differentiation. Niche marketplaces focused on local and ethical commerce offer lower commissions and more coherent positioning.

The quality of product photos and descriptions makes all the difference in e-commerce. Even a modest investment in product photography can multiply conversion rates by 3. Tell the story of your product, from its origin to its making.

After-sales service and customer loyalty are often neglected by new e-merchants. A satisfied customer costs 5 times less to retain than a new customer to acquire. Quality service, fast delivery and transparent communication are your best allies.