Trade &
Multichannel distribution
Adapting distribution models to the France-India markets
A Sector Undergoing Profound Transformation
Multichannel commerce and distribution are at the heart of today’s economic transformations. They encompass all models combining physical retail, e-commerce, digital platforms, marketplaces, B2B distribution, and hybrid channels, in order to respond to evolving consumer behaviour, customer expectations, and logistical constraints.
This sector represents a strategic lever for growth, market access, and competitiveness, particularly in international economic relations.
Vision 2025–2030: Hybridisation, Data, and Proximity
By the 2025–2030 horizon, multichannel commerce and distribution will evolve around several structuring trends:
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increased hybridisation between physical and digital retail,
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the rising importance of marketplaces and B2B platforms,
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the growing role of data and personalisation,
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optimisation of supply chains and last-mile delivery,
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stronger requirements for traceability and sustainability,
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development of cross-border commerce.
Companies capable of integrating these dimensions gain a decisive competitive advantage in international markets.
France-India Analysis
France: Maturity and Sophistication of Distribution Models
France has a structured and mature distribution ecosystem, characterised by:
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high-performing physical retail networks,
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leading players in e-commerce and multichannel retail,
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strong expertise in logistics and omnichannel strategies,
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high capacity for innovation in customer experience,
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clear and structuring regulatory frameworks.
The French model stands out for its mastery of complex customer journeys, combining proximity, digitalisation, and quality of service.
India: Rapid Growth and Scaling Up
India is experiencing an accelerated transformation of its distribution models, driven by:
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the rapid expansion of digital and mobile commerce,
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fast-growing marketplaces,
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progressive structuring of logistics and payment systems,
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growth of digital B2B commerce,
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upscaling of urban retail.
The Indian market is characterised by its speed of change, strong technology adoption, and exceptional market size.
1.4 billion
potential consumers in the Indian market
+ 20 %
per year: average growth of e-commerce in India
Top 10
global: France's position in trade and distribution
70 %
consumers using multiple purchasing channels
Common strategic challenges
Companies operating between France and India face several challenges:
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adapting distribution models to local usage patterns,
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integrating physical and digital channels,
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mastering logistics and regulatory frameworks,
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securing payments and data,
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managing tax and customs complexity,
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understanding consumer behaviour.
These challenges call for a phased, structured approach adapted to the realities of both markets.
Opportunities for Bilateral Cooperation
Multichannel commerce and distribution offer numerous opportunities:
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deployment of French brands in the Indian market,
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structuring hybrid distribution networks,
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partnerships with local and international platforms,
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development of cross-border B2B commerce,
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logistics and supply chain optimisation,
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innovation in customer experience.
A Key Lever of the France–India Corridor
Multichannel distribution is a strategic gateway to markets, shaping companies’ commercial success. It plays a central role in the diffusion of products, brands, and know-how, while structuring sustainable economic relationships.
FIBC Perspective and Positioning
The platform approaches multichannel commerce and distribution as a key sector for economic structuring by:
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facilitating exchanges between retail, logistics, and digital stakeholders,
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promoting existing ecosystems and expertise,
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supporting understanding of markets and regulatory frameworks,
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encouraging pragmatic and sustainable cooperation.
This approach aims to strengthen stakeholders’ ability to position themselves sustainably within the France–India corridor, by transforming market opportunities into concrete, well-structured projects.
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