France and Belgium: limited COD, a culture of distrust, and what converts

Matheus Figueiredo · 2026-10-07

Countries

IS CASH ON DELIVERY AVAILABLE?

In France and Belgium, cash on delivery (COD) isn’t common. Although some stores offer this option, most consumers prefer online payments, such as credit cards and digital payment services. It’s crucial to understand that COD adoption is limited and may not be the best strategy for acquiring customers in these markets.

Colissimo, mondial relay

Two popular delivery options in France are Colissimo and Mondial Relay. Colissimo is the standard postal delivery service, with 48-hour delivery times and tracking. Mondial Relay is known for its pickup point deliveries, allowing customers to choose convenient locations to receive their packages. Both options are well accepted and can increase customer trust, since they offer flexibility and secure delivery.

Average order value and returns

The average order value in France typically ranges from €30 to €70, while in Belgium, it may be a little lower, around €25 to €50. The return policy is essential: offer a 14 to 30-day return window, as this increases consumer trust. Make sure to clearly communicate the return process and, if possible, offer free returns. This can be an important differentiator when it comes to conversion.

Language and tone

Your communication should be adapted to the local language. In France, French is the official language, and the tone should be formal, with a focus on clarity and sophistication. In Belgium, French and Dutch are widely spoken, so consider segmenting your communication to address both. Use a friendly and professional tone, avoiding jargon that could confuse consumers.

Niches

The niches that tend to convert better in these countries include fashion, beauty, and sustainable products. French consumers, in particular, value high-quality products and brands that align with ethical values. Belgians, meanwhile, have strong demand for local and artisanal products. Use FreeSpy to identify which ads are performing well in these segments and adapt your strategy accordingly.

What average order value have you been seeing in your campaigns in France and Belgium?