Being a Florist in the Age of the Internet

As we know, the Internet and digital technologies have profoundly transformed consumers’ shopping habits, to the point where it has become impossible not to adapt to this new digital landscape. Driven by changing shopping habits and the boost from lockdowns, FEVAD reports that e-commerce in France is projected to reach no less than 129 billion euros in 2021—a 15% increase in just one year. The share of online sales has also grown in the retail sector, where it now accounts for 14.1% of total sales. 

And the flower industry has not been spared by these changes. In 2019, it accounted for only 4% of the cut-flower market, according to FEVAD, and grew to 8% after the lockdown, according to the latest study by Val’hor France Agrimer. As a result, more and more customers are choosing to order their flowers online. 

However, florists have not yet fully capitalized on the opportunities offered by the Internet: Val’hor notes in its post-lockdown report that only 24% of them sold floral arrangements online.

New customer expectations

However, these opportunities come with their own challenges: online customers are often very demanding and pay close attention to what they buy. A Nielsen study shows that 63% of online customers base their purchasing decisions on the product photo. 

Furthermore, an IFOP study showed that 70% of them read customer reviews before making a purchase, which makes managing their online reputation particularly important for florists today. 

Companies that still hold a monopoly over the Internet

Today, when it comes to selling online, florists are still heavily reliant on traditional flower delivery services, as 80% of them use these platforms. However, these platforms aren’t always well-suited to in-store operations and often involve high commission fees. With the “catalog effect,” florists no longer have complete control over the bouquets they create for online sales. 

Being a florist in the Internet age also means facing competition from new players who promise customers a direct link between producers and consumers, while sidelining the role and expertise of the retailer. These “pure players,” which have no physical retail locations, are profoundly changing the way people view the art of floristry by distributing bouquets mass-produced in warehouses.

Are there any changes on the horizon?

The Sessile collective was created precisely because artisan florists need to go digital and lack a solution tailored to their needs. We enable you to sell your creations on your own terms by helping you increase your online visibility.

By boosting your store’s ranking in search results, helping you collect more reviews from satisfied customers, and connecting your online store to your social media profiles and online directories, we help you be visible where customers are looking for you—and thus stay competitive against new market entrants. 

And what does it mean to you to be a florist in the age of the Internet? We'd love to discuss this with you!