As the e-commerce landscape continues to expand, a new study by Wizishop sheds light on the motivations and challenges faced by today’s online entrepreneurs. This report offers insights into their aspirations, the nature of their businesses, and future goals as they navigate the world of online retail.
Understanding the New Wave of E-commerce Entrepreneurs
Setting up an online shop has evolved into more than just a business venture; for many, it’s a lifestyle choice. Wizishop’s latest research unveils the motivations behind this new generation of e-commerce entrepreneurs.
The Drive for Independence
One of the key findings of the study is that nearly half of the respondents (49.8%) embarked on their e-commerce journey primarily to gain independence. Following this, 32.1% cited their passion for specific products or industries, while 20.8% sought a supplementary income. This trend reflects a desire to reinvent themselves professionally for 20.8% of respondents and to seize market opportunities identified by 17.4%.
Growth Amidst Challenges
A substantial 41.6% of shops created through WiziShop serve as the main source of income, while a majority (53.6%) still function as secondary activities. This indicates that, although the appeal of online entrepreneurship is strong, it does not always lead to immediate life changes.
The Core Values of Modern E-commerce
When asked about the most important values in their businesses, e-commerce entrepreneurs highlighted:
- Price/Quality Accessibility (64.8%)
- Creativity and Originality (51.8%)
- Made in France (28.2%)
- Local Entrepreneurship (23.9%)
This strong emphasis on values illustrates a dual commitment: providing affordable products while maintaining high standards. In today’s inflationary context, this approach aligns with a growing consumer preference for fair pricing.
Rising Popularity of “Made in France”
Not only is “Made in France” a valued principle, but it also serves as a strategic positioning for many shops. A notable 23.2% of e-commerce operators focus exclusively on French products, while 38.7% incorporate them into their offerings. Together, these groups represent over 60% of the businesses surveyed. Looking ahead, 13% of respondents are considering introducing exclusively French products in the future, whereas 25% do not currently prioritize this focus.
The Excitement and Anxiety of Launching a Shop
Despite a strong enthusiasm for entrepreneurship, many face hurdles such as a lack of technical knowledge (47.2%) and concerns over profitability (38.7%). Nevertheless, 78.6% of respondents characterize their experience as positive, and nearly 56% would jump at the chance to relaunch their online store. Key challenges include improving visibility (75%), generating consistent sales (69.3%), and enhancing SEO (53.6%).
Aspirations for 2025: Growth, Visibility, and Automation
Looking to the near future, an overwhelming 86.7% of e-commerce professionals aim to increase their revenues within the next year. Others are focused on broadening their product range (29.5%), automating processes (23%), and even expanding internationally (15.1%). Additionally, 7.6% plan to hire or delegate certain tasks, while 6.1% are interested in developing a physical store as a complement to their online presence.
“This study confirms one thing: new e-commerce entrepreneurs are not simply selling products; they want to build meaningful and impactful projects. At WiziShop, we combine AI, advanced SEO, and automation into a scalable platform, so each merchant can quickly transform their vision into measurable growth,” stated René Cotton, co-founder of WiziShop.
Methodology
This study was conducted internally among WiziShop e-commerce participants. A total of 1,172 shops responded to this survey, which was administered via Intercom from April 10 to April 22, 2025.
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