La Poste capitalizes on the rise of social commerce via networks

A recent study conducted by La Poste in collaboration with the Ifop institute reveals that 15% of French people made a purchase directly via a social network in July 2026, compared to 9% in December 2025. This figure is significantly higher among young people, with 39% of those under 25 having already experienced this form of purchase.

“Social commerce” is characterized by a complete purchasing journey, from product discovery to transaction, all integrated into the social network platform (TikTok Shop, Instagram, Whatnot, etc.). Consumers are attracted to this method to observe products in real-life contexts, discover new brands, and consult reviews from other users.

Jean-Yves Gras, CEO of Colissimo, describes this evolution as a “revolution” requiring rapid adaptation. Colissimo partnered with TikTok Shop approximately three months ago, becoming its preferred delivery partner for subscribers to the integrated offer.

This partnership has already generated the shipment of “more than one million packages” via Colissimo, according to Mr. Gras. Despite the potential, social commerce poses logistical challenges, notably unpredictable peaks in orders related to the virality of certain products. Colissimo relies on its network of post offices to manage these fluctuations.

Mr. Gras also anticipates the arrival of artificial intelligence (AI) as the next transformative factor, capable of comparing products, making personalized recommendations, and potentially making purchases on behalf of users. He emphasizes the importance of “selectability” by AI for companies.

Colissimo handles 500 million packages annually in France and holds a market share of 40% in the delivery of e-commerce, both in volume and in value. The La Poste group’s revenue is largely (53%) from activities related to packages.