Francescas Trends 2024-2025: opportunities for Quebec SMEs

In 2024-2025, Quebec SMEs are facing a profound transformation of their markets: accelerated digitalization, expectations of transparency, personalization and omnichannel customer experience. Beneath the label we’ll call “Francescas trends” – a set of consumer behaviors that are at once digital, demanding and highly sensitive to authenticity – lie concrete growth opportunities for Quebec’s small and medium-sized businesses. Indeed, Statistics Canada reports that online retail sales jumped by almost 67% between 2019 and 2023, and that the proportion of Canadian businesses using at least one AI technology now exceeds 12% in 2024, with faster growth among small, innovative companies. To take advantage of these developments, SMEs need to rethink their web presence, the way they sell, as well as their data and automation culture. This article provides an overview of the main relevant trends and concrete levers to activate.

1. The “Francesca” 2024 customer: hyper-connected, local and demanding

Francescas trends encapsulate a reality already palpable among many Quebec customers: people who are highly connected, attached to the local, but with little patience for digital irritants. According to the Government of Canada, nearly 94% of Canadians will have Internet access at home by 2023, and over 80% of 25-44 year-olds will make at least one online purchase each year. For SMEs, this means that the first impression is no longer made in a store, but on Google, a website or a social profile.

This typical customer expects: a fluid experience on mobile, clear information (prices, delivery times, return policies), and consistency between different channels (website, social networks, physical store). The slightest irritation – a slow site, a complicated form, late responses – quickly translates into abandonment, especially since comparing prices and reviews has never been so easy.

Recent customer experience studies show that over 60% of consumers abandon a purchase if the payment process is deemed too complex or insecure. In a Quebec context where local and international competition is fierce, it’s imperative that SMEs take care of their digital front line. This means creating a modern, mobile-friendly and conversion-oriented website. A specialized agency like Nuaweb can help you rethink structure, content and performance to meet these new expectations.

The Francescas trend is also characterized by a strong sensitivity to values: sustainability, transparency, local involvement, inclusion. A 2023 study by Deloitte Canada reports that over 50% of consumers now prefer companies that share their social or environmental values. For Quebec SMEs, highlighting their local roots, responsible practices and human service is becoming a real competitive advantage, provided it is clearly communicated on the web and throughout the customer journey.

2. Intelligent automation and AI: from customer relations to sales

Francescas trends reinforce an expectation of almost immediate reactivity: rapid response to questions, proactive follow-up, personalized recommendations. Yet most Quebec SMEs don’t have the resources to offer 24/7 customer service with human teams. This is whereartificial intelligence (AI) and automation become strategic allies. According to aStatistics Canada report, the adoption of AI technologies by Canadian businesses is steadily increasing, and organizations that use AI to automate certain tasks report significant gains in productivity and improved customer satisfaction.

For an SME, AI can take many forms:

• Chatbots and virtual assistants on the website and social networks, able to answer frequently asked questions 24/7, qualify prospects and direct to the right human resources when needed.
• Intelligent customer segmentation based on CRM data to send the right messages at the right time.
• Marketing automation: personalized e-mail sequences, abandoned cart follow-ups, product recommendations.
• Predictive analytics to identify customers at risk of churn or the best cross-selling opportunities.

Quebec SMEs can take advantage of these tools without heavy infrastructure, thanks to affordable cloud solutions. The key is to integrate these technologies into an overall customer relations strategy. A good starting point is to implement a CRM adapted to SMEs and AI chatbots that answer recurring questions (schedules, availability, rates, order tracking).

Francescas trends also show a growing interest in personalized experiences. Rather than generic newsletters, customers want to receive recommendations tailored to their history, preferences and situation. SMBs that harness their data ethically and intelligently can create value with every interaction: suggestions for complementary products, appointment reminders, local special offers, and so on.

The challenge is not just technological: it’s also organizational. Adopting AI and automation means reviewing certain processes, training the team and establishing a culture of continuous measurement (conversion rates, satisfaction, response times). With the support of an agency like Nuaweb, it becomes easier to prioritize the most profitable AI use cases and deploy them gradually, while maintaining control over the human experience and service quality.

3. E-commerce and omnichannel: from shop window to ecosystem

Francescas trends are clearly evident in e-commerce and omnichannel. Quebec customers increasingly expect to be able to navigate frictionlessly between channels: discover a product on Instagram, compare on the site, ask a question via a chatbot, buy online then return to the store, or vice versa. Commerce is no longer an isolated point of sale, but a coherent ecosystem.

According to Statistics Canada, e-commerce’s share of national retail sales surged during the pandemic, and although growth has stabilized since 2022, the level remains significantly higher than in 2019. For SMEs, this means that the absence of an online store or simple ordering system now represents a direct loss of earnings. Conversely, companies that have invested in a well-integrated e-commerce platform often see increased sales, greater resilience and greater geographical reach.

Key expectations of Francescas e-commerce trends for Quebec SMEs :

• A simple, secure purchasing process: few steps, a variety of payment methods (cards, Interac, sometimes Buy Now Pay Later), clear information on costs and delivery times.
• Integration with existing systems: inventory, invoicing, CRM, logistics, to avoid stock errors and double entries.
• A consistent presence on marketplaces, social networks and the main site, with harmonized content and offers.
• Flexible delivery and pick-up options (in-store pick-up, local delivery, drop-off points).

For SMEs, the challenge is not to multiply tools without a strategy. A professional online store project must be part of a broader vision: how does the online channel complement in-store or field sales? Which products should be prioritized? How to measure return on investment? A specialized agency like Nuaweb can support you every step of the way: choice of platform, UX design adapted to customer profiles, integration with CRM and payment systems, implementation of performance reports.

Francescas trends also call for attention to visual content and credibility: quality photos and videos, detailed descriptions, customer reviews. Quebec consumers on average consult several sources before making a purchase; SMEs that provide rich content (video demonstrations, FAQs, buying guides) reassure and increase conversions. Video, in particular, has become a major lever of engagement, whether for product demonstrations, virtual tours or customer testimonials.

4. Integrated digital strategy: data, content and agility

Francescas trends are not just about technology: they demand a new way of driving the business through data and a consistent digital presence. Too many Quebec SMEs still operate in silos: a static website, a bit of ad hoc advertising, no centralization of customer data. The result: it’s hard to understand what really works, to personalize offers or optimize marketing investments.

An integrated digital strategy rests on three pillars:

• A solid technological base: a high-performance website, a well-configured CRM, basic integrations (forms, e-commerce, newsletters, AI chatbots). For example, Nuaweb offers comprehensive services in website creation, CRM management and automation.
• A data-driven approach: systematic measurement of key indicators (traffic, conversion rate, customer acquisition cost, customer lifetime value, satisfaction), and decision-making based on this data.
• Relevant, regular content: blog posts, videos, newsletters and social publications that answer real customer questions and highlight the company’s expertise and values.

Francescas trends particularly value brands that educate and support: tutorials, comparisons, practical advice, transparency on prices and processes. For a B2B SME, this might mean technical guides and case studies; for a B2C SME, it might mean tip sheets, recipes, style ideas and so on. Content becomes a trusted tool that prepares the sale, rather than a simple advertisement.

Agility is also crucial. Expectations and technologies evolve rapidly: what works in 2024 will not necessarily be optimal in 2026. SMEs need to adopt a logic of continuous experimentation: testing different messages, offers, content formats, advertising channels, then analyzing the results and adjusting. AI and automation tools can help speed up these tests (A/B testing, content variant generation, dynamic audience targeting).

In concrete terms, a Quebec SME can, for example, define a 12-month plan with clear objectives (increase in leads, improvement in conversion rate, growth in online sales, increase in customer retention), set up the technical foundations with an agency like Nuaweb, then introduce a quarterly cycle of analysis and adjustment. This approach keeps us in line with Francescas trends, while controlling costs and risks.

Conclusion: turning Francescas trends into a competitive advantage

The Francescas 2024-2025 trends reveal a Quebec customer profile that is more connected, more demanding, but also more open to personalized, local and authentic experiences. For SMEs, the challenge is not to chase after every novelty, but to build a robust digital system that capitalizes on these trends: high-performance website, CRM and automation, well-integrated e-commerce, quality content and thoughtful use of AI.

The data available in Canada shows that the adoption of digital and AI is now a decisive factor in competitiveness. SMEs that act now can not only meet their customers’ current expectations, but also prepare for future market developments. Transformation can be carried out gradually, prioritizing the levers with the greatest impact on customer experience and profitability.

If you’d like to analyze your concrete opportunities in the face of Francescas trends – be theyAI and chatbots, CRM and sales automation, e-commerce or website creation – the Nuaweb team can support you with an approach tailored to Quebec SMEs. Schedule a free consultation with Nuaweb to turn these trends into a real competitive advantage for your company.