{"id":117152,"date":"2025-04-18T16:03:54","date_gmt":"2025-04-18T14:03:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=117152"},"modified":"2025-04-18T16:05:18","modified_gmt":"2025-04-18T14:05:18","slug":"le-commerce-europeen-international-fait-son-retour","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-commerce-europeen-international-fait-son-retour\/","title":{"rendered":"L&rsquo;e-commerce europ\u00e9en international fait son retour"},"content":{"rendered":"\n<p>Apr\u00e8s un recul en 2023, l&rsquo;e-commerce europ\u00e9en au-del\u00e0 des fronti\u00e8res progresse \u00e0 nouveau. Fait int\u00e9ressant, les trois plus grands acteurs ne sont pas du tout des soci\u00e9t\u00e9s d&rsquo;e-commerce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La croissance est de retour<\/h2>\n\n\n\n<p>Quels sont les d\u00e9taillants europ\u00e9ens qui vendent le plus au-del\u00e0 des fronti\u00e8res ? Quelle est la taille de ce march\u00e9 en ligne combin\u00e9 ? Cross-Border Commerce Europe a publi\u00e9 son classement annuel pour la septi\u00e8me fois. Apr\u00e8s une baisse en 2023, le chiffre d&rsquo;affaires combin\u00e9 des 500 plus grands acteurs a augment\u00e9 de 39 % pour atteindre 69,5 milliards d&rsquo;euros en 2024.<\/p>\n\n\n\n<p>Le march\u00e9 europ\u00e9en total des ventes internationales en ligne repr\u00e9sentait 275,6 milliards d&rsquo;euros l&rsquo;ann\u00e9e derni\u00e8re, soit 36 % de l&rsquo;ensemble du march\u00e9 du commerce \u00e9lectronique. Deux tiers des ventes en ligne ne franchissent donc pas de fronti\u00e8re nationale. La cat\u00e9gorie mode, bijouterie et luxe arrive en t\u00eate avec une part de march\u00e9 internationale de 43 %, tandis que les articles pour la maison, le jardin et le bricolage repr\u00e9sentent \u00e0 peine 9 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mont\u00e9e des fabricants de marque<\/h2>\n\n\n\n<p>Le g\u00e9ant su\u00e9dois de l&rsquo;ameublement Ikea est \u00e0 nouveau en t\u00eate du classement, avec un chiffre d&rsquo;affaires transfrontalier de 5,2 milliards d&rsquo;euros. Lidl et H&amp;M suivent en deuxi\u00e8me et troisi\u00e8me positions : c&rsquo;est remarquable, car Lidl n&rsquo;a pas du tout une image en ligne prononc\u00e9e. Ensemble, les 10 premiers g\u00e9n\u00e8rent environ 20 % du chiffre d&rsquo;affaires total des 500 premiers.<\/p>\n\n\n\n<p>L&rsquo;ensemble du top 10 est rest\u00e9 inchang\u00e9 par rapport \u00e0 2023 :<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"835\" height=\"700\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/04\/top_500_cross_border_eu_2024.jpg\" alt=\"\" class=\"wp-image-117134\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/04\/top_500_cross_border_eu_2024.jpg 835w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/04\/top_500_cross_border_eu_2024-300x251.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/04\/top_500_cross_border_eu_2024-768x644.jpg 768w\" sizes=\"auto, (max-width: 835px) 100vw, 835px\" \/><\/figure>\n\n\n\n<p>Pourtant, ce n&rsquo;est qu&rsquo;en quatri\u00e8me position que l&rsquo;on trouve un \u00ab pure player \u00bb en ligne : Zalando. Dans le classement, le poids des pure players en ligne se d\u00e9place vers les fabricants de marque qui vendent directement aux consommateurs, tels que Lego, Nespresso, Adidas et Philips.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;IA et l&rsquo;occasion remod\u00e8lent le secteur<\/h2>\n\n\n\n<p>Outre les chiffres, le rapport s&rsquo;int\u00e9resse \u00e0 deux tendances structurelles : l&rsquo;intelligence artificielle et le recommerce. L&rsquo;IA donne de plus en plus le ton dans le secteur. \u00ab L&rsquo;IA n&rsquo;est pas seulement un outil du futur, mais une n\u00e9cessit\u00e9 quotidienne pour les d\u00e9taillants qui veulent rester comp\u00e9titifs sur un march\u00e9 de plus en plus complexe et num\u00e9rique \u00bb, peut-on lire dans le rapport. Les entreprises d\u00e9ploient l&rsquo;IA pour le marketing personnalis\u00e9, la gestion des stocks, le service \u00e0 la client\u00e8le et le d\u00e9veloppement de produits.<\/p>\n\n\n\n<p>Dans le m\u00eame temps, les produits de seconde main (\u00ab recommerce \u00bb) se d\u00e9veloppent pour devenir un segment de march\u00e9 \u00e0 part enti\u00e8re, sous l&rsquo;effet de la durabilit\u00e9, des pressions inflationnistes et de l&rsquo;innovation technologique. En 2023\/24, la valeur mondiale des biens de seconde main s&rsquo;\u00e9levait \u00e0 200 milliards de dollars (pr\u00e8s de 190 milliards d&rsquo;euros). Dans ce segment, le secteur de la mode a g\u00e9n\u00e9r\u00e9 7 milliards d&rsquo;euros de PIB dans l&rsquo;UE et 150 000 emplois. Pour l&rsquo;\u00e9lectronique grand public de seconde main, le rapport pr\u00e9voit une croissance annuelle de 10,3 % jusqu&rsquo;en 2030.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s un recul en 2023, l&rsquo;e-commerce europ\u00e9en au-del\u00e0 des fronti\u00e8res progresse \u00e0 nouveau. Or, les trois plus grands acteurs ne sont pas du tout des soci\u00e9t\u00e9s d&rsquo;e-commerce.<\/p>\n","protected":false},"author":5,"featured_media":105929,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[43],"company":[351,526,211,204,287],"topic":[275,198],"region":[243],"class_list":["post-117152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-adidas","company-hm","company-ikea","company-lidl","company-zalando","topic-analyse","topic-e-commerce","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;e-commerce europ\u00e9en international fait son retour - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s un recul en 2023, l&#039;e-commerce europ\u00e9en au-del\u00e0 des fronti\u00e8res progresse \u00e0 nouveau. 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