{"id":144315,"date":"2026-03-19T09:52:53","date_gmt":"2026-03-19T08:52:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=144315"},"modified":"2026-03-19T09:52:55","modified_gmt":"2026-03-19T08:52:55","slug":"les-places-de-marche-donnent-le-ton-sur-le-marche-europeen-du-bricolage","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/les-places-de-marche-donnent-le-ton-sur-le-marche-europeen-du-bricolage\/","title":{"rendered":"Les places de march\u00e9 donnent le ton sur le march\u00e9 europ\u00e9en du bricolage"},"content":{"rendered":"\n<p>La part du commerce \u00e9lectronique dans les secteurs du bricolage, de la maison et du jardin en Europe continue de cro\u00eetre, avec <strong>Amazon<\/strong> comme acteur dominant, tandis que les plateformes chinoises gagnent \u00e9galement une part de march\u00e9 consid\u00e9rable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Part de march\u00e9 en hausse<\/h2>\n\n\n\n<p>En 2019, le commerce \u00e9lectronique repr\u00e9sentait encore 8,9 % du volume total des transactions dans le secteur du bricolage, une part qui \u00e9tait d\u00e9j\u00e0 pass\u00e9e \u00e0 13,7 % en 2022. En 2025, le march\u00e9 europ\u00e9en du bricolage en ligne est estim\u00e9 \u00e0 66 milliards d&rsquo;euros (17 % de part de march\u00e9 en ligne) ; cette ann\u00e9e, le chiffre d&rsquo;affaires devrait atteindre 78 milliards d&rsquo;euros, soit une hausse de 19 %. En 2026, environ un cinqui\u00e8me du chiffre d&rsquo;affaires total de 409 milliards d&rsquo;euros sera g\u00e9n\u00e9r\u00e9 par les ventes en ligne.<\/p>\n\n\n\n<p>Le commerce \u00e9lectronique international transfrontalier (cross-border) joue un r\u00f4le de plus en plus important dans ce contexte. Le chiffre d&rsquo;affaires transfrontalier total est pass\u00e9 de 17,8 milliards en 2024 (31,8 % du march\u00e9 en ligne) \u00e0 21,6 milliards en 2025 (32,9 % du march\u00e9 en ligne). Si cette tendance se poursuit, le chiffre d&rsquo;affaires transfrontalier devrait repr\u00e9senter 34 % du march\u00e9 du bricolage en ligne en 2026, soit 26,5 milliards d&rsquo;euros.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Amazon domine<\/h2>\n\n\n\n<p>Ces chiffres ressortent d&rsquo;un nouveau rapport de Cross-Border Commerce Europe, la plateforme qui facilite le commerce \u00e9lectronique transfrontalier dans toute l&rsquo;Europe. Ce rapport a analys\u00e9 250 d\u00e9taillants des secteurs du bricolage, de la maison et du jardin, dont 50 ont \u00e9t\u00e9 d\u00e9sign\u00e9s comme leaders transfrontaliers et 15 comme challengers transfrontaliers.<\/p>\n\n\n\n<p>Amazon reste l&rsquo;acteur dominant du secteur du bricolage en ligne avec une part de march\u00e9 de 15 %. L&rsquo;ann\u00e9e derni\u00e8re, la plateforme repr\u00e9sentait 10 milliards d&rsquo;euros sur un march\u00e9 total de 65 milliards. Selon la plateforme, ce succ\u00e8s est d\u00fb \u00e0 la convergence de la logique de plateforme, d&rsquo;une port\u00e9e mondiale, d&rsquo;une connaissance approfondie du comportement d&rsquo;achat des clients et, d\u00e9sormais, d&rsquo;investissements massifs dans l&rsquo;IA g\u00e9n\u00e9rative et le cloud computing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9fis strat\u00e9giques<\/h2>\n\n\n\n<p>Les Am\u00e9ricains eBay et Etsy, ainsi que les acteurs chinois Temu et AliExpress, sont \u00e9galement devenus des d\u00e9taillants de premier plan dans ce secteur. Les places de march\u00e9 mondiales sont port\u00e9es par un trafic massif, une forte comp\u00e9titivit\u00e9 en mati\u00e8re de prix, des possibilit\u00e9s d&rsquo;achats transfrontaliers, des r\u00e9seaux de logistique et de traitement des commandes \u00e9volutifs, ainsi que des \u00e9cosyst\u00e8mes de merchandising et de publicit\u00e9 bas\u00e9s sur les donn\u00e9es. Pour les d\u00e9taillants traditionnels du bricolage, le d\u00e9fi strat\u00e9gique est clair : soit s&rsquo;int\u00e9grer dans les \u00e9cosyst\u00e8mes de places de march\u00e9 existants, soit d\u00e9velopper des mod\u00e8les capables de rivaliser en termes de visibilit\u00e9, de commodit\u00e9 et de rapidit\u00e9 de livraison.<\/p>\n\n\n\n<p>Parall\u00e8lement, les habitudes de consommation des m\u00e9nages \u00e9voluent sous l&rsquo;effet des pressions \u00e9conomiques et de la faible confiance des consommateurs. L&rsquo;accent est mis sur l&rsquo;entretien et la r\u00e9paration de l&rsquo;habitat, les solutions d&rsquo;\u00e9conomie d&rsquo;\u00e9nergie, les petites am\u00e9liorations fonctionnelles et les travaux de r\u00e9novation abordables. Pour les d\u00e9taillants, l&rsquo;enjeu consiste \u00e0 combiner une gamme de produits pertinente, des prix comp\u00e9titifs, des conseils fiables et des services num\u00e9riques fluides.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"770\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/TOP-50-DIY-CROSS-BORDER-1024x770.jpg\" alt=\"\" class=\"wp-image-144310\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/TOP-50-DIY-CROSS-BORDER-1024x770.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/TOP-50-DIY-CROSS-BORDER-300x226.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/TOP-50-DIY-CROSS-BORDER-768x578.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/TOP-50-DIY-CROSS-BORDER.jpg 1093w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>La part du commerce \u00e9lectronique dans les secteurs du bricolage, de la maison et du jardin en Europe continue de cro\u00eetre, avec Amazon comme acteur dominant, tandis que les plateformes chinoises gagnent \u00e9galement des parts de march\u00e9 significatives. <\/p>\n","protected":false},"author":3,"featured_media":144316,"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":[26,16],"tags":[595],"people":[],"extra":[43],"company":[206],"topic":[198],"region":[243],"class_list":["post-144315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin","category-doe-het-zelf-tuin","tag-marktplaats","extra-plus","company-amazon","topic-e-commerce","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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\u00e9lectronique dans les secteurs du bricolage, de la maison et du jardin en Europe continue de cro\u00eetre, avec Amazon comme acteur dominant.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/les-places-de-marche-donnent-le-ton-sur-le-marche-europeen-du-bricolage\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-19T08:52:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-19T08:52:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/shutterstock_2522708331-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stefan Van Rompaey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stefan Van Rompaey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/bricolage-jardin\\\/les-places-de-marche-donnent-le-ton-sur-le-marche-europeen-du-bricolage\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/bricolage-jardin\\\/les-places-de-marche-donnent-le-ton-sur-le-marche-europeen-du-bricolage\\\/\"},\"author\":{\"name\":\"Stefan Van Rompaey\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/51aec6069c4416aa2f68b2e4ff3455df\"},\"headline\":\"Les places de march\u00e9 donnent le ton sur le march\u00e9 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