{"id":146492,"date":"2026-04-22T12:27:50","date_gmt":"2026-04-22T10:27:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146492"},"modified":"2026-04-22T12:27:51","modified_gmt":"2026-04-22T10:27:51","slug":"la-guerre-en-iran-pese-egalement-sur-le-marche-du-bricolage","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/la-guerre-en-iran-pese-egalement-sur-le-marche-du-bricolage\/","title":{"rendered":"La guerre en Iran p\u00e8se \u00e9galement sur le march\u00e9 du bricolage"},"content":{"rendered":"\n

La croissance des g\u00e9ants du commerce en ligne tels qu’Amazon<\/strong> et des plateformes asiatiques \u00e0 bas prix modifie les rapports de force sur le march\u00e9 europ\u00e9en du bricolage. Le r\u00f4le des d\u00e9taillants \u00e9volue \u00e9galement : l’accent n’est plus mis sur la vente de produits, mais sur l’accompagnement des projets de bricolage.<\/p>\n\n\n\n

Pression exerc\u00e9e par les discounteurs en ligne<\/h2>\n\n\n\n

Amazon est le plus grand vendeur en ligne de produits de bricolage en Europe, avec une part de march\u00e9 de 15 % en 2024, soit plus de 9 milliards d’euros sur un total de 66 milliards d’euros de ventes en ligne en Europe. Des plateformes chinoises bon march\u00e9 telles que Temu<\/strong> et AliExpress<\/strong> grignotent \u00e9galement des parts de march\u00e9 aux d\u00e9taillants traditionnels. Elles le font avec des produits phares de leur gamme : outils, \u00e9clairage, d\u00e9coration et quincaillerie. Les marges sur cette gamme importante s\u2019en trouvent ainsi sous pression. <\/p>\n\n\n\n

Une \u00e9tude d’ABN AMRO montre que les cha\u00eenes de bricolage aux Pays-Bas atteignent d\u00e9sormais elles-m\u00eames une part de march\u00e9 en ligne de 10 \u00e0 12 %. Le commerce en ligne sert avant tout de vitrine num\u00e9rique dans le cadre d\u2019un parcours client omnicanal. De nombreux consommateurs trouvent l\u2019inspiration sur le site web, puis viennent retirer leurs achats en magasin via le service \u00ab click-and-collect \u00bb. La p\u00e9riode du coronavirus a entra\u00een\u00e9 une acc\u00e9l\u00e9ration temporaire, mais le comportement en ligne s\u2019est depuis stabilis\u00e9. Pour obtenir des conseils et b\u00e9n\u00e9ficier d\u2019une disponibilit\u00e9 imm\u00e9diate, les clients reviennent volontiers en magasin.<\/p>\n\n\n\n

Pr\u00e9visions de croissance revues \u00e0 la baisse<\/h2>\n\n\n\n

Comme les d\u00e9taillants du bricolage ont du mal \u00e0 se d\u00e9marquer sur le prix ou l’assortiment, l’accent se d\u00e9place vers la valeur ajout\u00e9e. Les services gagnent en importance : l’accompagnement tout au long du chantier, par exemple pour la pose de sols ou l’isolation des logements. Ce n’est toutefois pas \u00e9vident, compte tenu de la p\u00e9nurie structurelle de main-d’\u0153uvre dans la construction et l’installation. La collaboration avec des partenaires externes exige un contr\u00f4le qualit\u00e9 rigoureux.<\/p>\n\n\n\n

De plus, le contexte \u00e9conomique est tr\u00e8s difficile. ABN Amro abaisse ses pr\u00e9visions de croissance pour le secteur du bricolage cette ann\u00e9e de 3 % \u00e0 2 %. La cause ? La d\u00e9t\u00e9rioration de la conjoncture \u00e9conomique due \u00e0 la guerre en Iran. En raison de la hausse de l’inflation et des taux d’int\u00e9r\u00eat, ainsi que de la baisse de la confiance des consommateurs, ces derniers reportent les travaux d’entretien et de r\u00e9novation de grande envergure. \u00ab Les gens se montrent plus prudents face aux d\u00e9penses importantes.<\/a> L’inflation augmente, ce qui met le pouvoir d’achat sous pression \u00bb, a d\u00e9clar\u00e9 Gerarda Westerhuis, \u00e9conomiste sectorielle chez ABN Amro, \u00e0 BNR.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

L’essor des g\u00e9ants du commerce en ligne tels qu’Amazon et des plateformes asiatiques \u00e0 bas prix modifie les rapports de force sur le march\u00e9 europ\u00e9en du bricolage. Le r\u00f4le des d\u00e9taillants \u00e9volue lui aussi : l’accent n’est plus mis sur la vente de produits, mais sur l’accompagnement des projets de bricolage.<\/p>\n","protected":false},"author":10,"featured_media":146493,"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":[],"people":[],"extra":[43],"company":[209,206,1259],"topic":[275],"region":[243],"class_list":["post-146492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin","category-doe-het-zelf-tuin","extra-plus","company-alibaba","company-amazon","company-temu","topic-analyse","region-europe"],"acf":[],"yoast_head":"\nLa guerre en Iran p\u00e8se \u00e9galement sur le march\u00e9 du bricolage - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La croissance 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