{"id":149538,"date":"2026-06-05T12:34:27","date_gmt":"2026-06-05T10:34:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=149538"},"modified":"2026-06-05T12:45:26","modified_gmt":"2026-06-05T10:45:26","slug":"la-moitie-des-depenses-en-ligne-des-allemands-a-letranger-est-destinee-a-la-chine","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/la-moitie-des-depenses-en-ligne-des-allemands-a-letranger-est-destinee-a-la-chine\/","title":{"rendered":"La moiti\u00e9 des d\u00e9penses en ligne des Allemands \u00e0 l&rsquo;\u00e9tranger est destin\u00e9e \u00e0 la Chine"},"content":{"rendered":"\n<p>En 2025, les Allemands ont d\u00e9pens\u00e9 pr\u00e8s d&rsquo;un milliard d&rsquo;euros dans le commerce \u00e9lectronique. Ils effectuent principalement leurs achats dans leur propre pays, mais 12 % de ces d\u00e9penses sont destin\u00e9es \u00e0 des prestataires \u00e9trangers. La Chine repr\u00e9sente pr\u00e8s de la moiti\u00e9 (49 %) de ces d\u00e9penses, suivie par la France (22 %) et les Pays-Bas (19 %).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le commerce \u00e9lectronique continue de cro\u00eetre<\/h2>\n\n\n\n<p>En 2025, le march\u00e9 allemand du commerce \u00e9lectronique a progress\u00e9 de 3,9 %, pour atteindre un chiffre d&rsquo;affaires total de 92,3 milliards d&rsquo;euros. Les consommateurs allemands passent en moyenne 35 commandes par an, d&rsquo;une valeur moyenne de 53,2 euros. C&rsquo;est ce qui ressort des derniers chiffres publi\u00e9s par l&rsquo;association allemande du commerce de d\u00e9tail Handelsverband Deutschland (HDE).<\/p>\n\n\n\n<p><strong>Amazon <\/strong>domine le march\u00e9 avec 73 % de toutes les d\u00e9penses en ligne. D&rsquo;autres places de march\u00e9 telles qu&rsquo;<strong>eBay<\/strong>, <strong>Zalando et<\/strong> <strong>Otto <\/strong>jouent \u00e9galement un r\u00f4le important. <strong>TikTok Shop<\/strong>, actif en Allemagne depuis fin 2024, commence lentement \u00e0 s&rsquo;implanter : 9 % des consommateurs allemands ont d\u00e9j\u00e0 effectu\u00e9 un achat via cette plateforme sociale, ce qui repr\u00e9sente un chiffre d&rsquo;affaires de 220 millions d&rsquo;euros. La domination des plateformes est telle que le nombre de magasins physiques disposant de leur propre boutique en ligne a l\u00e9g\u00e8rement baiss\u00e9, passant de 45 % \u00e0 40 %. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vieillissement des acheteurs en ligne<\/h2>\n\n\n\n<p>Une tendance notable est le vieillissement des acheteurs en ligne. Alors que les jeunes sont familiaris\u00e9s avec le commerce \u00e9lectronique depuis des ann\u00e9es, de plus en plus de personnes \u00e2g\u00e9es se tournent d\u00e9sormais vers les achats en ligne. En 2025, le nombre d&rsquo;acheteurs en ligne \u00e2g\u00e9s de plus de 55 ans a augment\u00e9 de 3,1 %, contre une croissance moyenne de 1,2 % pour l&rsquo;ensemble des tranches d&rsquo;\u00e2ge.<\/p>\n\n\n\n<p>L&rsquo;intelligence artificielle joue \u00e9galement un r\u00f4le de plus en plus important dans le processus d&rsquo;achat. D\u00e9j\u00e0 35 % des consommateurs allemands utilisent des outils d&rsquo;IA pour rechercher des produits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Concurrence chinoise<\/h2>\n\n\n\n<p>La croissance des prestataires \u00e9trangers reste un sujet de pr\u00e9occupation pour le commerce de d\u00e9tail allemand. En 2025, 65 % des consommateurs allemands ont command\u00e9 au moins une fois aupr\u00e8s d\u2019une boutique en ligne \u00e9trang\u00e8re, dont pr\u00e8s de la moiti\u00e9 en Chine. Le chiffre d\u2019affaires total des prestataires \u00e9trangers en Allemagne s\u2019\u00e9l\u00e8ve \u00e0 pr\u00e8s de 11 milliards d\u2019euros, dont <strong>Temu et <\/strong> <strong>Shein <\/strong>repr\u00e9sentent \u00e0 eux deux 4,7 milliards d\u2019euros.<\/p>\n\n\n\n<p>En 2025, les entreprises n\u00e9erlandaises de commerce \u00e9lectronique ont r\u00e9alis\u00e9 un chiffre d&rsquo;affaires de 1,3 milliard d&rsquo;euros aupr\u00e8s des consommateurs allemands. Les Pays-Bas sont ainsi le troisi\u00e8me march\u00e9 \u00e9tranger le plus important pour les acheteurs en ligne allemands, apr\u00e8s la Chine et la France.<\/p>\n\n\n\n<p>Afin de mieux comprendre le march\u00e9 chinois et d&rsquo;\u00e9valuer pr\u00e9cis\u00e9ment la menace qu&rsquo;il repr\u00e9sente pour les d\u00e9taillants europ\u00e9ens, RetailDetail emm\u00e8ne en septembre les professionnels du retail en Chine. <a href=\"https:\/\/retailtours.be\/wingzz\/\">D\u00e9couvrez de vos propres yeux le pays de Shein, Temu, de la robotique et bien plus encore !<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/retailtours.be\/wingzz\/\"><img loading=\"lazy\" decoding=\"async\" width=\"989\" height=\"639\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/wingzz-en.png\" alt=\"\" class=\"wp-image-147376\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/wingzz-en.png 989w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/wingzz-en-300x194.png 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/wingzz-en-768x496.png 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/wingzz-en-618x400.png 618w\" sizes=\"auto, (max-width: 989px) 100vw, 989px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>En 2025, les Allemands ont d\u00e9pens\u00e9 pr\u00e8s d&rsquo;un milliard d&rsquo;euros dans le commerce \u00e9lectronique. Ils effectuent principalement leurs achats dans leur propre pays, mais 12 % de ces d\u00e9penses sont destin\u00e9es \u00e0 des prestataires \u00e9trangers. La Chine repr\u00e9sente pr\u00e8s de la moiti\u00e9 (49 %) de ces d\u00e9penses, suivie par la France (22 %) et les Pays-Bas (19 %).<\/p>\n","protected":false},"author":5,"featured_media":149539,"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":[15,25],"tags":[],"people":[],"extra":[43],"company":[206,571,1259,651],"topic":[275,198],"region":[470],"class_list":["post-149538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","extra-plus","company-amazon","company-shein","company-temu","company-tiktok","topic-analyse","topic-e-commerce","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La moiti\u00e9 des 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