{"id":150354,"date":"2026-06-18T12:52:50","date_gmt":"2026-06-18T10:52:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150354"},"modified":"2026-06-18T12:52:51","modified_gmt":"2026-06-18T10:52:51","slug":"amazon-domine-le-marche-europeen-de-lelectronique-en-ligne-mais-un-concurrent-cree-la-surprise","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/electro\/amazon-domine-le-marche-europeen-de-lelectronique-en-ligne-mais-un-concurrent-cree-la-surprise\/","title":{"rendered":"Amazon domine le march\u00e9 europ\u00e9en de l&rsquo;\u00e9lectronique en ligne, mais avec un concurrent suprenant"},"content":{"rendered":"\n<p>Aujourd\u2019hui, plus de la moiti\u00e9 des ventes de produits \u00e9lectroniques en Europe se font en ligne. Or, aucun des cinq principaux acteurs n\u2019est europ\u00e9en. <strong>Amazon <\/strong>arrive en t\u00eate, mais c\u2019est surtout le num\u00e9ro cinq qui surprend\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Amazon reste de loin le leader du march\u00e9<\/h2>\n\n\n\n<p>Selon la troisi\u00e8me \u00e9dition du classement \u00ab Top 100 Consumer Electronics Retail Europe \u00bb publi\u00e9 par Cross-Border Commerce Europe, le march\u00e9 en ligne devrait atteindre une valeur de 117 milliards d\u2019euros d\u2019ici fin 2026. Le march\u00e9 europ\u00e9en de l\u2019\u00e9lectronique grand public en ligne continue de cro\u00eetre, malgr\u00e9 l\u2019inflation, les tensions g\u00e9opolitiques et les perturbations de la cha\u00eene d\u2019approvisionnement. <\/p>\n\n\n\n<p>Amazon reste l&rsquo;acteur dominant du march\u00e9 europ\u00e9en de l&rsquo;\u00e9lectronique grand public en ligne. Selon le rapport, la plateforme am\u00e9ricaine r\u00e9alise un chiffre d&rsquo;affaires transfrontalier de 18,8 milliards d&rsquo;euros et d\u00e9tient une part de march\u00e9 en ligne de 35,32 %. <strong>Samsung <\/strong>suit avec 14,93 %, tandis que <strong>Media World<\/strong> occupe la troisi\u00e8me place avec 8,75 %. <\/p>\n\n\n\n<p>Dans le top 3 g\u00e9n\u00e9ral des d\u00e9taillants, on retrouve<strong> <\/strong>Amazon, Samsung et <strong>Apple<\/strong>. Il est toutefois frappant de constater que l\u2019\u00e9tude cite <strong>AliExpress <\/strong>comme cinqui\u00e8me acteur majeur, alors que la plateforme chinoise, tout comme Temu et Shein, fait l\u2019objet de controverses concernant la qualit\u00e9 et la s\u00e9curit\u00e9 de certains produits.<\/p>\n\n\n\n<p>Le top 100 complet des d\u00e9taillants en ligne transfrontaliers d\u2019\u00e9lectronique repr\u00e9sentera \u00e0 lui seul un march\u00e9 de 53 milliards d\u2019euros en 2025-2026. Cela correspond \u00e0 environ 45 % du march\u00e9 europ\u00e9en total de l\u2019\u00e9lectronique grand public en ligne. D\u2019ici 2027, la part du commerce transfrontalier pourrait encore augmenter pour atteindre 47 %.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"840\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/Schermafbeelding-2026-06-18-123848.png\" alt=\"\" class=\"wp-image-150352\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/Schermafbeelding-2026-06-18-123848.png 848w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/Schermafbeelding-2026-06-18-123848-300x297.png 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/Schermafbeelding-2026-06-18-123848-150x150.png 150w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/Schermafbeelding-2026-06-18-123848-768x761.png 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/06\/Schermafbeelding-2026-06-18-123848-73x73.png 73w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Les produits reconditionn\u00e9s dynamisent le commerce en ligne<\/h2>\n\n\n\n<p>Les places de march\u00e9 restent un moteur important de la croissance. Le top 100 compte 35 plateformes de places de march\u00e9, dont 10 o\u00f9 les consommateurs vendent directement entre eux (C2C). Dans ce dernier cas, il s\u2019agit de plateformes telles que <strong>Vinted <\/strong>et<strong> eBay<\/strong>. Selon le rapport, eBay r\u00e9alise en Europe un chiffre d\u2019affaires de 2,7 milliards d\u2019euros dans le secteur de l\u2019\u00e9lectronique grand public, gr\u00e2ce au succ\u00e8s croissant des produits d\u2019occasion et reconditionn\u00e9s.<\/p>\n\n\n\n<p>Mais plus largement, selon Cross-Border Commerce, le secteur est \u00e0 l\u2019aube d\u2019un nouveau cycle d\u2019innovation, port\u00e9 par l\u2019intelligence artificielle, les appareils connect\u00e9s, les \u00e9cosyst\u00e8mes connect\u00e9s et les achats de remplacement haut de gamme. En effet, les consommateurs accordent de plus en plus d\u2019importance aux fonctionnalit\u00e9s d\u2019IA, \u00e0 l\u2019efficacit\u00e9 \u00e9nerg\u00e9tique, \u00e0 la r\u00e9parabilit\u00e9 et \u00e0 la dur\u00e9e de vie des produits.<\/p>\n\n\n\n<p>Le rapport cite l\u2019exemple de <strong>Ceconomy<\/strong>, qui a d\u00e9but\u00e9 avec un r\u00e9seau tr\u00e8s physique comptant plus de 1 000 magasins <strong>MediaMarkt <\/strong>et <strong>Saturn<\/strong>, mais qui investit d\u00e9sormais massivement dans l\u2019omnicanal, notamment dans les technologies de vente au d\u00e9tail bas\u00e9es sur l\u2019IA, l\u2019expansion des places de march\u00e9 et l\u2019optimisation de la logistique. Le groupe <strong>United-b<\/strong>, quant \u00e0 lui, mise sur le march\u00e9 de l\u2019occasion via, entre autres, <strong>Recommerce<\/strong>, <strong>Circular-X<\/strong> et <strong>ElectroDepot<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aujourd&rsquo;hui, plus de la moiti\u00e9 des ventes de produits \u00e9lectroniques en Europe se font en ligne. Or, aucun des cinq principaux acteurs n&rsquo;est europ\u00e9en. Amazon arrive en t\u00eate, mais c&rsquo;est surtout le num\u00e9ro cinq qui surprend&#8230;<\/p>\n","protected":false},"author":5,"featured_media":150355,"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":[23,17],"tags":[],"people":[],"extra":[43],"company":[209,206,432,426,1043,1590,212,2052],"topic":[275,198],"region":[243],"class_list":["post-150354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-electro","category-elektro","extra-plus","company-alibaba","company-amazon","company-apple","company-ceconomy","company-ebay","company-electro-depot","company-samsung","company-swappie","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>Amazon domine le march\u00e9 europ\u00e9en de l&#039;\u00e9lectronique en ligne, mais avec un concurrent suprenant - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Plus de la moiti\u00e9 des ventes de produits \u00e9lectroniques en Europe se font en ligne. 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