{"id":154857,"date":"2026-09-08T12:27:50","date_gmt":"2026-09-08T10:27:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154857"},"modified":"2026-09-08T12:27:51","modified_gmt":"2026-09-08T10:27:51","slug":"comment-kaufland-met-bol-au-defi-avec-sa-nouvelle-place-de-marche-neerlandaise","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-kaufland-met-bol-au-defi-avec-sa-nouvelle-place-de-marche-neerlandaise\/","title":{"rendered":"Comment Kaufland met Bol au d\u00e9fi avec sa nouvelle place de march\u00e9 n\u00e9erlandaise"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La plateforme de vente en ligne n\u00e9erlandaise de <strong>Kaufland<\/strong>, cha\u00eene s\u0153ur de Lidl, <strong>est <\/strong>d\u00e9sormais en ligne. Kaufland.nl d\u00e9marre avec 9 millions d\u2019articles r\u00e9partis dans plus de 6 400 cat\u00e9gories et environ 3 000 vendeurs affili\u00e9s. Une initiative audacieuse, car le march\u00e9 n\u00e9erlandais du commerce \u00e9lectronique est d\u00e9j\u00e0 tr\u00e8s d\u00e9velopp\u00e9 (gr\u00e2ce \u00e0 <strong>Bol<\/strong>), comme <strong>Amazon <\/strong>a pu le constater auparavant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une plateforme pure et simple<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Un nouvel acteur \u00e9tranger de premier plan fait son entr\u00e9e sur le march\u00e9 n\u00e9erlandais : la place de march\u00e9 de Kaufland est d\u00e9j\u00e0 active en Allemagne, en France, en Italie, en Pologne, en Autriche, en R\u00e9publique tch\u00e8que et en Slovaquie. L&rsquo;Espagne suivra prochainement, ce qui permettra \u00e0 Kaufland, selon ses propres dires, de d\u00e9velopper un r\u00e9seau de places de march\u00e9 dans neuf pays europ\u00e9ens. Derri\u00e8re cette plateforme se trouve le groupe<strong> Schwarz<\/strong>, qui contr\u00f4le \u00e9galement <strong>Lidl<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kaufland opte d\u00e9lib\u00e9r\u00e9ment pour un mod\u00e8le \u00ab pure-play \u00bb, sans magasins physiques, et fonctionne uniquement comme une plateforme \u2013 sans stocks ni r\u00e9seau de distribution propres. Les d\u00e9taillants externes y proposent leurs produits de mani\u00e8re autonome et livrent directement aux consommateurs. Environ 1 200 d\u00e9taillants n\u00e9erlandais vendaient d\u00e9j\u00e0 de cette mani\u00e8re via les places de march\u00e9 \u00e9trang\u00e8res du groupe, principalement dans les secteurs du jardinage et du bricolage, de la d\u00e9coration et du mobilier, ainsi que de la cuisine et des articles m\u00e9nagers. Environ 3 000 d\u00e9taillants en ligne se sont d\u00e9sormais affili\u00e9s \u00e0 Kaufland.nl.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les vendeurs qui utilisent d\u00e9j\u00e0 Kaufland Global Marketplace peuvent d\u00e9sormais ajouter le march\u00e9 n\u00e9erlandais sans inscription distincte. Kaufland cherche ainsi \u00e0 attirer principalement les commer\u00e7ants qui souhaitent desservir plusieurs march\u00e9s europ\u00e9ens via une seule et m\u00eame infrastructure.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">March\u00e9 satur\u00e9 ou encore de la place ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le plus grand d\u00e9fi r\u00e9side toutefois dans la concurrence. Les Pays-Bas comptent en effet avec <strong>Bol<\/strong> un leader local solide, tandis que de grandes boutiques en ligne internationales telles qu\u2019<strong>Amazon <\/strong>et <strong>Temu <\/strong>y sont d\u00e9sormais bien repr\u00e9sent\u00e9es. Gerald Sch\u00f6nbucher, PDG de Kaufland e-commerce, aborde toutefois cette forte concurrence \u00ab avec confiance \u00bb. Il cite la Pologne comme pr\u00e9c\u00e9dent, o\u00f9 l\u2019acteur local <strong>Allegro <\/strong>b\u00e9n\u00e9ficie d\u2019une position historiquement solide : \u00ab La croissance de Kaufland.pl s\u2019est \u00e9lev\u00e9e \u00e0 322 % sur une base annuelle en valeur brute des produits. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En France et en Italie, la plateforme a attir\u00e9 l\u2019ann\u00e9e derni\u00e8re jusqu\u2019\u00e0 un million de visiteurs par mois en l\u2019espace de quelques mois, selon M. Sch\u00f6nbucher. En Autriche, la notori\u00e9t\u00e9 de la marque a augment\u00e9 de 16 points de pourcentage au cours de la premi\u00e8re ann\u00e9e. Aux Pays-Bas, il vise une \u00e9volution similaire. \u00ab Avec Kaufland.nl, nous proposons aux N\u00e9erlandais un choix parmi des millions de produits, allant de l\u2019\u00e9lectronique aux articles de jardinage et de bricolage \u00bb, explique M. Sch\u00f6nbucher. Il souligne par ailleurs \u00ab la concurrence loyale de plus de 15 000 d\u00e9taillants \u00bb au sein du r\u00e9seau international.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le d\u00e9fi aux Pays-Bas est toutefois double : selon le cabinet d\u2019\u00e9tudes de march\u00e9 Mordor Intelligence, Bol <a href=\"https:\/\/www.mordorintelligence.com\/industry-reports\/netherlands-ecommerce-market\">d\u00e9tient toujours entre 35 et 40 % de la valeur brute des \u00e9changes<\/a>, alors qu\u2019il n\u2019y a pratiquement plus de nouveaux consommateurs en ligne \u00e0 conqu\u00e9rir dans ce pays. En 2025, environ 91 \u00e0 93 % de la population effectuait d\u00e9j\u00e0 des achats en ligne. Sur ce march\u00e9 satur\u00e9, Amazon, malgr\u00e9 des investissements de plusieurs milliards, ne d\u00e9tient, selon les estimations, qu\u2019une part de march\u00e9 de 8 \u00e0 10 %, tandis que la pression exerc\u00e9e par les nouveaux venus chinois s\u2019intensifie. Alors que les acteurs existants misent principalement sur une augmentation de la fr\u00e9quence des commandes et de la taille des paniers d\u2019achat, Kaufland se trouve confront\u00e9 \u00e0 la t\u00e2che ardue de grignoter des parts de march\u00e9 \u00e0 ces acteurs bien \u00e9tablis.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plateforme de vente en ligne n\u00e9erlandaise de Kaufland, cha\u00eene s\u0153ur de Lidl, est d\u00e9sormais en ligne. Kaufland.nl d\u00e9marre avec 9 millions d&rsquo;articles r\u00e9partis dans plus de 6 400 cat\u00e9gories et environ 3 000 vendeurs affili\u00e9s. Une initiative audacieuse, car le march\u00e9 n\u00e9erlandais du commerce \u00e9lectronique est d\u00e9j\u00e0 tr\u00e8s d\u00e9velopp\u00e9 (notamment gr\u00e2ce \u00e0 Bol), comme Amazon a pu le constater pr\u00e9c\u00e9demment.<\/p>\n","protected":false},"author":5,"featured_media":154858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[],"people":[],"extra":[43],"company":[390,468,467],"topic":[198,310],"region":[524],"class_list":["post-154857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","extra-plus","company-bol-com","company-kaufland","company-schwarz-gruppe","topic-e-commerce","topic-ouverture-de-magasin","region-pays-bas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Kaufland met Bol au d\u00e9fi avec sa nouvelle place de march\u00e9 n\u00e9erlandaise - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-kaufland-met-bol-au-defi-avec-sa-nouvelle-place-de-marche-neerlandaise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Kaufland met Bol au d\u00e9fi avec sa nouvelle place de march\u00e9 n\u00e9erlandaise - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La plateforme de vente en ligne n\u00e9erlandaise de Kaufland, cha\u00eene s\u0153ur de Lidl, est d\u00e9sormais en ligne. Kaufland.nl d\u00e9marre avec 9 millions d&#039;articles r\u00e9partis dans plus de 6 400 cat\u00e9gories et environ 3 000 vendeurs affili\u00e9s. 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