{"id":155945,"date":"2026-09-29T09:30:22","date_gmt":"2026-09-29T07:30:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=155945"},"modified":"2026-09-29T09:30:24","modified_gmt":"2026-09-29T07:30:24","slug":"la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\/","title":{"rendered":"La taxe europ\u00e9enne sur les colis frappe durement Shein : hausse des prix, b\u00e9n\u00e9fices divis\u00e9s par deux"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La nouvelle taxe europ\u00e9enne sur les colis bon march\u00e9 affecte de plein fouet le mod\u00e8le tarifaire de <strong>Shein <\/strong>: son b\u00e9n\u00e9fice d&rsquo;exploitation a diminu\u00e9 de moiti\u00e9 au cours du premier semestre. Le g\u00e9ant chinois de la mode augmente ses prix, r\u00e9duit ses d\u00e9penses publicitaires et d\u00e9veloppe parall\u00e8lement un r\u00e9seau logistique europ\u00e9en.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le chiffre d&rsquo;affaires en prend un coup<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis le 1er juillet, l\u2019Union europ\u00e9enne pr\u00e9l\u00e8ve 3 euros sur chaque type de produit diff\u00e9rent contenu dans les petits colis issus du commerce \u00e9lectronique provenant de pays hors UE. Et Shein en ressent les effets : en Europe, le chiffre d\u2019affaires a baiss\u00e9 de 13,9 % au deuxi\u00e8me trimestre, pour s\u2019\u00e9tablir \u00e0 3,8 milliards de dollars (3,2 milliards d\u2019euros). Le g\u00e9ant du commerce en ligne avait m\u00eame commenc\u00e9 \u00e0 se pr\u00e9parer avant l\u2019entr\u00e9e en vigueur de cette mesure : au deuxi\u00e8me trimestre, l\u2019entreprise a augment\u00e9 ses prix en Europe et r\u00e9duit ses d\u00e9penses publicitaires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parall\u00e8lement, Shein adapte \u00e9galement son mod\u00e8le logistique. Au lieu d\u2019exp\u00e9dier les commandes par avion directement de Chine vers les consommateurs europ\u00e9ens, l\u2019entreprise souhaite stocker davantage de marchandises \u00e0 l\u2019avance dans des entrep\u00f4ts europ\u00e9ens. Cela r\u00e9duit la distance jusqu\u2019au consommateur, mais augmente, selon elle, les co\u00fbts logistiques \u00e0 court terme. L\u2019entreprise pr\u00e9voit elle-m\u00eame une hausse \u00ab modeste \u00bb. La hausse des prix du p\u00e9trole et du fret joue \u00e9galement des tours \u00e0 Shein, notamment en raison de la guerre en Iran. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le r\u00e9sultat d\u2019exploitation ajust\u00e9 a chut\u00e9 de 64,5 % au total au deuxi\u00e8me trimestre, pour s\u2019\u00e9tablir \u00e0 254 millions de dollars (216 millions d\u2019euros). Sur l\u2019ensemble du premier semestre, le r\u00e9sultat d\u2019exploitation a diminu\u00e9 de moiti\u00e9, soit une baisse de 50,4 %. Au final, la situation s\u2019est toutefois am\u00e9lior\u00e9e. Apr\u00e8s une perte de 99 millions de dollars (84 millions d\u2019euros) au premier trimestre, Shein a enregistr\u00e9 au deuxi\u00e8me trimestre un b\u00e9n\u00e9fice net r\u00e9current de 228 millions de dollars (194 millions d\u2019euros).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La croissance est pratiquement au point mort<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est surtout le ralentissement de la croissance qui saute aux yeux. Au deuxi\u00e8me trimestre, le chiffre d\u2019affaires n\u2019a augment\u00e9 que de 0,9 %, pour atteindre 11,1 milliards de dollars (9,4 milliards d\u2019euros). Aux \u00c9tats-Unis, les ventes ont recul\u00e9 de 6 %, apr\u00e8s avoir d\u00e9j\u00e0 enregistr\u00e9 une baisse de 14,3 % au premier trimestre. Les \u00c9tats-Unis ont d&rsquo;ores et d\u00e9j\u00e0 supprim\u00e9, \u00e0 compter de 2025, le traitement pr\u00e9f\u00e9rentiel accord\u00e9 aux envois bon march\u00e9 issus du commerce \u00e9lectronique chinois.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shein cherche donc de plus en plus \u00e0 se d\u00e9velopper dans d\u2019autres r\u00e9gions, avec l\u2019Am\u00e9rique latine comme principal axe prioritaire. La boutique en ligne met toutefois en garde contre un \u00ab environnement de march\u00e9 incertain \u00bb au second semestre. D\u2019autant plus que Shein a fait son entr\u00e9e en bourse tant attendue \u00e0 Hong Kong le 1er septembre : le Black Friday et la p\u00e9riode des f\u00eates de fin d\u2019ann\u00e9e constitueront un test important. L\u2019acteur de la \u00ab fast fashion ultra-rapide \u00bb devra prouver que son mod\u00e8le fonctionne toujours.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La nouvelle taxe europ\u00e9enne sur les colis bon march\u00e9 affecte de plein fouet le mod\u00e8le tarifaire de Shein : son b\u00e9n\u00e9fice d&rsquo;exploitation a diminu\u00e9 de moiti\u00e9 au cours du premier semestre. Le g\u00e9ant chinois de la mode augmente ses prix, r\u00e9duit ses d\u00e9penses publicitaires et d\u00e9veloppe parall\u00e8lement un r\u00e9seau logistique europ\u00e9en.<\/p>\n","protected":false},"author":5,"featured_media":155946,"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":[14,22],"tags":[],"people":[],"extra":[43],"company":[571],"topic":[266],"region":[277],"class_list":["post-155945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-shein","topic-resultats-financiers","region-chine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La taxe europ\u00e9enne sur les colis frappe durement Shein : hausse des prix, b\u00e9n\u00e9fices divis\u00e9s par deux - 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\/mode\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La taxe europ\u00e9enne sur les colis frappe durement Shein : hausse des prix, b\u00e9n\u00e9fices divis\u00e9s par deux - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La nouvelle taxe europ\u00e9enne sur les colis bon march\u00e9 affecte de plein fouet le mod\u00e8le tarifaire de Shein : son b\u00e9n\u00e9fice d&#039;exploitation a diminu\u00e9 de moiti\u00e9 au cours du premier semestre. Le g\u00e9ant chinois de la mode augmente ses prix, r\u00e9duit ses d\u00e9penses publicitaires et d\u00e9veloppe parall\u00e8lement un r\u00e9seau logistique europ\u00e9en.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-29T07:30:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-29T07:30:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/shutterstock_shein-paris.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=\"Pauline Neerman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pauline Neerman\" \/>\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\\\/mode\\\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\\\/\"},\"author\":{\"name\":\"Pauline Neerman\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/66b54803fa10759039079458ea89e307\"},\"headline\":\"La taxe europ\u00e9enne sur les colis frappe durement Shein : hausse des prix, b\u00e9n\u00e9fices divis\u00e9s par deux\",\"datePublished\":\"2026-09-29T07:30:22+00:00\",\"dateModified\":\"2026-09-29T07:30:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\\\/\"},\"wordCount\":551,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/shutterstock_shein-paris.jpg\",\"articleSection\":[\"Mode\",\"Mode\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-taxe-europeenne-sur-les-colis-frappe-durement-shein-hausse-des-prix-benefices-divises-par-deux\\\/\",\"name\":\"La taxe europ\u00e9enne sur les colis frappe durement Shein : hausse des prix, b\u00e9n\u00e9fices divis\u00e9s par deux - 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