{"id":156976,"date":"2026-10-14T11:47:01","date_gmt":"2026-10-14T09:47:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=156976"},"modified":"2026-10-14T11:47:04","modified_gmt":"2026-10-14T09:47:04","slug":"analyse-amazon-controle-63-de-lensemble-du-commerce-electronique-allemand-mais-la-concurrence-gagne-du-terrain","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/analyse-amazon-controle-63-de-lensemble-du-commerce-electronique-allemand-mais-la-concurrence-gagne-du-terrain\/","title":{"rendered":"[Analyse] Amazon contr\u00f4le 63 % de l&rsquo;ensemble du commerce \u00e9lectronique allemand, mais la concurrence gagne du terrain"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Amazon <\/strong>contr\u00f4le pas moins de 63 % de l\u2019ensemble du commerce en ligne allemand. Pourtant, la concurrence commence \u00e0 \u00e9roder cette position dominante : <strong>Temu <\/strong>et <strong>Shein<\/strong> connaissent<strong> <\/strong>une croissance fulgurante. Parall\u00e8lement, un nouveau march\u00e9 en pleine expansion voit le jour : l\u2019alimentation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Temu et Shein gagnent du terrain<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pas moins de 97 % des acheteurs en ligne allemands font leurs achats sur Amazon. Six sur dix sont abonn\u00e9s \u00e0 Prime et, selon le cabinet d\u2019\u00e9tudes IFH K\u00f6ln, 39 % font partie du groupe des gros consommateurs d\u2019Amazon. Et l\u2019impact s\u2019\u00e9tend encore plus loin : Amazon influencerait indirectement 24 % suppl\u00e9mentaires des ventes en ligne, par exemple parce que les consommateurs l\u2019utilisent pour rechercher des produits, comparer les prix ou d\u00e9couvrir des offres. Au total, 41 % du chiffre d\u2019affaires \u00e9tudi\u00e9 \u00e9tait directement ou indirectement li\u00e9 \u00e0 Amazon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pourtant, le rapport de force \u00e9volue. Amazon a enregistr\u00e9 une hausse de son chiffre d\u2019affaires d\u2019environ 3,2 milliards d\u2019euros en un an, tandis qu\u2019<strong>Otto et<\/strong> <strong>Zalando <\/strong>ont g\u00e9n\u00e9r\u00e9 ensemble 1,4 milliard d\u2019euros suppl\u00e9mentaires. Les challengers asiatiques Temu et Shein, en particulier, connaissent une croissance rapide : \u00e0 eux deux, ils ont g\u00e9n\u00e9r\u00e9 environ 1 milliard d\u2019euros de chiffre d\u2019affaires suppl\u00e9mentaire. Un consommateur sur huit d\u00e9clare d\u00e9sormais orienter ses achats vers des plateformes telles que Temu, Shein ou <strong>AliExpress<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Amazon n\u2019est certainement pas en d\u00e9clin, mais la dynamique du march\u00e9 \u00e9volue. Le v\u00e9ritable changement r\u00e9side moins dans Amazon que dans l\u2019environnement de march\u00e9. Aujourd\u2019hui, les nouveaux acteurs sont capables de se faire conna\u00eetre et d\u2019\u00e9tendre leur port\u00e9e beaucoup plus rapidement. Cela accro\u00eet la pression concurrentielle et dynamise un march\u00e9 longtemps domin\u00e9 par un seul acteur \u00bb, explique Hansj\u00fcrgen Heinick, auteur de l\u2019\u00e9tude.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019alimentation fera-t-elle la diff\u00e9rence ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9tude identifie un potentiel inexploit\u00e9 consid\u00e9rable, notamment dans le secteur alimentaire et celui des autres biens de consommation courante. Seuls 4,9 % du march\u00e9 allemand des produits de grande consommation (FMCG) sont actuellement r\u00e9alis\u00e9s en ligne, alors que la valeur totale de ce march\u00e9 s\u2019\u00e9l\u00e8ve \u00e0 pr\u00e8s de 300 milliards d\u2019euros. Amazon occupe d\u00e9j\u00e0 une position forte sur le segment en ligne : la plateforme repr\u00e9sente 46,1 % des ventes en ligne de produits de grande consommation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab L\u2019alimentation est l\u2019un des plus grands march\u00e9s de consommation qui soient. Pour Amazon, l\u2019int\u00e9r\u00eat r\u00e9side moins dans les ventes en ligne actuelles que dans les perspectives \u00e0 long terme. Les facteurs d\u00e9cisifs sont la combinaison d\u2019un volume de march\u00e9 \u00e9norme, d\u2019une fr\u00e9quence d\u2019achat \u00e9lev\u00e9e et de la confiance d\u00e9j\u00e0 acquise aupr\u00e8s des clients. Amazon peut notamment tirer parti de sa plateforme et de son expertise logistique avec les produits non p\u00e9rissables et les gammes de produits compl\u00e9mentaires \u00bb, selon l\u2019\u00e9tude.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon contr\u00f4le pas moins de 63 % de l&rsquo;ensemble du commerce \u00e9lectronique allemand. Pourtant, ses concurrents commencent \u00e0 \u00e9roder cette position dominante : Temu et Shein connaissent une croissance fulgurante. Parall\u00e8lement, un nouveau march\u00e9 en pleine expansion voit le jour : celui de l&rsquo;alimentation.<\/p>\n","protected":false},"author":5,"featured_media":156977,"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":[25],"tags":[],"people":[],"extra":[43],"company":[209,206,1232,1259,287],"topic":[275,198],"region":[470],"class_list":["post-156976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-alibaba","company-amazon","company-otto-group","company-temu","company-zalando","topic-analyse","topic-e-commerce","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Analyse] Amazon contr\u00f4le 63 % de l&#039;ensemble du commerce \u00e9lectronique allemand, mais la concurrence gagne du terrain - 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\/analyse-amazon-controle-63-de-lensemble-du-commerce-electronique-allemand-mais-la-concurrence-gagne-du-terrain\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Analyse] Amazon contr\u00f4le 63 % de l&#039;ensemble du commerce \u00e9lectronique allemand, mais la concurrence gagne du terrain - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Amazon contr\u00f4le pas moins de 63 % de l&#039;ensemble du commerce \u00e9lectronique allemand. 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