{"id":157033,"date":"2026-10-15T09:51:15","date_gmt":"2026-10-15T07:51:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=157033"},"modified":"2026-10-15T09:51:19","modified_gmt":"2026-10-15T07:51:19","slug":"analyse-les-places-de-marche-non-europeennes-dominent-plus-que-jamais-le-commerce-electronique-europeen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/analyse-les-places-de-marche-non-europeennes-dominent-plus-que-jamais-le-commerce-electronique-europeen\/","title":{"rendered":"[Analyse] Les places de march\u00e9 non europ\u00e9ennes dominent plus que jamais"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Les places de march\u00e9 non europ\u00e9ennes attirent une part de plus en plus importante du commerce \u00e9lectronique international. Parmi les cent plus grandes plateformes, pr\u00e8s de 80 % du volume des \u00e9changes provient d\u00e9sormais de transactions transfrontali\u00e8res. <strong>Amazon<\/strong>, <strong>Temu <\/strong>et <strong>AliExpress <\/strong>dominent le march\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les plateformes europ\u00e9ennes perdent du terrain<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;\u00e9conomie des places de march\u00e9 europ\u00e9ennes s&rsquo;internationalise de plus en plus. Les cent plus grandes plateformes actives en Europe devraient r\u00e9aliser, en 2026, un volume d&rsquo;affaires brut estim\u00e9 \u00e0 175,8 milliards d&rsquo;euros. Sur ce montant, 139,8 milliards d&rsquo;euros, soit 79,5 %, proviennent des ventes transfrontali\u00e8res, comme le r\u00e9v\u00e8le le classement annuel des 100 principales places de march\u00e9 en ligne en Europe \u00e9tabli par CBCommerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le poids des acteurs internationaux au sein du commerce \u00e9lectronique europ\u00e9en ne cesse donc de cro\u00eetre. Les donn\u00e9es du march\u00e9 montrent en outre que le commerce transfrontalier conna\u00eet une croissance plus rapide que celle du march\u00e9 dans son ensemble. Le volume total des ventes du top 100 passera de 152 milliards d\u2019euros en 2025 \u00e0 environ 176 milliards d\u2019euros en 2026, tandis que le volume transfrontalier augmentera, sur la m\u00eame p\u00e9riode, de 116 milliards d\u2019euros \u00e0 environ 140 milliards d\u2019euros. La part du commerce transfrontalier passera ainsi de 76 % \u00e0 environ 80 %.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce changement de rapport de force se refl\u00e8te \u00e9galement dans le classement. Amazon conserve la premi\u00e8re place, suivi des plateformes chinoises Temu et AliExpress. <strong>eBay <\/strong>et <strong>Etsy <\/strong>occupent respectivement les quatri\u00e8me et cinqui\u00e8me places. Ce n\u2019est qu\u2019ensuite que viennent, entre autres, <strong>Vinted<\/strong>, <strong>OLX <\/strong>et <strong>Zalando<\/strong>. Et Cross-Border Commerce Europe estime que ce n\u2019est pas encore la fin de la progression : pour 2027, l\u2019organisation table sur un volume commercial total de 190 milliards d\u2019euros, soit 8 % de plus qu\u2019en 2026. Le chiffre d\u2019affaires transfrontalier devrait augmenter de 10 % pour atteindre 154 milliards d\u2019euros, soit environ 81 % du total.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Infrastructures locales, concurrence mondiale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cette internationalisation ne signifie toutefois pas que les grandes plateformes desservent l\u2019Europe \u00e0 distance. Au contraire : les acteurs internationaux investissent justement davantage dans les vendeurs locaux, les entrep\u00f4ts et les r\u00e9seaux de livraison. Ils souhaitent ainsi r\u00e9duire les d\u00e9lais de livraison, renforcer la fiabilit\u00e9 et mieux s\u2019adapter \u00e0 l\u2019\u00e9volution des r\u00e8gles douani\u00e8res et aux consommateurs soucieux des prix.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour les d\u00e9taillants et les marques europ\u00e9ens, cela ne fait qu\u2019accro\u00eetre la pression : les places de march\u00e9 g\u00e9n\u00e9ralistes telles que <strong>Bol <\/strong>et <strong>Allegro <\/strong>ne se disputent<strong> <\/strong>d\u00e9sormais plus seulement le meilleur prix et la plus grande visibilit\u00e9, mais aussi les infrastructures logistiques et les vendeurs sur ces places de march\u00e9. Les plateformes verticales comme <strong>Zalando<\/strong> et <strong>ManoMano <\/strong>se diff\u00e9rencient par un positionnement plus cibl\u00e9, tandis que les acteurs C2C tels que <strong>Vinted <\/strong>et <strong>Wallapop <\/strong>profitent de la croissance du march\u00e9 de l\u2019occasion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des exigences op\u00e9rationnelles croissantes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 cela s\u2019ajoute un cadre r\u00e9glementaire europ\u00e9en de plus en plus complexe, souligne CBCommerce. Les nouvelles r\u00e8gles douani\u00e8res, les obligations en mati\u00e8re de TVA, la responsabilit\u00e9 \u00e9largie des producteurs et les prescriptions en mati\u00e8re d\u2019emballage alourdissent les exigences op\u00e9rationnelles pour les plateformes et les vendeurs actifs dans plusieurs pays.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le m\u00eame temps, la bataille pour conqu\u00e9rir le consommateur s\u2019oriente de plus en plus vers la technologie. Les assistants IA aident de plus en plus souvent les consommateurs dans leurs achats, tandis que le \u00ab commerce social \u00bb intensifie \u00e9galement la concurrence pour attirer l\u2019attention. Les cr\u00e9ateurs et les courtes vid\u00e9os \u00ab shoppables \u00bb rapprochent la d\u00e9couverte des produits et l\u2019achat, et offrent aux places de march\u00e9 des points d\u2019acc\u00e8s suppl\u00e9mentaires vers le consommateur, au-del\u00e0 des moteurs de recherche classiques et des boutiques en ligne.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"680\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/10\/top100crossborder.jpg\" alt=\"\" class=\"wp-image-156946\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/10\/top100crossborder.jpg 867w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/10\/top100crossborder-300x235.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/10\/top100crossborder-768x602.jpg 768w\" sizes=\"auto, (max-width: 867px) 100vw, 867px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Les places de march\u00e9 non europ\u00e9ennes attirent une part de plus en plus importante du commerce \u00e9lectronique international. Parmi les cent plus grandes plateformes, pr\u00e8s de 80 % du volume d&rsquo;affaires provient d\u00e9sormais de transactions transfrontali\u00e8res. Amazon, Temu et AliExpress sont en t\u00eate du march\u00e9.<\/p>\n","protected":false},"author":5,"featured_media":157034,"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":[209,206,1259],"topic":[275,198],"region":[243],"class_list":["post-157033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","extra-plus","company-alibaba","company-amazon","company-temu","topic-analyse","topic-e-commerce","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Analyse] Les places de march\u00e9 non europ\u00e9ennes dominent plus que jamais - 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-les-places-de-marche-non-europeennes-dominent-plus-que-jamais-le-commerce-electronique-europeen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Analyse] Les places de march\u00e9 non europ\u00e9ennes dominent plus que jamais - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Les places de march\u00e9 non europ\u00e9ennes attirent une part de plus en plus importante du commerce \u00e9lectronique international. Parmi les cent plus grandes plateformes, pr\u00e8s de 80 % du volume d&#039;affaires provient d\u00e9sormais de transactions transfrontali\u00e8res. 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