{"id":1893,"date":"2012-07-20T09:33:59","date_gmt":"2012-07-20T09:33:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/retaildossier\/progression-surprenante-de-le-commerce-en-europe-centrale\/"},"modified":"2012-07-20T09:33:59","modified_gmt":"2012-07-20T09:33:59","slug":"progression-surprenante-de-le-commerce-en-europe-centrale","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/retaildossier\/progression-surprenante-de-le-commerce-en-europe-centrale\/","title":{"rendered":"Progression surprenante de l\u2019e-commerce en Europe centrale"},"content":{"rendered":"

C\u2019est ce que conclut Digital Agenda for Europe<\/a>, une \u00e9tude de la Commission europ\u00e9enne concernant le d\u00e9veloppement de l\u2019univers num\u00e9rique, sur base d\u2019un large spectre de champs d\u2019investigation, allant de la p\u00e9n\u00e9tration d\u2019Internet au secteur des t\u00e9l\u00e9coms ; et des services publics online jusqu\u2019au e-commerce.<\/p>\n

\n
La demande online continue sa croissance<\/h2>\n

De plus en plus de consommateurs de l\u2019UE semblent effectuer leurs achats online : en 2004, 20,4% des citoyens des Etats membres de l\u2019UE effectuaient des achats online. En 2011 ce pourcentage a plus que doubl\u00e9<\/strong> jusqu\u2019\u00e0 atteindre 42,7%. Comme pr\u00e9vu, la plupart des consommateurs achetant en ligne habitent en Europe du Nord, avec dans le haut du classement le Royaume-Uni (71,1%), la Su\u00e8de (70,6%), le Danemark (70%). Les Pays-Bas suivent de pr\u00e8s avec 68,8%, alors que la Belgique avec 43,3% se situe aux alentours de la moyenne de l\u2019UE.<\/p>\n

L\u00e0 o\u00f9 les consommateurs ach\u00e8tent davantage online, la part de l\u2019e-commerce dans le chiffre d\u2019affaires total des entreprises augmente. En 2004 dans l\u2019UE cette part du commerce en ligne sur le chiffre d\u2019affaires global<\/strong> repr\u00e9sentait en moyenne\u00a0 8,6%, en 2011 ce pourcentage s\u2019\u00e9levait \u00e0 13,7%<\/strong>. On note toutefois une l\u00e9g\u00e8re baisse par rapport\u00a0 \u00e0 2010 (13,9%).<\/p>\n

A signaler \u00e9galement qu\u2019au niveau national la Scandinavie et l\u2019Europe centrale\u00a0 ont une longueur d\u2019avance par rapport au reste de l\u2019Europe. Ainsi en Tch\u00e9quie la part du commerce online dans le chiffre d\u2019affaires global des entreprises s\u2019\u00e9l\u00e8ve \u00e0 pas moins de 24,7%<\/strong>. Autres leaders dans ce domaine: la Finlande (19,6%), la Su\u00e8de (18,9%) et la Hongrie (18,8%). Les Britanniques avec 17% se situent en de\u00e7\u00e0 des attentes, malgr\u00e9 l\u2019important chiffre d\u2019affaires online d\u2019une entreprise comme Tesco (plus de 3 milliards d\u2019euros). S\u2019agissant ici de moyennes, les r\u00e9sultats des quelques grands acteurs britanniques se fondent dans l\u2019ensemble.<\/p>\n

\n
Un important potentiel en Tch\u00e9quie et en Hongrie<\/h2>\n

L\u2019importante part du chiffre d\u2019affaires online dans les entreprises scandinaves correspond au comportement d\u2019achat en ligne des consommateurs dans des pays tels que la Su\u00e8de (70,6% de la population). En Tch\u00e9quie et en Hongrie par contre les entreprises semblent plus actives en ligne que les consommateurs.<\/strong><\/p>\n

En 2011, seuls 30,2% des Tch\u00e8ques et 22,3% des Hongrois avaient d\u00e9j\u00e0\u00a0 effectu\u00e9 des achats en ligne ; des pourcentages nettement inf\u00e9rieurs aux moyennes europ\u00e9ennes. Ces deux pays d\u2019Europe centrale offrent donc un \u00e9norme potentiel en vue d\u2019augmenter la part\u00a0 de l\u2019e-commerce dans le chiffre d\u2019affaires.<\/strong><\/p>\n

\n
Les entreprises plus sensibles \u00e0 la crise que les citoyens<\/h2>\n

Autre constat frappant de l\u2019\u00e9tude : le comportement online des entreprises semble bien plus sensible \u00e0 la conjoncture que celui des consommateurs<\/strong>.\u00a0 M\u00eame si les citoyens de l\u2019UE ach\u00e8tent de plus en plus en ligne, les chiffres d\u2019 achats et de ventes online par les entreprises\u00a0 ne pr\u00e9sentent pas une courbe de croissance constante.<\/p>\n

Les achats online des entreprises surtout semblent sensibles \u00e0 la situation \u00e9conomique : en 2004\u00a0 en moyenne 25,9% des entreprises de l\u2019UE achetaient en ligne. En 2008 ce pourcentage atteignait\u00a0 27,9%, pour ensuite chuter \u00e0 19,1% en 2011<\/strong>. Une baisse constat\u00e9e \u00e0 la fois dans les grandes et les petites entreprises.<\/p>\n

\u00a0<\/p>\n

Sur ce point, une fois de plus l\u2019Europe centrale figure en t\u00eate<\/strong> :\u00a0 l\u2019Irlande (48,8%), l\u2019Autriche (41%) et la Tch\u00e9quie (39,1%) constituent le trio de t\u00eate des pays o\u00f9 les entreprises ach\u00e8tent le plus en ligne. La Hongrie par contre obtient un score nettement inf\u00e9rieur : avec 17,9% le pays de Liszt se situe en-dessous de la moyenne de l\u2019EU. R\u00e9sultat assez surprenant vu la part relativement importante de l\u2019online dans le chiffre d\u2019affaires moyen des entreprises.<\/p>\n

\n
Moins d\u2019entreprises vendent en ligne<\/h2>\n

Quant aux ventes online, le comportement des entreprises pr\u00e9sente le m\u00eame sc\u00e9nario. En 2004, 13,5% des entreprises dans l\u2019UE vendaient en ligne, en 2008 ce pourcentage atteignait 15,8%. Depuis la crise en 2008 la vente online a connu elle aussi une baisse<\/strong> : avec 13% en 2011, le pourcentage est\u00a0 l\u00e9g\u00e8rement inf\u00e9rieur \u00e0 celui de 2004.<\/p>\n

Les plus gros vendeurs en ligne sont la Tch\u00e9quie (25,8%), la Su\u00e8de (24,4%), l\u2019Irlande (23,3%) et le Danemark (22,9%). Une fois de plus les Britanniques obtiennent un score nettement inf\u00e9rieur avec 14,9% ;\u00a0 preuve que la plupart des entreprises adoptent pour l\u2019instant une attitude expectative.<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

C\u2019est ce que conclut Digital Agenda for Europe, une \u00e9tude de la Commission europ\u00e9enne concernant le d\u00e9veloppement de l\u2019univers num\u00e9rique, sur base d\u2019un large spectre de champs d\u2019investigation, allant de la p\u00e9n\u00e9tration d\u2019Internet au secteur des t\u00e9l\u00e9coms ; et des services publics online jusqu\u2019au e-commerce. La demande online continue sa croissance De plus en plus […]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[41],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retaildossier"],"acf":[],"yoast_head":"\nProgression surprenante de l\u2019e-commerce en Europe centrale - 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\/retaildossier\/progression-surprenante-de-le-commerce-en-europe-centrale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Progression surprenante de l\u2019e-commerce en Europe centrale - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"C\u2019est ce que conclut Digital Agenda for Europe, une \u00e9tude de la Commission europ\u00e9enne concernant le d\u00e9veloppement de l\u2019univers num\u00e9rique, sur base d\u2019un large spectre de champs d\u2019investigation, allant de la p\u00e9n\u00e9tration d\u2019Internet au secteur des t\u00e9l\u00e9coms ; et des services publics online jusqu\u2019au e-commerce. 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