bien plus long que ce que les commer\u00e7ants avaient estim\u00e9<\/a>, mais \u00e9galement le double du d\u00e9lai pour un magasin physique.\u00a0 \u00ab Dans le cas d\u2019un nouveau magasin physique, on table sur un retour sur investissement apr\u00e8s trois ans \u00bb,\u00bb, d\u00e9clare Dominique Michel, administrateur d\u00e9l\u00e9gu\u00e9 de Comeos.\u00a0 \u00ab Alors que les projections pour les magasins en ligne \u00e9taient similaires, il s\u2019av\u00e8re \u00e0 pr\u00e9sent que l\u2019investissement est rentabilis\u00e9 beaucoup moins rapidement. \u00bb<\/p>\nLes retailers sous-estiment surtout les co\u00fbts variables :\u00a0 \u00ab Pour obtenir par exemple un bon r\u00e9f\u00e9rencement sur Google, il faut y mettre le prix. Le co\u00fbt des services est \u00e9galement plus \u00e9lev\u00e9 pour un magasin en ligne, la logistique reste un d\u00e9fi, et dans le secteur de l\u2019habillement par exemple, les retours peuvent engendrer des frais impr\u00e9vus \u00bb, explique Dominique Michel.<\/p>\n
\u00a0<\/p>\n
\u00ab Pas de retour en arri\u00e8re possible \u00bb<\/h2>\n
Selon le dirigeant de Comeos, la pression sur les marges est et restera le plus grand d\u00e9fi : \u00ab Les fronti\u00e8res ont litt\u00e9ralement disparu et lorsque des acteurs \u00e9trangers peuvent s\u2019approvisionner \u00e0 moindre co\u00fbt et qu\u2019ils disposent de surcro\u00eet d\u2019une structure de co\u00fbts moins importante, il devient difficile pour nous de rester comp\u00e9titifs. Les handicaps auxquels doivent faire face les commer\u00e7ants belges \u2013 le co\u00fbt de la main-d\u2019\u0153uvre, la pression fiscale,\u2026 \u2013 sont encore amplifi\u00e9s dans le cadre du commerce en ligne. \u00bb<\/p>\n
Mais le constat suivant peut n\u00e9anmoins rassurer le commerce en ligne belge : \u00ab Les consommateurs belges continuent de privil\u00e9gier les marques fiables, les valeurs s\u00fbres. \u00bb\u00a0 Heureusement, car\u00a0 \u00ab les investissements en ligne doivent se poursuivre, il n\u2019y a pas de retour en arri\u00e8re possible \u00bb, souligne Comeos.\u00a0<\/p>\n
\n
37,5% de croissance dans le secteur internet<\/h2>\n
Il serait n\u00e9anmoins dommage de freiner les investissements en ligne, car le chiffre d\u2019affaires de l\u2019e-commerce en Belgique conna\u00eet une belle progression.\u00a0 Entre 2009 et 2011, les achats en ligne ont augment\u00e9 de 3,2 milliards d\u2019euros \u00e0 4,4 milliards d\u2019euros, selon les chiffres du Boston Consulting Group : une croissance de pas moins de 37,5 %.<\/p>\n
\u00ab En 2011, l\u2019internaute belge a d\u00e9pens\u00e9 en moyenne 475 euros sur internet, alors qu\u2019en 2009, ce chiffre s\u2019\u00e9levait \u00e0 400 euros \u00bb, affirme Filiep Deforche de BCG.\u00a0 \u00ab Les particuliers ach\u00e8tent donc de plus en plus en ligne.\u00a0 Mais malgr\u00e9 ces chiffres en progression, la Belgique obtient des r\u00e9sultats moyens lorsqu\u2019il s\u2019agit d\u2019e-intensity (le taux de p\u00e9n\u00e9tration d\u2019internet dans notre soci\u00e9t\u00e9).\u00a0 Nous suivons l\u2019\u00e9volution, mais nous n\u2019arrivons pas \u00e0 rattraper notre retard. \u00bb<\/p>\n
Selon le sp\u00e9cialiste d\u2019internet, le probl\u00e8me ne se situe pas au niveau de la structure.\u00a0 Internet fait peur aux consommateurs et les petites et moyennes entreprises ne l\u2019utilisent pas suffisamment.\u00a0 Seule une PME sur trois est pleinement active sur la toile, et \u00ab ce taux est nettement inf\u00e9rieur par rapport \u00e0 nos pays voisins \u00bb, d\u00e9clare BCG.<\/p>\n
\u00a0<\/p>\n
\u00a0<\/p>\n
Traduction : Laure Jacobs<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Deux fois plus de temps que pour un magasin physique Le d\u00e9lai d\u2019un retour sur investissement d\u2019une dur\u00e9e de \u2019six ans minimum\u2019 est non seulement bien plus long que ce que les commer\u00e7ants avaient estim\u00e9, mais \u00e9galement le double du d\u00e9lai pour un magasin physique.\u00a0 \u00ab Dans le cas d\u2019un nouveau magasin physique, on table […]<\/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":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-2811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"\n
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