{"id":32389,"date":"2019-04-02T18:29:47","date_gmt":"2019-04-02T18:29:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/le-commerce-belge-rattrape-son-retard-2\/"},"modified":"2019-04-02T18:29:47","modified_gmt":"2019-04-02T18:29:47","slug":"le-commerce-belge-rattrape-son-retard-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-commerce-belge-rattrape-son-retard-2\/","title":{"rendered":"L\u2019e-commerce belge rattrape son retard"},"content":{"rendered":"

Le chiffre d\u2019affaires des e-commer\u00e7ants belges progresse nettement plus que les d\u00e9penses des consommateurs. Preuve que les consommateurs en Belgique et \u00e0 l\u2019\u00e9tranger sont plus nombreux \u00e0 recourir aux webshops belges.<\/p>\n

<\/p>\n

\nDonn\u00e9es transactionnelles<\/h2>\n

En 2018 le march\u00e9 du e-commerce belge a atteint 7 milliards d\u2019euros, soit une hausse de 20% compar\u00e9 \u00e0 2017. Le nombre de commer\u00e7ants en ligne a augment\u00e9 de 18% \u00e0 plus de 24.000. Le nombre de transactions dans l\u2019e-commerce a augment\u00e9 de 16% \u00e0 plus de 70 millions. Pour la premi\u00e8re fois le panier moyen a d\u00e9pass\u00e9 les 100 euros, soit une hausse de 3,3% en moyenne par rapport \u00e0 2017. La valeur du panier aupr\u00e8s des grands webshops s\u2019est \u00e9tablie \u00e0 113,6 euros en moyenne et ne cesse d\u2019augmenter.<\/p>\n

\nCes excellents chiffres proviennent de la troisi\u00e8me \u00e9dition du \u2018E-commerce Barometer\u2019<\/a>, une initiative du cabinet de conseil en marketing The House of Marketing <\/strong>et SafeShops.be<\/strong>, l\u2019association belge du e-commerce. Ce barom\u00e8tre se base sur les donn\u00e9es transactionnelles des op\u00e9rateurs de paiement et donne donc un aper\u00e7u du chiffre d\u2019affaires national et international r\u00e9alis\u00e9 par les e-commer\u00e7ants belges. Ces statistiques constituent un compl\u00e9ment int\u00e9ressant aux chiffres relatifs aux d\u00e9penses online des consommateurs, explique Greet Dekocker de SafeShops.be.<\/p>\n

\nGain de parts de march\u00e9<\/h2>\n

\u00ab Nos chiffres r\u00e9v\u00e8lent que le chiffre d\u2019affaires du e-commerce belge progresse nettement plus que les d\u00e9penses online des consommateurs, qui ont augment\u00e9 d\u2019environ 6%. Nous pouvons donc en conclure que les e-commer\u00e7ants belges sont en train de rattraper leur retard. Ils gagnent des parts de march\u00e9 sur le march\u00e9 belge, tout en augmentant leur chiffre d\u2019affaires \u00e0 l\u2019\u00e9tranger. \u00bb En r\u00e9sum\u00e9 : les consommateurs \u2013 \u00e9galement \u00e9trangers \u2013 sont plus nombreux \u00e0 recourir aux webshops belges. De plus, les chiffres sont en-dessous de la r\u00e9alit\u00e9, puisque l\u2019\u00e9tude ne reprend pas par exemples les ventes r\u00e9alis\u00e9es par les retailers via des places de march\u00e9 \u00e9trang\u00e8res. Le barom\u00e8tre ne tient pas compte non plus du chiffre d\u2019affaires du Collect & Go<\/strong>, puisque ces achats ne sont pay\u00e9s qu\u2019au moment du retrait en magasin.<\/p>\n

\nL\u2019univers du e-commerce belge arrive \u00e0 maturit\u00e9, telle est la conclusion principale de l\u2019\u00e9tude. Le segment des \u2018grands\u2019 webshops, c\u2019est-\u00e0-dire les webshops belges g\u00e9n\u00e9rant une valeur transactionnelle de plus de 10 millions d\u2019euros, affichent la plus forte croissance en pourcentage. En 2018 leur nombre a augment\u00e9 de 32% \u00e0 193. Un petit groupe de grands acteurs online se taille la part du lion du chiffre d\u2019affaires du e-commerce : \u00ab Moins de 4% des e-tailers belges repr\u00e9sentent 88% du chiffre d\u2019affaires \u00bb, pr\u00e9cise Lucas De Dycker de The House of Marketing. Les grands webshops ont renforc\u00e9 leur position sur le march\u00e9 avec plus d\u2019un milliard d\u2019euros de chiffre d\u2019affaires suppl\u00e9mentaire, ce qui \u00e9quivaut \u00e0 87% de la croissance totale du march\u00e9. \u00ab La part des commer\u00e7ants occasionnels diminue, car l\u2019e-commerce se professionnalise : celui qui n\u2019investit pas dans un webshop et un marketing online solides, devra renoncer. \u00bb<\/p>\n

\u00a0<\/p>\n

Potentiel de croissance<\/h2>\n

Sachant que la part du e-commerce au Royaume-Uni s\u2019\u00e9l\u00e8ve \u00e0 plus de 20%, contre environ 7% chez nous, les perspectives s\u2019annoncent donc encourageantes. Que peuvent faire les commer\u00e7ants belges pour poursuivre ce mouvement de croissance ? \u00ab Les ventes transfrontali\u00e8res offrent des opportunit\u00e9s \u00bb, estime Lucas De Dycker. \u00ab Nous constatons que les commer\u00e7ants sont de plus en plus nombreux \u00e0 le faire. \u00bb<\/p>\n

\nLe secteur alimentaire rec\u00e8le encore un \u00e9norme potentiel de croissance, selon Greet Dekocker. \u00ab L\u2019e-commerce b2b aussi est prometteur. En outre je pense que les commer\u00e7ants doivent s\u2019efforcer d\u2019\u00eatre cr\u00e9atifs dans leur mod\u00e8le d\u2019entreprise. Les formules d\u2019abonnements ne sont pas nouvelles, mais tr\u00e8s int\u00e9ressantes car elles encouragent un comportement d\u2019achat r\u00e9current. Nous constatons \u00e9galement l\u2019apparition de mod\u00e8les de leasing. Songez \u00e0 un contrat incluant l\u2019utilisation d\u2019une machine \u00e0 laver, le produit de lessive, l\u2019entretien, la r\u00e9paration et le remplacement. Et en ce qui concerne l\u2019exportation , c\u2019est une question d\u2019audace. \u00bb<\/p>\n

\nLes places de march\u00e9 constituent un p\u00f4le de croissance dans l\u2019e-commerce, mais pour une place de march\u00e9 belge, il est sans doute trop tard, indique Dekocker. \u00ab Il est difficile de rivaliser avec Amazon<\/strong>, Alibaba<\/strong> et Bol.com<\/strong>. Mais \u2018if you can\u2019t beat them, join them\u2019<\/em>. Je m\u2019attends \u00e0 ce que les places de march\u00e9 se livrent \u00e0 une lutte mutuelle. Les retailers vont faire des choix : dans quel canal se sentent-ils le plus \u00e0 l\u2019aise ? La question \u00e9thique se posera \u00e9galement : la transparence et le partage des donn\u00e9es seront des atouts. Des pratiques, comme la modification unilat\u00e9rale de commissions ou le fait de copier les produits populaires de ses partenaires de vente, seront sanctionn\u00e9es. \u00bb<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Le chiffre d\u2019affaires des e-commer\u00e7ants belges progresse nettement plus que les d\u00e9penses des consommateurs. Preuve que les consommateurs en Belgique et \u00e0 l\u2019\u00e9tranger sont plus nombreux \u00e0 recourir aux webshops belges. Donn\u00e9es transactionnelles En 2018 le march\u00e9 du e-commerce belge a atteint 7 milliards d\u2019euros, soit une hausse de 20% compar\u00e9 \u00e0 2017. Le nombre […]<\/p>\n","protected":false},"author":1,"featured_media":32386,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-32389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nL\u2019e-commerce belge rattrape son retard - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le chiffre d\u2019affaires des e-commer\u00e7ants belges progresse nettement plus que les d\u00e9penses des consommateurs. 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