{"id":34402,"date":"2019-07-05T10:40:16","date_gmt":"2019-07-05T10:40:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/amazon-implique-dans-un-achat-sur-trois-en-allemagne\/"},"modified":"2019-07-05T10:40:16","modified_gmt":"2019-07-05T10:40:16","slug":"amazon-implique-dans-un-achat-sur-trois-en-allemagne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/amazon-implique-dans-un-achat-sur-trois-en-allemagne\/","title":{"rendered":"Amazon impliqu\u00e9 dans un achat sur trois en Allemagne"},"content":{"rendered":"<p>En Allemagne un tiers de tous les achats est influenc\u00e9 par <strong>Amazon<\/strong>, qui f\u00eate aujourd\u2019hui son 25\u00e8me anniversaire. Quasi tous les e-shoppers allemands ont d\u00e9j\u00e0 effectu\u00e9 au moins un achat aupr\u00e8s du g\u00e9ant d\u2019internet.<\/p>\n<p><!--break--><\/p>\n<h2>Un tiers de tout le CA non-food via Amazon<\/h2>\n<p>Aujourd\u2019hui Amazon a tout juste 25 ans, mais son influence continue n\u00e9anmoins de s\u2019\u00e9tendre : non seulement sur la sc\u00e8ne mondiale (macro-\u00e9conomique), <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/25-ans-amazon-polarise-le-monde\" target=\"_blank\" rel=\"noopener\">comme l\u2019indique le fondateur de RetailDetail Jorg Snoeck<\/a>, mais \u00e9galement sur le commerce de d\u00e9tail physique local.<\/p>\n<p>\nSelon le bureau d\u2019\u00e9tudes IFH, en Allemagne un tiers de tous les achats non-food commencent ou aboutissent chez Amazon. Environ 31% de tout le chiffre d\u2019affaires du secteur non alimentaire allemand \u2013 en ligne ou stationnaire \u2013 d\u00e9pend d\u2019Amazon.<\/p>\n<p>\nIl s\u2019agit pour 24% d\u2019achats pour lesquels les consommateurs se sont orient\u00e9s ou inform\u00e9s via Amazon, tandis que les 7% restants sont des achats effectivement r\u00e9alis\u00e9s sur la plateforme. Soit les consommateurs recherchent des informations produits, des \u00e9valuations ou des prix sur la place de march\u00e9 d\u2019Amazon avant d\u2019acheter le produit ailleurs (aussi physiquement), soit ils ach\u00e8tent en direct sur la plateforme d\u2019e-commerce du g\u00e9ant am\u00e9ricain.<\/p>\n<h2>\nAchats online en majorit\u00e9<\/h2>\n<p>Bien que l\u2019an dernier les ventes propres \u2013 non pas via la place de march\u00e9 \u2013 sur le portail allemand d\u2019Amazon n\u2019aient augment\u00e9 que de 2,2%, il appara\u00eet clairement \u00e0 quel point l\u2019influence d\u2019Amazon sur le retail allemand est forte, constatent les analystes. M\u00eame dans le secteur allemand de la mode, o\u00f9 Amazon n\u2019occupe qu\u2019une position modeste jusqu\u2019\u00e0 pr\u00e9sent, un quart du volume d\u00e9pend de l\u2019acteur am\u00e9ricain. <a href=\"https:\/\/www.ifhkoeln.de\/pressemitteilungen\/details\/amazon-beeinflusst-ein-drittel-des-gesamten-nonfood-handels\/\" target=\"_blank\" rel=\"noopener\">Dans d\u2019autres secteurs cette part est nettement plus \u00e9lev\u00e9e<\/a>.<\/p>\n<p>\nEnviron 60% de tous les achats en ligne et 27% de toutes les d\u00e9penses physiques seraient pr\u00e9c\u00e9d\u00e9s par une recherche informative sur Amazon. Dans la cat\u00e9gorie des produits m\u00e9nagers et \u00e9lectroniques ce pourcentage atteindrait m\u00eame respectivement 67% et 44%. Les allemands v\u00e9rifient donc d\u2019abord sur Amazon avant de se rendre dans un commerce d\u2019\u00e9lectrom\u00e9nager.<\/p>\n<h2>\nLa communaut\u00e9 d\u2019Amazon inspire confiance<\/h2>\n<p>Amazon est consult\u00e9 principalement pour les prix, les \u00e9valuations et les recommandations. Les consommateurs semblent se fier aux critiques sur la plateforme : seuls 10% des clients Amazon ne font pas confiance aux \u00e9valuations \u00e0 \u00e9toiles des clients, indique l\u2019\u00e9tude. Bien que les bestsellers et produits \u2018Choice\u2019 d\u2019Amazon b\u00e9n\u00e9ficient d\u2019un haut degr\u00e9 de confiance, certains shoppers allemands, respectivement 17% et 19%, ne se fient pas \u00e0 ces deux labels.<\/p>\n<p>\nAu final cette confiance stimule le taux de conversion : pas moins de 94% des e-shoppers r\u00e9guliers en Allemagne ont d\u00e9j\u00e0 effectu\u00e9 un achat chez Amazon. Jeff Bezos peut donc souffler fi\u00e8rement les 25 bougies de son g\u00e2teau d\u2019anniversaire : en un quart de si\u00e8cle le retailer est devenu un point de r\u00e9f\u00e9rence indispensable pour les consommateurs, m\u00eame en Allemagne.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En Allemagne un tiers de tous les achats est influenc\u00e9 par Amazon, qui f\u00eate aujourd\u2019hui son 25\u00e8me anniversaire. Quasi tous les e-shoppers allemands ont d\u00e9j\u00e0 effectu\u00e9 au moins un achat aupr\u00e8s du g\u00e9ant d\u2019internet. Un tiers de tout le CA non-food via Amazon Aujourd\u2019hui Amazon a tout juste 25 ans, mais son influence continue n\u00e9anmoins [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":34399,"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-34402","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon impliqu\u00e9 dans un achat sur trois en Allemagne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"En Allemagne un tiers de tous les achats est influenc\u00e9 par Amazon, qui f\u00eate aujourd\u2019hui son 25\u00e8me anniversaire. 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