{"id":46273,"date":"2021-02-01T08:22:40","date_gmt":"2021-02-01T08:22:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/les-ventes-en-ligne-ont-explose-en-belgique-pendant-le-confinement-de-novembre-2\/"},"modified":"2021-02-01T08:22:40","modified_gmt":"2021-02-01T08:22:40","slug":"les-ventes-en-ligne-ont-explose-en-belgique-pendant-le-confinement-de-novembre-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-ventes-en-ligne-ont-explose-en-belgique-pendant-le-confinement-de-novembre-2\/","title":{"rendered":"Les ventes en ligne ont explos\u00e9 en Belgique pendant le confinement de novembre"},"content":{"rendered":"<p><span style=\"background-color:white\">Un pic en novembre, une explosion des ventes de machines \u00e0 pain, et un grand enthousiasme pour les achats en ligne parmi des g\u00e9n\u00e9rations plus \u00e2g\u00e9es\u00a0: GfK a identifi\u00e9 quelques effets \u00e9tonnants de la crise sanitaire sur les ventes au d\u00e9tail.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Les appareils de cuisine en vogue\u00a0<\/span><\/h2>\n<p><span style=\"background-color:white\">Selon l\u2019agence d\u2019\u00e9tudes de march\u00e9 GfK, le march\u00e9 des biens de consommation techniques \u2013 l\u2019\u00e9lectro, pour faire court \u2013, a enregistr\u00e9 une croissance de 2,6% l\u2019ann\u00e9e derni\u00e8re par rapport \u00e0 2019. Avec un segment qui s\u2019est clairement d\u00e9marqu\u00e9\u00a0: les ventes d\u2019appareils de cuisine ont augment\u00e9 de 24,4%. Une cons\u00e9quence claire du confinement, avec des consommateurs qui cuisinent davantage \u00e0 la maison. Les ventes de machines \u00e0 pain ont m\u00eame grimp\u00e9 de 106%. Les barbecues (+48,2%), les mousseurs \u00e0 lait (+43,3%), les robots de cuisine (+36,4%) et les balances de cuisine (+35,8%) ont \u00e9galement \u00e9t\u00e9 tr\u00e8s pris\u00e9s.<\/span><\/p>\n<p><span style=\"background-color:white\">De plus, ces appareils s\u2019ach\u00e8tent beaucoup plus souvent en ligne. Par n\u00e9cessit\u00e9, car les magasins d\u2019\u00e9lectro ont d\u00fb fermer pendant les p\u00e9riodes de confinement. La part des ventes en ligne a ainsi augment\u00e9 de 12,4 points pour atteindre 31,7%. Les d\u00e9penses totales en ligne sont pass\u00e9es de 991 millions d\u2019euros en 2019 \u00e0 1,7 milliard d\u2019euros l\u2019ann\u00e9e derni\u00e8re.<\/span><\/p>\n<p><span style=\"background-color:white\">Le pic a \u00e9t\u00e9 atteint au mois de novembre. Malgr\u00e9 le fait que les commerces non essentiels soient rest\u00e9s ferm\u00e9s \u00e0 cette \u00e9poque, les ventes n\u2019ont baiss\u00e9 que de 8,4% dans le secteur de l\u2019\u00e9lectro lors du Black Friday C\u2019est \u00e9galement une cons\u00e9quence du changement de comportement des consommateurs\u00a0: la part des d\u00e9penses en ligne atteint 81% (contre 31% en 2019).<\/span><br \/>\n\u00a0<\/p>\n<h2><span style=\"background-color:white\">Les pics d\u2019achats en ligne<\/span><\/h2>\n<p><span style=\"background-color:white\">L\u2019\u00e9volution des ventes de le food-retail est encore plus impressionnante. Sous l\u2019effet des confinements, du t\u00e9l\u00e9travail et de la fermeture de l\u2019horeca, la consommation \u00e0 domicile a augment\u00e9 de 11,8%. Les d\u00e9penses moyennes par m\u00e9nage ont ainsi atteint 5.112\u00a0euros sur base annuelle. Dans ce domaine aussi, les chercheurs ont constat\u00e9 une nette progression de l\u2019e-commerce\u00a0: plus d\u2019un million de m\u00e9nages ont fait leurs courses en ligne \u00e0 un moment donn\u00e9 l\u2019ann\u00e9e derni\u00e8re, soit 184.000 de plus qu\u2019en 2019.<\/span><\/p>\n<p><span style=\"background-color:white\">La part des achats en ligne dans le secteur alimentaire se montait 2,4% sur l\u2019ensemble de l\u2019ann\u00e9e 2020. Mais elle a atteint un pic de 3,3% au mois de novembre. 410.000 m\u00e9nages ont ainsi fait leurs courses en ligne en novembre, en moyenne deux fois par mois. Alors que les supermarch\u00e9s sont toujours rest\u00e9s ouverts.<\/span><\/p>\n<p><span style=\"background-color:white\">On notera \u00e9galement que les plus \u00e2g\u00e9s ont eux aussi adopt\u00e9 Internet\u00a0: c\u2019est parmi les plus de 40, 50 et 60 ans que GfK a enregistr\u00e9 la plus forte progression. Est-ce le d\u00e9but d\u2019une nouvelle \u00e8re\u2009? Il est encore trop t\u00f4t pour tirer une telle conclusion. GfK pr\u00e9voit de plusieurs mises \u00e0 jour de ces chiffres dans le courant de cette ann\u00e9e. Nous vous tiendrons inform\u00e9s.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/GfK01.JPG\" style=\"height:386px;width:650px\" \/><\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/GfK02.JPG\" style=\"height:405px;width:650px\" \/><\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/GfK03.JPG\" style=\"height:404px;width:650px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un pic en novembre, une explosion des ventes de machines \u00e0 pain, et un grand enthousiasme pour les achats en ligne parmi des g\u00e9n\u00e9rations plus \u00e2g\u00e9es\u00a0: GfK a identifi\u00e9 quelques effets \u00e9tonnants de la crise sanitaire sur les ventes au d\u00e9tail. \u00a0 Les appareils de cuisine en vogue\u00a0 Selon l\u2019agence d\u2019\u00e9tudes de march\u00e9 GfK, le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":46270,"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-46273","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>Les ventes en ligne ont explos\u00e9 en Belgique pendant le confinement de novembre - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Un pic en novembre, une explosion des ventes de machines \u00e0 pain, et un grand enthousiasme pour les achats en ligne parmi des g\u00e9n\u00e9rations plus \u00e2g\u00e9es\u00a0: GfK a 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