{"id":54892,"date":"2022-03-31T12:29:10","date_gmt":"2022-03-31T12:29:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/les-plateformes-et-les-modeles-de-vente-directe-secouent-le-marche-europeen-du-commerce\/"},"modified":"2022-03-31T12:29:10","modified_gmt":"2022-03-31T12:29:10","slug":"les-plateformes-et-les-modeles-de-vente-directe-secouent-le-marche-europeen-du-commerce","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-plateformes-et-les-modeles-de-vente-directe-secouent-le-marche-europeen-du-commerce\/","title":{"rendered":"Les plateformes et les mod\u00e8les de vente directe secouent le march\u00e9 europ\u00e9en du commerce \u00e9lectronique"},"content":{"rendered":"<p><strong>Ikea<\/strong> et <strong>H&amp;M<\/strong> sont en t\u00eate du classement des 500 meilleures boutiques en ligne transfrontali\u00e8res d&rsquo;Europe, <strong>Lego<\/strong> arrive en force. Les marques sont de plus en plus nombreuses \u00e0 s&rsquo;adresser directement aux consommateurs, l&rsquo;\u00e9mergence de marques verticales constituant une tendance importante.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Secou\u00e9<\/h2>\n<p>Cross-Border Commerce Europe, la plateforme qui stimule le commerce \u00e9lectronique transfrontalier en Europe, classe les acteurs europ\u00e9ens les plus forts sur la base de leur chiffre d&rsquo;affaires transfrontalier en ligne, des indicateurs de r\u00e9f\u00e9rencement, du nombre de pays o\u00f9 le d\u00e9taillant est actif et du nombre et du pourcentage de visiteurs transfrontaliers. La quatri\u00e8me \u00e9dition vient d&rsquo;\u00eatre publi\u00e9e, avec les chiffres pour 2021.\u00a0<br \/>\n\u00a0<\/p>\n<p>Comme l&rsquo;ann\u00e9e derni\u00e8re, Ikea occupe la premi\u00e8re place avec un chiffre d&rsquo;affaires transfrontalier de 5,5 milliards d&rsquo;euros, soit une augmentation de 8% par rapport \u00e0 2020. H&amp;M conserve sa deuxi\u00e8me place et Lego passe de cinq \u00e0 trois. Le top 10 a \u00e9t\u00e9 boulevers\u00e9 : les nouveaux venus sont Zalando, Lidl, About You, Jysk, Zara, Bauhaus et Euronics.<\/p>\n<p>\u00a0<\/p>\n<h2>Impact du Brexit<\/h2>\n<p>Le march\u00e9 transfrontalier en ligne europ\u00e9en total a repr\u00e9sent\u00e9 un chiffre d&rsquo;affaires de 171,2 milliards d&rsquo;euros en 2021 (hors voyages), soit une augmentation de 17 % par rapport \u00e0 2020. Les boutiques en ligne europ\u00e9ennes ont r\u00e9alis\u00e9 un chiffre record de 100 milliards d&rsquo;euros de ventes transfrontali\u00e8res. Les acteurs du Top 500 re\u00e7oivent 1,4 milliard de visiteurs transfrontaliers par mois, soit une augmentation de 40 %. Les chercheurs pr\u00e9voient \u00e9galement une croissance \u00e9norme pour les ann\u00e9es \u00e0 venir : cette ann\u00e9e, le chiffre d&rsquo;affaires atteindra 220 milliards.<br \/>\n\u00a0<\/p>\n<p>Le Royaume-Uni a perdu sa place de premier pays europ\u00e9en pour les ventes transfrontali\u00e8res au profit de l&rsquo;Allemagne, cons\u00e9quence logique du Brexit, qui a fait chuter le chiffre d&rsquo;affaires transfrontalier britannique de 33 \u00e0 29 milliards d&rsquo;euros. Le nombre de d\u00e9taillants britanniques dans le Top 500 est pass\u00e9 de 100 en 2020 \u00e0 68 en 2021.<\/p>\n<p>\u00a0<\/p>\n<h2>Croissance pour les places de march\u00e9<\/h2>\n<p>On remarque dans le classement la forte augmentation de 50 % du nombre de fabricants de marque disposant de canaux de vente directe aux consommateurs, tels que Lego, Nespresso, Adidas et Philips. Le nombre de places de march\u00e9 augmente \u00e9galement fortement, passant de 28 \u00e0 42 : ensemble, les plateformes r\u00e9alisent d\u00e9j\u00e0 un chiffre d&rsquo;affaires record de 20 milliards d&rsquo;euros. Les places de march\u00e9 europ\u00e9ennes ont renforc\u00e9 leurs positions face \u00e0 leurs homologues am\u00e9ricaines gr\u00e2ce aux bonnes performances d&rsquo;acteurs tels que Zalando, Decathlon et About You.<br \/>\n\u00a0<\/p>\n<p>Enfin, une tendance prometteuse est l&rsquo;\u00e9mergence de ce que l&rsquo;on appelle les \u00ab\u00a0marques verticales natives du num\u00e9rique\u00a0\u00bb : des pure players n\u00e9s sur Internet, tels que NA-KD (26e place), Cowboy (105) et Gymshark (108).<\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/cross%20border%202022.jpg\" style=\"height:565px;width:600px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ikea et H&amp;M sont en t\u00eate du classement des 500 meilleures boutiques en ligne transfrontali\u00e8res d&rsquo;Europe, Lego arrive en force. Les marques sont de plus en plus nombreuses \u00e0 s&rsquo;adresser directement aux consommateurs, l&rsquo;\u00e9mergence de marques verticales constituant une tendance importante. \u00a0 Secou\u00e9 Cross-Border Commerce Europe, la plateforme qui stimule le commerce \u00e9lectronique transfrontalier en [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54889,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-54892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les plateformes 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