{"id":63164,"date":"2022-09-22T09:52:06","date_gmt":"2022-09-22T07:52:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=63164"},"modified":"2022-09-22T10:11:26","modified_gmt":"2022-09-22T08:11:26","slug":"les-americains-et-les-consommateurs-sapent-le-marche-europeen-des-plates-formes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-americains-et-les-consommateurs-sapent-le-marche-europeen-des-plates-formes\/","title":{"rendered":"Les Am\u00e9ricains et les consommateurs sapent le march\u00e9 europ\u00e9en des plates-formes"},"content":{"rendered":"\n

Les plus grandes places de march\u00e9 en ligne d’Europe ? Ils sont presque tous am\u00e9ricains. Pourtant, les plateformes repr\u00e9sentent d\u00e9j\u00e0 60 % du commerce \u00e9lectronique europ\u00e9en transfrontalier. Et cela ne fera que cro\u00eetre avec l’arriv\u00e9e de nouvelles tendances.<\/p>\n\n\n\n

Amazon contre AliExpress<\/h2>\n\n\n\n

Les d\u00e9taillants europ\u00e9ens l\u00e2chent la bride au fromage. Les places de march\u00e9 repr\u00e9sentaient d\u00e9j\u00e0 141 milliards d’euros de ventes en 2021, soit 59 % du march\u00e9 total du commerce \u00e9lectronique \u00ab\u00a0transfrontalier\u00a0\u00bb en Europe. En effet, sans compter les voyages, les Europ\u00e9ens commandent pour 237 milliards d’euros de marchandises \u00e0 l’\u00e9tranger.<\/p>\n\n\n\n

Cependant, plus de la moiti\u00e9 du march\u00e9 est d\u00e9j\u00e0 d\u00e9tenue par deux superpuissances am\u00e9ricaines : Amazon et eBay. Ils ont atteint 51 milliards d’euros et 25 milliards d’euros de chiffre d’affaires en 2021. C’est ce qui ressort de la troisi\u00e8me \u00e9dition du \u00ab\u00a0TOP 100 Cross-Border Marketplaces\u00a0\u00bb du groupe d’int\u00e9r\u00eat Cross-Border Commerce Europe. Pas moins de 34 % des places de march\u00e9 sont non europ\u00e9ennes et proviennent principalement des \u00c9tats-Unis.<\/p>\n\n\n\n

Les 10 premi\u00e8res \u00ab\u00a0Global Cross-Border Marketplaces\u00a0\u00bb op\u00e9rant en Europe, selon CBCommerce :<\/p>\n\n\n\n

  1. Amazon (US)<\/li>
  2. AliExpress (Chine)<\/li>
  3. eBay (US)<\/li>
  4. Etsy (US)<\/li>
  5. OLX (Pays-Bas)<\/li>
  6. Discogs (US)<\/li>
  7. Vinted (Lituanie)<\/li>
  8. Bandcamp (US)<\/li>
  9. Uber Eats (US)<\/li>
  10. Zalando (Allemagne)<\/li><\/ol>\n\n\n\n

    Les consommateurs reprennent le retail<\/h2>\n\n\n\n

    Bien que le classement des plus grands acteurs reste assez stable, CBCommerce voyait un certain nombre de tendances \u00e9merger en 2021. Par exemple, les march\u00e9s de \u00ab\u00a0personnalisation \u00e0 la demande\u00a0\u00bb font leur apparition. 15 des 100 plus grandes plateformes proposent d\u00e9j\u00e0 des articles personnalis\u00e9s, comme Helloprint, Qwertee et Depop. La personnalisation est particuli\u00e8rement populaire dans l’art, la mode, l’artisanat et les cadeaux. Les march\u00e9s aux ench\u00e8res, tels que 1stDibs et Catawiki, sont \u00e9galement toujours en hausse.<\/p>\n\n\n\n

    Pendant la pand\u00e9mie Covid, les places de march\u00e9 ont connu une croissance de 22 %, soutenue par la forte croissance des plateformes C2C, o\u00f9 les particuliers se vendent entre eux (croissance de 41 %), comme Vinted ou Secondemain. Cette croissance devrait se poursuivre en 2022, jusqu’\u00e0 ce que les plateformes repr\u00e9sentent finalement 65 % des ventes transfrontali\u00e8res en Europe en 2025.<\/p>\n\n\n\n

    L’\u00e9lite de la seconde main<\/h2>\n\n\n\n

    Il est vrai qu’une \u00e9lite se d\u00e9veloppe sur le march\u00e9 de seconde main : eBay, Etsy (y compris Depop) et Vinted dominent le march\u00e9 de l’habillement, tandis que la soci\u00e9t\u00e9 am\u00e9ricaine TheRealReal est en t\u00eate pour le luxe. Bien que 44 des 100 premiers vendent des biens d’occasion, le chef de file, eBay, repr\u00e9sente plus d’un tiers du chiffre d’affaires brute (GMV) de l’ensemble du segment. N\u00e9anmoins, CBCommerce s’attend \u00e0 ce que de nombreux nouveaux entrants fassent leur apparition au cours des cinq prochaines ann\u00e9es. En fait, ils repr\u00e9senteront 66 % du top 100, pense l’organisation.<\/p>\n\n\n\n

    En outre, un autre nouveau segment fait son apparition dans la liste des plus grandes plateformes : en raison de la pand\u00e9mie, les services de livraison de nourriture ont enregistr\u00e9 des records ces derni\u00e8res ann\u00e9es, Uber Eats atteignant pour la premi\u00e8re fois le top 10. Takeaway.com a tout juste \u00e9chapp\u00e9 au top 10.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Les plus grandes places de march\u00e9 en ligne d’Europe ? Ils sont presque tous am\u00e9ricains. 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