{"id":75122,"date":"2023-03-30T09:54:03","date_gmt":"2023-03-30T07:54:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=75122"},"modified":"2023-03-30T09:54:06","modified_gmt":"2023-03-30T07:54:06","slug":"les-marques-direct-to-consumer-font-une-percee-dans-le-commerce-electronique-europeen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-marques-direct-to-consumer-font-une-percee-dans-le-commerce-electronique-europeen\/","title":{"rendered":"Les marques \u00ab\u00a0direct-to-consumer\u00a0\u00bb font une perc\u00e9e dans le commerce \u00e9lectronique europ\u00e9en"},"content":{"rendered":"\n<p><strong>Ikea<\/strong>, <strong>Lidl <\/strong>et <strong>Zalando<\/strong> sont en t\u00eate du classement des 500 meilleures boutiques en ligne transfrontali\u00e8res europ\u00e9ennes. Les ventes internationales de commerce \u00e9lectronique connaissent un ralentissement de la croissance en raison de l&rsquo;inflation et de la baisse de confiance des consommateurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une croissance plus faible que pr\u00e9vu<\/h2>\n\n\n\n<p>En 2022, l&rsquo;ensemble du commerce transfrontalier en ligne a repr\u00e9sent\u00e9 un chiffre d&rsquo;affaires de 179,4 milliards d&rsquo;euros (hors voyages), en hausse de 4,8 % par rapport \u00e0 2021. Cette croissance plus faible que pr\u00e9vu est due \u00e0 un environnement macro\u00e9conomique difficile et \u00e0 des d\u00e9fis dans la cha\u00eene d&rsquo;approvisionnement. N\u00e9anmoins, les ventes en ligne ont d\u00e9pass\u00e9 l&rsquo;ensemble des ventes au d\u00e9tail dans l&rsquo;UE, qui se sont en effet stabilis\u00e9es en 2022.<\/p>\n\n\n\n<p>C&rsquo;est ce que r\u00e9v\u00e8le le Top 500 de Cross-Border Commerce Europe, la plateforme qui promeut le commerce \u00e9lectronique international en Europe. Ce rapport classe les principaux acteurs europ\u00e9ens en fonction de leurs ventes transfrontali\u00e8res en ligne, des indicateurs de r\u00e9f\u00e9rencement, du nombre de pays dans lesquels le d\u00e9taillant op\u00e8re, ainsi que du nombre et du pourcentage de visiteurs \u00e9trangers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins de d\u00e9taillants multicanaux<\/h2>\n\n\n\n<p>Dans les dix premiers, repr\u00e9sentant 18,7 % des ventes totales du Top 500, Ikea conserve sa premi\u00e8re place, avec des ventes transfrontali\u00e8res de 5,6 milliards d&rsquo;euros, en hausse de 1,8 %. Lidl se hisse \u00e0 la deuxi\u00e8me place, tandis que Zalando monte sur la troisi\u00e8me marche du podium. H&amp;M et Lego passent respectivement \u00e0 la troisi\u00e8me et \u00e0 la quatri\u00e8me place. Les nouveaux venus dans le top 10 sont Notino &#8211; un pure player tch\u00e8que dans le secteur des soins personnels &#8211; et Adidas.<\/p>\n\n\n\n<p>Le nombre de d\u00e9taillants multicanaux dans le Top 500 est en baisse, tandis que le nombre de fabricants de marques ayant des canaux de vente directe au consommateur (DTC) est en hausse de 8,3. Des marques comme Lego, Nespresso, Adidas et Philips, ainsi que des soci\u00e9t\u00e9s de luxe comme Richemont, LVMH et Kering, investissent dans de meilleures approches directes au consommateur afin de devenir moins d\u00e9pendantes des grandes places de march\u00e9. De nouvelles marques verticales natives du num\u00e9rique (DNVB) se d\u00e9veloppent \u00e9galement.<\/p>\n\n\n\n<p>Le nombre de places de march\u00e9 figurant dans le palmar\u00e8s est pass\u00e9 de 42 \u00e0 49, avec un chiffre d&rsquo;affaires record de 24,7 milliards d&rsquo;euros, soit une croissance de 22 %. Les places de march\u00e9 europ\u00e9ennes ont renforc\u00e9 leur position par rapport aux places de march\u00e9 am\u00e9ricaines gr\u00e2ce \u00e0 l&rsquo;augmentation des ventes d&rsquo;acteurs tels que Zalando, Decathlon et About You.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"747\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/03\/cross-border-e-commerce-2022.jpg\" alt=\"\" class=\"wp-image-75123\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/03\/cross-border-e-commerce-2022.jpg 783w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/03\/cross-border-e-commerce-2022-300x286.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/03\/cross-border-e-commerce-2022-768x733.jpg 768w\" sizes=\"auto, (max-width: 783px) 100vw, 783px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Ikea, Lidl et Zalando sont en t\u00eate du classement des 500 meilleures boutiques en ligne transfrontali\u00e8res europ\u00e9ennes. Les ventes internationales de commerce \u00e9lectronique connaissent un ralentissement de la croissance en raison de l&rsquo;inflation et de la baisse de confiance des consommateurs.<\/p>\n","protected":false},"author":3,"featured_media":60983,"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":[211,204,287],"topic":[198],"region":[243],"class_list":["post-75122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-ikea","company-lidl","company-zalando","topic-e-commerce","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les marques 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des 500 meilleures boutiques en ligne transfrontali\u00e8res europ\u00e9ennes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-marques-direct-to-consumer-font-une-percee-dans-le-commerce-electronique-europeen\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-30T07:54:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-30T07:54:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/webshop-bestelknop-afrekenen-kassa-e-commerce.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stefan Van Rompaey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stefan Van Rompaey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/les-marques-direct-to-consumer-font-une-percee-dans-le-commerce-electronique-europeen\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/les-marques-direct-to-consumer-font-une-percee-dans-le-commerce-electronique-europeen\\\/\"},\"author\":{\"name\":\"Stefan Van Rompaey\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/51aec6069c4416aa2f68b2e4ff3455df\"},\"headline\":\"Les marques \u00ab\u00a0direct-to-consumer\u00a0\u00bb font une perc\u00e9e dans le 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