{"id":9034,"date":"2015-05-04T09:59:37","date_gmt":"2015-05-04T09:59:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/en-belgique-le-commerce-alimentaire-nest-pas-rentable\/"},"modified":"2015-05-04T09:59:37","modified_gmt":"2015-05-04T09:59:37","slug":"en-belgique-le-commerce-alimentaire-nest-pas-rentable","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/en-belgique-le-commerce-alimentaire-nest-pas-rentable\/","title":{"rendered":"\u00ab En Belgique l\u2019e-commerce alimentaire n\u2019est pas rentable \u00bb"},"content":{"rendered":"<h2>Volumes trop faibles, co\u00fbts trop \u00e9lev\u00e9s<\/h2>\n<p>Livraison \u00e0 domicile, retrait en magasin, drive-in \u2026 quelle que soit la formule choisie par un distributeur, <a href=\"http:\/\/www.lecho.be\/entreprises\/grande_distribution\/Aucun_modele_d_e_commerce_alimentaire_n_est_rentable.9628418-3005.art?highlight=Boffa\" target=\"_blank\" rel=\"noopener\">il n\u2019y pas d\u2019argent \u00e0 gagner via la vente en ligne de produits alimentaires<\/a>. Voil\u00e0 la conclusion du m\u00e9moire de Jill Roland, ing\u00e9nieur de gestion de la Solvay Brussels School, sous la direction du professeur Claude Boffa. En collaboration avec les enseignes concern\u00e9es \u2013 Carrefour, Delhaize, Colruyt, Match, Cora et Louis Delhaize (Wink) \u2013 ils ont\u00a0 pass\u00e9 \u00e0 la loupe tous les frais li\u00e9s au e-commerce : allant de l\u2019informatique au temps consacr\u00e9 par le personnel \u00e0 chaque commande jusqu\u2019\u00e0 l\u2019infrastructure requise (surg\u00e9lateurs, caisse s\u00e9par\u00e9e, bornes de paiement, \u2026 etc.)<\/p>\n<p>Selon l\u2019\u00e9tude, cette non-rentabilit\u00e9 s\u2019explique par les volumes trop faibles \u2013 dans notre pays \u00e0 peine 1% de l\u2019alimentation est achet\u00e9 en ligne (alors que l\u2019e-commerce repr\u00e9sente 6,5% de la distribution en Belgique) \u2013\u00a0 et les co\u00fbts trop \u00e9lev\u00e9s, principalement au niveau du personnel. \u00ab Chaque heure prest\u00e9e co\u00fbte de 25 \u00e0 30 euros \u00bb, pr\u00e9cise le professeur Boffa dans le journal L\u2019Echo. \u00ab Dans ces formules le distributeur fait le travail \u00e0 la place du client. Or pour pr\u00e9parer une commande il faut parfois jusqu\u2019\u00e0 une demi-heure. Faites le calcul vous-m\u00eames : les 5 ou 6 euros demand\u00e9s par les distributeurs pour ce service ne suffisent pas \u00e0 rentabiliser l\u2019affaire. Dans certaines formules, le personnel charg\u00e9 des commandes en ligne co\u00fbte jusqu\u2019\u00e0 sept fois plus cher ! \u00bb<\/p>\n<p>A cela s\u2019ajoute que chez la plupart des distributeurs ce service est gratuit pour les grosses commandes, g\u00e9n\u00e9ralement \u00e0 partir de 100 \u00e0 150 euros, ce qui est la cas pour 70% des commandes, indique l\u2019\u00e9tude. Et enfin\u00a0 \u2018last but not least\u2019, les distributeurs ne profitent plus des achats impulsifs et des d\u00e9cisions de derni\u00e8re minute, auxquels s\u2019adonnent les clients qui remplissent eux-m\u00eames leur caddie.<\/p>\n<h2>\n<br \/>Question d\u2019image et de part de march\u00e9<\/h2>\n<p>Alors pourquoi les distributeurs continuent-ils \u00e0 proposer ce service ? \u00ab C\u2019est une question d\u2019image \u00bb, affirme le professeur Boffa. \u00ab A une \u00e9poque o\u00f9 tout le monde ne jure que par internet, tout grand distributeur se doit de prendre le train de la modernit\u00e9. Certains esp\u00e8rent par ce biais augmenter leur part de march\u00e9 dans un march\u00e9 satur\u00e9. \u00bb<\/p>\n<p>Afin de rentabiliser les ventes en ligne dans le segment food, l\u2019\u00e9tude sugg\u00e8re trois pistes : il faudrait soit de plus gros volumes (afin que les co\u00fbts fixes diminuent proportionnellement) , soit proposer le service \u00e0 co\u00fbt r\u00e9el (bien que cette solution soit peu r\u00e9aliste vu la guerre des prix actuelle), soit miser davantage sur des produits g\u00e9n\u00e9rant de plus fortes marges ou des produits que l\u2019on ne peut se procurer dans le circuit classique.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Volumes trop faibles, co\u00fbts trop \u00e9lev\u00e9s Livraison \u00e0 domicile, retrait en magasin, drive-in \u2026 quelle que soit la formule choisie par un distributeur, il n\u2019y pas d\u2019argent \u00e0 gagner via la vente en ligne de produits alimentaires. Voil\u00e0 la conclusion du m\u00e9moire de Jill Roland, ing\u00e9nieur de gestion de la Solvay Brussels School, sous la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-9034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab En Belgique l\u2019e-commerce alimentaire n\u2019est pas rentable \u00bb - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/en-belgique-le-commerce-alimentaire-nest-pas-rentable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab En Belgique l\u2019e-commerce alimentaire n\u2019est pas rentable \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Volumes trop faibles, co\u00fbts trop \u00e9lev\u00e9s Livraison \u00e0 domicile, retrait en magasin, drive-in \u2026 quelle que soit la formule choisie par un distributeur, il n\u2019y pas d\u2019argent \u00e0 gagner via la vente en ligne de produits alimentaires. 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