{"id":24753,"date":"2012-05-07T09:01:00","date_gmt":"2012-05-07T09:01:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2012\/05\/07\/porov.html"},"modified":"2012-05-07T09:01:00","modified_gmt":"2012-05-07T09:01:00","slug":"le-e-commerce-en-france-un-marche-bientot-en-saturation","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/le-e-commerce-en-france-un-marche-bientot-en-saturation\/","title":{"rendered":"Le e-commerce en France : un march\u00e9 bient\u00f4t en saturation ?"},"content":{"rendered":"

\"atelier.jpg\"<\/span><\/p>\n

Reprise d\u2019un article publi\u00e9 par l\u2019<\/span>Atelier BNP Paribas<\/a> pour lequel j\u2019ai \u00e9t\u00e9 interrog\u00e9.<\/span><\/em><\/p>\n

 Le taux de croissance du commerce en ligne devrait diminuer dans les ann\u00e9es \u00e0 venir. Un processus normal de maturation du march\u00e9, mais qui demandera des efforts de fid\u00e9lisation.<\/span><\/p>\n

\n

Plus de 100 000 sites recens\u00e9s en France et un volume de 37,7 milliards d’euros d’articles vendus en ligne : le e-commerce ne semble pas touch\u00e9 par la crise. Pourtant ce n’est pas l’avis de l’institut d’\u00e9tudes \u00e9conomiques Xerfi<\/a>, qui vient de publier un rapport sur le taux de croissance dans le secteur pour les ann\u00e9es \u00e0 venir. Il annonce en effet un ralentissement progressif de la croissance et m\u00eame une stabilisation \u00e0 partir de 2016. Ainsi, l’ann\u00e9e derni\u00e8re la croissance du e-commerce repr\u00e9sentait 22%. Un r\u00e9sultat non n\u00e9gligeable mais relatif puisqu’on estime \u00e0 18% la croissance pour cette ann\u00e9e. Et celle-ci devrait tomber \u00e0 13% en 2015. Ce qui repr\u00e9sente une croissance assez faible lorsque l’on pense au 53% atteints dix ans auparavant en 2005.<\/span><\/p>\n

Crise et concurrence, responsables ?<\/strong><\/span><\/h2>\n

Mais selon Fran\u00e7ois Laurent, co-pr\u00e9sident de l’ADETEM<\/a>, <\/strong>cela est parfaitement normal : \u00ab\u00a0la croissance du commerce en ligne diminue simplement parce qu\u2019on est partis de rien, et que l\u2019on se rapproche de la phase de maturit\u00e9 du produit<\/em>\u00ab\u00a0. Ce que confirme Xerfi qui estime que le potentiel maximum d’acheteurs devrait \u00eatre atteint vers 2016-2017. Une croissance dont le ralentissement peut s’expliquer \u00e9galement par l’affaiblissement du pouvoir d’achat des cyberconsommateurs. En effet, le panier moyen par m\u00e9nage est descendu \u00e0 90,3 euros cette ann\u00e9e. Et le pouvoir d’achat n’est pas le seul responsable. La concurrence est en effet tr\u00e8s accrue. Ainsi, seule une quarantaine de sites s’approprient un quart de l’activit\u00e9 totale du secteur. Et ceux-ci sont majoritairement des sites de commerces existant uniquement en ligne. Pour r\u00e9pondre \u00e0 ce probl\u00e8me, le rapport lance quelques pistes. Celle, par exemple des cha\u00eenes de distribution.<\/span><\/p>\n

Espoir du c\u00f4t\u00e9 des cha\u00eenes et de la fid\u00e9lisation<\/strong><\/span><\/h2>\n

Celles-ci ont en effet r\u00e9ussi \u00e0 rattraper leur retard dans le secteur, notamment par l’interm\u00e9diaire du \u00ab\u00a0drive\u00a0\u00bb. D’ailleurs sur 90 grandes enseignes de distribution fran\u00e7aises, 70% poss\u00e9deraient actuellement un site marchand. De plus, le rapport rappelle qu’\u00e0 la diff\u00e9rence de la France, l’Angleterre, qui est le 1er march\u00e9 europ\u00e9en concernant le commerce en ligne, poss\u00e9derait une majorit\u00e9 de sites appartenant \u00e0 des commerces physiques. Enfin, selon le rapport l’objectif pour les sites marchands se trouverait dans la fid\u00e9lisation. Mais selon Fran\u00e7ois Laurent, la fid\u00e9lisation sera n\u00e9cessairement marqu\u00e9e par un changement en profondeur : \u00ab\u00a0le probl\u00e8me du commerce \u00e9lectronique, c’est qu’il ne s’est d\u00e9velopp\u00e9 que sur les bas prix, mais fid\u00e9liser les gens que par les prix n’est pas viable \u00e0 terme<\/em>\u00ab\u00a0. Et de poursuivre : \u00ab\u00a0Le mod\u00e8le doit donc se r\u00e9inventer et passer de simple hard discounter \u00e0… autre chose<\/em>\u00ab\u00a0. Pour lui, l’heure n’est donc pas \u00e0 la fid\u00e9lisation gadget avec des cartes ou autre que tout le monde pourra poss\u00e9der mais vraiment au service et \u00e0 la qualit\u00e9 de service que l’on pourra ajouter.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Reprise d\u2019un article publi\u00e9 par l\u2019Atelier BNP Paribas pour lequel j\u2019ai \u00e9t\u00e9 interrog\u00e9.  Le taux de croissance du commerce en ligne devrait diminuer dans les ann\u00e9es \u00e0 venir. Un processus normal de maturation du march\u00e9, mais qui demandera des efforts de fid\u00e9lisation. Plus de 100…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[147],"tags":[],"yoast_head":"\nLe e-commerce en France : un march\u00e9 bient\u00f4t en saturation ? - Marketing is Dead<\/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:\/\/consumerinsight.eu\/marketingisdead\/le-e-commerce-en-france-un-marche-bientot-en-saturation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le e-commerce en France : un march\u00e9 bient\u00f4t en saturation ? - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Reprise d\u2019un article publi\u00e9 par l\u2019Atelier BNP Paribas pour lequel j\u2019ai \u00e9t\u00e9 interrog\u00e9.  Le taux de croissance du commerce en ligne devrait diminuer dans les ann\u00e9es \u00e0 venir. 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