{"id":5915,"date":"2014-10-31T18:41:53","date_gmt":"2014-10-31T17:41:53","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=5915"},"modified":"2015-02-05T15:29:14","modified_gmt":"2015-02-05T14:29:14","slug":"e-commerce-panorama-2014-en-dit-long","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2014\/10\/e-commerce-panorama-2014-en-dit-long\/","title":{"rendered":"E-commerce : un panorama 2014 qui en dit long"},"content":{"rendered":"

Halloween a fait mouche cette ann\u00e9e, notamment aupr\u00e8s des enseignes online. Et pour cause, le march\u00e9 du e-commerce fran\u00e7ais compte aujourd\u2019hui plus de 144 000 sites marchands (+17% en 2014<\/a><\/i>)<\/a> et repr\u00e9sente plus de 40 millions de consommateurs, soit pr\u00e8s de 75% de la population (Mediam\u00e9trie 2014).<\/i>\u00a0Force est de constater que le secteur ne cesse de cro\u00eetre\u00a0: il est deux fois plus important qu\u2019en 2009 en termes d\u2019acteurs. Panorama du march\u00e9 et \u00e9clairage sur deux nouvelles tendances\u00a0: ROPO et Showrooming.<\/i><\/p>\n

Panorama du march\u00e9 du e-commerce fran\u00e7ais<\/h2>\n

Les sites du panel iCE40\u00a0observent une augmentation de leur chiffre d\u2019affaires de 3% dans un environnement o\u00f9 la consommation recule de 0,17%. Si les ventes en ligne ne repr\u00e9sentent que 8% du commerce de d\u00e9tail hors alimentaire, c\u2019est\u00a0un secteur<\/b>\u00a0qui est\u00a0dynamique<\/b>. En t\u00eate l\u2019habillement avec 5,1 milliards d\u2019euros g\u00e9n\u00e9r\u00e9s en v\u00eatements, chaussures, accessoires et textiles de maison.<\/p>\n

Les champions du 1er<\/sup>\u00a0trimestre 2014 sont dans l\u2019ordre\u00a0Amazon<\/b>,\u00a0Cdiscount<\/b>,\u00a0FNAC<\/b>,\u00a0eBay<\/b>\u00a0et\u00a0Price Minister<\/b>\u00a0avec une moyenne de plus de\u00a0 50 millions de visiteurs uniques par mois au total<\/a>.\u00a0<\/b>Nous pouvons noter le nombre de places de march\u00e9 dans ce classement<\/a>, c\u2019est cependant Voyage-sncf qui rayonne sur le march\u00e9 fran\u00e7ais en termes de chiffre d\u2019affaires avec 3,4 milliards d\u2019euros g\u00e9n\u00e9r\u00e9s en 2013, suivi par vente-priv\u00e9e.com (1,6md\u20ac) et Cdiscount (1,4md\u20ac).<\/p>\n

Les pure players<\/i> dominent toujours, ils repr\u00e9sentaient 57,5% du march\u00e9 fran\u00e7ais en nombre d\u2019acteurs et 51,6% en termes de part de march\u00e9 en 2012.\u00a0Cette tendance est toujours d\u2019actualit\u00e9 puisqu\u2019une dizaine d\u2019acteurs r\u00e9alise un chiffre d\u2019affaires sup\u00e9rieur au milliard d\u2019euros, quelques entreprises tirent leur \u00e9pingle du jeu comme Showroompriv\u00e9 (350M\u20ac) et rueducommerce (430M\u20ac) mais\u00a0globalement, les e-commer\u00e7ants sont des acteurs de taille petite ou moyenne.\u00a0<\/b><\/p>\n

Les secteurs qui marchent\u00a0: tourisme, services et produits culturels<\/b><\/h3>\n

Le premier secteur du commerce en ligne est celui du\u00a0Voyage\/Tourisme<\/b>\u00a0avec\u00a062% des transactions<\/b>\u00a0r\u00e9alis\u00e9es sur internet, suivi de pr\u00e8s par les\u00a0Services<\/b>\u00a0et les\u00a0produits culturels<\/b> avec respectivement 54 et 52%.<\/a><\/p>\n

\"Image2\"<\/a><\/p>\n

Apr\u00e8s le full store<\/i>, place au ROPO et au Showrooming<\/h2>\n

Le\u00a0ROPO<\/b>\u00a0(Research Online Purchase Offline) ou la tendance \u00e0\u00a0pr\u00e9parer ses achats en ligne avant de les r\u00e9aliser hors ligne<\/b>\u00a0s\u2019affirme pour 88% des consommateurs mondiaux. La France est l\u00e9g\u00e8rement au-dessus de la moyenne puisque en 2014, 92% des Fran\u00e7ais se renseignent sur internet avant de se rendre en magasin<\/a>.
\n<\/a><\/p>\n

Le\u00a0Showroomer<\/b>\u00a0est un profil de consommateur qui a tendance \u00e0\u00a0se rendre en magasin puis \u00e0 comparer les offres en ligne<\/b>\u00a0une fois sur place, gr\u00e2ce \u00e0 son smartphone. Longtemps r\u00e9serv\u00e9 aux achats d\u2019une certaine valeur, la pratique se confirme\u00a0: il serait d\u2019ailleurs int\u00e9ressant de savoir combien vont profiter de tarifs exclusifs web et\/ou des bons plans et offres de\u00a0cashback<\/i><\/a>\u00a0apr\u00e8s avoir exp\u00e9riment\u00e9 le magasin.<\/p>\n

En 2014, 41% des consommateurs mondiaux reconnaissaient avoir quitt\u00e9 un magasin apr\u00e8s avoir consult\u00e9 un comparateur de prix sur leur smartphone, soit une augmentation sup\u00e9rieure \u00e0 200% entre 2013 et 2014. L\u2019\u00e9tude r\u00e9alis\u00e9e par\u00a0BVA<\/b>\u00a0pour MAPPY traduit tr\u00e8s bien ces comportements et leur compl\u00e9mentarit\u00e9.<\/a>\u00a0Elle montre notamment le besoin\u00a0omnicanal<\/b>\u00a0d\u2019\u00eatre pr\u00e9sent simultan\u00e9ment sur les carrefours d\u2019audience physiques et virtuels, de publier des informations pertinentes et \u00e0 jour, ainsi que d\u2019offrir une exp\u00e9rience en ligne satisfaisante qui se poursuit en magasin.<\/p>\n

Si des cat\u00e9gories sont d\u00e9finies selon les comportements, un consommateur peut \u00eatre \u00e0 la fois\u00a0\u00ab\u00a0Full web\u00a0\u00bb<\/b>\u00a0et\u00a0\u00ab\u00a0ROPO\u00a0\u00bb<\/b>\u00a0selon le type de produits ou de services qu\u2019il convoite et ses pr\u00e9f\u00e9rences concernant cet acte d\u2019achat.<\/p>\n

C\u00f4t\u00e9 innovation, un mot sur le\u00a0social shopping,<\/b>\u00a0ou le pouvoir de recommandation des internautes, avec la start-up\u00a0Tribway<\/b>, qui propose des ventes priv\u00e9es et la possibilit\u00e9 de \u00ab\u00a0liker\u00a0\u00bb des produits ou de \u00ab\u00a0follower\u00a0\u00bb l\u2019activit\u00e9 de ses amis<\/a>.<\/p>\n

Le e-commerce fran\u00e7ais est en plein expansion mais surtout en plein mutation avec de nouveaux comportements clients conduisant \u00e0 l\u2019apparition de tendances fortes (ROPO, Showrooming). Mais finalement quels canaux sont privil\u00e9gi\u00e9s par le e-commerce\u00a0? R\u00e9ponse au prochain \u00e9pisode\u00a0!<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Halloween a fait mouche cette ann\u00e9e, notamment aupr\u00e8s des enseignes online. Et pour cause, le march\u00e9 du e-commerce fran\u00e7ais compte aujourd\u2019hui plus de 144 000 sites marchands (+17% en 2014) et repr\u00e9sente plus de 40 millions de consommateurs, soit pr\u00e8s…<\/p>\n","protected":false},"author":297,"featured_media":5917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[88,84,1713],"coauthors":[1721,1722],"class_list":["post-5915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-e-commerce","tag-multicanal-2","tag-omnicanal"],"acf":[],"yoast_head":"\nE-commerce : un panorama 2014 qui en dit long - RiskInsight<\/title>\n<meta name=\"description\" content=\"Le e-commerce ne cesse de cro\u00eetre. 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