{"id":72374,"date":"2022-11-14T16:39:54","date_gmt":"2022-11-14T15:39:54","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=72374"},"modified":"2022-11-15T08:54:01","modified_gmt":"2022-11-15T07:54:01","slug":"crise-du-e-commerce","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2022\/11\/14\/crise-du-e-commerce\/","title":{"rendered":"De la crise de croissance du e-commerce en 2022"},"content":{"rendered":"

Nous observons une crise de croissance du e-commerce en cette fin\u00a02022. Nous avons cru pendant les ann\u00e9es Covid que le e-commerce allait cro\u00eetre de mani\u00e8re exponentielle, mais en sortie d\u2019\u00e9pid\u00e9mie de Covid-19, les choses ne\u00a0sont pas si simples. Des professionnels du domaine nous ont m\u00eame fait remonter des baisses de CA de 30\u00a0%\u00a0chez certains gros e-commer\u00e7ants fran\u00e7ais cette ann\u00e9e. J\u2019ai interview\u00e9 Victoria Milton sur le stand Adobe commerce de la conf\u00e9rence Adobe Experience Makers\u00a02022, qui m\u2019a rassur\u00e9 sur un\u00a0possible rebond du commerce en ligne en 2023.\u00a0#Transparence, Visionary Marketing est Adobepartner<\/a>.<\/em><\/p>\n

La crise de croissance du e-commerce \u00e0 l\u2019issue du Covid\u2026 et son possible rebond<\/h2>\n
\"E-commerce:
J\u2019ai interview\u00e9 Victoria Milton, d\u2019Adobe commerce, qui m\u2019a rassur\u00e9 sur un\u00a0possible rebond du commerce en ligne en 2023<\/figcaption><\/figure>\n

<\/p>\n

Le e-commerce a connu une grande croissance pendant la pand\u00e9mie.<\/p>\n

\u00ab\u2009Les consommateurs ont d\u00fb continuer \u00e0 faire leurs achats en ligne pour vivre normalement. Les entreprises qui d\u00e9siraient poursuivre leur activit\u00e9 s\u2019y sont mises aussi afin de s\u2019approvisionner\u2009\u00bb, nous a expliqu\u00e9 Victoria.<\/p>\n

Mais les choses ont chang\u00e9. Pass\u00e9e la crise sanitaire, une nouvelle difficult\u00e9, encore une, s\u2019est fait jour\u00a0: une crise du e-commerce cette fois-ci.<\/p>\n

Citons le site actu-economie.com<\/a>\u00a0:<\/p>\n

\u00ab\u2009Si l\u2019e-commerce est sur le point de d\u00e9passer la barre des 140\u00a0milliards d\u2019euros de chiffres d\u2019affaires en 2022<\/a>, en se penchant plus en d\u00e9tail sur les transactions, un certain ralentissement est \u00e0 l\u2019\u0153uvre<\/strong>. La Fevad<\/a>, la f\u00e9d\u00e9ration des ventes en ligne, constate en effet que les ventes de biens en particulier sont en baisse, de 17\u00a0% sur une ann\u00e9e<\/strong>. Un chiffre qui contraste toutefois avec une hausse globale de l\u2019activit\u00e9, de l\u2019ordre de 33\u00a0% sur la p\u00e9riode avril-juin 2022<\/strong>, mais qui est le fait de la vente des produits et des services\u2009\u00bb<\/p>\n

La crise est cependant plus ou moins aigu\u00eb selon les acteurs. Des observateurs du march\u00e9 nous signalent des baisses de CA de 30\u00a0% chez certains poids lourds du secteur.<\/p>\n

Quelles conclusions tirer de cette crise du e-commerce\u2009?<\/h3>\n

Le retour de la r\u00e9ouverture des points de vente a provoqu\u00e9 un petit ralentissement par rapport au canal e-commerce<\/p><\/blockquote>\n

\u00ab\u2009Les usages changent, et on voit maintenant que les industries et les professionnels du B2B consacrent de plus en plus de temps au e-commerce\u2009\u00bb, explique Victoria Milton.<\/p>\n

Le vrai futur du e-commerce est le B2B<\/h3>\n

Nous observons actuellement que \u00ab\u2009Le e-commerce classique ralentit, on peut dire \u00e9ventuellement qu\u2019il est en crise. M\u00eame s\u2019il p\u00e8se tr\u00e8s lourd\u2009\u00bb, poursuit la consultante d\u2019Adobe commerce.<\/p>\n

En effet, on parle d\u2019un secteur de 140\u00a0milliards d\u2019euros.<\/p>\n

\u00ab\u2009Le B2C est en effet bien \u00e9quip\u00e9 pour le e-commerce, il est tr\u00e8s pr\u00e9sent en ligne. On assiste d\u00e9sormais au d\u00e9collage des entreprises du business to business qui se d\u00e9veloppent en ligne\u2009\u00bb.<\/p>\n

Le e-commerce pour le B2B conna\u00eet donc une r\u00e9elle acc\u00e9l\u00e9ration.<\/p><\/blockquote>\n

La crise du e-commerce en 2022 et son possible rebond en 2023<\/h3>\n

\u00ab\u2009Je vois une consolidation du e-commerce pour 2023\u2009\u00bb, poursuit Victoria, \u00ab\u2009toujours avec du B2C et une part croissante de B2B\u2009\u00bb.<\/p>\n

Des personnes qui ont ralenti leurs investissements suite au Covid les reprennent.<\/p>\n

L\u2019int\u00e9r\u00eat pour le commerce en ligne est toujours fort, selon Victoria. D\u2019ailleurs, l\u2019activit\u00e9 globale est en forte hausse si l\u2019on en croit la Fevad.<\/p>\n

Et il faut \u00e9galement remarquer que la France est encore loin derri\u00e8re le Royaume-Uni<\/a> sur ce secteur.<\/p>\n

Le e-commerce est devenu indispensable, on ne peut pas fonctionner sans lui<\/p><\/blockquote>\n

En conclusion, il ne faut pas paniquer, on observe un trou d\u2019air d\u00fb \u00e0 la sortie de crise et aux difficult\u00e9s \u00e9conomiques et g\u00e9opolitiques majeures que nous traversons.<\/p>\n

\n Nous invitons nos lecteurs \u00e0 lire l\u2019interview du DG France de Manutan<\/a> qui traite de ce sujet du e-commerce\u00a0B2B.\n<\/p><\/blockquote>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-11-14-Victoria-Milton-e-commerce-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 3:00 — 1.1MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Nous observons une crise de croissance du e-commerce en cette fin\u00a02022. Nous avons cru pendant les ann\u00e9es Covid que le e-commerce allait cro\u00eetre de mani\u00e8re exponentielle, mais en sortie d\u2019\u00e9pid\u00e9mie de Covid-19, les choses ne\u00a0sont pas si simples. Des professionnels du domaine nous ont m\u00eame fait remonter des baisses de CA de 30\u00a0%\u00a0chez certains gros …<\/p>\n","protected":false},"author":2,"featured_media":72415,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5084,121],"tags":[],"class_list":["post-72374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adobe-marketing","category-e-business"],"yoast_head":"\nCrise du e-commerce en 2022 : trou d'air ou crise durable ?<\/title>\n<meta name=\"description\" content=\"On observe une crise de croissance du e-commerce en sortie de crise sanitaire. 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/72374","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=72374"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/72374\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/72415"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=72374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=72374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=72374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}