{"id":5549,"date":"2021-07-17T10:26:49","date_gmt":"2021-07-17T08:26:49","guid":{"rendered":"https:\/\/www.bs-conseils.fr\/?p=5549"},"modified":"2021-07-17T10:42:28","modified_gmt":"2021-07-17T08:42:28","slug":"e-commerce-alimentaire-la-consolidation-apres-lacceleration","status":"publish","type":"post","link":"https:\/\/www.bs-conseils.fr\/index.php\/2021\/07\/17\/e-commerce-alimentaire-la-consolidation-apres-lacceleration\/","title":{"rendered":"E-commerce alimentaire : la consolidation apr\u00e8s l\u2019acc\u00e9l\u00e9ration"},"content":{"rendered":"\n

ANN\u00c9E RECORD DANS LE MONDE POUR LES ACHATS ALIMENTAIRES ONLINE<\/strong><\/p>\n\n\n\n

Depuis d\u00e9but 2020, la s\u00e9quence du COVID-19 a engendr\u00e9 des comportements in\u00e9dits de la part des consommateurs, l\u2019un des plus visibles \u00e9tant le recours accru \u00e0 Internet pour les courses alimentaires.<\/p>\n\n\n\n

source : Mai 2021 – FEVAD<\/a> – Chiffres NielsenIQ d\u00e9voil\u00e9s en partenariat avec la F\u00e9d\u00e9ration du e-commerce et de la vente \u00e0 distance (FEVAD), confirment l\u2019acc\u00e9l\u00e9ration du e-commerce alimentaire en France et ailleurs depuis les premiers confinements de 2020 <\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Si l\u2019Asie a montr\u00e9 la voie, avec la Chine d\u00e8s janvier-f\u00e9vrier, c\u2019est bien un ph\u00e9nom\u00e8ne mondial auquel la distribution a \u00e9t\u00e9 confront\u00e9e. M\u00eame dans les march\u00e9s online les plus matures, le poids d\u2019internet a significativement progress\u00e9 dans les achats des m\u00e9nages. \u201cAux Etats-Unis, les ventes alimentaires online ont m\u00eame plus que doubl\u00e9 en 2020, avec au passage une fragmentation du march\u00e9, les sites d\u2019e-commerce challengers se multipliant et progressant fortement, Instacart en t\u00eate\u201d, pr\u00e9cise Daniel Ducrocq, Directeur d\u2019A3Distrib et des Services \u00e0 la Distribution Europe chez NielsenIQ.<\/p>\n\n\n\n

En Europe \u00e9galement, le poids du e-commerce s\u2019est consolid\u00e9, tant dans les pays o\u00f9 la grande consommation online reste \u00e9mergente (comme l\u2019Allemagne, de 1.0% \u00e0 1.4% du march\u00e9 en 1 an), que dans les pays avanc\u00e9s comme la France et le Royaume-Uni. Outre-Manche, le circuit online a gagn\u00e9 plus de 4 points entre 2019 et 2020, passant de 7.6% \u00e0 12% de part de march\u00e9.<\/p>\n\n\n\n

DRIVE, LIVRAISON, DRIVE PI\u00c9TON : UN E-COMMERCE PROT\u00c9IFORME EN HAUSSE DE 42%<\/strong><\/p>\n\n\n\n

La France n\u2019a pas d\u00e9rog\u00e9 \u00e0 la r\u00e8gle pour la grande consommation : la progression des ventes online est rest\u00e9e tr\u00e8s sup\u00e9rieure \u00e0 celle des ventes offline, et ce d\u00e8s la p\u00e9riode d\u2019achats de panique pr\u00e9c\u00e9dant le premier confinement. Sur l\u2019ensemble de l\u2019ann\u00e9e 2020, les ventes des PGC online ont ainsi progress\u00e9 de 42%.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

La tendance ne se d\u00e9ment pas en 2021 : le e-commerce progresse encore de 13%, renfor\u00e7ant sa part de march\u00e9 \u00e0 9% depuis le d\u00e9but de l\u2019ann\u00e9e.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Avec diff\u00e9rentes formes de e-commerce sur cet univers de produits, la France se distingue toujours des autres pays avec un dispositif sp\u00e9cifique et prot\u00e9iforme :<\/p>\n\n\n\n

  • les drives op\u00e9r\u00e9s par les enseignes d\u2019hypermarch\u00e9s et supermarch\u00e9s concentrent l\u2019essentiel des ventes online de produits alimentaires (plus de 90%) ;<\/li>
  • la livraison \u00e0 domicile des acteurs g\u00e9n\u00e9ralistes, propos\u00e9e par ces m\u00eames enseignes historiques de la distribution, mais aussi par les pure players ;<\/li>
  • les drives pi\u00e9tons des hypers et supermarch\u00e9s continuent leur d\u00e9ploiement ;<\/li>
  • de multiples nouveaux acteurs compl\u00e8tent le dispositif.<\/li><\/ul>\n\n\n\n

    Parmi ces derniers, diff\u00e9rents types de e-commerce sont \u00e0 distinguer. Pour Marc Lolivier, D\u00e9l\u00e9gu\u00e9 G\u00e9n\u00e9ral de la FEVAD, \u201cla crise sanitaire a \u00e9galement renforc\u00e9 l\u2019app\u00e9tence des consommateurs pour les sites web des circuits courts leur permettant d\u2019acheter des produits frais et locaux. Le recours \u00e0 l\u2019achat online de ces produits devrait s\u2019installer dans les habitudes.\u201d.<\/p>\n\n\n\n

    UNE NOUVELLE CLIENT\u00c8LE \u00c0 FID\u00c9LISER<\/strong><\/p>\n\n\n\n

    En Europe de l\u2019Ouest 1 foyer sur 3 a fr\u00e9quent\u00e9 le circuit online pour les produits de grande consommation, en 2020. Tr\u00e8s exactement 32,3% alors qu\u2019ils n\u2019\u00e9taient que 23,7% 1 an auparavant. Cette forte attractivit\u00e9 du online s\u2019est \u00e9galement v\u00e9rifi\u00e9e en France, o\u00f9 le drive, et le e-commerce en g\u00e9n\u00e9ral, ont recrut\u00e9 de nouveaux adeptes pendant cette s\u00e9quence in\u00e9dite, passant de 5 millions d\u2019acheteurs mensuels \u00e0 7,4 millions lors du premier mois de confinement\u2026 soit 50% de plus !<\/p>\n\n\n\n

    La recherche de distanciation physique, de minimiser les contacts avec autrui et les risques de contamination, ont notamment s\u00e9duit de nombreux foyers de retrait\u00e9s, largement sur-repr\u00e9sent\u00e9s parmi les nouveaux adeptes du web alimentaire. Le t\u00e9l\u00e9travail a \u00e9galement renforc\u00e9 l\u2019attrait du e-commerce, les foyers concern\u00e9s accordant 2,6 points de plus au online dans leurs courses de produits de tous les jours : un recours plus fr\u00e9quent au drive, mais aussi \u00e0 la livraison \u00e0 domicile, que ce soit pour les courses ou les repas d\u2019ailleurs, via les apps comme Uber Eat ou Deliveroo.<\/p>\n\n\n\n

    Mais parmi les acheteurs recrut\u00e9s en 2020, \u00e0 partir du 1er confinement, 2 sur 3 n\u2019ont plus effectu\u00e9 par la suite d\u2019achats online de produits de grande consommation. Certains consommateurs d\u00e9\u00e7us par l\u2019exp\u00e9rience online \u00e9voquent des listes de courses non respect\u00e9es, incompl\u00e8tes, quel que soit le type de e-commerce. En drive, une offre en apparence limit\u00e9e sur les sites, ainsi que la saturation des cr\u00e9neaux, ont \u00e9galement pes\u00e9 sur la satisfaction des clients.<\/p>\n\n\n\n

    Pour Daniel Ducrocq, \u201cl\u2019afflux d\u2019une nouvelle client\u00e8le a permis au e-commerce de prendre de l\u2019avance sur ses temps de passage en termes de d\u00e9veloppement. Mais la bataille n\u2019est pas gagn\u00e9e pour autant, et au-del\u00e0 de l\u2019\u00e9pisode COVID-19, les distributeurs vont devoir convaincre ces nouveaux clients pour que le clic devienne une nouvelle habitude d\u2019achat. Que ce soit pour les familles, seniors ou t\u00e9l\u00e9travailleurs, maintien du lien et qualit\u00e9 de l\u2019exp\u00e9rience client vont \u00eatre d\u00e9cisifs, plus que jamais !\u201d<\/p>\n\n\n\n

    \n\n\n\n

    En r\u00e9sum\u00e9 :<\/p>\n\n\n\n

    • La s\u00e9quence COVID-19 a favoris\u00e9 l\u2019essor du e-commerce pour les achats alimentaires, des Etats-Unis \u00e0 la Chine en passant par la France.<\/li><\/ul>\n\n\n\n
      • Dans l\u2019hexagone le circuit a gagn\u00e9 4 \u00e0 5 ans en quelques mois, battant des records de parts de march\u00e9.<\/li><\/ul>\n\n\n\n
        • L\u2019enjeu est de fid\u00e9liser les nouveaux clients pour les mois \u00e0 venir, notamment t\u00e9l\u00e9travailleurs et seniors<\/li><\/ul>\n\n\n\n

          <\/p>\n","protected":false},"excerpt":{"rendered":"

          ANN\u00c9E RECORD DANS LE MONDE POUR LES ACHATS ALIMENTAIRES ONLINE Depuis d\u00e9but 2020, la s\u00e9quence du COVID-19 a engendr\u00e9 des comportements in\u00e9dits de la part des consommateurs, l\u2019un des plus visibles \u00e9tant le recours accru \u00e0 Internet pour les courses alimentaires. source : Mai 2021 – FEVAD – Chiffres NielsenIQ d\u00e9voil\u00e9s en partenariat avec la […]<\/p>\n","protected":false},"author":1,"featured_media":5554,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":"","jetpack_publicize_message":"E-commerce alimentaire : la consolidation apr\u00e8s l\u2019acc\u00e9l\u00e9ration. La s\u00e9quence du COVID a engendr\u00e9 des comportements in\u00e9dits de la part des consommateurs, l\u2019un des plus visibles \u00e9tant le recours accru \u00e0 Internet pour les courses alimentaires. By @FevadAct","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[4,5],"tags":[],"class_list":["post-5549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-foodtech"],"yoast_head":"\nE-commerce alimentaire : la consolidation apr\u00e8s l\u2019acc\u00e9l\u00e9ration - BUSINESS STRAT\u00c9GIE CONSEILS<\/title>\n<meta name=\"description\" content=\"Ann\u00e9e record dans le monde pour les achats alimentaires online. 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La croissance du e-commerce aux particuliers s'est maintenue en 2017 notamment sous l'effet d'une augmentation de\u2026","rel":"","context":"Dans "Actualit\u00e9"","block_context":{"text":"Actualit\u00e9","link":"https:\/\/www.bs-conseils.fr\/index.php\/category\/actualite\/"},"img":{"alt_text":"bruno sanlaville BSC Business Strat\u00e9gie Conseils - Dernier kilom\u00e8tre E-commerce et Retail","src":"https:\/\/i0.wp.com\/www.bs-conseils.fr\/wp-content\/uploads\/2017\/07\/ecommerce2016.jpg?fit=895%2C597&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.bs-conseils.fr\/wp-content\/uploads\/2017\/07\/ecommerce2016.jpg?fit=895%2C597&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.bs-conseils.fr\/wp-content\/uploads\/2017\/07\/ecommerce2016.jpg?fit=895%2C597&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.bs-conseils.fr\/wp-content\/uploads\/2017\/07\/ecommerce2016.jpg?fit=895%2C597&ssl=1&resize=700%2C400 2x"},"classes":[]}],"amp_enabled":true,"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.bs-conseils.fr\/wp-content\/uploads\/2021\/07\/alimentaire-1.jpeg?fit=1254%2C836&ssl=1","_links":{"self":[{"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/posts\/5549","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/comments?post=5549"}],"version-history":[{"count":3,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/posts\/5549\/revisions"}],"predecessor-version":[{"id":5556,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/posts\/5549\/revisions\/5556"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/media\/5554"}],"wp:attachment":[{"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/media?parent=5549"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/categories?post=5549"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bs-conseils.fr\/index.php\/wp-json\/wp\/v2\/tags?post=5549"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}