{"id":180705,"date":"2025-04-23T00:00:00","date_gmt":"2025-04-22T22:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/temu-shein-et-aliexpress-retirent-plus-dun-demi-milliard\/"},"modified":"2026-04-14T15:56:07","modified_gmt":"2026-04-14T13:56:07","slug":"temu-shein-et-aliexpress-retirent-plus-dun-demi-milliard","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/temu-shein-et-aliexpress-retirent-plus-dun-demi-milliard\/","title":{"rendered":"Temu, Shein et Aliexpress retirent plus d’un demi-milliard"},"content":{"rendered":"

Rapport de David Morant, carpathia digital.business.blog<\/a><\/strong><\/p>\n

Beaucoup de choses ont \u00e9t\u00e9 \u00e9crites sur les pratiques commerciales et l’impact des magasins chinois Temu, Shein et Aliexpress sur l’environnement, la sant\u00e9, la soci\u00e9t\u00e9 de consommation et l’\u00e9conomie locale. C’est maintenant \u00e0 notre tour d’estimer le chiffre d’affaires pour l’ann\u00e9e 2024. <\/p>\n\n\n\n\n\n\n\n
<\/td>\nChiffre d’affaires en millions de CHF<\/strong><\/td>\n<\/tr>\n
<\/td>\n2023<\/strong><\/td>\n2024<\/strong><\/td>\n\u0394<\/strong><\/td>\n<\/tr>\n
Aliexpress<\/strong><\/td>\n390<\/td>\n390<\/td>\n0%<\/td>\n<\/tr>\n
Temu<\/strong><\/td>\n350<\/td>\n700<\/td>\n+100%<\/td>\n<\/tr>\n
Shein <\/strong><\/td>\n220<\/td>\n250<\/td>\n+14%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Le v\u00e9t\u00e9ran des trois, Aliexpress<\/strong>, reste stable pour la troisi\u00e8me ann\u00e9e cons\u00e9cutive \u00e0 390 millions de francs suisses.<\/strong> Temu, qui n’a d\u00e9marr\u00e9 qu’en 2023 chez nous avec un d\u00e9marrage vertical (350 millions de francs suisses), a r\u00e9alis\u00e9 selon nos estimations plus de 700 millions de francs suisses<\/strong> en 2024 - un doublement pur et simple. Quant au troisi\u00e8me fournisseur, Shein, nous pr\u00e9voyons une croissance de 30 millions de CHF et un chiffre d’affaires total de 250 millions de CHF (+14%)<\/strong>. <\/p>\n

La question de savoir quels sont les produits que les Suisses ach\u00e8tent aux producteurs chinois est une question passionnante compte tenu de l’importance du chiffre d’affaires (1,34 milliard de francs suisses au total) <\/strong>. Temu et Aliexpress sont des magasins g\u00e9n\u00e9ralistes non alimentaires, tandis que Shein est clairement ax\u00e9 sur la mode. Or, il se trouve que la mode et les chaussures constituent \u00e9galement<\/strong> une cat\u00e9gorie \u00e0 fort chiffre d’affaires chez Temu et Aliexpress<\/strong>, et que les achats ne se limitent pas, comme on le pense souvent, \u00e0 des articles \u00e9lectroniques, de bricolage et de d\u00e9coration. Il est donc int\u00e9ressant d’examiner de plus pr\u00e8s cette cat\u00e9gorie de produits. D’apr\u00e8s nos recherches, nous estimons la part de la mode et le volume des ventes comme suit : <\/p>\n\n\n\n\n\n\n\n\n
<\/td>\nChiffre d’affaires en millions de CHF 2024<\/strong><\/td>\n<\/tr>\n
<\/td>\n Total<\/strong><\/td>\nMode & Chaussures<\/strong><\/td>\nPart du segment<\/strong><\/td>\n<\/tr>\n
Aliexpress<\/td>\n390<\/td>\n117<\/td>\n30%<\/td>\n<\/tr>\n
Temu<\/td>\n700<\/td>\n245<\/td>\n35%<\/td>\n<\/tr>\n
Shein<\/td>\n250<\/td>\n200<\/td>\n80%<\/td>\n<\/tr>\n
Total<\/strong><\/td>\n1’340<\/strong><\/td>\n562<\/strong><\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Si l’on tient compte de la part de la mode plus \u00e9lev\u00e9e qu’on ne le pense g\u00e9n\u00e9ralement, \u00e0 savoir 30% et 35% pour Aliexpress et Temu, le volume total des ventes dans le secteur de la mode et des chaussures s’\u00e9l\u00e8ve \u00e0 562 millions de CHF pour<\/strong> les trois fournisseurs. C’est \u00e9norme, surtout si l’on consid\u00e8re les prix ultra-bas, et Shein et Temu ne sont actifs en Suisse que depuis 2022 et 2023 respectivement. <\/p>\n

Un coup d’\u0153il sur les ventes en ligne de mode et de chaussures des fournisseurs suisses (y compris Zalando) (source : GfK, Post, Handelsverband) montre les effets pr\u00e9sum\u00e9s au cours des derni\u00e8res ann\u00e9es :<\/p>\n\n\n\n\n\n
<\/td>\nChiffre d’affaires en millions de CHF<\/strong><\/td>\n<\/tr>\n
<\/td>\n2021<\/strong><\/td>\n2022<\/strong><\/td>\n2023<\/strong><\/td>\n2024<\/strong><\/td>\n<\/tr>\n
Fashion & Shoes Fournisseur suisse<\/strong><\/td>\n 2’380<\/td>\n 2’310<\/td>\n 2’060<\/td>\n 1’910<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Les ventes en ligne des fournisseurs suisses ont diminu\u00e9 chaque ann\u00e9e depuis 2021 jusqu’en 2024 de CHF 470 millions au total<\/strong>, passant de CHF 2’380 millions \u00e0 CHF 1’910 millions. On peut supposer que les ventes perdues ne sont pas all\u00e9es vers les magasins stationnaires en Suisse et \u00e0 l’\u00e9tranger, mais directement vers les boutiques chinoises. Par cons\u00e9quent, les v\u00eatements et les chaussures ne sont pas moins achet\u00e9s en ligne qu’auparavant, mais les chiffres d’affaires n’apparaissent plus dans les statistiques nationales.<\/strong> Dans ce pays, ce ne sont pas les grands noms comme Zalando et About You qui ont perdu, mais les entreprises traditionnelles de vente par correspondance et les universalistes proposant des articles de mode non-mod\u00e8les.<\/p>\n","protected":false},"excerpt":{"rendered":"

Beaucoup de choses ont \u00e9t\u00e9 \u00e9crites sur les pratiques commerciales et l’impact des magasins chinois Temu, Shein et Aliexpress sur l’environnement, la sant\u00e9, la soci\u00e9t\u00e9 de consommation et l’\u00e9conomie locale. C’est maintenant \u00e0 notre tour d’estimer le chiffre d’affaires pour l’ann\u00e9e 2024. <\/p>\n","protected":false},"author":5,"featured_media":180707,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-180705","news","type-news","status-publish","has-post-thumbnail","hentry","category-marques-produits"],"yoast_head":"\nTemu, Shein et Aliexpress retirent plus d'un demi-milliard - Sportbiz<\/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:\/\/sportbiz.ch\/fr\/news\/temu-shein-et-aliexpress-retirent-plus-dun-demi-milliard\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Temu, Shein et Aliexpress retirent plus d'un demi-milliard - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Beaucoup de choses ont \u00e9t\u00e9 \u00e9crites sur les pratiques commerciales et l'impact des magasins chinois Temu, Shein et Aliexpress sur l'environnement, la sant\u00e9, la soci\u00e9t\u00e9 de consommation et l'\u00e9conomie locale. 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