{"id":181419,"date":"2023-05-10T00:00:00","date_gmt":"2023-05-09T22:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/le-commerce-en-ligne-suisse-legerement-superieur-a-lannee-precedente-au-t1-23\/"},"modified":"2023-05-10T00:00:00","modified_gmt":"2023-05-09T22:00:00","slug":"le-commerce-en-ligne-suisse-legerement-superieur-a-lannee-precedente-au-t1-23","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/le-commerce-en-ligne-suisse-legerement-superieur-a-lannee-precedente-au-t1-23\/","title":{"rendered":"Le commerce en ligne suisse l\u00e9g\u00e8rement sup\u00e9rieur \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente au T1 23"},"content":{"rendered":"

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

Nous disposons des derniers chiffres du moniteur de la vente \u00e0 distance (GfK, HANDELSVERBAND.swiss, Post) et ceux-ci indiquent une l\u00e9g\u00e8re augmentation de 2,4%<\/strong> des ventes nominales pour le premier trimestre 2023<\/strong>. Le commerce en ligne \u00e9volue donc au m\u00eame rythme que l’ensemble du commerce de d\u00e9tail suisse qui , selon GfK<\/a>, est en hausse de 2% au 1er trimestre. <\/p>\n

Le r\u00e9sultat interm\u00e9diaire \u00ab\u00a0positif\u00a0\u00bb ne doit pas masquer le fait que l’ambiance g\u00e9n\u00e9rale n’est gu\u00e8re euphorique en de nombreux endroits. Cela s’explique par les raisons suivantes : <\/p>\n

    \n
  1. La petite hausse nominale signifie plut\u00f4t une baisse r\u00e9elle apr\u00e8s correction de l’inflation.<\/li>\n
  2. La base de comparaison du T1 2022 est basse. A l’\u00e9poque, les ventes \u00e9taient inf\u00e9rieures de pr\u00e8s de 13% \u00e0 celles de l’ann\u00e9e pr\u00e9c\u00e9dente 2021<\/a> (lockdown partiel) et de nombreux acteurs s’attendaient \u00e0 des ventes plus \u00e9lev\u00e9es dans ce contexte.<\/li>\n
  3. L’\u00e9volution du chiffre d’affaires varie fortement d’un segment \u00e0 l’autre et d’un fournisseur \u00e0 l’autre. Alors que Digitec Galaxus a d\u00e9marr\u00e9 l’ann\u00e9e sur les chapeaux de roue, selon les acteurs du march\u00e9, de nombreux autres magasins ont d\u00fb faire face \u00e0 une baisse de leur chiffre d’affaires et \u00e0 une augmentation de leurs co\u00fbts de marketing. <\/li>\n<\/ol>\n

    L’\u00e9volution est n\u00e9gative dans les segments Montres & Bijoux (-28,4%)<\/strong>, Mode (-15,1%)<\/strong>, Ventes par correspondance universelles (-9,3%)<\/strong>, M\u00e9dias (-5,9%)<\/strong> et Sports \/ \u00c9quipements sportifs (-4,4%)<\/strong>. C’est particuli\u00e8rement f\u00e2cheux pour les quatre premiers segments cit\u00e9s, car ils ont d\u00e9j\u00e0 subi les plus fortes baisses de chiffre d’affaires sur l’ensemble de l’ann\u00e9e 2022 (voir graphique \u00e0 la fin) et connaissent entre-temps une longue p\u00e9riode de vaches maigres. <\/p>\n

    Les cat\u00e9gories Home & Living (+26,4%)<\/strong> et Autres \/ Alimentation (+15,8%)<\/strong> se distinguent positivement. Dans la cat\u00e9gorie Home & Living, un fort redressement se dessine apr\u00e8s une ann\u00e9e en demi-teinte. Le ralentissement de la consommation l’an dernier en raison d’achats anticip\u00e9s pendant les ann\u00e9es Corona semble \u00eatre pass\u00e9 et les b\u00e9n\u00e9fices du canal en ligne semblent plausibles. Le segment de l’alimentation continue sur la voie de la croissance de l’ann\u00e9e derni\u00e8re et augmente lentement mais s\u00fbrement sa part en ligne. Il convient toutefois de noter que cette cat\u00e9gorie ne comprend pas uniquement les supermarch\u00e9s en ligne de Migros, Coop et Farmy, mais \u00e9galement les produits du garde-manger, le vin, le caf\u00e9 et autres. <\/p>\n","protected":false},"excerpt":{"rendered":"

    Le commerce en ligne suisse est en hausse de 2,4% au T1 2023. Cependant, l’ambiance dans le secteur est plut\u00f4t morose. La maison et l’alimentation gagnent du terrain, tandis que les montres et les bijoux ainsi que la mode en perdent de mani\u00e8re significative. <\/p>\n","protected":false},"author":5,"featured_media":180633,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-181419","news","type-news","status-publish","has-post-thumbnail","hentry","category-marques-produits"],"yoast_head":"\nLe commerce en ligne suisse l\u00e9g\u00e8rement sup\u00e9rieur \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente au T1 23 - 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\/le-commerce-en-ligne-suisse-legerement-superieur-a-lannee-precedente-au-t1-23\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le commerce en ligne suisse l\u00e9g\u00e8rement sup\u00e9rieur \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente au T1 23 - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Le commerce en ligne suisse est en hausse de 2,4% au T1 2023. Cependant, l'ambiance dans le secteur est plut\u00f4t morose. 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