E-commerce: Amazon, the very practical scapegoat of the incompetent

So here’s when the name Amazon is popping up in the public debate now, it’s the quarry. Never has the debate between ‘pros’ and ‘anti’ Amazon been so acute. Traders trying to prepare for year-end sales during the lockdown are leading the way. French politicians do not refuse to salt the wound, citing the failures of the French model and antitrust investigations within the EU. This lynching is not justified.

Only 30% of companies are digitized in France, compared to 70% for our German neighbours. If digital doesn’t take off, is it Amazon’s fault?

When Bruno Lemaire announces 500 euros to merchants to digitize, every designer of e-commerce sites laughs out loud. Blame Amazon?

If Bruno Lemaire mentions the sum of 1,500 euros on average to create an e-commerce site, it is certainly without counting the digital building blocks you need to have in mind to get started properly. Blame it on Amazon?

In short, even before worrying about Amazon’s market share, small businesses still have a lot to do before they mature digitally. Not to mention the paradoxical orders of our rulers.

Amazon’s growth also serves small merchants

So yes, containment benefits Amazon. The CEO of France, Frédéric Duval, also welcomed at the microphone of France Inter this morning the increase of “40 to 50%” in the activity of the platform over more than two weeks. Amazon is undeniably attracting shoppers who have traded in their shopping bags for virtual shopping carts.

“We are not opponents of the state, on the contrary,” emphasizes Frédéric Duval, who disputes the image of the “great villain” that many portray. The CEO recalls that Amazon’s growth is also serving small merchants. † [Amazon] is a company that makes it possible for tens of thousands of companies to sell through her. It is 6 out of 10 units on our site that are sold by outside companies. †

Yes, the e-commerce giant is committed to helping SMEs take advantage of digital technology. French traders can benefit from a free registration for 3 months on the platform, as well as advertising credits to promote their articles and personal support. In the endwhether these SMEs end up on the Amazon marketplace or not, this allows them to go much more digital than the vague promise of a $500 check.

What matters, says Frédéric Duval, is to create a national dynamism. “On December 8, on the occasion of the Amazon Academy, we are going to launch a very general training module, going beyond Amazon and that will talk about social networks, e-commerce, an e-shop, growth vectors that this activity can provide”, he explains. Yes, as cruel as it may be to French technology and government subsidies, it is Amazon that will digitize commerce in France. By perhaps picking up the check for 500 euros that Bruno Lemaire distributed to traders in need.

The unknown of Black Friday

Finally, shooting sight at Amazon, seeing in this company the technology giant that monopolizes e-commerce in France is just an accepted idea. In the tech world, it is the Boulanger and other Fnac who are currently taking the chestnuts off the fire.

They are the ones who can benefit the most from the Black Friday scarecrow. The November 27 event could in fact round out the merchants’ morale.

Black Friday now starts in less than 10 days and brick-and-mortar businesses should not reopen their doors on November 27 for the occasion, according to Olivier Véran’s comments on BFMTV. There is no indication that Amazon France will give up despite the pressure. The war of promotions, like every year, should see the biggest retailers and merchant sites collide.

According to Frédéric Duval, the choice of whether or not to maintain Black Friday, despite what many think, is a decision that is just as positive for the 11,000 third-party sellers who are present on Amazon.fr so far and who have already prepared their stocks for the holiday period.

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