Amazon is pushing its fires in the West, with the establishment of two new sites in the Nantes region, another in Quimper (Finistère) and probably a fourth near Rouen. The American firm has built a 9,000 m logistics center2 in Carquefou (Loire-Atlantique) and would plan to create a mega logistics platform of 185,000 m2 in Montbert. This offensive generates tensions, accentuated by the closure of “non-essential” businesses during the reconfinement. Olivier Dauvers, specialist in mass distribution, deciphers the phenomenon.
We hear everywhere that Amazon will be the big winner of the health crisis. However, the French proclaim loud and clear their attachment to local commerce. How to explain this paradox ?
By the crossing between two contradictory injunctions. As a citizen, the French would like supporting downtown commerce, recreate social ties, consume close to home, etc. But, as a consumer, he seeks above all to satisfy his personal interests. The quest for a low price weighs heavily in the balance, as does the variety of the offer and the convenience of the purchase. However, on these last three points, Amazon is unbeatable.
So the consumer wins over the citizen …
Yes, almost every time. This is all the more true in times of crisis. Many people have lost or fear losing part of their income, see their job. Not to mention the health aspect, which encourages people to concentrate their purchases in the same place rather than increasing the number of trips.
Will Amazon take advantage of the closure of “non-essential” businesses and certain supermarket shelves?
Without a doubt. Some people had not yet taken the plunge, but they will be tempted at Christmas, to find the toy written on the letter to Santa Claus. They will then realize the simplicity of purchase offered by this platform and will repeat for other categories of products. Reconfinement is the spark that Amazon lacked to win new customers.
The establishment of new logistics sites in the West arouses strong opposition. Are Merchants Right to Throw Stone at Amazon?
Yes and no. Politically, their anger is legitimate. Left unchecked, a steamroller will continue to gain ground. The decision to close non-essential stores, for example, strengthens digital commerce to the detriment of physical commerce. Other things are wrong at Amazon, like the practice of fiscal dumping, or the fact of not paying VAT on products coming from abroad. But all of this is political.
On the other hand, what we cannot blame Amazon is its success! This one only does translate purchasing behavior. This platform simply responds to customer expectations better than its competitors, including France. Knowing this, it seems wiser for merchants to come to terms with Amazon rather than oppose it. Through his marketplace, for example. Because it is this company that has access to the mass of customers.
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