According to the 8th edition of the Acsel “Growth & Digital” barometer, French retailers, faced with an economic context affected by inflation and successive crises, are coping with the situation and displaying reassuring optimism: nearly a quarter of them (22%) are counting on growth of 5% in 2024.
In an uncertain economic context, French traders remain optimistic. This is at least what emerges from the 8th edition of the barometer “ Growth & Digital “, established by theAcselthe main multi-sector and cross-functional digital association in France whose mission is to accelerate digital transformation.
Traders are therefore considering develop new offers and new services that are ever more eco-responsible (+6 pts in one year). This dynamic is massively driven by digital, which is perceived by a very large majority (62%) as the driving force behind their activity. Training, recruitment, they have multiplied the levers to lead this digital transformation and now have strong digital skills. 28% of traders are already even using generative AI to improve their processes, their customer relations or find growth drivers.
Growth, investment and CSR are on the agenda despite the crisis
Optimism is the key word for this edition. Traders stay the coursea very large majority (86%) believes that its turnover will be stable (48%) or even growing (38%) in 2024. Committed to a development dynamic, 64% continue to invest in digital despite the crisis. They also opt, at 68%, for eco-responsible offers (+6 pts), more aware than ever of the impact of their choices on the environment and the expectations of their customers. Almost a third of them (29%) have diversified into second-hand products.
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Commitment to the planet is also climbing to 3th place of their concerns in terms of growth, cited by 57% of respondents (+7 points), just behind margin and turnover.
Digital: a major contributor to growth
Since 2020, digital has become a more important pillar each year of the merchants’ development strategy. 100% of businesses with more than 20 employees are engaged in a digital transformation policy.
Seen as an opportunity by more than half of traders (53%), digital is recognized by 62% of them as a contributor to turnoverup 11 points compared to 2023. Digital not only contributes to their visibility, 78% (+6 pts) have a website and 84% (+11 pts) a professional page on social networks, but also to their activity, 13% of merchants achieve more than 25% (+5 pts) of their turnover online.
Training and recruitment on the rise to support the digital transformation of commerce
Commerce continues to become increasingly digital and traders are now measuring the benefits. 63% of them have, thanks to training, the digital skills needed to support the rise of digital practices. To complete the digitalization of their activity, they are accelerating the recruitment of specific profiles, 34% (+13 pts) of them have recruited or are considering doing so. To do this, they are turning to young talents, first and foremost apprentices (+5 pts) followed by interns (+17 pts) who are more able to master digital tools and more committed to digital transformation. In this area, companies with fewer than 20 employees stand out: 75% (+21 pts) have turned to or are considering turning to young talent.
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This increase in skills goes, logically, hand in hand with a decrease in the need for support, -7 points in one year. Banks are more than ever the preferred partners to support digital transformation (34% up +7 pts). Finally, more mature and better equipped, traders are now better able to fight against the cyber threat, 79% (+7 pts) of them have tools and solutions to protect their business and their employees.
An appetite for digital, which leads retailers to put AI into practice
Far from being an exotic technology that traders observe from afar, artificial intelligence (AI) is already at the heart of their thinking : 63% of them believe that it is a time-saving factor (+4pts) and 61% that it improves distribution (+7pts).
1/3 of them have also taken the subject seriously by using generative AI more specifically on a regular or occasional basis.Large companies are making even greater use of generative AI (39%), mainly to create personalized content (30%), improve their operational efficiency (26%) or manage customer relations (10%). However, 24% of merchants do not yet identify the significant impact of this technology.
To view the barometer summary, click ICI.
Source: www.ecommercemag.fr
