Non-food discounters are doing well! In 2024, consumption in this sector grew by 8%, driven by companies like Action or Normal, according to the 4th edition of BPCE’s Digital & Payments barometer. A success, however, overshadowed by that of marketplaces, on which, in 2024, households spent 22% more than in 2023.
Among them, the Chinese giants Shein and Temu, which appear to be serious competitors to European brands. “Discounters who disrupted historic entry-level distributors now risk being disrupted by new players such as Chinese e-commerce platforms,” warns Émilie Dubuc, director within the distribution teams in the consulting firm AlixPartners.
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