No less than 11,000 French SMEs sell their products on Amazon, thus benefiting from traffic from one of the largest websites in the world.
If this showcase brings in on average 35,000 euros per year, it also has a cost: paid service, commission, decision taken unilaterally ... There are many rules, so some have decided to do without.
It is a global giant that has become indispensable for many French traders.
While non-essential businesses anxiously wait to reopen a handful of weeks before Christmas, Amazon is doing well.
And for good reason, the merchant site can continue to sell all its products to the French, even those whose shops are closed because of the reconfinement.
And if it would be easy to draw an observation of unfair competition between the two, the reality seems more nuanced, since no less than 11,000 French companies also sell through the marketplace of the giant straight from the other side of the ocean. Atlantic.
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Between 10% and 20% of turnover
An essential distribution channel for SMEs and VSEs contacted by Europe 1, Amazon represents between 10% and 20% of the turnover of these companies, or 35,000 euros on average.
"It's a monumental showcase that has added us overnight 15% of turnover," confirms Samuel, designer of candles who has been selling on Amazon for three years.
Its products are sold and shipped through the site, where many customers already have accounts.
So obviously the transaction is simpler than on the contractor's site.
"You go to Amazon, you come across a candle from our brand, you click on buy and you are delivered the next day. It took you 20 seconds! To buy the same product on our site, it takes you at least three minutes" , admits Samuel.
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"On a product sold for 7 euros, Amazon will take almost half"
But this service is not free, far from it.
It costs 40 euros per month.
But above all Amazon takes, in addition, a commission on each sale.
The latter varies from 5% to 15% depending on the product.
Despite everything, it remains profitable according to the calculations of Nicolas, manager of Chatbiothé, a tea seller who has staked everything on Jeff Bezos' business.
"On a product sold for 7 euros, Amazon will take almost half for the transport costs and the commission. So for me, Amazon or the supermarket type distribution, it's very similar."
"
We do not argue, the suppliers are not treated at all
"
Confident, Nicolas even decided to put all these eggs in one basket by betting almost exclusively on his online sales.
They bring him three-quarters of his turnover.
An addiction that Gérard, bookseller, considers very dangerous.
However, he too began to sell on Amazon.
"It's a steamroller," he testifies at the microphone of Europe 1. "Three years ago, the commission was only 10%. Today, it has increased to 15% after a decision taken unilaterally. They are the ones who impose the rules, 100% of the rules. We do not discuss, the suppliers are not treated at all. We are objects, we are replaceable ... Let's say that I do with it. "
Not to mention that traders must also agree to transfer their customer file and that of their best sellers.
Precious data that Amazon is also accused of exploiting by recreating these same products under its own brand.
Some choose another path
To sell your products on the site, you must therefore accept a certain number of rules, the first of which is to have no say in the matter.
A situation that some refuse outright.
But there is no question of depriving oneself of the showcase and of the strike force that the internet can represent.
So in Cognac, the municipality decided to offer its traders a website.
"Each of them has a page with the name of his shop," explains to the microphone of Europe 1 Sébastien Garnier, the city's sales manager.
Forty traders, from food to ready-to-wear, including decoration, beauty and toys, have joined this project which cost 60,000 euros.
Among them, Sandra, manager of a toy store which has uploaded its 600 items on the buyàcognac.fr site.
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"If this continues the month of November is not going to be catastrophic"
And in full re-containment, its online storefront has taken on the appearance of a lifeline.
"We must be at 50% of the turnover that we should have done" in normal times, she blows at the microphone of Europe 1. "If it continues on the same line, thanks to this site the month November is not going to be catastrophic and I hope it will be the same for the month of December. "
In any case, the customers seem satisfied with the initiative of the town hall.
"I found things that could be interesting," confirms Camille, who came to pick up her order in front of Sandra's store.
"We are trying to provide a little living for our small traders".
For its part, the town hall is convinced that it has set up an essential tool, even after the health crisis.