What merchants offer to survive in e-commerce

With a turnover of €518 billion, 2.1 million jobs and 435,000 businesses, commerce is part of the daily economy in complete environmental and digital transformation. This sector has been the subject of various public policies since Emmanuel Macron’s first and five-year term, among the provisions laid down in law and programs targeting some local authorities.

This ecosystem is certainly a subject of special interest with the holding of “conferences on trade” organized by the government in December 2021. On this occasion, all companies, including GAFAM, were invited To discuss land reacquisition, the effects of new consumption patterns, fair treatment and consequences for employment.

Very political report

During this meeting, four workshops brought together 200 participants. Discussions were returned on 10 January 2022 to the three ministers involved at the time: Bruno Le Maire, Minister of Economy, Finance and Recovery, Elizabeth Born, Minister of Labour, Employment and Integration, and Jean-Baptiste Lemoyne, Minister Plenipotentiary in charge of Small and Medium Enterprises.

exhibition He just got that very political summary. Four trends are emerging that weigh on retail and territorial operators: the contrasting aspirations of the citizen and the consumer, the attendant market advance and discount boom, the tsunami of trade digitization accelerated by Covid and the presence of new international players with unrivaled striking power.

In fact, if citizens want to express their convictions through their consumer choices, they expect a direct benefit: price or quality, for example. Conversely, commerce must therefore be able to respond to the particularity of each consumer or each community. Especially since online sales more than tripled between 2010 and 2020, while retail sales increased by 25%. A phenomenon that exacerbates the division between city centers and their outskirts and between regions. Added to this is the astonishing power of new players in international e-commerce, which affects commercial sovereignty and productivity.

Investments “inevitable and great”

Faced with this situation, actors recommend investments “inevitable and significant”, Both to transform and digitize the companies in the sector, and to be on the cutting edge of environmental transformation. Except that companies still have very low margins. They also recommended, as a priority, a significant tax cut, with an overall tax reduction of about 2.5 to 3 billion euros per year. The goal is to achieve 25 to 30% of the necessary investment.

They also demand the simplification of tax and city planning rules and the improvement of their fairness. Even before the Assizes, the respective consortia dreamed of combining the physical commerce tax with the e-commerce tax, starting with abolishing the tax on commercial surfaces.

At the moment, you must pay tax on commercial roofs on all retail spaces of more than 400 square meters and achieve a sales volume of 460,000 euros excluding taxes. Whereas online sales platforms, which sell to consumers only, are not affected by this Tascom. The latter does not have to submit either to the administrative and national commercial development committees, nor to an impact study, but simply to submit a building permit. Actors are so demanding “harmony”.

strengthening local government

In another register, stakeholders request specific direct support for each of the investment needs through one-stop shops: environmental transformation and energy transition, and the digitization and modernization of commercial infrastructures. Or strengthening local governance by creating 300 district managers. They are also calling for the diversion of trading parties through 50 voluntary districts, with a coalition of merchants, local and state authorities.

In this field, and within the framework of revitalization programs for small and medium-sized cities, at least 350 city center managers have already been funded by the Banque des Territoires (Caisse des Dépôts group): 122 for “Action Cœur de ville” and 228 for “Small Cities of Tomorrow” For a total amount of 13 million euros. subordinate “Administrative, Tax, and Heritage Facilitators” who work “Back and forth between the square and the town hall”, specific Land Bank Director Olivier Seychelles. The transformation of the parties must be part of the will of the President – candidate Macronto start a A major program to revitalize and revitalize peri-urban areas and city entrances.”

In the same spirit, professionals consider it necessary to facilitate and encourage the use of local digital platforms. “You should first assess the local supply and demand before investing in this type of digital solution,” Céline Delacroix, General Secretary of the Commerce Committee of the Chamber of Commerce and Industry in Paris-Ile-de-France confirms. The regions themselves readily admit that the result is “mixed”. “Local Markets (Online Sales Platforms Editor’s Note) The ones that have succeeded are those that have been thought long-term through merchandising, communication and animation.” We tell the Association Intercommunalités de France.

Ongoing support for consumers

The heroes also defended the escort “support” consumers. By way of illustration, they call for a government information platform to be created by 2023 that would collect data on products for sale, adjusting taxes in favor of a second hand and circular economy. This will also include ensuring better access to physical outlets, by allowing all stores to open, on certain days, throughout the national territory, in particular food stores having to close on Sundays after 13 hours. rule called” silly “, In particular, by Jacques Cresel, general delegate of the Federation of Trade and Distribution (FCD), an organization representing 19,170 companies, including 7,467 convenience stores.

According to our information, a meeting will be held next week at the Elysee Palace on the subject for evaluation.

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