Amazon débarque dans le monde de l'alimentation en avalant Whole Foods

Wall Street

Wall Street

Un gros coup pour d'Amazon.

En comptant sur les moyens colossaux de sa nouvelle maison mère, Whole Foods pourrait certainement être en mesure de relancer sa croissance en s'ouvrant à de nouveaux marchés, que ce soit dans les 9 états américains où elle n'est pas présente, ou en Europe. Ses magasins (3.500 mètres carrés en moyenne) sont des temples branchés du bio qui rendent les bobos accros. Pour acquérir le distributeur de produits bio Whole Foods Market, Amazon a accepté de débourser 13,7 milliards de dollars.

"L'histoire du jour est bien sûr le rachat de Whole Foods par Amazon et cela met la pression sur le reste du secteur", a commenté Sam Stovall de CFRA. Le géant de Bentonville, dans l'Arkansas, a réalisé l'an dernier un chiffre d'affaires de 486 milliards de dollars, dont 56% dans l'alimentaire.

Pour ne pas se laisser distancer, "les supermarchés traditionnels vont devoir apprendre à vendre de la viande fraîche, du poisson frais à des prix bas parce qu'Amazon est réputé pour casser les prix dans tous les secteurs qu'il a bouleversés", renchérit Stew Leonard. A titre de comparaison, la capitalisation boursière de Carrefour valorise le Français à moins de 25% du CA (17 milliards de dollars, soit guère plus que les 14 milliards déboursés par Amazon!). La transaction devrait être complétée d'ici la fin de l'année.

Pour Amazon, il s'agit d'une incursion en force dans le domaine de l'alimentation. Drew Herdener, porte-parole d'Amazon, s'est refusé à tout commentaire sur la concurrence avec Wal-Mart mais a souligné que le groupe ne comptait pas supprimer d'emplois ou généraliser une sa technologie d'automatisation des caisses actuellement développée dans son magasin Amazon Go à Seattle. Le manque est désormais comblé. Et faire ainsi un pas supplémentaire dans l'univers de la grande distribution physique traditionnelle. Il serait tout de même étonnant qu'il ne se lance pas rapidement dans de prochaines expérimentations avec ses nouveaux jouets.

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