Mangiaracina, R., Marchet, G., Perotti, S., & Tumino, A. (2015). A review of the environmental implications of B2C e-commerce: a logistics perspective. International Journal of Physical Distribution & Logistics Management.
Mots clefs : e-commerce, durabilité, logistique,
Cette revue traite de l’importance de la durabilité au sein des plateformes e-commerce (BtoC).
L’accélération du commerce électronique entre les entreprises et les consommateurs (BtoC) s’est considérablement développé. Ce succès est dû à plusieurs facteurs tels que la compétitivité des prix (Bruce et Daly, 2010), un gamme de produits plus large (Park et al., 2012) ainsi qu’une expérience client de qualité (Brugnoli et al., 2009).
Pour se faire, les entreprises doivent choisir la meilleure stratégie logistique afin d’adapter l’offre à la demande ainsi qu’un service premium concernant la gestion des retours (Wei et Zhou, 2011).
D’autre part, il existe des facteurs dit « systémiques » qui favorisent le commerce électronique Mangiaracina et al., 2012) tels que la protection des consommateurs, l’adoption de différents systèmes de paiement (Mangiaracina et Perego, 2009).
Du fait des préoccupations environnementales des dernières années, la durabilité est devenue un facteur de différenciation pour les plateformes électroniques. Parmi les différentes définitions de la durabilité, la plus connue est celle de la Commission mondiale sur l’environnement et le développement « un développement qui répond aux besoins du présent sans compromettre la capacité des générations futures à répondre à leurs besoins.
L’approche de Triple Bottom Line propose 3 composants que doit détenir la durabilité : l’environnement naturel, la société et la performance économique et prendre en compte les personnes et la planète en plus du profit conduit à un résultat plus durable (Elkington, 1994 ; Colicchia et al., 2013 ; Marchet et al., 2014).
L’adoption de la durabilité peut se traduite par la mise en place d’une chaîne d’approvisionnement durable (Meixell et Luoma, 2015). La durabilité est considérée comme un avantage concurrentiel en offrant des valeurs durables et ce tout en permettant aux entreprises d’améliorer leurs opérations et leur croissance Hart et Milstein, 2003 ; Porter et Kramer, 2006).
Sur de la vente au détail, certains facteurs nécessaires à la fabrication et à la distribution des produits peuvent être sources d’une activité logistique environnementale durable liée à l’entreposage ou le transport de ces produits au sein de la chaîne d’approvisionnement (McKinnon et al., 2012).
Cette article s’intéresse également aux services interentreprises (BtoB) dans le cadre du commerce électronique qui n’est à ce jour que très peu documenté.
L’objectif principal est de déterminer l’implication environnementale des commerces électroniques en se concentrant sur les activités logistiques et de transports.
Pour cette étude 56 articles ont été pris en compte pour une étude approfondie. Ces articles sont issus de 38 revues scientifiques sur différents thèmes (environnement, logistique et transport, commerce électronique, etc.). Les résultats obtenus correspondre à l’essor du commerce électronique aux Etats-Unis, Japon, Royaume-Uni, Allemagne et Chine (les principaux marchés).
Certaines observations générales ont été relevées notamment sur liées à l’augmentation des camionnettes et des véhicules à carburant rejettent plus de CO2 que d’autres plus grand (avec l’expansion du commerce en ligne) (Allen et Browne, 2010). Dans un second temps,les livraisons ratées provoquent des effets supplémentaires dues à des trajets supplémentaires pour le retour des produits. Le mode de consommation indique que les acheteurs privilégient plusieurs sites interne pour l’achat de produit distinct, ce qui constitue une multitude de livraisons au même point. Un problème récurrent ressort également au sein d’un même détaillant qui possède plusieurs entrepôts, selon les commandes il peut y avoir des livraisons distinctes.
Les emballages sont très nocifs pour l’aspect environnemental. En effet, le commerce électronique BtoC a un impact nocif puisque les emballages concernent souvent quelques produits uniquement. Ils ne concernant pas un fort volume de produits par exemple (Borggren et al., 2011 ; Van Loon et al., 2014).
La conception du réseau de distribution constitue un facteur important dans la durabilité du commerce électronique BtoC. Les points de collecte permettent de limiter les déplacements des livreurs en un point centralisé ce qui réduit considérablement les distances totales de déplacement (par exemple, Taniguchi et Kakimoto, 2003 ; Weltevreden et Rotem-Mindali, 2009).
Des indicateurs ont été utilisées pour mesurer les impacts environnementaux : « utilisation de l’énergie », « émissions de gaz », « déchets générés » et « kilométrage du trafic ». Plus de 60% des articles étudiés font un comparatif entre l’achat en ligne et l’achat traditionnel.
En ce qui concerne le premier indicateur de la consommation d’énergie, les impacts du commerce électronique ont montrés que les effets environnementaux étaient moindres avec une hypothèse de 35% de taux de retour sur l’industrie du livre américaine et japonaise Matthews et al. (2001).
Pour le second indicateur lié à l’émission de gaz, les activités de transport est le plus souvent analysé puisque l’on considère qu’il constitue la majorité des émissions dans le cadre de la durabilité (Edwards et al., 2010 ; Weber et al., 2010). En fonction des modes de livraisons, celles-ci peuvent s’avérer positives pour l’environnement comme négatives vis-à-vis des achats en magasin si le réseau de distribution n’est pas optimisé. Les invendus sont étroitement liés aux émissions puisqu’ils constituent des flux supplémentaires entre le magasin et les entrepôts (Matthews et al., 2001). Les retours créent également des flux supplémentaires, ils peuvent représenter jusqu’à 30% ce qui n’est pas négligeable pour mesurer la durabilité entre les deux modèles (traditionnel et e-commerce) (Wiese et al., 2012).
La production des déchets provient principalement des emballages pour l’éxécution et la livraison des produits dans le commerce électronique Matthews et al. (2001).
Enfin, certains articles relatent les « pratiques vertes » avec l’utilisation de système de transport alternatif par exemple (hybride, électrique) (González-Benito et González-Benito, 2006 ; Jumadi et Zailani, 2010 ; Lieb et Lieb, 2008). L’arrivée des drones par Amazon permettrait d’instaurer un système innovant concernant la livraison du dernier kilomètre.
Conclusion : Cette étude a permis de corroborer la littérature existante sur le fait que 4 domaines des opérations logistiques du commerce électronique BtoC avaient un impact sur l’environnement (entreposage, emballage, réseau de distribution et gestion du transport). Les 4 indicateurs utilisés ont été pour démontrer l’implication environnementale du commerce électronique BtoC (consommation d’énergie, émissions de gaz, les déchets et le kilométrage parcouru).
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