Why Carrefour is outsourcing non-food e-commerce to Rakuten

On 14 March, during the 1-to-1 conference in Monaco, Carrefour (2022 sales of €90.8 billion, up by 8.4% organic excluding petrol) announced the opening of a digital store on the Rakuten marketplace. From April 2023, Carrefour will sell non-food range, with around a hundred products within categories like small household appliances, television or garden.

This agreement is a sign of increased pressure on the margin. “I often tell my teams internally, to provoke them, that we don’t make money on