{"id":19677,"date":"2015-10-27T09:00:12","date_gmt":"2015-10-27T08:00:12","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=19677"},"modified":"2022-05-29T15:35:46","modified_gmt":"2022-05-29T13:35:46","slug":"comment-optimiser-son-activite-e-commerce","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/10\/27\/comment-optimiser-son-activite-e-commerce\/","title":{"rendered":"Site e-commerce : comment optimiser son activit\u00e9 en ligne ?"},"content":{"rendered":"<p><em>Comment optimiser son activit\u00e9 en ligne sur son site e-commerce ? Sur quels axes dois-je me positionner pour d\u00e9velopper mon activit\u00e9 e-commerce\u00a0? Cette question qui revient souvent de la part des e-commer\u00e7ants \u00a0fait \u00e9cho \u00e0 l\u2019\u00e9volution de ce march\u00e9 porteur et de la concurrence qui y existe. Pour l\u2019ann\u00e9e 2015,\u00a0 le chiffre d\u2019affaires du e-commerce est pr\u00e9vu \u00e0 plus de 60 milliards d\u2019\u20ac (soit une augmentation de 10% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente) et ceci\u00a0 pour plus de 164\u00a0000 sites marchands (soit 13% de plus qu\u2019en 2013) <a href=\"http:\/\/www.fevad.com\/uploads\/files\/Enjeux%202015\/CHIFFRES_CLES_2015.pdf\">selon le dernier rapport de la FEVAD.<\/a><\/em><\/p>\n<h2>Site e-commerce : comment optimiser son activit\u00e9 en ligne ?<\/h2>\n<figure id=\"attachment_69073\" aria-describedby=\"caption-attachment-69073\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-69073 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/05\/untitled-1-e1652983262533.jpg\" alt=\"Site e-commerce : comment optimiser son activit\u00e9 en ligne ?\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/05\/untitled-1-e1652983262533.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/05\/untitled-1-e1652983262533-458x300.jpg 458w\" sizes=\"auto, (max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-69073\" class=\"wp-caption-text\">Site e-commerce : comment optimiser son activit\u00e9 en ligne ?<\/figcaption><\/figure>\n<p>Un Ebook sur le e-commerce permet d\u2019y r\u00e9pondre en proposant 4 chapitres qui r\u00e9pondent aux questions suivantes\u00a0:<\/p>\n<ul>\n<li>Quels sont les <strong>pr\u00e9-requis<\/strong> \u00e0 conna\u00eetre pour son e-commerce\u00a0?<\/li>\n<li>Comment \u00e9tablir une <strong>strat\u00e9gie de communication digitale<\/strong>\u00a0?<\/li>\n<li>Comment <strong>ma\u00eetriser ses co\u00fbts logistiques<\/strong>\u00a0?<\/li>\n<li>Quels sont les <strong>enjeux d\u2019un d\u00e9veloppement<\/strong> \u00e0 l\u2019international\u00a0?<\/li>\n<\/ul>\n<p style=\"text-align: center;\">[slideshare id=53537190&amp;doc=booster-son-activite-ecommerce-par-supplyweb-prestataire-logistique-1-5-151005082034-lva1-app6892&amp;type=d]<\/p>\n<p>La <a href=\"http:\/\/www.supplyweb.fr\/\">plateforme logistique SupplyWeb<\/a> a mis en place ce livre blanc qui regroupe dans chaque chapitre les enjeux de ces axes, des conseils, des recommandations mais \u00e9galement les t\u00e9moignages de 4 experts du e-commerce\u00a0: Ve France, <a href=\"http:\/\/www.trustedshops.fr\/\" target=\"_blank\" rel=\"noopener\">Trusted Shops<\/a>, <a href=\"http:\/\/www.itinsell.com\/#\/FR\/Home\" target=\"_blank\" rel=\"noopener\">ITinSell<\/a> et <a href=\"https:\/\/www.wizishop.fr\/?gclid=Cj0KEQjwtaexBRCohZOAoOPL88oBEiQAr96eSPAdJScA7AqlcZNL0LTC_aVnuqDQPwIgQeultJ241xsaAgsq8P8HAQ\" target=\"_blank\" rel=\"noopener\">Wizishop<\/a>.<\/p>\n<h3>Quels sont les pr\u00e9-requis \u00e0 conna\u00eetre pour optimiser son e-commerce\u00a0?<\/h3>\n<p>Ce premier chapitre n\u2019aborde pas un axe strat\u00e9gique mais les fondamentaux pour un e-commerce que ce soit au niveau de la l\u00e9gislation qu\u2019au niveau de la conversion sur son site mais aussi sur le taux d\u2019abandon de panier. Ces \u00e9l\u00e9ments sont fondamentaux \u00e0 une activit\u00e9 d\u2019un e-commerce et repr\u00e9sentent les pr\u00e9-requis pour un bon d\u00e9veloppement.<\/p>\n<figure id=\"attachment_19684\" aria-describedby=\"caption-attachment-19684\" style=\"width: 845px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19684 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/taux-moyen-dabandon-de-transaction.png\" alt=\"site e-commerce\" width=\"845\" height=\"541\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/taux-moyen-dabandon-de-transaction.png 845w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/taux-moyen-dabandon-de-transaction-469x300.png 469w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/taux-moyen-dabandon-de-transaction-768x492.png 768w\" sizes=\"auto, (max-width: 845px) 100vw, 845px\" \/><figcaption id=\"caption-attachment-19684\" class=\"wp-caption-text\">Taux moyen d&rsquo;abandon de transaction<\/figcaption><\/figure>\n<p>La loi Hamon mis en place en juin 2014 permet de r\u00e9gul\u00e9 le march\u00e9 du e-commerce en France mais r\u00e9pond \u00e9galement \u00e0 la l\u00e9gislation europ\u00e9enne. Ainsi connaitre ces r\u00e9glementations et les impl\u00e9menter \u00e0 son site permettra de facilit\u00e9 l\u2019internationalisation du site par la suite tout en prot\u00e9geant le consommateur.<\/p>\n<p>Egalement, le taux d\u2019abandon de panier sur un site marchand, c\u2019est-\u00e0-dire la non validation d\u2019un panier par un client, est de l\u2019ordre de 67,4%. Ce taux \u00e9lev\u00e9 peut \u00eatre r\u00e9duit en connaissant les raisons qui poussent un client en ligne \u00e0 annuler sa transaction. Les conna\u00eetre permet de trouver des solutions pour y faire face et faciliter le parcours client sur son site.<\/p>\n<h2><strong>Comment \u00e9tablir une strat\u00e9gie de communication digitale\u00a0?<\/strong><\/h2>\n<p>Etablir une communication digitale repr\u00e9sente un avantage comp\u00e9titif pour un e-commer\u00e7ant afin de d\u00e9velopper sa visibilit\u00e9 et d\u2019augmenter le trafic sur son site. Le but est de convertir les prospects en clients mais \u00e9galement que ceux-ci deviennent des ambassadeurs de la marque.<\/p>\n<figure id=\"attachment_19683\" aria-describedby=\"caption-attachment-19683\" style=\"width: 945px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/medias-sociaux.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19683 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/medias-sociaux.png\" alt=\"m\u00e9dias sociaux\" width=\"945\" height=\"260\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/medias-sociaux.png 945w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/medias-sociaux-500x138.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/medias-sociaux-768x211.png 768w\" sizes=\"auto, (max-width: 945px) 100vw, 945px\" \/><\/a><figcaption id=\"caption-attachment-19683\" class=\"wp-caption-text\">Les m\u00e9dias sociaux en compl\u00e9ment de son site e-commerce<\/figcaption><\/figure>\n<p><span style=\"line-height: 1.5;\">Pour cela, un e-commerce doit conna\u00eetre les rouages des r\u00e9seaux sociaux et les enjeux face \u00e0 chacun d\u2019entres eux.\u00a0 Le but n\u2019\u00e9tant pas d\u2019\u00eatre derri\u00e8re sur tous les fronts mais de trouver la meilleure strat\u00e9gie possible et le ou les meilleurs (s) r\u00e9seaux(x) social (aux) r\u00e9pondant \u00e0 ses besoins et \u00e0 sa communaut\u00e9.<\/span><\/p>\n<p>La strat\u00e9gie digitale ne se limite pas uniquement \u00e0 la connaissance des r\u00e9seaux sociaux mais aussi \u00e0 la strat\u00e9gie mise en place pour g\u00e9n\u00e9rer du trafic sur son site. Cela peut \u00eatre mis en place par la diffusion de contenu tel que des articles via un blog mais \u00e9galement en ayant une strat\u00e9gie pour son r\u00e9f\u00e9rencement. A noter que la diffusion de contenu impacte \u00e9galement le r\u00e9f\u00e9rencement de fa\u00e7on positive, ce cercle vertueux repr\u00e9sente un axe strat\u00e9gique pour la visibilit\u00e9 d\u2019un e-commerce et ainsi la conversion.<\/p>\n<h3>Comment ma\u00eetriser ses co\u00fbts logistiques en e-commerce ?<\/h3>\n<p>Une <a href=\"http:\/\/www.lsa-conso.fr\/e-commerce-pour-8-francais-sur-10-la-livraison-est-source-d-agacements-infographie,211774\">\u00e9tude r\u00e9alis\u00e9e en juin 2015 par GLS\/ OpinionWay<\/a> a d\u00e9montr\u00e9 que 81% des sond\u00e9s consid\u00e8rent la livraison comme une prise de t\u00eate. Pour un e-commer\u00e7ant, l\u2019enjeu sera d\u2019adapter ses co\u00fbts pour rentrer dans son budget tout en r\u00e9pondant aux attentes de ses clients.<\/p>\n<p>Pour un e-commer\u00e7ant, l\u2019enjeu sera de conna\u00eetre les diff\u00e9rentes \u00e9tapes li\u00e9es \u00e0 la logistique pour ainsi voir si la meilleure strat\u00e9gie est d\u2019internaliser ou d\u2019externaliser ce service. Internaliser sa logistique permet d\u2019avoir une visibilit\u00e9 totale sur tout ce qui se passe sur son activit\u00e9 mais repr\u00e9sente un co\u00fbt plus important. Externaliser permet de reposer une partie de son activit\u00e9 chez un logisticien qui aura \u00e0 disposition une surface et une main d\u2019\u0153uvre qualifi\u00e9es. Egalement l\u2019externalisation permet d\u2019avoir acc\u00e8s \u00e0 des tarifs n\u00e9goci\u00e9s en amont au niveau des r\u00e9seaux transporteurs.<\/p>\n<figure id=\"attachment_19682\" aria-describedby=\"caption-attachment-19682\" style=\"width: 861px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/couts-logistiques.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19682 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/couts-logistiques.png\" alt=\"site e-commerce\" width=\"861\" height=\"495\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/couts-logistiques.png 861w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/couts-logistiques-500x287.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/couts-logistiques-768x442.png 768w\" sizes=\"auto, (max-width: 861px) 100vw, 861px\" \/><\/a><figcaption id=\"caption-attachment-19682\" class=\"wp-caption-text\">Optimiser son site et activit\u00e9 e-commerce : externaliser sa logistique<\/figcaption><\/figure>\n<p><span style=\"line-height: 1.5;\">Connaitre et comprendre les enjeux de la logistique permet \u00e0 un site marchand de mieux s\u2019adapter et de remettre en question son fonctionnement. N\u2019oublions pas que la logistique repr\u00e9sente un enjeu pour la fid\u00e9lisation client\u00e8le et permet \u00e9galement de se d\u00e9marquer de la concurrence.<\/span><\/p>\n<h3>Enjeux d\u2019un d\u00e9veloppement \u00e0 l\u2019international de son site e-commerce<\/h3>\n<p>Partir \u00e0 l\u2019international est une \u00e9tape qui s\u2019inscrit dans le d\u00e9veloppement de tout commerce mais qui doit \u00eatre pens\u00e9 en amont. Diff\u00e9rents enjeux sont \u00e0 prendre en compte, selon le choix du pays il est primordial d\u2019appr\u00e9hender la culture locale pour savoir si son produit ou service r\u00e9pond aux attentes des consommateurs.<\/p>\n<figure id=\"attachment_19681\" aria-describedby=\"caption-attachment-19681\" style=\"width: 662px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/processus-de-marketplace.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19681 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/processus-de-marketplace.png\" alt=\"site e-commerce\" width=\"662\" height=\"677\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/processus-de-marketplace.png 662w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/processus-de-marketplace-293x300.png 293w\" sizes=\"auto, (max-width: 662px) 100vw, 662px\" \/><\/a><figcaption id=\"caption-attachment-19681\" class=\"wp-caption-text\">Le processus d&rsquo;une marketplace<\/figcaption><\/figure>\n<p><span style=\"line-height: 1.5;\">Egalement, penser au r\u00e9f\u00e9rencement de son site et aux outils existants permet d\u2019\u00eatre visible dans les moteurs de recherches des pays cibl\u00e9s et ainsi de pouvoir g\u00e9n\u00e9rer du trafic. <\/span><\/p>\n<p><span style=\"line-height: 1.5;\">Ces diff\u00e9rents \u00e9l\u00e9ments poussent certains e-commer\u00e7ants \u00e0 passer directement vers des places de march\u00e9 afin de se limiter uniquement \u00e0 la vente de ses produits. <\/span><\/p>\n<p><span style=\"line-height: 1.5;\">Cependant, comprendre les enjeux et les r\u00e8gles de ces places de march\u00e9 permet \u00e0 un site marchand d\u2019analyser si le retour sur investissement en vaut la chandelle ou non.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment optimiser son activit\u00e9 en ligne sur son site e-commerce ? Sur quels axes dois-je me positionner pour d\u00e9velopper mon activit\u00e9 e-commerce\u00a0? Cette question qui revient souvent de la part des e-commer\u00e7ants \u00a0fait \u00e9cho \u00e0 l\u2019\u00e9volution de ce march\u00e9 porteur et de la concurrence qui y existe. Pour l\u2019ann\u00e9e 2015,\u00a0 le chiffre d\u2019affaires du e-commerce &hellip;<\/p>\n","protected":false},"author":38,"featured_media":69073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-19677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Site e-commerce : comment optimiser son activit\u00e9 en ligne ?<\/title>\n<meta name=\"description\" content=\"Sur quels axes dois-je me positionner pour d\u00e9velopper mon site e-commerce ? 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