{"id":380,"date":"2007-07-20T12:33:51","date_gmt":"2007-07-20T12:33:51","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/07\/20\/gratuite-des-frais-de-port-et-comportement-de-l%e2%80%99acheteur\/"},"modified":"2020-09-18T22:38:41","modified_gmt":"2020-09-18T20:38:41","slug":"frais-de-port","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/","title":{"rendered":"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur"},"content":{"rendered":"

La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle par catalogue, est un \u00e9l\u00e9ment promotionnel extr\u00eamement r\u00e9pandu. En 2002, 60% des responsables de sites e-commerce classaient m\u00eame \u00ab la gratuit\u00e9 des frais de port sous certaines conditions \u00bb comme leur promotion la plus efficace, pour une \u00e9tude Shop.org\/Bizrate.com.<\/p>\n

Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur<\/h2>\n
\"Gratuit\u00e9<\/a>
Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur<\/figcaption><\/figure>\n

N\u00e9anmoins, les \u00e9tudes et les publications \u00e0 ce sujet demeurent encore tr\u00e8s limit\u00e9es.<\/p>\n

En effet, pour pouvoir mieux comprendre les ressorts de la gratuit\u00e9 des frais de port, il faut d’abord appr\u00e9hender plusieurs donn\u00e9es :<\/p>\n

    \n
  • La gratuit\u00e9 totale des frais de port pour toute commande et ind\u00e9pendamment du poids des produits ou du montant d’achat, est \u00e0 diff\u00e9rencier de la gratuit\u00e9 \u00ab sous conditions \u00bb qui fixe des seuils sur le montant total du panier ou bien encore des forfaits pour les articles encombrants.<\/li>\n
  • Le montant des frais de port peut \u00eatre forfaitaire ou calculer en fonction du poids des marchandises, ce qui signifie que le ratio entre la valeur des articles et le co\u00fbt du transport d\u00e9pend du montant du panier. Et dans tous les cas, il s’am\u00e9liore \u00e0 force que le panier augmente.<\/li>\n
  • Les remises et coupons de r\u00e9duction ne s’appliquent quasiment jamais sur le montant des frais de port, qui sont par ailleurs le plus souvent non-remboursables.<\/li>\n<\/ul>\n

    Parmi les quelques pistes de compr\u00e9hension de cette m\u00e9canique promotionnelle, l’une des \u00e9tudes les plus int\u00e9ressantes a \u00e9t\u00e9 men\u00e9e par le professeur Yinghi Yang de l’Universit\u00e9 Davis de Californie. Analysant l’exp\u00e9rience d’Amazon.com, qui au cours de l’ann\u00e9e 2003 est pass\u00e9 d’un seuil de gratuit\u00e9 des frais de port de $25 \u00e0 $49, tandis qu’en 2002 ils \u00e9taient encore de $99.<\/p>\n

    Le professeur Yang a ainsi pu affirmer que le nombre moyen d’articles achet\u00e9s est sup\u00e9rieur lorsque le seuil de gratuit\u00e9 est \u00e9lev\u00e9. En effet, sur deux p\u00e9riodes de m\u00eame dur\u00e9e sur le site Amazon.com, la quantit\u00e9 moyennes d’article a \u00e9t\u00e9 de 3,31 lorsque le seuil \u00e9tait de $49, tandis qu’elle a chut\u00e9 \u00e0 2,53 pour un seuil de $25.<\/p>\n

    Il existe donc un effet li\u00e9 \u00e0 la valeur du seuil de gratuit\u00e9 des frais de port ; celui-ci est un objectif explicite de panier pour les acheteurs et favorise donc l’augmentation du nombre de produits achet\u00e9s et le panier moyen du site.<\/p>\n

    De m\u00eame, l’incidence des frais de port sur l’impression de \u00ab chert\u00e9 \u00bb a \u00e9galement \u00e9t\u00e9 confirm\u00e9e par l’\u00e9tude de Moritz (1998), qui d\u00e9montre que lorsqu’on pr\u00e9sente les 3 affirmations suivantes :<\/p>\n

      \n
    • Prix total de $82,90 incluant les frais de port.<\/li>\n
    • \n

      Prix de $69,95 plus frais de port de $12,95.<\/p>\n<\/li>\n

    • \n

      Prix de $69.95 plus 18,5% pour le port.<\/p>\n<\/li>\n<\/ul>\n

      C’est-\u00e0-dire exactement le m\u00eame montant total de commande, les deux affirmations qui s\u00e9parent les frais de port de la valeur des articles, sont per\u00e7ues comme meilleurs march\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"

      La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle par catalogue, est un \u00e9l\u00e9ment promotionnel extr\u00eamement r\u00e9pandu. En 2002, 60% des responsables de sites e-commerce classaient m\u00eame \u00ab la gratuit\u00e9 des frais de port sous certaines conditions \u00bb comme leur promotion la plus efficace, pour une \u00e9tude …<\/p>\n","protected":false},"author":9,"featured_media":44328,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-380","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"\nGratuit\u00e9 des frais de port et comportement de l\u2019acheteur<\/title>\n<meta name=\"description\" content=\"La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle, est un \u00e9l\u00e9ment promotionnel r\u00e9pandu\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur\" \/>\n<meta property=\"og:description\" content=\"La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle, est un \u00e9l\u00e9ment promotionnel r\u00e9pandu\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:published_time\" content=\"2007-07-20T12:33:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-18T20:38:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/eli-khamarov-amazon-e1600461314413.png\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"504\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"alexandreayad\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"alexandreayad\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/\"},\"author\":{\"name\":\"alexandreayad\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/a0e7f3b68da52050a5d5915f95bf2c95\"},\"headline\":\"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur\",\"datePublished\":\"2007-07-20T12:33:51+00:00\",\"dateModified\":\"2020-09-18T20:38:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/\"},\"wordCount\":527,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2015\\\/09\\\/eli-khamarov-amazon-e1600461314413.png\",\"articleSection\":[\"e-business \\\/ e-commerce\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/\",\"name\":\"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2015\\\/09\\\/eli-khamarov-amazon-e1600461314413.png\",\"datePublished\":\"2007-07-20T12:33:51+00:00\",\"dateModified\":\"2020-09-18T20:38:41+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/a0e7f3b68da52050a5d5915f95bf2c95\"},\"description\":\"La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle, est un \u00e9l\u00e9ment promotionnel r\u00e9pandu\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#primaryimage\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2015\\\/09\\\/eli-khamarov-amazon-e1600461314413.png\",\"contentUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2015\\\/09\\\/eli-khamarov-amazon-e1600461314413.png\",\"width\":520,\"height\":504},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2007\\\/07\\\/20\\\/frais-de-port\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\",\"name\":\"Marketing and Innovation\",\"description\":\"Site d'infos ind\u00e9pendant, depuis 1996\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/a0e7f3b68da52050a5d5915f95bf2c95\",\"name\":\"alexandreayad\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/?s=96&d=initials&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/?s=96&d=initials&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/?s=96&d=initials&r=g\",\"caption\":\"alexandreayad\"},\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/author\\\/alexandreayad\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur","description":"La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle, est un \u00e9l\u00e9ment promotionnel r\u00e9pandu","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/","og_locale":"fr_FR","og_type":"article","og_title":"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur","og_description":"La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle, est un \u00e9l\u00e9ment promotionnel r\u00e9pandu","og_url":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/","og_site_name":"Marketing and Innovation","article_publisher":"https:\/\/www.facebook.com\/vismktg","article_published_time":"2007-07-20T12:33:51+00:00","article_modified_time":"2020-09-18T20:38:41+00:00","og_image":[{"width":520,"height":504,"url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/eli-khamarov-amazon-e1600461314413.png","type":"image\/png"}],"author":"alexandreayad","twitter_card":"summary_large_image","twitter_creator":"@ygourven","twitter_site":"@ygourven","twitter_misc":{"\u00c9crit par":"alexandreayad","Dur\u00e9e de lecture estim\u00e9e":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#article","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/"},"author":{"name":"alexandreayad","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/a0e7f3b68da52050a5d5915f95bf2c95"},"headline":"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur","datePublished":"2007-07-20T12:33:51+00:00","dateModified":"2020-09-18T20:38:41+00:00","mainEntityOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/"},"wordCount":527,"commentCount":1,"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/eli-khamarov-amazon-e1600461314413.png","articleSection":["e-business \/ e-commerce"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/","url":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/","name":"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#primaryimage"},"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/eli-khamarov-amazon-e1600461314413.png","datePublished":"2007-07-20T12:33:51+00:00","dateModified":"2020-09-18T20:38:41+00:00","author":{"@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/a0e7f3b68da52050a5d5915f95bf2c95"},"description":"La gratuit\u00e9 des frais de port sur les sites e-commerce, comme dans la vente \u00e0 distance traditionnelle, est un \u00e9l\u00e9ment promotionnel r\u00e9pandu","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/eli-khamarov-amazon-e1600461314413.png","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/09\/eli-khamarov-amazon-e1600461314413.png","width":520,"height":504},{"@type":"BreadcrumbList","@id":"https:\/\/visionarymarketing.com\/fr\/2007\/07\/20\/frais-de-port\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/visionarymarketing.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Gratuit\u00e9 des frais de port et comportement de l\u2019acheteur"}]},{"@type":"WebSite","@id":"https:\/\/visionarymarketing.com\/fr\/#website","url":"https:\/\/visionarymarketing.com\/fr\/","name":"Marketing and Innovation","description":"Site d'infos ind\u00e9pendant, depuis 1996","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/visionarymarketing.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/a0e7f3b68da52050a5d5915f95bf2c95","name":"alexandreayad","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=initials&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=initials&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=initials&r=g","caption":"alexandreayad"},"url":"https:\/\/visionarymarketing.com\/fr\/author\/alexandreayad\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/380","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=380"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/380\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/44328"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=380"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=380"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=380"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}