{"id":2802,"date":"2021-03-31T09:53:00","date_gmt":"2021-03-31T09:53:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=2802"},"modified":"2024-11-16T14:41:09","modified_gmt":"2024-11-16T14:41:09","slug":"le-boom-du-m-commerce","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/le-boom-du-m-commerce","title":{"rendered":"Le boom du m-commerce"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Le m-commerce regroupe l\u2019ensemble des transactions commerciales r\u00e9alis\u00e9es sur les terminaux mobiles (Smartphones ou tablettes).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s <a href=\"https:\/\/www.definitions-marketing.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.definitions-marketing.com\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sans surprise, le e-commerce continue sa forte progression, non seulement les internautes ach\u00e8tent davantage en ligne, mais ils utilisent de plus en plus leurs smartphones pour faire leurs achats online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s la FEVAD, en 2017, les ventes sur mobile ont progress\u00e9 de 38% en France.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais pourquoi un tel engouement et comment en profiter ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Historique : Les d\u00e9penses publicitaires sur mobile d\u00e9passent la pub TV<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il \u00e9tait annonc\u00e9 et pr\u00e9visible que le format mobile et desktop (\u00c9crans d\u2019ordinateur) capte plus de d\u00e9penses publicitaires que la t\u00e9l\u00e9vision. Cette derni\u00e8re conna\u00eet aujourd\u2019hui des coupes budg\u00e9taires en faveur du budget publicit\u00e9 mobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est pourquoi, 2017 a \u00e9t\u00e9 un tournant, les d\u00e9penses publicitaires sur smartphone ont \u00e9t\u00e9 plus importantes que celles sur le petit \u00e9cran.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Source<br><a href=\"https:\/\/fr.statista.com\/infographie\/7137\/le-boom-de-la-publicite-mobile\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/fr.statista.com\/infographie\/7137\/le-boom-de-la-publicite-mobile\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce succ\u00e8s s\u2019explique par l\u2019av\u00e8nement de la vid\u00e9o sur mobile, o\u00f9 les consommateurs passent de plus en plus de temps \u00e0 regarder du contenu sur leurs smartphones ou leurs tablettes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Preuve de l\u2019engouement que g\u00e9n\u00e8re ce contenu, Facebook et Snapchat ont mis\u00e9 sur lui notamment \u00e0 travers le d\u00e9veloppement de la vid\u00e9o en direct.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il s\u2019explique aussi par le d\u00e9sint\u00e9ressement croissant des 18\/24 ans pour la t\u00e9l\u00e9vision au profit des vid\u00e9os sur internet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nouveau record mondial pour les d\u00e9penses publicitaires sur mobile<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En 2016, un premier palier avait \u00e9t\u00e9 franchi aux USA, avec les d\u00e9penses mobiles qui avaient d\u00e9pass\u00e9 les d\u00e9penses sur Desktop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s une \u00e9tude e-marketer, les d\u00e9penses publicitaires mobiles mondiales devraient, d\u2019ici 2020, atteindre 247,4 milliards de dollars, et ainsi d\u00e9passer les annonceurs TV de 40 milliards de dollars.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le mobile repr\u00e9sentera bient\u00f4t 69.9% de la publicit\u00e9 num\u00e9rique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">EN FRANCE<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Source de tous les chiffres et du graphique : 19e \u00e9dition de l\u2019observatoire de l\u2019e-pub du SRI (Syndicat des R\u00e9gies Internet)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La France suit cette tendance, les publicit\u00e9s sur mobile sont sur le point de d\u00e9passer celles sur desktop.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La part du mobile rattrape celle du desktop dans les investissements search et display<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Display : Le terme de publicit\u00e9 display d\u00e9signe les formes de publicit\u00e9 digitale utilisant des \u00e9l\u00e9ments graphiques ou vid\u00e9os. (<a href=\"https:\/\/www.definitions-marketing.com\/definition\/publicite-display\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.definitions-marketing.com\/definition\/publicite-display\/<\/a>)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La spectaculaire hausse du chiffre d\u2019affaires des ventes sur mobile<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s le dernier rapport de Business Insider Intelligence, les consommateurs passent pr\u00e8s de trois heures par jour sur internet avec leurs smartphones. M\u00eame si 85% de ce temps est consacr\u00e9 \u00e0 la navigation web, les achats sur mobile ont connu une hausse sans pr\u00e9c\u00e9dent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les revenus mondiaux du commerce sur mobile ont \u00e9t\u00e9 de 549 milliards d\u2019euros en 2017, se traduisant par une hausse de 29% par rapport \u00e0 2016. Pour 2018, les estimations sont de l\u2019ordre de 669 milliards d\u2019euros.<br><em>(Source : mobile marketer)<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(Source : <a href=\"https:\/\/fr.statista.com\/statistiques\/574420\/chiffre-d-affaires-du-commerce-de-detail-mobile-dans-le-monde--2018\/\">https:\/\/fr.statista.com\/statistiques\/574420\/chiffre-d-affaires-du-commerce-de-detail-mobile-dans-le-monde&#8211;2018\/<\/a>)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mention sp\u00e9ciale pour le Black Friday<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En Novembre dernier, la plus forte hausse des revenus mobiles a eu lieu pour le \u2019\u2019Cyber Monday\u2019\u2019 apr\u00e8s 18h. L\u2019utilisation des tablettes et des smartphones n\u2019a jamais \u00e9t\u00e9 aussi importante que pendant cette p\u00e9riode.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le Black Friday se d\u00e9roule le dernier Vendredi de Novembre, alors que le Cyber Monday se d\u00e9roule le lundi suivant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Source : rapport T4 Mobile Commerce Insight 2017 de Mobify)<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Spot-Hit : Cette information est confirm\u00e9e avec les nombreux envois r\u00e9alis\u00e9s sur notre plateforme lors de la derni\u00e8re \u00e9dition du Black Friday.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La France va rattraper son retard<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En Europe, en mati\u00e8re de d\u00e9penses sur mobile, la France reste derri\u00e8re l\u2019Allemagne et le Royaume-Uni. Toutefois, celle-ci devrait conna\u00eetre la plus forte \u00e9volution des achats sur mobile pour 2018. Cette \u00e9volution est due \u00e0 la prise de conscience des marques fran\u00e7aises de l\u2019importance de la navigation sur mobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s eux, deux grandes \u00e9volutions :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>2018 : Hausse de 27% des achats sur mobile pour atteindre 14,32 Milliards d\u2019euros (1\/3 des ventes du e-commerce)<\/li>\n\n\n\n<li>2021 : 38% des ventes e-commerce se feront sur mobile (Source : emarketer)<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Comment expliquer le succ\u00e8s du m-commerce en 2017 et pour 2018<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. S\u00e9curit\u00e9<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La s\u00e9curit\u00e9 sur mobile est aujourd\u2019hui autant performante que celle du e-commerce. Les technologies relatives \u00e0 la cybers\u00e9curit\u00e9 ont su s\u2019adapter aux enjeux du commerce mobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les consommateurs sont aujourd\u2019hui rassur\u00e9s et confiants sur la s\u00e9curit\u00e9 des paiements sur mobile.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Les \u00e9volutions du paiement sur mobile<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019ann\u00e9e 2017 a \u00e9t\u00e9 marqu\u00e9e par l\u2019\u00e9volution des moyens de paiement sur mobile, notamment avec les portefeuilles num\u00e9riques comme Apple Pay, Paypal One touch, ou encore Samsung Pay.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les consommateurs n\u2019ont plus \u00e0 renseigner toutes les informations de leurs cartes de cr\u00e9dit, qui \u00e9taient l\u2019une des premi\u00e8res causes d\u2019abandon de panier.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. L\u2019\u00e9volution de l\u2019ergonomie des sites sur mobile<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les sites e-commerce ont pour la plupart saisi l\u2019importance d\u2019optimiser la navigation sur mobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google va continuer d\u2019impulser ce mouvement avec son projet Google Mobil First que nous vous pr\u00e9sentons en conclusion de ce dossier.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Des innovations au service du m-commerce<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Alors que les chatbots prennent de plus en plus d\u2019importance dans la strat\u00e9gie de l\u2019exp\u00e9rience client, la r\u00e9alit\u00e9 augment\u00e9e devrait elle aussi prendre son envol sur mobile en 2018.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s de nombreux sp\u00e9cialistes, dans 3 ans, la r\u00e9alit\u00e9 augment\u00e9e et la r\u00e9alit\u00e9 virtuelle donneront aux smartphones les m\u00eames avantages qu\u2019un magasin physique.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Rapidit\u00e9 d\u2019action<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019enjeu majeur de la vente sur mobile des derni\u00e8res ann\u00e9es \u00e9tait de r\u00e9duire l\u2019abandon de panier. Ce d\u00e9fi a \u00e9t\u00e9 relev\u00e9 gr\u00e2ce \u00e0 la technologie \u2019\u2019One click\u2019\u2019, d\u00e9velopp\u00e9e par Amazon dans les ann\u00e9es 2000, qui est tomb\u00e9e dans le domaine public en Septembre 2017. C\u2019est pourquoi elle s\u2019est d\u00e9mocratis\u00e9e ces derniers mois. Celle-ci a simplifi\u00e9 le parcours d\u2019achat, en raccourcissant le tunnel d\u2019achat. Aujourd\u2019hui, cette fonctionnalit\u00e9 va encore plus loin puisqu\u2019elle permet aux clients d\u2019acheter un produit directement depuis les r\u00e9seaux sociaux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les enjeux du M-commerce<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Augmenter le montant des achats<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Valeurs moyennes des commandes d&rsquo;apr\u00e8s Forrester :<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Sur ordinateur : 155$<\/li>\n\n\n\n<li>Sur mobile : 120$<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Les diff\u00e9rentes enqu\u00eates d\u00e9montrent que les achats mobiles ont un dernier retard sur les achats ordinateur : le panier moyen. En effet, la valeur moyenne des commandes sur les ordinateurs de bureau est 30% sup\u00e9rieure \u00e0 celle sur mobiles. Pour les achats d\u2019une valeur importante, les consommateurs utilisent le mobile comme un outil de recherche et de comparaison, avant de r\u00e9aliser la commande sur un ordinateur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Inciter les mobinautes \u00e0 finaliser leurs achats<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Environ 50% des consommateurs utilisent fr\u00e9quemment leurs appareils mobiles pour faire leurs achats, mais seulement 20% ach\u00e8vent la transaction sur leurs t\u00e9l\u00e9phones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les principales explications sont :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La longueur de chargement des pages mobiles<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les options limit\u00e9es<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les sites non responsive<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pour conclure : comment faire pour avoir un site \u00ab\u00a0mobile friendly\u00a0\u00bb<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Qu\u2019est-ce qui affecte le temps de chargement des pages mobiles ?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nous l\u2019avons d\u00e9j\u00e0 \u00e9voqu\u00e9, le temps de chargement des pages est un \u00e9l\u00e9ment central quant \u00e0 la qualit\u00e9 des sites sur mobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le magazine \u00ab\u00a0Search Engine Journal\u00a0\u00bb a r\u00e9pertori\u00e9 ce qui avait le plus affect\u00e9 le temps de chargement des pages mobiles en 2018 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Poids moyen des fichiers Javascript<\/li>\n\n\n\n<li>Poids moyen des fichier CSS<\/li>\n\n\n\n<li>Poids du HTML<\/li>\n\n\n\n<li>Poids de la police<\/li>\n\n\n\n<li>Poids de l\u2019image<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Alors, v\u00e9rifiez le poids de ces \u00e9l\u00e9ments sur votre version mobile !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Suivre les indications du projet Google Mobile First<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s <a href=\"https:\/\/webmasters.googleblog.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/webmasters.googleblog.com\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec son projet Mobile First, Google utilisera la version mobile des pages pour l\u2019indexation et le classement des sites. Jusqu\u2019\u00e0 aujourd\u2019hui, seule la version ordinateur \u00e9tait utilis\u00e9e, ce qui pouvait poser des probl\u00e8mes pour les sites ayant une version responsive et une version desktop compl\u00e8tement diff\u00e9rentes. L\u2019objectif principal est d\u2019aider les utilisateurs sur mobile \u00e0 trouver exactement ce qu\u2019ils recherchent. Google capte 90% des recherches sur mobile (Source Statista), d\u2019o\u00f9 l\u2019int\u00e9r\u00eat de respecter les directives de ce projet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pas de panique, cette nouvelle m\u00e9thode concerne uniquement la mani\u00e8re dont le contenu est collect\u00e9, le classement des pages n\u2019est pas encore concern\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il est toutefois recommand\u00e9 de suivre les conseils de Google pour \u00eatre \u00ab\u00a0Mobile Friendly\u00a0\u00bb. Alors, assurez-vous que :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Le temps de t\u00e9l\u00e9chargement des pages mobile soit dans les standards de Google.<\/li>\n\n\n\n<li>La version mobile de votre site web contienne le m\u00eame contenu que la version de bureau. Tous les textes, vid\u00e9os, et images, doivent \u00eatre disponibles sur les deux versions.<\/li>\n\n\n\n<li>Les donn\u00e9es structur\u00e9es (URL de page) et les m\u00e9tadonn\u00e9es soient pr\u00e9sent\u00e9es sur les deux versions.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Les outils \u00e0 votre disposition :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/developers.google.com\/search\/mobile-sites\/mobile-first-indexing#best-practices\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/developers.google.com\/search\/mobile-sites\/mobile-first-indexing#best-practices<\/a> : Toutes les bonnes pratiques en mati\u00e8re d\u2019indexation mobile r\u00e9pertori\u00e9es par Google.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.google.com\/webmasters\/tools\/home\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.google.com\/webmasters\/tools\/home<\/a> : Dans l\u2019onglet Search console, Google vous communiquera directement les erreurs qui peuvent affecter l\u2019indexation de votre site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/developers.google.com\/speed\/pagespeed\/insights\/<\/a> : cet outil vous donnera des conseils concrets pour optimiser le temps de chargement de vos pages sur mobile et sur ordinateur.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le m-commerce regroupe l\u2019ensemble des transactions commerciales r\u00e9alis\u00e9es sur les terminaux mobiles (Smartphones ou tablettes). D\u2019apr\u00e8s https:\/\/www.definitions-marketing.com\/ Sans surprise, le e-commerce continue sa forte progression, non seulement les internautes ach\u00e8tent davantage en ligne, mais ils utilisent de plus en plus leurs smartphones pour faire leurs achats online. D\u2019apr\u00e8s la FEVAD, en 2017, les ventes sur [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-2802","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le boom du m-commerce - Spot-Hit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spot-hit.fr\/ressources\/le-boom-du-m-commerce\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le boom du m-commerce - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"Le m-commerce regroupe l\u2019ensemble des transactions commerciales r\u00e9alis\u00e9es sur les terminaux mobiles (Smartphones ou tablettes). D\u2019apr\u00e8s https:\/\/www.definitions-marketing.com\/ Sans surprise, le e-commerce continue sa forte progression, non seulement les internautes ach\u00e8tent davantage en ligne, mais ils utilisent de plus en plus leurs smartphones pour faire leurs achats online. 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