{"id":46871,"date":"2020-01-06T22:10:36","date_gmt":"2020-01-06T22:10:36","guid":{"rendered":"https:\/\/www.akeneo.com\/blog\/b2b-sellers-go-to-marketplaces-2\/"},"modified":"2024-07-04T06:52:28","modified_gmt":"2024-07-04T06:52:28","slug":"b2b-sellers-go-to-marketplaces-2","status":"publish","type":"post","link":"https:\/\/www.akeneo.com\/fr\/blog\/b2b-sellers-go-to-marketplaces-2\/","title":{"rendered":"\u00c0 l’assaut des marketplaces B2B"},"content":{"rendered":" \n \n
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\n Product Experience<\/span>\n <\/div>\n

\u00c0 l’assaut des marketplaces B2B<\/h1>\n
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Amazon, Alibaba, eBay et autres marketplaces ont d\u00e9j\u00e0 boulevers\u00e9 les habitudes d’achat des consommateurs. Une \u00e9tude r\u00e9cente r\u00e9v\u00e8le que plus de …<\/p>\n <\/div>\n <\/div>\n <\/div>\n

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Amazon, Alibaba, eBay et autres marketplaces ont d\u00e9j\u00e0 boulevers\u00e9 les habitudes d’achat des consommateurs. Une \u00e9tude r\u00e9cente r\u00e9v\u00e8le que plus de la moiti\u00e9 des achats en ligne ont \u00e9t\u00e9 r\u00e9alis\u00e9s sur des marketplaces l’ann\u00e9e derni\u00e8re, et que les consommateurs y ont d\u00e9pens\u00e9 plus de 1 860 milliards de dollars en 2018. <\/a><\/p>\r\n\r\n\r\n

Le ph\u00e9nom\u00e8ne s’\u00e9tend d\u00e9sormais au commerce B2B. Ces derni\u00e8res ann\u00e9es, un grand nombre de vendeurs B2B se tournent vers les marketplaces. Ils devaient investir plus de 6 milliards de dollars<\/a> dans ces plateformes num\u00e9riques rien qu’en 2019 et la plupart des estimations pr\u00e9voient une augmentation de ces investissements dans les ann\u00e9es \u00e0 venir.\r\n\r\n\r\n\r\n \r\n\r\n\r\n\r\nSi ces plateformes n’ont d’ores et d\u00e9j\u00e0 plus de secrets pour les particuliers et les entreprises B2C qui les ont adopt\u00e9es tr\u00e8s t\u00f4t, de nombreux vendeurs\u00a0B2B ignorent encore les rouages des marketplaces<\/strong>. Or, les marques encore absentes des marketplaces doivent imp\u00e9rativement prendre le train en marche pour capter\u00a0 les natifs du num\u00e9rique et membres de la g\u00e9n\u00e9ration\u00a0Y qui font leur entr\u00e9e dans le monde du travail et acc\u00e8dent \u00e0 des postes de responsables des achats. Ceux-ci s’attendent en effet \u00e0 ce que ce l’exp\u00e9rience d’achat B2B soit aussi simple, pratique et agr\u00e9able<\/strong> que celle du\u00a0B2C.\r\n\r\n\r\n\r\nPar o\u00f9 commencer pour vendre efficacement sur des marketplaces B2B ? Poursuivez votre lecture pour le savoir.\r\n\r\n\r\n

Pourquoi les entreprises B2B se tournent-elles en masse vers les marketplaces ?<\/h3>\r\n\r\n\r\nLa raison principale de l’essor des ventes B2B sur les marketplaces est aussi la plus simple : c’est l\u00e0 que se trouvent les clients<\/strong>.\r\n\r\n\r\n\r\nComme nous l’avons mentionn\u00e9 pr\u00e9c\u00e9demment, les acheteurs\u00a0B2B, en particulier les jeunes actifs ou les natifs du num\u00e9rique, souhaitent b\u00e9n\u00e9ficier d’une exp\u00e9rience d’achat similaire \u00e0 celle du B2C. Ils attachent donc plus d’importance \u00e0 la simplicit\u00e9, \u00e0 la rapidit\u00e9<\/strong> et \u00e0 l’exp\u00e9rience<\/strong> qu’\u00e0 d’autres facteurs auparavant prioritaires, tels que le prix. Les marketplaces r\u00e9pondent \u00e0 tous les besoins des acheteurs\u00a0B2B\u00a0: ils proposent une vaste s\u00e9lection de fabricants, prix et produits, et offrent une exp\u00e9rience d’achat simple et coh\u00e9rente. Tous les vendeurs, qu’ils s’adressent aux particuliers ou \u00e0 d’autres entreprises, souhaitent \u00e9voluer dans les m\u00eames sph\u00e8res que leurs acheteurs, ce qui explique la migration des vendeurs\u00a0B2B vers ces plateformes.\r\n\r\n\r\n\r\nMais ce n’est pas l’unique raison pour laquelle les fabricants et les distributeurs B2B se tournent vers les marketplaces. La vente y est souvent bien moins co\u00fbteuse<\/strong> et plus rapide <\/strong>que la cr\u00e9ation et le d\u00e9veloppement d’une boutique e-commerce ind\u00e9pendante. Les vendeurs B2B qui souhaitent se tourner vers le commerce omnicanal sans pour autant investir du temps, de l’argent et d’autres ressources pour cr\u00e9er leur propre offre, sans garantie de r\u00e9ussite, peuvent consid\u00e9rer les marketplaces comme une alternative attrayante.\r\n\r\n\r\n

Sur quel marketplace dois-je vendre les produits B2B de mon entreprise\u00a0?<\/strong><\/h2>\r\n\r\n\r\nLorsque des entreprises\u00a0B2B d\u00e9cident de vendre leurs produits sur ces plateformes, elles doivent \u00e9galement se demander laquelle d’entre elles est la plus adapt\u00e9e \u00e0 leur offre.\r\n\r\n\r\n\r\nMalheureusement, comme toujours, il n’existe pas de r\u00e9ponse universelle.\r\n\r\n\r\n\r\nEn 2019, les principales plateformes incluaient de grands noms du secteur, tels que le g\u00e9ant asiatique Alibaba et la division\u00a0B2B du titan am\u00e9ricain Amazon, appel\u00e9e Amazon Business. D’autres plateformes d\u00e9di\u00e9es au B2B ont prosp\u00e9r\u00e9 ces derni\u00e8res ann\u00e9es, notamment eWorldTrade, Wholesale Central et Joor. <\/strong>\r\n\r\n\r\n\r\n \r\n\r\n\r\n\r\nLa taille et la client\u00e8le de chaque marketplace ne sont cependant pas les seuls facteurs \u00e0 consid\u00e9rer. Tenez compte du secteur de niche de la plateforme en question, des march\u00e9s g\u00e9ographiques auxquels elle s’adresse et des marketplaces de pr\u00e9dilection des autres entreprises de votre secteur.\r\n\r\n\r\n\r\nCe dernier point est particuli\u00e8rement important, car les marketplaces d\u00e9di\u00e9es \u00e0 un secteur particulier connaissent un vif succ\u00e8s \u00e0 mesure qu’un nombre croissant d’acheteurs\u00a0B2B se tournent vers le commerce omnicanal. GoDirectTrade<\/strong> est par exemple devenu un incontournable pour les pi\u00e8ces a\u00e9rospatiale\r\n\r\n\r\n

Comment obtenir les r\u00e9sultats escompt\u00e9s sur un nouveau canal marketplace\u00a0?<\/strong><\/h2>\r\n\r\n\r\nPour garantir votre r\u00e9ussite sur les marketplaces, vous devez avant tout vous assurer que vos informations produits sont attractives et adapt\u00e9es \u00e0 ces nouveaux canaux.\r\n\r\n\r\n\r\nComme nous l’avons mentionn\u00e9 pr\u00e9c\u00e9demment, les acheteurs\u00a0B2B souhaitent b\u00e9n\u00e9ficier d’une exp\u00e9rience pratique <\/strong>et agr\u00e9able<\/strong>, ce qui n\u00e9cessite \u00a0 des donn\u00e9es produits compl\u00e8tes<\/strong>, pr\u00e9cises<\/strong> et coh\u00e9rentes<\/strong>. S’ils ne trouvent pas les donn\u00e9es qu’ils cherchent ou s’ils doutent de leur exactitude, ils n’ach\u00e8teront pas vos produits et se tourneront probablement vers l’un de vos concurrents.\r\n\r\n\r\n\r\nLa pr\u00e9cision des donn\u00e9es produits<\/strong>, pour indispensable qu’elle soit, n’est cependant pas suffisante. Une marketplace contient des dizaines, voire des centaines de produits similaires ou identiques\u00a0: les v\u00f4tres doivent \u00e0 tout prix sortir du lot. Pour y parvenir, vous devez cr\u00e9er un lien \u00e9motionnel avec les acheteurs par le biais d’informations produits attractives, incluant par exemple des images ou vid\u00e9os permettant de se projeter dans l\u2019utilisation du produit. .\r\n\r\n\r\n\r\nEnfin, il est n\u00e9cessaire\u00a0 de contextualiser vos informations produits, car chaque plateforme a ses propres formats, r\u00e8gles et r\u00e9glementations. Toute non-conformit\u00e9 entrave la diffusion de vos produits et pourrait meme entra\u00eener la fermeture de votre boutique.\r\n\r\n\r\n\r\nPour d\u00e9couvrir comment le PIM peut aider votre \u00e9quipe \u00e0 conqu\u00e9rir de nouveaux clients, lisez d\u00e8s \u00e0 pr\u00e9sent nos articles de blog <\/em>D\u00e9velopper un nouveau canal de ventes avec succ\u00e8s<\/em><\/a> et <\/em>Expanding To New Locales<\/em><\/a> (en anglais).<\/em><\/div><\/div> ","protected":false},"excerpt":{"rendered":"

Amazon, Alibaba, eBay et autres marketplaces ont d\u00e9j\u00e0 boulevers\u00e9 les habitudes d’achat des consommateurs. Une \u00e9tude r\u00e9cente r\u00e9v\u00e8le que plus de <\/p>\n","protected":false},"author":2,"featured_media":4989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[595,678,750,655,667,686,582,668],"class_list":["post-46871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n\u00c0 l'assaut des marketplaces B2B | Akeneo<\/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.akeneo.com\/fr\/blog\/b2b-sellers-go-to-marketplaces-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c0 l'assaut des marketplaces B2B | Akeneo\" \/>\n<meta property=\"og:description\" content=\"Amazon, Alibaba, eBay et autres marketplaces ont d\u00e9j\u00e0 boulevers\u00e9 les habitudes d'achat des consommateurs. 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