{"id":15166,"date":"2021-07-08T14:45:11","date_gmt":"2021-07-08T14:45:11","guid":{"rendered":"https:\/\/www.criteo.com\/fr\/?p=15166"},"modified":"2024-09-11T17:32:01","modified_gmt":"2024-09-11T17:32:01","slug":"explosion-de-le-commerce-le-retail-media-une-solution-desormais-incontournable","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/explosion-de-le-commerce-le-retail-media-une-solution-desormais-incontournable\/","title":{"rendered":"Explosion de l\u2019e-commerce : le retail media, une solution d\u00e9sormais incontournable"},"content":{"rendered":"<p>Le retail media consiste \u00e0 diffuser des annonces sponsoris\u00e9es sur les sites web et applications des retailers. Certes, ce concept n\u2019a rien de nouveau. Mais depuis quelques mois, il conna\u00eet un v\u00e9ritable regain d\u2019int\u00e9r\u00eat. Le retail media semble cocher toutes les cases\u00a0: utilisation de cookies first party, performances exceptionnelles\u2026 Son essor est fulgurant, au point de figurer d\u00e9sormais au rang des d\u00e9penses prioritaires pour de nombreuses marques.<\/p>\n<p>Comment expliquer ce soudain engouement\u00a0?<\/p>\n<p>Les raisons sont multiples. La plus importante \u00e9tant ce qui entrera sans doute dans les annales comme \u00ab\u00a0la grande migration vers l\u2019e-commerce\u00a0\u00bb.<\/p>\n<h3><strong>L\u2019adoption totale de l\u2019e-commerce est pr\u00e9vue pour 2023.<\/strong><\/h3>\n<p>En temps normal, trois \u00e0 quatre ann\u00e9es de patience auraient encore \u00e9t\u00e9 n\u00e9cessaires pour aboutir \u00e0 un tel essor des ventes en ligne, et \u00e0 l\u2019engouement massif des shoppers constat\u00e9 ces derniers mois. Mais les circonstances extraordinaires de la pand\u00e9mie de Covid-19 ont radicalement acc\u00e9l\u00e9r\u00e9 la transition vers l\u2019e-commerce, partout dans le monde.<\/p>\n<p>Quelle est l\u2019ampleur de ce changement\u00a0? Prenons quelques statistiques cl\u00e9s aux \u00c9tats-Unis et dans la r\u00e9gion EMEA\u00a0:<\/p>\n<ul>\n<li>Selon <a href=\"https:\/\/www.emarketer.com\/content\/us-ecommerce-2020\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>, l\u2019e-commerce devrait repr\u00e9senter 14,5\u00a0% du total des ventes retail aux \u00c9tats-Unis en 2020, soit \u00ab\u00a0<em>un record et la plus grande hausse de parts de march\u00e9 sur un an\u00a0<\/em>\u00bb.<\/li>\n<li>Au Royaume-Uni, les ventes retail e-commerce repr\u00e9senteront <a href=\"https:\/\/content-na2.emarketer.com\/uk-ecommerce-2020\" target=\"_blank\" rel=\"noopener\">27,5\u00a0% du total des ventes retail cette ann\u00e9e<\/a>. Une proportion qui devrait fr\u00f4ler les 33\u00a0% en 2024.<\/li>\n<li>En France, les ventes retail e-commerce devraient progresser de <a href=\"https:\/\/content-na2.emarketer.com\/france-ecommerce-2020\" target=\"_blank\" rel=\"noopener\">17,1\u00a0% en 2020.<\/a><\/li>\n<li>D\u2019apr\u00e8s <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, la plupart des cat\u00e9gories ont vu leur client\u00e8le en ligne augmenter de 10\u00a0% ou plus.<\/li>\n<li>Le Bureau du recensement des \u00c9tats-Unis, affili\u00e9 au minist\u00e8re du Commerce, a fait \u00e9tat d\u2019une augmentation de 44,5\u00a0% des ventes en ligne au deuxi\u00e8me trimestre par rapport \u00e0 la m\u00eame p\u00e9riode l\u2019an dernier.<\/li>\n<li>Certains retailers partenaires de Criteo Retail Media ont indiqu\u00e9 des bonds de 100 \u00e0 200\u00a0% de leurs ventes e-commerce au deuxi\u00e8me trimestre 2020.<\/li>\n<\/ul>\n<p>Loin d\u2019\u00eatre une tendance passag\u00e8re, l\u2019afflux de nouveaux shoppers en ligne (eMarketer a estim\u00e9 leur nombre \u00e0 7,4\u00a0millions en 2020) devrait continuer sur sa lanc\u00e9e. C\u2019est ce que confirment les r\u00e9sultats de notre enqu\u00eate aupr\u00e8s des consommateurs.<\/p>\n<h3><strong>La vague actuelle d\u2019achats en ligne n\u2019a rien d\u2019un ph\u00e9nom\u00e8ne de mode.<\/strong><\/h3>\n<p>L\u2019an dernier, les consommateurs ont \u00e9t\u00e9 contraints d\u2019acheter en ligne par d\u00e9faut. Continueront-ils leur shopping num\u00e9rique lorsqu\u2019ils pourront \u00e0 nouveau faire les magasins \u00e0 leur guise\u00a0? Les r\u00e9sultats de notre enqu\u00eate aupr\u00e8s des consommateurs tendent tous vers l\u2019affirmative\u00a0:<\/p>\n<p>30\u00a0% des consommateurs interrog\u00e9s dans le monde ont achet\u00e9 pour la premi\u00e8re fois en ligne pendant la pand\u00e9mie, et pr\u00e9voient de le faire \u00e0 nouveau. 21\u00a0% continueront de faire leurs courses alimentaires en ligne. Visiblement, la baisse des d\u00e9penses en voyages et restaurants a boost\u00e9 l\u2019\u00e9pargne, et une partie de cet argent suppl\u00e9mentaire est donc consacr\u00e9e aux ventes retail et aux courses alimentaires en ligne.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15266\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-explosion-1-min.png\" alt=\"\" width=\"1249\" height=\"352\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-explosion-1-min.png 1249w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-explosion-1-min-300x85.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-explosion-1-min-1024x289.png 1024w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-explosion-1-min-768x216.png 768w\" sizes=\"auto, (max-width: 1249px) 100vw, 1249px\" \/><\/p>\n<p>\u00c0 l\u2019\u00e9chelle mondiale, 4\u00a0shoppers sur 10 ont d\u00e9couvert de nouvelles boutiques en ligne, aupr\u00e8s desquelles ils ont effectu\u00e9 un premier achat.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15181\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-2-min.png\" alt=\"\" width=\"735\" height=\"480\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-2-min.png 735w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-2-min-300x196.png 300w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>Toutes g\u00e9n\u00e9rations confondues, environ 85\u00a0% des personnes interrog\u00e9es \u00e0 travers le monde continueront d\u2019acheter aupr\u00e8s des nouvelles boutiques d\u00e9couvertes en ligne.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15182\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-3-min.png\" alt=\"\" width=\"712\" height=\"248\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-3-min.png 712w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-3-min-300x104.png 300w\" sizes=\"auto, (max-width: 712px) 100vw, 712px\" \/><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19\" target=\"_blank\" rel=\"noopener\">Les donn\u00e9es de McKinsey<\/a> appuient ces r\u00e9sultats. Quelles que soient les cat\u00e9gories et les zones g\u00e9ographiques, le nombre de personnes pr\u00e9voyant d\u2019acheter en ligne apr\u00e8s la pand\u00e9mie a fortement progress\u00e9.<\/p>\n<h3><strong>Retail media\u00a0: une visibilit\u00e9 forte sur une vitrine num\u00e9rique de plus en plus consult\u00e9e<\/strong><\/h3>\n<p>Face \u00e0 cette hausse massive des achats en ligne, les marques se tournent vers le retail media pour conqu\u00e9rir les shoppers sur le point de vente num\u00e9rique (sites et applications) de leurs retailers partenaires.<\/p>\n<p>La visibilit\u00e9 est primordiale. La premi\u00e8re page des r\u00e9sultats de recherche d\u2019un retailer rafle environ 90\u00a0% des recettes. Et sur cette premi\u00e8re page, les 10\u00a0premi\u00e8res r\u00e9f\u00e9rences repr\u00e9sentent 25 \u00e0 30\u00a0% des recettes.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15183\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-4-min.png\" alt=\"\" width=\"734\" height=\"296\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-4-min.png 734w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/07\/FR-Explosion-Retail-Media-chart-4-min-300x121.png 300w\" sizes=\"auto, (max-width: 734px) 100vw, 734px\" \/>Le retail media aide les marques \u00e0 s\u2019imposer sur le devant de la sc\u00e8ne num\u00e9rique. Comment\u00a0? En diffusant des annonces natives et display aupr\u00e8s des shoppers en qu\u00eate des produits qu\u2019elles proposent. Sans cette solution, les marques risqueraient de se retrouver catalogu\u00e9es en page deux ou trois des r\u00e9sultats de recherche.<\/p>\n<p>Au-del\u00e0 du gain de visibilit\u00e9, le retail media permet de corr\u00e9ler les ventes \u00e0 chaque campagne. De plus, cette solution ne repose pas sur les cookies tiers.<\/p>\n<p>La croissance du commerce en ligne est en marche. Il est temps pour les marques de rejoindre le mouvement du retail media. N\u2019attendez plus\u00a0!<\/p>\n<p>Pr\u00eat \u00e0 booster votre marque\u00a0? Adoptez <a href=\"https:\/\/www.criteo.com\/fr\/products\/retail-media-for-brands\/\">Criteo Retail Media pour les marques<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le retail media consiste \u00e0 diffuser des annonces sponsoris\u00e9es sur les sites web et applications des retailers. Certes, ce concept n\u2019a rien de nouveau. Mais depuis quelques mois, il conna\u00eet un v\u00e9ritable regain d\u2019int\u00e9r\u00eat. Le retail media semble cocher toutes les cases\u00a0: utilisation de cookies first party, performances exceptionnelles\u2026 Son essor est fulgurant, au point [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":15175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[612],"coauthors":[556],"class_list":{"0":"post-15166","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media","8":"criteo-solution-retail-media"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Explosion de l\u2019e-commerce : le retail media, une solution d\u00e9sormais incontournable | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Si le concept du retail media n\u2019a rien de nouveau, cette solution a connu une acc\u00e9l\u00e9ration radicale ces derniers mois. Pourquoi ? Plus de shoppers en ligne.\" \/>\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.criteo.com\/fr\/blog\/explosion-de-le-commerce-le-retail-media-une-solution-desormais-incontournable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explosion de l\u2019e-commerce : le retail media, une solution d\u00e9sormais incontournable | FR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"Si le concept du retail media n\u2019a rien de nouveau, cette solution a connu une acc\u00e9l\u00e9ration radicale ces derniers mois. Pourquoi ? 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