{"id":162,"date":"2021-06-15T18:02:00","date_gmt":"2023-09-07T18:02:05","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=162"},"modified":"2023-10-25T02:07:53","modified_gmt":"2023-10-25T02:07:53","slug":"tendances-ecommerce-b2b-futur-sera-digital","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/tendances-ecommerce-b2b-futur-sera-digital\/","title":{"rendered":"Les derni\u00e8res tendances du e-commerce B2B : le futur sera digital"},"content":{"rendered":"\n<p><b>Depuis quelques ann\u00e9es, le e-commerce B2B se d\u00e9veloppe en France et gagne de plus en plus de parts de march\u00e9. Une tendance, qui s\u2019est fortement acc\u00e9l\u00e9r\u00e9e au cours des derniers mois, o\u00f9 les restrictions de d\u00e9placement et les contraintes sanitaires, dues \u00e0 l\u2019\u00e9pid\u00e9mie de Coronavirus, ont impos\u00e9 de nouvelles m\u00e9thodes de communication entre les entreprises et les consommateurs et transform\u00e9 leurs interactions. Nous nous sommes entretenus avec des dirigeants d\u2019entreprises et des acheteurs professionnels, pour d\u00e9couvrir quels sont les impacts de la pand\u00e9mie sur le commerce B2B et ses acteurs, et comment ils pr\u00e9voient de s\u2019adapter. <\/b> <\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><br>Focus sur le e-commerce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Nous avons interrog\u00e9 plus de 4\u00a0000\u00a0cadres du e-commerce et analys\u00e9 les transactions de plus d&rsquo;un milliard de consommateurs dans le monde, pour comprendre les mutations du e-commerce<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/resources\/research-reports\/state-of-commerce\/?nc=7013y000000vkkGAAQ\">D\u00e9couvrir les mutations<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"400\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png\" class=\"attachment-full size-full\" alt=\"State of ecommerce\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png 400w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png?w=150&amp;h=150 150w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png?w=300&amp;h=300 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-la-crise-catalyseur-du-developpement-de-l-e-commerce\"><b>La crise, catalyseur du d\u00e9veloppement de l\u2019e-commerce <\/b><\/h2>\n\n\n\n<p>La crise sanitaire a provoqu\u00e9 de nombreux bouleversements dans l\u2019univers du commerce. L\u2019un de ses impacts les plus notables est sans conteste l\u2019av\u00e8nement du e-commerce, qui a concern\u00e9 \u00e0 la fois les organisations B2C et B2B. Ces derni\u00e8res rapportent une augmentation de 44 % des commandes pass\u00e9es en ligne, entre janvier et ao\u00fbt 2020. <\/p>\n\n\n\n<p>Si par le pass\u00e9, les B2B consid\u00e9raient l\u2019ouverture au e-commerce uniquement comme une opportunit\u00e9 suppl\u00e9mentaire d\u2019accro\u00eetre leur chiffre d\u2019affaires, la pand\u00e9mie a d\u00e9sormais chang\u00e9 la donne. La crise a r\u00e9v\u00e9l\u00e9 l\u2019incroyable potentiel du commerce num\u00e9rique, une alternative commerciale salvatrice permettant d\u2019assurer la continuit\u00e9 des ventes, lors des p\u00e9riodes troubles. Mais surtout, ce que la crise aura permis de mettre en lumi\u00e8re, ce sont les changements des habitudes de consommation des clients et la transformation de leurs attentes. Les acheteurs B2B sont, finalement, assez semblables aux acheteurs B2C et d\u00e9sirent des exp\u00e9riences clients connect\u00e9es et sans couture. Pour sortir du lot, les commer\u00e7ants B2B devront <a href=\"https:\/\/www.salesforce.com\/fr\/products\/commerce-cloud\/b2b-ecommerce\/\">optimiser l\u2019exp\u00e9rience en libre-service, proposer des fonctionnalit\u00e9s de commande rapide et personnaliser leurs offres.<\/a> <\/p>\n\n\n\n<p>Les acheteurs B2B se sont adapt\u00e9s tr\u00e8s rapidement aux nouveaux parcours de vente et confirment en masse, leur pr\u00e9f\u00e9rence pour les interactions digitales. Une \u00e9tude Gartner pr\u00e9voit d\u2019ailleurs que d\u2019ici cinq ans, 80 % des interactions entre fournisseurs et acheteurs B2B s\u2019effectueront par le biais de canaux num\u00e9riques, confirmant ainsi que la digitalisation des commerce B2B est une tendance \u00e0 long terme. Parmi les dirigeants sond\u00e9s dans notre rapport, 83 % ont mis en place un canal de vente digital pour leur entreprise. Une strat\u00e9gie judicieuse qui porte ses fruits : pour une entreprise fran\u00e7aise B2B sur trois, le chiffre d\u2019affaires r\u00e9alis\u00e9 en ligne est sup\u00e9rieur \u00e0 celui obtenu par le biais des autres canaux ! Et, pour une sur deux, cela sera le cas d\u2019ici trois ans.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d9761ada728&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d9761ada728\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/E-commerce-B2B-france-futur-sera-digital-blog-salesforce.png?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Lorsqu\u2019on interroge les chefs d\u2019entreprises B2B sur leurs priorit\u00e9s d\u2019investissements pour le futur, on retrouve en t\u00eate de liste : le e-commerce, suivi du libre-service en ligne et enfin, <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2018\/09\/qu-est-ce-que-l-inside-sales--.html\">les \u00e9quipes commerciales s\u00e9dentaires<\/a>. Ce classement confirme l\u2019importance accrue des canaux num\u00e9riques pour les B2B fran\u00e7aises et leur volont\u00e9 d\u2019investir leurs efforts \u2013 et leur argent \u2013 dans leur d\u00e9veloppement. Pour celles qui ne se sont pas encore lanc\u00e9es, il est imp\u00e9ratif de rejoindre la course avant qu\u2019il ne soit trop tard. Dans les ann\u00e9es \u00e0 venir, nous allons voir se d\u00e9velopper une concurrence B2B f\u00e9roce et il ne fait aucun doute que l\u2019ar\u00e8ne du combat sera digitale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-de-vendeur-a-conseiller-privilegie-l-evolution-du-role-des-commerciaux\"><b>De vendeur \u00e0 conseiller privil\u00e9gi\u00e9, l\u2019\u00e9volution du r\u00f4le des commerciaux <\/b><\/h2>\n\n\n\n<p>La crise a boulevers\u00e9 le fonctionnement des entreprises \u00e0 tous les \u00e9tages, mais certains d\u00e9partements tels que les ventes et le service client ont \u00e9t\u00e9 particuli\u00e8rement affect\u00e9s. <\/p>\n\n\n\n<p>L\u2019explosion des ventes en ligne, en raison de la pand\u00e9mie, a donn\u00e9 aux commerciaux davantage de temps libre, en les lib\u00e9rant de la gestion des commandes. Soixante-trois pour cent des dirigeants B2B rapportent que leurs agents commerciaux ont mis \u00e0 profit ces bouleversements dans leur emploi du temps, pour <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/11\/focus-sur-les-ventes-strategies-commerciales.html\">d\u00e9velopper un r\u00f4le de conseiller strat\u00e9gique pour les prospects et clients<\/a>. <\/p>\n\n\n\n<p>Le mod\u00e8le de vente \u00e0 distance qui s\u2019est mis en place durant le confinement, a \u00e9t\u00e9 plut\u00f4t efficace et 77 % des dirigeants d\u2019entreprises B2B sont \u00e9galement satisfaits &#8211; voire tr\u00e8s satisfaits, de leur gestion des \u00e9quipes de vente en t\u00e9l\u00e9travail. Ce mod\u00e8le op\u00e9rationnel a donc de grandes chances de perdurer apr\u00e8s la crise. Les responsables B2B ne doivent pas rater le coche et saisir d\u00e8s maintenant, l\u2019occasion qui s\u2019offre \u00e0 eux de red\u00e9finir les missions des commerciaux, afin de les faire correspondre aux attentes des clients. <\/p>\n\n\n\n<p>Trop souvent, les acheteurs ont le sentiment que les vendeurs manquent d\u2019information et ne comprennent pas la nature des besoins et des d\u00e9fis sp\u00e9cifiques \u00e0 chaque client. Ils d\u00e9plorent que les commerciaux mettent en avant des produits, plut\u00f4t que de proposer une solution sur mesure \u00e0 leurs difficult\u00e9s. Enfin, <a href=\"https:\/\/www.salesforce.com\/fr\/resources\/research-reports\/state-of-the-connected-customer\/\">86 % des acheteurs professionnels<\/a> souhaiteraient que les vendeurs deviennent des conseillers de confiance. <\/p>\n\n\n\n<p>Le succ\u00e8s rencontr\u00e9 par les canaux digitaux a \u00e9galement eu des cons\u00e9quences sur le fonctionnement du service client. Cinquante-sept pour cent des dirigeants B2B ont constat\u00e9 une augmentation de l\u2019implication du service client dans l\u2019exp\u00e9rience commerciale et 41 % estiment <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/07\/automatisation-service-client-gestion-requetes.html\">fournir un meilleur service<\/a> gr\u00e2ce \u00e0 l\u2019exploitation des donn\u00e9es clients g\u00e9n\u00e9r\u00e9es en ligne. <\/p>\n\n\n\n<p>Le futur des B2B sera digital ou ne sera pas. La pr\u00e9f\u00e9rence des clients pour les canaux num\u00e9riques est une opportunit\u00e9 pour les entreprises B2B de r\u00e9inventer leurs services client et commercial. Les entreprises les plus avanc\u00e9es ont compris la n\u00e9cessit\u00e9 d\u2019abattre les silos entre les d\u00e9partements et de <a href=\"https:\/\/www.salesforce.com\/fr\/products\/commerce-cloud\/b2b-ecommerce\/\">les \u00e9quiper des outils technologiques n\u00e9cessaires<\/a> \u00e0 l\u2019accomplissement de leurs missions. Tous doivent \u00eatre connect\u00e9s et participer \u00e0 l\u2019objectif prioritaire : livrer une exp\u00e9rience client exceptionnelle.<span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quelles sont les tendances du e-commerce B2B ? Quelles r\u00e9ponses aux nouveaux comportements des clients ? Et enfin, o\u00f9 seront dirig\u00e9s les investissements ?<\/p>\n","protected":false},"author":1,"featured_media":597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[15],"sf_content_type":[],"blog":[347],"coauthors":[27],"class_list":["post-162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","blog-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Les derni\u00e8res tendances du e-commerce B2B \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Quelles sont les tendances du e-commerce B2B ? Quelles r\u00e9ponses aux nouveaux comportements des clients ? 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