{"id":465,"date":"2021-06-03T18:07:00","date_gmt":"2023-09-07T18:07:33","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=465"},"modified":"2023-11-13T17:31:26","modified_gmt":"2023-11-13T17:31:26","slug":"comment-se-lancer-a-l-international","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/comment-se-lancer-a-l-international\/","title":{"rendered":"E-commerce : comment se lancer \u00e0 l\u2019international ?"},"content":{"rendered":"\n

Le e-commerce international est une opportunit\u00e9 de croissance ind\u00e9niable. Selon l\u2019\u00e9tude men\u00e9e par Flow Commerce<\/a>, sp\u00e9cialiste du commerce international, 67 % des acheteurs de v\u00eatements en ligne sur les 11 principaux march\u00e9s mondiaux ont effectu\u00e9 une transaction transfrontali\u00e8re au cours des six derniers mois. Et, en 2020, le march\u00e9 mondial du e-commerce a d\u00e9pass\u00e9 les 2 000 milliards de dollars. Acc\u00e9l\u00e9r\u00e9 par la crise de la Covid-19, la tendance des achats sur des sites \u00e9trangers gagne du terrain. Tour d\u2019horizon des grands points \u00e0 v\u00e9rifier avant de se lancer.<\/b><\/p>\n\n\n\n

Au vu des progressions spectaculaires enregistr\u00e9es par le commerce en ligne au niveau mondial, la tentation est grande pour l\u2019e-commer\u00e7ant de passer un petit coup de traducteur sur son site pour viser au-del\u00e0 des fronti\u00e8res de l\u2019Hexagone. Sauf que l\u2019internationalisation n\u2019est pas aussi simple. Entre les habitudes nationales, les devises et les taxes, un lancement \u00e0 l\u2019\u00e9tranger revient \u00e0 s\u2019engager dans une nouvelle activit\u00e9.<\/p>\n\n\n\n

\n\t
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\n\t\t\t


Focus sur le e-commerce<\/h2>\n\t\t\t\t\t\t\t

Nous avons interrog\u00e9 plus de 4\u00a0000\u00a0cadres du e-commerce et analys\u00e9 les transactions de plus d’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

\n\t\t\t\t\tD\u00e9couvrir les mutations<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"State\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Analyser le march\u00e9 cible et son potentiel<\/b><\/h2>\n\n\n\n

Le volume des transactions num\u00e9riques dans le ou les pays vis\u00e9s est le premier indicateur \u00e0 observer. Mais il n\u2019informe que sur la maturit\u00e9 des usages digitaux. D\u2019autres facteurs externes doivent \u00eatre pris en compte : stabilit\u00e9 politique du pays, structure de la population (jeune, rurale\u2026) par rapport \u00e0 la cible vis\u00e9e. Il est imp\u00e9ratif d\u2019\u00e9valuer ensuite la notori\u00e9t\u00e9 de la marque : si elle est faible, un budget, du temps et des efforts marketing cons\u00e9quents sont \u00e0 pr\u00e9voir. Analysez le march\u00e9 et les opportunit\u00e9s offertes \u00e0 un nouvel entrant. Cet exercice aidera \u00e0 d\u00e9terminer le ou les pays propices au d\u00e9veloppement. Il est parfois plus efficace de cibler un petit nombre de pays strat\u00e9giques \u00e0 fort potentiel de croissance. <\/p>\n\n\n\n

S\u2019adapter \u00e0 la langue et aux habitudes locales<\/b><\/h2>\n\n\n\n

Imaginez un boulanger s\u2019installant \u00e0 Bordeaux et proposant des pains au chocolat au lieu de chocolatines ! Un crime de l\u00e8se-Bordelais qui risque d\u2019entraver ses perspectives de croissance dans la r\u00e9gion ! Offrir une exp\u00e9rience en phase avec la culture locale va donc bien au-del\u00e0 de la traduction litt\u00e9rale d\u2019un site. Il faut s\u2019immerger dans la culture du pays : utiliser le bon vocabulaire et la bonne approche syntaxique, proposer des visuels \u00ab locaux \u00bb, caler les promos sur les bonnes saisonnalit\u00e9s, fixer des prix justes (et certainement diff\u00e9rents) pour chaque r\u00e9gion, mettre en place la livraison ainsi qu\u2019une politique de retours et un support client dans la langue du pays\u2026 <\/p>\n\n\n\n

Paiement, douane, fiscalit\u00e9 et autres complexit\u00e9s<\/b><\/h2>\n\n\n\n

Les modalit\u00e9s de paiement et les taxes sont deux \u00e9l\u00e9ments cruciaux \u00e0 prendre en consid\u00e9ration lors de l\u2019internationalisation. Il faut, l\u00e0 encore, les aborder avec un \u0153il \u00ab local \u00bb en \u00e9tudiant, d\u2019une part, la l\u00e9gislation et en \u00e9valuant, d\u2019autre part, la diversit\u00e9 des types de paiement et les pr\u00e9f\u00e9rences des consommateurs. Les habitudes changent d’un pays \u00e0 l’autre, il est donc indispensable de mettre en place une plateforme de paiement unifi\u00e9e pour simplifier les d\u00e9marches des consommateurs : cartes bancaires ou e-wallets (ApplePay, GooglePay, Alipay ou encore WeChat Pay qui compte 600 millions d\u2019utilisateurs actifs en Chine).<\/p>\n\n\n\n

Les solutions logicielles comme Commerce Cloud de Salesforce<\/a> prennent en charge les plug-ins de paiement et de devise des principaux \u00e9diteurs. Les taux de change doivent alors \u00eatre surveill\u00e9s de tr\u00e8s pr\u00e8s, surtout lorsqu\u2019il s\u2019agit de monnaies volatiles : les risques doivent \u00eatre \u00e9valu\u00e9s et la souscription \u00e0 une assurances est parfois conseill\u00e9e. Dans certains pays, la complexit\u00e9 est accrue par des r\u00e9glementations relatives \u00e0 Internet et \u00e0 la protection des donn\u00e9es des consommateurs. Enfin, le suivi du business issu de diff\u00e9rents sites de e-commerce impose une centralisation des donn\u00e9es dans un CRM afin de piloter \u00e0 vue sur tous les continents en m\u00eame temps. <\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour d\u00e9velopper son activit\u00e9 e-commerce et vendre \u00e0 l\u2019international, il est n\u00e9cessaire d\u2019adapter sa strat\u00e9gie. 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