{"id":2257,"date":"2022-05-24T15:12:52","date_gmt":"2022-05-24T13:12:52","guid":{"rendered":"https:\/\/mkkm.be\/?p=2257"},"modified":"2022-10-03T15:05:43","modified_gmt":"2022-10-03T13:05:43","slug":"tout-savoir-sur-le-social-commerce","status":"publish","type":"post","link":"https:\/\/mkkm.agency\/fr\/insights\/tout-savoir-sur-le-social-commerce\/","title":{"rendered":"Tout savoir sur le Social Commerce"},"content":{"rendered":"<h2>Le Social Commerce, c&#8217;est quoi ?<\/h2>\n<p>Vous avez peut-\u00eatre d\u00e9j\u00e0 entendu parler de Social Commerce. Mais de quoi s&#8217;agit-il exactement ?<\/p>\n<p>En r\u00e9sum\u00e9, le Social Commerce c&#8217;est l&#8217;<strong>int\u00e9gration de toute l&#8217;exp\u00e9rience d&#8217;achat en ligne au sein des r\u00e9seaux sociaux.<\/strong><\/p>\n<p>En effet, toutes les plateformes de r\u00e9seaux sociaux sont en train de d\u00e9velopper des applications et des technologies pour permettre aux marques de vendre leurs produits directement via leurs comptes sociaux.<br \/>\n<strong>D\u2019ici quelques mois, les internautes pourront finaliser un achat sans sortir de Facebook, Instagram, Pinterest et bient\u00f4t Tik Tok. <\/strong><\/p>\n<p>C&#8217;est d\u00e9j\u00e0 le cas aux \u00c9tats-Unis depuis quelques mois.<\/p>\n<h2>Comment va fonctionner le Social Commerce ?<\/h2>\n<p>En int\u00e9grant le shopping en ligne, <strong>les r\u00e9seaux sociaux deviennent une nouvelle market place !<\/strong><\/p>\n<p>On connaissait Amazon, Bol.com, Cdiscount, Zalando, etc. Et bien, bient\u00f4t, il faudra aussi tenir compte de Facebook, Instagram, Pinterest et consorts.<\/p>\n<p>Concr\u00e8tement, vous aurez acc\u00e8s, dans votre compte Meta, \u00e0 une <strong>nouvelle interface appel\u00e9e le &#8220;Commerce Manager&#8221;.<\/strong><\/p>\n<p>Depuis ce manageur des ventes, vous pourrez :<\/p>\n<ul>\n<li>Cr\u00e9er un <strong>catalogue.<\/strong><\/li>\n<li><strong>Pr\u00e9senter vos produits<\/strong> de mani\u00e8re attractive.<\/li>\n<li><strong>G\u00e9rer vos commandes<\/strong> re\u00e7ues (validation, logistique, informations de tracking).<\/li>\n<li><strong>G\u00e9rer les paiements<\/strong> de vos clients (directement per\u00e7us via la plateforme sociale).<\/li>\n<li><strong>Donner du support<\/strong> via un chat. Et, bien sur ;<\/li>\n<li>Avoir acc\u00e8s \u00e0 toute une <strong>analytique.<\/strong><\/li>\n<\/ul>\n<p>Ceci est l\u2019aboutissement d\u2019une tendance de d\u00e9j\u00e0 plusieurs ann\u00e9es au niveau des r\u00e9seaux sociaux qui d\u00e9veloppaient r\u00e9guli\u00e8rement depuis 2014 des fonctionnalit\u00e9s permettant aux marques de mettre en avant leurs produits (catalogue, int\u00e9gration avec e-commerce, pixel, API Conversions, retargeting dynamic, etc).<\/p>\n<h2>Pourquoi les r\u00e9seaux sociaux veulent-ils devenir des plateformes de ventes ?<\/h2>\n<p>Les r\u00e9seaux sociaux expliquent ces d\u00e9veloppements par deux raisons principales :<\/p>\n<ol>\n<li>C&#8217;est une demande des utilisateurs des r\u00e9seaux sociaux.<\/li>\n<li>Ils veulent aider les entreprises \u00e0 vendre en ligne plus facilement ou \u00e0 digitaliser leurs activit\u00e9s (surtout apr\u00e8s les confinements impos\u00e9s par la COVID19).<\/li>\n<\/ol>\n<p>Il y a aussi une troisi\u00e8me raison, peut-\u00eatre plus importante : la <strong>disparation programm\u00e9e des cookies tiers !<\/strong><\/p>\n<p>En effet, sans cookies tiers, les r\u00e9seaux sociaux ne savent plus ce qui se passe en dehors de chez eux. Ils ne savent donc plus ce qui se passe sur les boutiques en ligne des marques. Et ceci a des r\u00e9percussions n\u00e9gatives sur l&#8217;efficacit\u00e9 des algorithmes qui g\u00e8rent les campagnes de Social Ads.<\/p>\n<p>En effet ;<\/p>\n<ul>\n<li><strong>Les algorithmes ont moins d&#8217;informations pour optimiser<\/strong> la diffusion des campagnes.<\/li>\n<li><strong>Les audiences de retargeting sont moins importantes.<\/strong> Et ;<\/li>\n<li><strong>Ils ne peuvent plus remonter les ventes r\u00e9alis\u00e9es<\/strong> sur les sites des marques. Il devient donc difficile d&#8217;\u00e9valuer pr\u00e9cis\u00e9ment le retour sur investissement des publicit\u00e9s sur les r\u00e9seaux sociaux.<\/li>\n<\/ul>\n<p><strong>En permettant de finaliser un achat sans quitter leur plateforme, les r\u00e9seaux sociaux r\u00e9cup\u00e8rent une information de &#8220;premi\u00e8re partie&#8221;. <\/strong>De cette mani\u00e8re, les campagnes de Social Ads resteront efficaces.<\/p>\n<h2>Quelles seront les prochaines \u00e9tapes du Social Commerce ?<\/h2>\n<p>Vous l&#8217;aurez compris, il y a <strong>pas mal de mouvements au niveau des r\u00e9seaux sociaux et de l&#8217;e-commerce.<\/strong><\/p>\n<p><strong>Dans quelques mois, les internautes pourront acheter un produit en ligne sans sortir de Facebook, Instagram, Pinterest ou Tik tok.<\/strong><\/p>\n<p>Tout ceci s&#8217;accompagne de beaucoup de <strong>nouvelles fonctionnalit\u00e9s <\/strong>et<strong> p<\/strong><strong>aram\u00e9trer une architecture &#8220;Social Commerce&#8221; optimale devient donc tr\u00e8s technique.<\/strong><\/p>\n<p>C&#8217;est la raison pour laquelle les experts MKKM restent \u00e0 la pointe sur ce sujet et sont pr\u00eats \u00e0 vous accompagner dans ces nouveaux d\u00e9veloppements.<\/p>\n<p>Plus d&#8217;informations ici -&gt; <a href=\"https:\/\/mkkm.be\/services\/\">Nos services<\/a><\/p>\n<p>Article r\u00e9dig\u00e9 par <a href=\"https:\/\/www.linkedin.com\/in\/mathieu-hosselet\/\">Mathieu Hosselet<\/a>, CEO de MKKM Social Media Experts<\/p>\n","protected":false},"excerpt":{"rendered":"Le Social Commerce c&#8217;est l&#8217;int\u00e9gration de toute l&#8217;exp\u00e9rience d&#8217;achat en ligne au sein des r\u00e9seaux sociaux.\r\nD\u2019ici quelques mois, les internautes pourront finaliser un achat sans sortir de Facebook, Instagram, Pinterest ou encore Tik Tok.","protected":false},"author":1,"featured_media":2277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-2257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tout savoir sur le Social Commerce - MKKM Agency<\/title>\n<meta name=\"description\" content=\"D\u2019ici quelques mois, les internautes pourront finaliser un achat sans sortir des r\u00e9seaux sociaux. 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