{"id":24698,"date":"2018-11-20T18:48:59","date_gmt":"2018-11-20T15:48:59","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=17466"},"modified":"2024-01-03T14:29:57","modified_gmt":"2024-01-03T14:29:57","slug":"amazon-direct","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/","title":{"rendered":"Partenaire et concurrent de la vente de matelas \u2013 Amazon et le \u00ab direct au consommateur \u00bb"},"content":{"rendered":"<ul>\n<li>La solution de Similarweb d\u00e9di\u00e9es aux personnes en charge de la recherche ou des \u00e9tudes r\u00e9v\u00e8le comment les marques \u00e9tablissent des partenariats et\/ou rivalisent avec les plus gros d\u00e9taillants en ligne.<\/li>\n<li>Nous avons analys\u00e9 le secteur des matelas, dont les ventes aux Etats-Unis ont d\u00e9coll\u00e9\u00a0quand les entreprises ont d\u00e9cid\u00e9 de ne plus seulement vendre directement au consommateur mais en cr\u00e9ant aussi des partenariats avec des tiers.<\/li>\n<li>Amazon a r\u00e9alis\u00e9 un investissement inhabituel dans l\u2019acquisition de trafic payant autour du mot-cl\u00e9 \u00ab\u00a0matelas\u00a0\u00bb avant de lancer son propre produit low-cost.<strong><br \/>\n<\/strong><\/li>\n<\/ul>\n<p>Suite \u00e0 notre dernier livre blanc qui examine la mani\u00e8re dont certaines entreprises trouvent le\u00a0<a href=\"https:\/\/www.similarweb.com\/corp\/fr\/reports\/partenaire-et-concurrent-comment-nike-et-adidas-tirent-parti-du-succes-du-geant-amazon\/\">juste \u00e9quilibre entre la vente en direct et les partenariats avec des tiers<\/a>\u00a0tels qu\u2019Amazon, nous nous int\u00e9ressons aujourd\u2019hui \u00e0 une autre cat\u00e9gorie de produits dans laquelle les marques doivent \u00eatre \u00e0 la fois partenaires et concurrents.<br \/>\nUne \u00e9tude r\u00e9cente sur l\u2019\u00e9volution du march\u00e9 de la vente directe de matelas aux consommateurs sugg\u00e8re qu\u2019il pourrait y avoir environ 180 marques diff\u00e9rentes qui commercialisent actuellement leurs matelas directement aupr\u00e8s du public. Malgr\u00e9 le grand nombre de marques vendant en direct, le trafic sur ces sites reste relativement modeste et tr\u00e8s concentr\u00e9. Les 17 principaux sites de matelas ont g\u00e9n\u00e9r\u00e9 une moyenne globale d\u2019un peu plus de 6,5 millions de visites mensuelles au cours des derniers 18 mois. Les cinq principaux sites repr\u00e9sentent plus de trois quarts de ce total\u00a0; les deux meilleurs, <a href=\"https:\/\/www.similarweb.com\/fr\/website\/casper.com\/\"><strong>casper.com<\/strong><\/a> et <a href=\"https:\/\/www.similarweb.com\/fr\/website\/purple.com\/\"><strong>purple.com<\/strong><\/a>, repr\u00e9sentent 50% du trafic total des 17 premiers sites.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_fa3985fe-12ea-4ae4-ad20-4523f38df10e\" data-title=\"Blog_AmazonMattress_D2CTraffic_1018\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?RJD\"><\/div>\n<br \/>\nL\u2019analyse du trafic dans le temps montre que le march\u00e9 est toujours en \u00e9volution et qu\u2019il est assez volatil. Le trafic mensuel vers <strong>purple.com <\/strong>a plus que doubl\u00e9 au cours des 18 derniers mois, le projetant au rang de site internet de vente directe de matelas aux consommateurs le plus visit\u00e9 aux Etats-Unis, au deuxi\u00e8me semestre 2018. A l\u2019inverse, le trafic vers <a href=\"https:\/\/www.similarweb.com\/fr\/website\/ghostbed.com\/\"><strong>ghostbed.com <\/strong><\/a>a consid\u00e9rablement chut\u00e9 sur la m\u00eame p\u00e9riode.<\/p>\n<h2>Mots-cl\u00e9s li\u00e9s au mot \u00ab\u00a0matelas\u00a0\u00bb<\/h2>\n<p>Comprendre o\u00f9 les consommateurs se retrouvent lorsqu\u2019ils recherchent le mot \u00ab\u00a0matelas\u00a0\u00bb est essentiel pour cartographier le march\u00e9 de la vente de matelas aux Etats-Unis. Le mot-cl\u00e9 <em>matelas<\/em> est \u00e0 lui seul responsable de 1% de tout le trafic de recherche des 16 principaux d\u00e9taillants de matelas qui vendent directement aux consommateurs (D2C). Mais les D2C ne sont pas les principaux destinataires du trafic relevant de cette recherche. Au cours des 18 derniers mois, de plus grands sites de marketplace en ligne, tels que <a href=\"https:\/\/www.similarweb.com\/fr\/website\/walmart.com\/\"><strong>walmart.com<\/strong><\/a>\u00a0et\u00a0<strong><a href=\"https:\/\/www.similarweb.com\/fr\/website\/costco.com\/\">costco.com<\/a>,<\/strong>\u00a0ainsi que des d\u00e9taillants plus sp\u00e9cialis\u00e9s tels que <a href=\"https:\/\/www.similarweb.com\/fr\/website\/mattressfirm.com\/\"><strong>mattressfirm.com<\/strong><\/a>\u00a0ont captur\u00e9 la plus grande part du trafic de recherche organique autour du mot-cl\u00e9 <em>matelas<\/em>. Le trafic organique autour de ce mot-cl\u00e9 n\u2019a presque pas \u00e9t\u00e9 dirig\u00e9 vers <a href=\"https:\/\/www.similarweb.com\/fr\/website\/amazon.com\/\"><strong>amazon.com<\/strong><\/a>, mais le trafic payant raconte une toute autre histoire.<\/p>\n<h2>Amazon fait une ench\u00e8re sur le trafic de \u00ab\u00a0matelas\u00a0\u00bb<\/h2>\n<p>Une recherche sur quatre du mot-cl\u00e9 <em>matelas <\/em>est payante, avec un co\u00fbt \u00e9valu\u00e9 \u00e0 plus de $11 par clic, preuve d\u2019une concurrence saine pour ce trafic. Au troisi\u00e8me trimestre 2018, <strong>amazon.com <\/strong>a enregistr\u00e9 la plus grande part de trafic payant pour le mot-cl\u00e9 <em>matelas <\/em>avec 17,4%. Cela repr\u00e9sentait presque le double de la part du g\u00e9ant de l\u2019e-commerce au m\u00eame trimestre 2017. Amazon a rarement investi dans le trafic payant qui ne repr\u00e9sente que 3,7% de son trafic total sur les 18 derniers mois, il semblerait donc que la soci\u00e9t\u00e9 commence \u00e0 montrer un int\u00e9r\u00eat pour cette cat\u00e9gorie.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_fe64ce85-1670-49a9-8c42-1c408d68bd33\" data-title=\"Blog_AmazonMattress_PaidTraffic_1018\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?Br2\"><\/div>\n<\/p>\n<h2>La recherche sur site sur Amazon<\/h2>\n<p>En examinant en profondeur les recherches faites sur amazon.com, nous constatons une augmentation progressive du nombre de recherches pour le mot <em>matelas <\/em>une fois que les visiteurs sont d\u00e9j\u00e0 sur le site. Au troisi\u00e8me trimestre 2018, il y a eu plus de 7,5 millions de recherches sur le site, soit 8,5% de plus par rapport au m\u00eame trimestre de 2017. Cependant, pendant la m\u00eame p\u00e9riode, le taux de conversion des recherches sur <strong>amazon.com<\/strong> incluant le mot <em>matelas<\/em><strong>\u00a0<\/strong>a consid\u00e9rablement diminu\u00e9, passant de 8,8% au troisi\u00e8me trimestre de 2017, \u00e0 seulement 6,3% au troisi\u00e8me trimestre 2018, soit un niveau inf\u00e9rieur \u00e0 la moyenne du site.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_66072d2e-a0c1-4739-beee-5b2864960285\" data-title=\"Blog_AmazonMattress_SearcCVR_1018\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?wvz\"><\/div>\n<\/p>\n<h2>Amazon se pr\u00e9pare \u00e0 g\u00eaner les perturbateurs<\/h2>\n<p>Chacun des points soulev\u00e9s jusqu\u2019\u00e0 pr\u00e9sent brosse un tableau confus. Les ventes de matelas augmentent, et il existe plus de sites de vente directe que jamais auparavant. Les marques de matelas vendent \u00e9galement leurs produits sur <strong>amazon.com <\/strong>et sur de nombreux autres sites en ligne. La recherche organique g\u00e9n\u00e8re du trafic vers les sites D2C ainsi que vers les grands distributeurs de matelas. Amazon manifeste un int\u00e9r\u00eat certain en lan\u00e7ant des campagnes payantes pour g\u00e9n\u00e9rer du trafic vers cet univers. Sur <strong>amazon.com<\/strong>, la recherche est en hausse, mais le taux de conversion est en panne. Pourquoi Amazon investirait-il pour g\u00e9n\u00e9rer de l\u2019int\u00e9r\u00eat pour la vente de matelas si la marque \u00e9tait incapable de convertir cet int\u00e9r\u00eat en ventes\u00a0? La r\u00e9ponse \u00e0 cette \u00e9nigme pourrait \u00eatre venue \u00e0 la fin du mois de septembre avec la r\u00e9v\u00e9lation qu\u2019Amazon p\u00e9n\u00e9trait le march\u00e9 de la vente de matelas avec un <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2018-09-28\/amazon-jumps-into-bed-market-with-low-cost-basic-foam-mattress\">matelas low-cost AmazonBasics.<\/a><\/p>\n<h2>Conclusion<\/h2>\n<p>Pour les marques de matelas, l\u2019id\u00e9e de rivaliser avec un produit Amazon doit \u00eatre une inqui\u00e9tude. N\u00e9anmoins, la notori\u00e9t\u00e9 accrue qu\u2019Amazon apportera aux ventes de matelas en ligne peut \u00e9galement avoir un impact positif sur l\u2019ensemble du secteur. Pour l\u2019heure, Amazon ne propose qu\u2019un unique produit low-cost, ce qui laisse beaucoup de place \u00e0 un grand nombre de marques pour continuer \u00e0 vendre leurs produits sur <strong>amazon.com <\/strong>et \u00e0 se faire concurrence pour le trafic li\u00e9 au mot <em>matelas <\/em>pour tenter de poss\u00e9der l\u2019enti\u00e8re exp\u00e9rience de vente sur un site de marque en propre.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La solution de Similarweb d\u00e9di\u00e9es aux personnes en charge de la recherche ou des \u00e9tudes r\u00e9v\u00e8le comment les marques \u00e9tablissent des partenariats et\/ou rivalisent avec les plus gros d\u00e9taillants en ligne. Nous avons analys\u00e9 le secteur des matelas, dont les ventes aux Etats-Unis ont d\u00e9coll\u00e9\u00a0quand les entreprises ont d\u00e9cid\u00e9 de ne plus seulement vendre directement [&hellip;]<\/p>\n","protected":false},"author":78,"featured_media":29834,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8317,7897],"tags":[],"class_list":["post-24698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Partenaire et concurrent - Vendre des matelas en direct ou sur Amazon? | Similarweb<\/title>\n<meta name=\"description\" content=\"Les marques doivent trouver le juste \u00e9quilibre entre s&#039;approprier l&#039;exp\u00e9rience de vente des consommateurs et nouer des partenariats avec les g\u00e9ants tels qu&#039;Amazon\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paloma Bernard\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/\"},\"author\":{\"name\":\"Paloma Bernard\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/908c55b55474525a8b0792bcd235a88c\"},\"headline\":\"Partenaire et concurrent de la vente de matelas \u2013 Amazon et le \u00ab direct au consommateur \u00bb\",\"datePublished\":\"2018-11-20T15:48:59+00:00\",\"dateModified\":\"2024-01-03T14:29:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/\"},\"wordCount\":1099,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2018\/10\/shutterstock_430477441.jpg\",\"articleSection\":[\"Actualit\u00e9s eCommerce\",\"Insights\"],\"inLanguage\":\"\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-direct\/\",\"name\":\"Partenaire et concurrent - Vendre des matelas en direct ou sur Amazon? 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