{"id":34601,"date":"2020-05-28T16:56:42","date_gmt":"2020-05-28T16:56:42","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=34601"},"modified":"2024-01-04T18:27:22","modified_gmt":"2024-01-04T18:27:22","slug":"coronavirus-amazon","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/ecommerce\/amazon-insights\/coronavirus-amazon\/","title":{"rendered":"Bouleversements li\u00e9s au coronavirus : Amazon perd des parts de march\u00e9 au b\u00e9n\u00e9fice de ses concurrents"},"content":{"rendered":"

Cet article est co-\u00e9crit avec Jamie Drayton<\/a><\/em>, Lead Financial Services & eCommerce Consultant de Similarweb.<\/p>\n

Vous savez probablement qu\u2019Amazon a mis un terme \u00e0 son acquisition payante. Nous avons d\u00e9j\u00e0 largement couvert<\/a> le sujet au cours des derni\u00e8res semaines ; ce que nous avons pourtant r\u00e9cemment d\u00e9couvert met en lumi\u00e8re l’ampleur de ce mouvement.<\/p>\n

Les insights<\/em> que nous avons publi\u00e9s \u00e0 partir de notre r\u00e9cente analyse des visites d’Amazon et des taux de conversion sur plusieurs des principaux march\u00e9s sugg\u00e8rent qu’une nouvelle norme (perturbatrice) se mat\u00e9rialise. Amazon domine toujours le retail<\/em> de loin, mais le coronavirus sert de catalyseur de croissance pour d’autres sites de vente au d\u00e9tail et de e-commerce tels que Walmart, Best Buy et Staples qui cherchent \u00e0 r\u00e9cup\u00e9rer des parts de march\u00e9 au g\u00e9ant qui ne cesse de grandir.<\/p>\n

Comment ? Des changements tectoniques de l\u2019environnement commercial ?<\/h2>\n

Au Canada, alors que la part de march\u00e9 des visites et des conversions d’amazon.ca<\/a> a diminu\u00e9 entre f\u00e9vrier et mars, de respectivement 4,9% et 7,3%, la part de conversions de walmart.ca<\/a>, le plus grand concurrent d’Amazon dans le pays, a augment\u00e9 de 62% ( en passant de 3,2% \u00e0 5,2%). Parmi les autres grands gagnants qu’Amazon devrait surveiller, c<\/a>anadiantire.ca<\/a>, un d\u00e9taillant physique et \u00e9lectronique r\u00e9put\u00e9, est pass\u00e9 de 0,8% \u00e0 2,2% (soit + 275%)<\/strong> et costco.ca<\/a>, dont la part de conversions est pass\u00e9e de 3,4% \u00e0 4,5% (+ 32%).<\/p>\n

<\/div>\n\n

Une opportunit\u00e9 \u00e0 exploiter pour un CVR plus \u00e9lev\u00e9<\/h2>\n

L’un des rares points positifs qu\u2019on peut attribuer au COVID-19 est l’effet qu’il a eu sur les efforts de sauvetage d’animaux et les adoptions. Les Am\u00e9ricains ram\u00e8nent plus d’animaux de compagnie \u00e0 la maison pendant une p\u00e9riode de confinement, ce qui offre aux d\u00e9taillants la possibilit\u00e9 de tirer davantage de revenus sur les produits d’entretien, d\u2019alimentation et d\u2019accessoires pour animaux de compagnie. Malgr\u00e9 l\u2019augmentation de la part du trafic d’Amazon aux \u00c9tats-Unis de 1,3% entre f\u00e9vrier et mars, son pourcentage de visites converties a n\u00e9anmoins baiss\u00e9 de 1,2%.<\/p>\n

Amazon a le meilleur taux de conversion de la cat\u00e9gorie des produits pour animaux de compagnie, convertissant 3 fois sa quantit\u00e9 de trafic habituel<\/strong>. En comparaison, petco.com<\/a> et petsmart.com<\/a> attirent environ 15% de part de trafic mais convertissent seulement 4% \u00e0 5% de visites, sugg\u00e9rant que leurs sites ne sont consid\u00e9r\u00e9s qu\u2019apr\u00e8s coup ou pour comparer les prix.<\/p>\n

<\/div>\n\n

Ou peut-\u00eatre pas. La recherche payante d’Amazon ayant consid\u00e9rablement baiss\u00e9 entre f\u00e9vrier et mars, Petco<\/strong> s’est av\u00e9r\u00e9 efficace pour attirer les acheteurs en ligne avec une strat\u00e9gie oppos\u00e9e. La part de visites issues de la recherche payante de Petco n\u2019a augment\u00e9 que de 3,9%, mais sa part de conversions issues de la recherche payante a plus que doubl\u00e9 entre f\u00e9vrier et mars<\/strong>.<\/p>\n

<\/div>\n\n

Tesco et Sainsbury sont en t\u00eate des consommables lors de l\u2019\u00e9pid\u00e9mie subite du COVID-19<\/h2>\n

Le Royaume-Uni est le troisi\u00e8me march\u00e9<\/a> d’Amazon en termes de ventes nettes annuelles. L’une des cat\u00e9gories de shopping de plus en plus populaires dans laquelle Amazon perd du terrain au Royaume-Uni est celle des consommables, qui fait r\u00e9f\u00e9rence aux produits de consommation emball\u00e9s, aux produits d’\u00e9picerie, aux produits de sant\u00e9 et de beaut\u00e9.<\/p>\n

La part de trafic d’Amazon.co.uk<\/a> pour les consommables a diminu\u00e9 de 2,9% entre f\u00e9vrier et mars, principalement en raison d’une augmentation du trafic parmi ses concurrents, tels que Morrisons. Malgr\u00e9 la baisse de sa part de trafic de consommables de 2,4%, tesco.com<\/a>, le plus grand acteur de l’ensemble, a converti 4,1% de trafic en plus (1 conversion totale sur 3). De m\u00eame, aldi.co.uk<\/a> a augment\u00e9 sa part de visites converties de 1,75% en f\u00e9vrier \u00e0 2,13% en mars (21% de croissance MoM).<\/p>\n

<\/div>\n\n

Conclusion<\/h2>\n

Les principaux concurrents d’Amazon sur les principaux march\u00e9s tirent parti de la recherche payante pour attirer plus de trafic et, surtout, convertir le trafic. Des acteurs tels que Canadian Tire, Petco aux \u00c9tats-Unis et la marque britannique Tesco, pourraient sortir de la pand\u00e9mie du coronavirus avec une pr\u00e9sence en ligne plus importante, gr\u00e2ce \u00e0 l’\u00e9volution du monde des affaires. Nous pr\u00e9voyons que ces tendances s’intensifient au cours des prochains mois.<\/strong><\/p>\n

Visitez notre page Solution<\/a> pour en savoir plus sur la fa\u00e7on dont nous aidons certains des principaux d\u00e9taillants du monde \u00e0 optimiser leur mix marketing et leur performance concurrentielle.<\/p>\n

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

Cet article est co-\u00e9crit avec Jamie Drayton, Lead Financial Services & eCommerce Consultant de Similarweb. Vous savez probablement qu\u2019Amazon a mis un terme \u00e0 son acquisition payante. Nous avons d\u00e9j\u00e0 largement couvert le sujet au cours des derni\u00e8res semaines ; ce que nous avons pourtant r\u00e9cemment d\u00e9couvert met en lumi\u00e8re l’ampleur de ce mouvement. Les […]<\/p>\n","protected":false},"author":78,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6606,6457],"tags":[],"class_list":["post-34601","post","type-post","status-publish","format-standard","hentry","category-amazon-insights","category-digital-analysis"],"acf":[],"yoast_head":"\nBouleversements li\u00e9s au coronavirus : Amazon perd des parts de march\u00e9 au b\u00e9n\u00e9fice de ses concurrents | Similarweb<\/title>\n<meta name=\"description\" content=\"Dans cet article, nous examinons l'impact du COVID-19 sur le paysage concurrentiel d'Amazon sur plusieurs march\u00e9s cl\u00e9s et les perspectives de ses concurrents.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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