{"id":35957,"date":"2020-06-15T14:10:28","date_gmt":"2020-06-15T14:10:28","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=35957"},"modified":"2024-07-03T11:52:49","modified_gmt":"2024-07-03T11:52:49","slug":"categories-produits-de-walmart","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/research\/company-research\/categories-produits-de-walmart\/","title":{"rendered":"Tout ce que voulez savoir sur les cat\u00e9gories de produits de Walmart"},"content":{"rendered":"

Depuis 5 ans, le march\u00e9 du retail <\/em>\u00e9volue dans deux directions distinctes : d’un c\u00f4t\u00e9 les marketplaces<\/em> se consolident loin devant (par exemple Amazon, eBay et Walmart) et de l’autre, des soci\u00e9t\u00e9s de ventes directes au consommateur (D2C)<\/a> qui pr\u00f4nent une forte fid\u00e9lit\u00e9 au consommateur \u00e9mergent.<\/p>\n

La taille des marketplaces<\/em> a une telle force gravitationnelle que les marques D2C choisissent de les utiliser pour renforcer la notori\u00e9t\u00e9 de leur marque et de leur supply chain. Mais cela met en p\u00e9ril leur viabilit\u00e9 sur le long terme.<\/p>\n

Par ailleurs, il est difficile pour les marques de conna\u00eetre le r\u00e9el impact de l’arriv\u00e9e d’une marketplace dans une nouvelle cat\u00e9gorie de produits, car il n’existe \u00e9videmment pas de comparaison \u00e9quivalente de part de march\u00e9 des retailers<\/em> par rapport aux marques D2C. L’analyse de funnel<\/strong> r\u00e9alis\u00e9e avec Similarweb comprend d\u00e9sormais les cat\u00e9gories de Walmart et d’Amazon, ce qui permet \u00e0 nos utilisateurs d’analyser une vari\u00e9t\u00e9 d’indicateurs cl\u00e9s d’engagement tels que le nombre de visites, le taux de conversion, les taux d’adh\u00e9sion et le niveau de conversion de chaque canal marketing.<\/p>\n

Cat\u00e9gories de produits des Marketplaces : l’\u00e9cart se creuse entre Walmart et Amazon<\/h2>\n

Aux \u00c9tats-Unis, il est bien connu qu’Amazon<\/a> est le plus grand retailer<\/em> du pays, avec trois fois plus de trafic que son concurrent principal (eBay<\/a>). Mais leur domination dans un tel nombre de cat\u00e9gories est impressionnant. M\u00eame les cat\u00e9gories dont les magasins physiques r\u00e9ussissaient \u00e0 maintenir un avantage en termes d’efficacit\u00e9 (comme les biens de consommation courante) commencent \u00e0 se plier \u00e0 la taille et aux exigences d’Amazon.<\/p>\n

En \u00e9tudiant quelques unes des cat\u00e9gories les plus visit\u00e9es sur Amazon et Walmart, nous pouvons voir l’\u00e9cart de taille qui se creuse. En moyenne, Amazon est huit fois plus grand que Walmart sur les principales cat\u00e9gories<\/strong>. La seule exception concerne l’alimentation, o\u00f9 l’\u00e9cart est significativement moins prononc\u00e9 et pour laquelle Walmart a presque doubl\u00e9 son nombre de visites, passant de 3,9M en f\u00e9vrier \u00e0 7,3M en mars 2020.<\/p>\n

<\/div>\n\n

L’\u00e9lectronique est la plus grande cat\u00e9gorie d’Amazon, et de loin. En comparant la taille de cette cat\u00e9gorie pour Amazon et Walmart par rapport \u00e0 celle de Best Buy<\/a> (le d\u00e9taillant sp\u00e9cialis\u00e9 le plus important des \u00c9tats-Unis) et Apple<\/a> (la marque de produits \u00e9lectroniques grand public par excellence), nous pouvons remarquer qu’Amazon capture 48% de part de march\u00e9. Apple re\u00e7oit 28% du trafic, ce qui d\u00e9passe m\u00eame Best Buy. Bien que la cat\u00e9gorie \u00e9lectronique de Walmart ait doubl\u00e9 depuis f\u00e9vrier, le site n’attire que 4% des visites.<\/p>\n

<\/div>\n\n

Walmart se d\u00e9marque pour les produits bien-\u00eatre avec des conversions sup\u00e9rieures \u00e0 la moyenne<\/h2>\n

\u00c9tonnement, alors que le nombre de visites et de transactions a subi des hausses spectaculaires en mars et en avril, l’efficacit\u00e9 des conversions de Walmart et d’Amazon ne montre que des am\u00e9liorations modestes. La cat\u00e9gorie Walmart qui convertit le plus est celle du bien-\u00eatre, avec un taux de conversion moyen de 15% en 2020 (par rapport \u00e0 22% pour Amazon). La cat\u00e9gorie bien-\u00eatre de Walmart est port\u00e9e par le trafic direct des consommateurs, qui convertit 80% de plus que la moyenne de la cat\u00e9gorie.<\/b><\/p>\n

<\/div>\n\n

Si vous souhaitez d\u00e9couvrir notre fonctionnalit\u00e9 d’analyse de funnel ou notre plateforme d’intelligence concurrentielle Similarweb Pro<\/strong>, n’h\u00e9sitez pas \u00e0 planifier un appel de 15 minutes<\/a> avec l’un de nos consultants.<\/p>\n

Vous voulez en savoir plus<\/h2>\n

T\u00e9l\u00e9chargez notre rapport sur l’\u00e9tat de l’\u00e9lectronique grand public<\/strong> pour en savoir plus sur la mani\u00e8re dont les d\u00e9taillants se battent pour attirer l’attention des consommateurs.<\/p>\n

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

Depuis 5 ans, le march\u00e9 du retail \u00e9volue dans deux directions distinctes : d’un c\u00f4t\u00e9 les marketplaces se consolident loin devant (par exemple Amazon, eBay et Walmart) et de l’autre, des soci\u00e9t\u00e9s de ventes directes au consommateur (D2C) qui pr\u00f4nent une forte fid\u00e9lit\u00e9 au consommateur \u00e9mergent. La taille des marketplaces a une telle force gravitationnelle […]<\/p>\n","protected":false},"author":78,"featured_media":34127,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6485,6429],"tags":[],"class_list":["post-35957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-research","category-research"],"acf":[],"yoast_head":"\nTout ce que voulez savoir sur les cat\u00e9gories de produits de Walmart | Similarweb<\/title>\n<meta name=\"description\" content=\"Alors que l'\u00e9cart entre eux se creuse, Walmart et Amazon connaissent une croissance massive. 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