{"id":922,"date":"2019-11-07T17:49:39","date_gmt":"2019-11-07T16:49:39","guid":{"rendered":"http:\/\/sensoblog.com\/?p=922"},"modified":"2021-07-12T14:32:27","modified_gmt":"2021-07-12T12:32:27","slug":"optimiser-lexperience-dachat-en-ligne-lorsque-lon-vend-a-letranger","status":"publish","type":"post","link":"https:\/\/www.musicotel.com\/blog\/2019\/11\/07\/optimiser-lexperience-dachat-en-ligne-lorsque-lon-vend-a-letranger\/","title":{"rendered":"Optimiser l\u2019exp\u00e9rience d\u2019achat en ligne lorsque l&rsquo;on vend \u00e0 l&rsquo;\u00e9tranger"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Dans le monde globalis\u00e9 qui est le n\u00f4tre d\u00e9sormais, Internet contribue grandement \u00e0 faire tomber les barri\u00e8res. C\u2019est le cas pour les achats en ligne, qui s\u2019effectuent aujourd\u2019hui dans un contexte de plus en plus international. Alors que faire ses courses sur Internet reste difficile pour certains consommateurs, d\u2019autres vont jusqu\u2019\u00e0 commander chez des d\u00e9taillants \u00e9trangers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">La proximit\u00e9 \u00e9lectronique cr\u00e9\u00e9e par le web met \u00e0 la disposition des internautes des offres parfois plus vari\u00e9es, plus abordables, ou tout simplement inexistantes dans leur pays d\u2019origine. Pour autant, cet \u00e9tat de fait n\u2019est pas sans cons\u00e9quence sur l\u2019exp\u00e9rience de consommation. En effet, des co\u00fbts additionnels peuvent intervenir, de m\u00eame que des probl\u00e8mes li\u00e9s \u00e0 la langue, ou encore \u00e0 un manque de confiance vis \u00e0 vis du e-commer\u00e7ant. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans les faits, on parle d\u2019achat international d\u00e8s lors que le consommateur ach\u00e8te au-del\u00e0 de sa zone de chalandise, c\u2019est-\u00e0-dire au-del\u00e0 de la zone dans laquelle il consomme habituellement. Traditionnellement, cet achat allait souvent de pair avec le tourisme : rares \u00e9taient les consommateurs \u00e0 se d\u00e9placer uniquement pour faire un achat \u00e0 l\u2019\u00e9tranger, mais nombreux \u00e9taient ceux \u00e0 profiter de leur pr\u00e9sence \u00e0 l\u2019\u00e9tranger pour faire un achat. Aujourd\u2019hui, le d\u00e9placement n\u2019est plus syst\u00e9matique, puisque le produit est disponible en ligne, sans bouger de chez soi. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Du point de vue des marques, se pose alors la question de savoir quels facteurs influencent l\u2019achat en ligne \u00e0 l\u2019\u00e9tranger. En d\u2019autres termes, sur quoi faut-il jouer pour attirer les clients au-del\u00e0 de ses fronti\u00e8res ? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Outre la qualit\u00e9 de l\u2019offre, qui doit logiquement \u00eatre per\u00e7ue comme meilleure que celle des d\u00e9taillants locaux, la familiarit\u00e9 avec l\u2019enseigne et la confiance seront centrales. Une marque internationalement connue aura donc plus de facilit\u00e9 \u00e0 s\u2019implanter qu\u2019une marque confidentielle. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">La langue jouera \u00e9galement un r\u00f4le dans le sens o\u00f9 un client peinant \u00e0 comprendre l\u2019offre sera un client angoiss\u00e9, qui vivra son achat comme une prise de risque et aura finalement peu de chances de le finaliser. Le site devra donc imp\u00e9rativement \u00eatre traduit. Toutefois, la barri\u00e8re de la langue sera moins impactante sur Internet que dans le cas d\u2019un achat physique \u00e0 l\u2019\u00e9tranger. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il faudra, en revanche, veiller \u00e0 s\u2019adapter aux cultures des pays dans lesquels on souhaite exporter afin de cr\u00e9er une proximit\u00e9 avec les internautes. Enfin, les co\u00fbts dits secondaires auront des effets n\u00e9gatifs sur la perception de l\u2019offre. Ces co\u00fbts, qui peuvent \u00eatre mon\u00e9taires (frais de livraison, taux de change) ou non (d\u00e9lais de livraison allong\u00e9s) pourront eux aussi dissuader le consommateur de finaliser son achat. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finalement, c\u2019est donc une nouvelle fois la qualit\u00e9 de l\u2019exp\u00e9rience v\u00e9cue qui influencera le d\u00e9clenchement de l\u2019achat sur un site \u00e9tranger. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le monde globalis\u00e9 qui est le n\u00f4tre d\u00e9sormais, Internet contribue grandement \u00e0 faire tomber les barri\u00e8res. C\u2019est le cas<\/p>\n","protected":false},"author":2,"featured_media":1040,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_layout":"default_layout","footnotes":""},"categories":[17],"tags":[6],"class_list":["post-922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technologies-crm","tag-ecommerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Optimiser l\u2019exp\u00e9rience d\u2019achat en ligne lorsque l&#039;on vend \u00e0 l&#039;\u00e9tranger - Service client en actus par MusicoTel<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.musicotel.com\/blog\/2019\/11\/07\/optimiser-lexperience-dachat-en-ligne-lorsque-lon-vend-a-letranger\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimiser l\u2019exp\u00e9rience d\u2019achat en ligne lorsque l&#039;on vend \u00e0 l&#039;\u00e9tranger - Service client en actus par MusicoTel\" \/>\n<meta property=\"og:description\" content=\"Dans le monde globalis\u00e9 qui est le n\u00f4tre d\u00e9sormais, Internet contribue grandement \u00e0 faire tomber les barri\u00e8res. 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