{"id":124532,"date":"2025-08-06T09:49:26","date_gmt":"2025-08-06T07:49:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=124532"},"modified":"2025-08-06T09:49:28","modified_gmt":"2025-08-06T07:49:28","slug":"zalando-opte-pour-lacceuil-par-ia-apres-un-trimestre-de-croissance","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-opte-pour-lacceuil-par-ia-apres-un-trimestre-de-croissance\/","title":{"rendered":"Zalando opte pour l’acceuil par IA apr\u00e8s un trimestre de croissance"},"content":{"rendered":"\n

Chez Zalando<\/strong>, le chiffre d’affaires et le b\u00e9n\u00e9fice ont augment\u00e9 au deuxi\u00e8me trimestre. Le secteur B2B a connu une forte croissance, mais la plateforme de mode souhaite \u00e9galement stimuler les ventes aux consommateurs avec un \u00e9cran d’accueil enti\u00e8rement personnalis\u00e9 par l’IA.<\/p>\n\n\n\n

Nombre record de clients<\/h2>\n\n\n\n

Le volume brut des ventes (GMV) a augment\u00e9 de 5 % pour atteindre 4,1 milliards d’euros, tandis que le chiffre d’affaires a cr\u00fb de 7,3 % pour atteindre 2,8 milliards d’euros. L’EBIT ajust\u00e9 a augment\u00e9 \u00e0 186 millions d’euros, en hausse par rapport aux 172 millions d’euros de l’ann\u00e9e derni\u00e8re. La marge b\u00e9n\u00e9ficiaire est rest\u00e9e stable \u00e0 6,5 %.<\/p>\n\n\n\n

Dans le segment B2C, le nombre de clients actifs a augment\u00e9 de 6,1 % pour atteindre un niveau record de 52,9 millions. Le chiffre d’affaires consommateur a ainsi augment\u00e9 de 6,8 % pour atteindre 2,6 milliards d’euros, ce qui repr\u00e9sente un EBIT ajust\u00e9 de 174 millions d’euros, soit une augmentation de 9 millions d’euros.<\/p>\n\n\n\n

Le parcours client commence avec l’IA<\/h2>\n\n\n\n

Cette semaine, Zalando d\u00e9ploie un nouveau \u00ab\u00a0fil de d\u00e9couverte\u00a0\u00bb aliment\u00e9 par l’IA. Le fil remplace l’\u00e9cran d’accueil traditionnel de l’application et offre aux utilisateurs un flux de contenu personnalis\u00e9<\/a>, y compris des recommandations de produits, des tableaux de style de vie, du shopping en direct, et des campagnes \u00e9ditoriales de marques et d’influenceurs.<\/p>\n\n\n\n

Selon l’entreprise, cette \u00e9tape soutient non seulement l’exp\u00e9rience client, mais aussi les revenus publicitaires : pour les partenaires de marque de nouvelles opportunit\u00e9s publicitaires apparaissent. Le fil sera d’abord lanc\u00e9 dans six march\u00e9s, suivi d’un d\u00e9ploiement progressif. Les revenus des services marketing ont d\u00e9j\u00e0 augment\u00e9 de 45 % au cours de la premi\u00e8re moiti\u00e9 de l’ann\u00e9e.<\/p>\n\n\n\n

\n

Nouvelle int\u00e9gration Shopify<\/h2>\n<\/blockquote>\n\n\n\n

Dans le segment B2B \u2013 o\u00f9 Zalando propose son r\u00e9seau de fulfillment et son logiciel \u00e0 des tiers \u2013 le chiffre d’affaires a augment\u00e9 de 12,2 % pour atteindre 262 millions d’euros. L’EBIT ajust\u00e9 s’\u00e9levait \u00e0 11 millions d’euros, avec une am\u00e9lioration de la marge de 1,3 point de pourcentage \u00e0 4,3 %.<\/p>\n\n\n\n

Une innovation importante est le lancement d’une application Shopify<\/strong> permettant \u00e0 des milliers de boutiques Shopify de b\u00e9n\u00e9ficier des services de fulfillment de Zalando. Le 11 juillet, Zalando a \u00e9galement finalis\u00e9 l’acquisition de son concurrent About You<\/strong>. Bien que les synergies EBIT de la fusion soient estim\u00e9es \u00e0 100 millions d’euros par an \u00e0 partir de 2029, les deux plateformes, selon Zalando, conserveront leur propre identit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"

Chez Zalando, le chiffre d’affaires et le b\u00e9n\u00e9fice ont augment\u00e9 au deuxi\u00e8me trimestre. 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