{"id":143864,"date":"2026-03-12T10:00:45","date_gmt":"2026-03-12T09:00:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=143864"},"modified":"2026-03-12T10:00:47","modified_gmt":"2026-03-12T09:00:47","slug":"comment-zalando-se-prepare-a-un-monde-du-commerce-de-detail-base-sur-lia","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-zalando-se-prepare-a-un-monde-du-commerce-de-detail-base-sur-lia\/","title":{"rendered":"Comment Zalando se pr\u00e9pare \u00e0 un monde du retail bas\u00e9 sur l’IA"},"content":{"rendered":"\n

Si l’intelligence artificielle est l’avenir, quelles sont les perspectives pour le commerce en ligne ? Zalando <\/strong>se pr\u00e9pare activement \u00e0 cette question, car d’ici 2030, 15 % de tout le commerce \u00e9lectronique devrait passer par des agents IA. D\u00e9couvrez la strat\u00e9gie lors du RetailDetail Omnichannel & E-Commerce Congress le 19 mars.<\/p>\n\n\n\n

L’IA comme styliste personnel<\/h2>\n\n\n\n

Zalando utilise l’intelligence artificielle depuis quinze ans, mais ses applications deviennent rapidement plus complexes. En d\u00e9cembre 2025, pas moins de 90 % de tout le contenu marketing de la plateforme \u00e9tait cr\u00e9\u00e9 \u00e0 l’aide de l’IA g\u00e9n\u00e9rative. Laura Toledano, directrice g\u00e9n\u00e9rale pour l’Europe occidentale, vous dira tout \u00e0 ce sujet lors du RetailDetail Omnichannel & E-commerce Congress le 19 mars.<\/a><\/p>\n\n\n\n

L’IA joue \u00e9galement un r\u00f4le plus important dans l’exp\u00e9rience d’achat elle-m\u00eame. Des cabines d’essayage virtuelles pour les jeans, d\u00e9velopp\u00e9es avec des marques telles que Levi’s et G-Star, permettent aux clients de tester leur taille de mani\u00e8re num\u00e9rique. Lors des phases pilotes, cela a permis de r\u00e9duire de 40 % les retours, un avantage important dans un secteur o\u00f9 la logistique des retours reste co\u00fbteuse. Zalando partage cette information \u00e0 la suite des r\u00e9sultats annuels de 2025, qui ont affich\u00e9 une croissance \u00e0 deux chiffres, en partie gr\u00e2ce \u00e0 l’IA<\/a>.<\/p>\n\n\n\n

\u00ab Style It \u00bb est un outil d’IA qui compose des tenues sur un avatar num\u00e9rique. Zalando teste d’abord cette fonctionnalit\u00e9 dans la cat\u00e9gorie des cr\u00e9ateurs avant d’\u00e9tendre le syst\u00e8me \u00e0 d’autres segments. En outre, Zalando Assistant, le chatbot IA de la plateforme, est d\u00e9sormais directement reli\u00e9 au panier. Les clients peuvent ajouter imm\u00e9diatement des produits ou demander des suggestions d’articles suppl\u00e9mentaires via la conversation.<\/p>\n\n\n\n

L’arriv\u00e9e du commerce agentique<\/h2>\n\n\n\n

Ironiquement, l’utilisation de toute cette IA vise en partie \u00e0 concurrencer cette m\u00eame intelligence artificielle. Selon Zalando, d’ici 2030, 15 % de tout le commerce \u00e9lectronique passera par des agents IA, des logiciels qui recherchent et ach\u00e8tent de mani\u00e8re autonome des produits pour les consommateurs. \u00ab Mais \u00bb 15 %, souligne Graeme Smith, vice-pr\u00e9sident senior de l’ing\u00e9nierie, et rien ne dit que la mode atteindra une telle part de march\u00e9.<\/p>\n\n\n\n

N\u00e9anmoins, avec 62 millions de clients actifs et 7 000 marques partenaires, le d\u00e9fi pour la plateforme sera de continuer \u00e0 attirer les consommateurs directement vers Zalando. La part des agents IA dans le trafic vers la boutique en ligne restera inf\u00e9rieure \u00e0 1 % en 2025, mais l’entreprise s’attend \u00e0 une augmentation rapide. Zalando autorise l’int\u00e9gration via le Universal Commerce Protocol de Google, mais souhaite \u00e9galement rester pertinent pour les utilisateurs.<\/p>\n\n\n\n

Plus qu’un catalogue de produits, l’application est donc de plus en plus un flux social avec des vid\u00e9os, des tendances et des suggestions de tenues hebdomadaires. La v\u00e9ritable \u00ab Lifestyle AI \u00bb est la prochaine \u00e9tape : \u00ab Nous voulons faire \u00e9voluer Zalando d’une plateforme de transaction vers un styliste personnel \u00bb, explique Graeme Smith.<\/p>\n\n\n\n

Du d\u00e9taillant \u00e0 l’arri\u00e8re-boutique<\/h2>\n\n\n\n

Outre la technologie, la branche logistique de Zalando conna\u00eet \u00e9galement une croissance rapide. La division ZEOS (Zalando E-commerce Operating System) s’est d\u00e9velopp\u00e9e pour devenir une plateforme B2B permettant aux marques d’externaliser leur logistique et leur distribution en Europe. Aujourd’hui, 60 marques utilisent ce syst\u00e8me, qui est actif sur 24 march\u00e9s europ\u00e9ens et 18 canaux de vente.<\/p>\n\n\n\n

Fait remarquable : aux \u00c9tats-Unis, la plateforme peut m\u00eame aider les marques \u00e0 vendre leurs produits chez leur rival de toujours, Amazon. La filiale TradeByte, un int\u00e9grateur SaaS pour les places de march\u00e9, relie les marques \u00e0 des plateformes internationales telles qu’Amazon et Walmart. SCAYLE soutient quant \u00e0 elle 350 boutiques en ligne externes, dont celles de Harrods et de Manchester United.<\/p>\n\n\n\n

Zalando se positionne, selon ses propres termes, de plus en plus comme un \u00ab facilitateur de vente au d\u00e9tail \u00bb pour les marques. \u00ab Nous voulons aider les marques \u00e0 \u00e9tablir un contact plus direct avec leurs clients, gr\u00e2ce \u00e0 des informations bas\u00e9es sur les donn\u00e9es et \u00e0 des choix d’assortiment flexibles \u00bb, explique Joanna Rogers, Senior Vice President Propositions. Et cela inclut apparemment le passage du statut de d\u00e9taillant \u00e0 celui de fournisseur de services back-end.<\/p>\n\n\n\n

D\u00e9couvrez comment Zalando envisage l’avenir du commerce omnicanal le 19 mars. \u00c9galement pr\u00e9sents sur sc\u00e8ne ce jour-l\u00e0 : Visa, Delhaize, Les Jumelles, Prins Petfoods et bien d’autres.<\/em> R\u00e9servez vite vos billets pour le RetailDetail Omnichannel & E-Commerce Congress.<\/a><\/p>\n\n\n\n

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

Zalando se pr\u00e9pare activement \u00e0 la r\u00e9volution de l’IA : l’entreprise construit un \u00e9cosyst\u00e8me technologique dans lequel l’intelligence artificielle et l’infrastructure logistique doivent stimuler la croissance.<\/p>\n","protected":false},"author":5,"featured_media":143865,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[1467],"people":[],"extra":[43],"company":[287],"topic":[462,409],"region":[],"class_list":{"0":"post-143864","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-artificiele-intelligentie","10":"extra-plus","11":"company-zalando","12":"topic-innovation","13":"topic-logistique"},"acf":[],"yoast_head":"\nComment Zalando se pr\u00e9pare \u00e0 un monde du retail bas\u00e9 sur l'IA - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Si l'intelligence artificielle est l'avenir, quelles sont les perspectives pour le commerce en ligne ? 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