{"id":151190,"date":"2026-07-06T12:31:14","date_gmt":"2026-07-06T10:31:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151190"},"modified":"2026-07-06T12:31:16","modified_gmt":"2026-07-06T10:31:16","slug":"unilever-va-egalement-commercialiser-ses-produits-sur-tiktok-shop-au-benelux","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/unilever-va-egalement-commercialiser-ses-produits-sur-tiktok-shop-au-benelux\/","title":{"rendered":"Pourquoi Unilever va \u00e9galement commercialiser ses produits sur TikTok Shop au Benelux"},"content":{"rendered":"\n<p><strong>Unilever <\/strong>se pr\u00e9pare \u00e0 vendre via <strong>TikTok Shop<\/strong>, maintenant que la plateforme est \u00e9galement active au Benelux. Le fabricant ne s&rsquo;attend pas \u00e0 une rentabilit\u00e9 imm\u00e9diate, mais voit toutefois un potentiel de croissance dans le commerce social.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une petite \u00e9quipe, un rythme soutenu<\/h2>\n\n\n\n<p>Selon Akila Ksatryo, sp\u00e9cialiste des m\u00e9dias de vente au d\u00e9tail chez Unilever Benelux et responsable du d\u00e9ploiement, la d\u00e9cision est prise. Seuls les d\u00e9tails restent \u00e0 d\u00e9finir. \u00ab La question n\u2019est <a href=\"https:\/\/www.emerce.nl\/nieuws\/unilever-gaat-verkopen-via-tiktok-shop-benelux\">pas de savoir si nous allons le faire<\/a>, mais comment nous allons le faire \u00bb, d\u00e9clare-t-il \u00e0 Emerce.<\/p>\n\n\n\n<p>Unilever est d\u00e9j\u00e0 pr\u00e9sent sur TikTok Shop dans d\u2019autres r\u00e9gions, notamment dans certaines parties de l\u2019Asie, aux \u00c9tats-Unis, au Royaume-Uni et dans certaines r\u00e9gions d\u2019Allemagne. Selon lui, cette exp\u00e9rience internationale a donn\u00e9 de bons r\u00e9sultats. Toutefois, selon Ksatryo, le Benelux n\u00e9cessite une approche diff\u00e9rente de la structure marketing classique habituellement utilis\u00e9e par Unilever.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La capacit\u00e9 \u00e0 susciter le buzz est essentielle<\/h2>\n\n\n\n<p>Le groupe opte donc non pas pour une organisation de marque \u00e0 grande \u00e9chelle, mais pour une \u00e9quipe compacte et clairement d\u00e9limit\u00e9e. Selon Ksatryo, TikTok Shop \u00e9volue de jour en jour, ce qui rendrait une grande organisation trop lente \u00e0 r\u00e9agir aux exigences de la plateforme.<\/p>\n\n\n\n<p>Il cite un \u00e9l\u00e9ment en particulier comme d\u00e9terminant pour le succ\u00e8s : la \u00ab talkability \u00bb. Les produits doivent susciter la conversation, \u00e9veiller la curiosit\u00e9 et offrir aux cr\u00e9ateurs suffisamment de mati\u00e8re pour cr\u00e9er du contenu autour d\u2019eux. Selon Ksatryo, ce sont surtout les cat\u00e9gories pr\u00e9sentant une incitation directe \u00e0 l\u2019achat qui s\u2019adaptent bien \u00e0 ce mod\u00e8le, comme la beaut\u00e9, les soins personnels et la mode.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un mod\u00e8le d\u2019affiliation co\u00fbteux<\/h2>\n\n\n\n<p>L\u2019arriv\u00e9e de TikTok Shop oblige \u00e9galement Unilever \u00e0 repenser sa strat\u00e9gie de gestion des marques. Alors que les marques communiquent traditionnellement de mani\u00e8re descendante, la mise en \u0153uvre est ici en grande partie confi\u00e9e aux \u00ab affili\u00e9s \u00bb et aux \u00ab cr\u00e9ateurs \u00bb, qui peuvent produire eux-m\u00eames du contenu. Le syst\u00e8me fonctionne comme un programme d\u2019affiliation : toute personne disposant d\u2019un compte TikTok et d\u2019au moins mille abonn\u00e9s peut s\u2019inscrire, apr\u00e8s quoi Unilever propose g\u00e9n\u00e9ralement une commission de 10 \u00e0 20 % par vente. Par le biais de briefings et d\u2019agences, l\u2019entreprise tente toutefois de donner des orientations sur ce qui est acceptable et ce qui ne l\u2019est pas.<\/p>\n\n\n\n<p>Sur le plan financier, le mod\u00e8le reste difficile, selon Ksatryo. Les frais de plateforme commencent \u00e0 quelques pour cent les premiers jours et grimpent ensuite \u00e0 plus de 9 %, alors que 80 \u00e0 90 % des ventes passent par les affili\u00e9s. Si l\u2019on ajoute \u00e0 cela les commissions suppl\u00e9mentaires vers\u00e9es aux affili\u00e9s, une marque voit ainsi rapidement 30 % de sa marge brute partir en frais.<\/p>\n\n\n\n<p>C\u2019est pourquoi Ksatryo temp\u00e8re les attentes \u00e0 court terme. Pour de nombreuses marques, la premi\u00e8re ann\u00e9e ne sera pas rentable ; il ne pr\u00e9voit des marges positives qu\u2019\u00e0 partir de la deuxi\u00e8me ou troisi\u00e8me ann\u00e9e. Il existe par ailleurs une crainte de conflits entre canaux, m\u00eame si Ksatryo consid\u00e8re le \u00ab social commerce \u00bb davantage comme un compl\u00e9ment aux r\u00e9seaux sociaux, aux places de march\u00e9 et au commerce \u00e9lectronique traditionnel que comme un substitut \u00e0 ceux-ci.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever se pr\u00e9pare \u00e0 vendre via TikTok Shop, maintenant que la plateforme est \u00e9galement active au Benelux. Le fabricant ne s&rsquo;attend pas \u00e0 une rentabilit\u00e9 imm\u00e9diate, mais voit toutefois un potentiel de croissance dans le commerce social.<\/p>\n","protected":false},"author":5,"featured_media":151191,"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":[27,19],"tags":[],"people":[],"extra":[43],"company":[651,260],"topic":[198,488],"region":[324],"class_list":["post-151190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","extra-plus","company-tiktok","company-unilever","topic-e-commerce","topic-marketing","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pourquoi Unilever va 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