{"id":29291,"date":"2018-11-05T14:37:34","date_gmt":"2018-11-05T14:37:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/les-webshops-belges-souffrent-dun-retard-technologique-2\/"},"modified":"2018-11-05T14:37:34","modified_gmt":"2018-11-05T14:37:34","slug":"les-webshops-belges-souffrent-dun-retard-technologique-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-webshops-belges-souffrent-dun-retard-technologique-2\/","title":{"rendered":"Les webshops belges souffrent d&#039;un retard technologique"},"content":{"rendered":"<p>En moyenne les webshops belges sont moins bien optimalis\u00e9s que leurs concurrents \u00e9trangers : ils se chargent moins vite et sont moins bien cot\u00e9s par <strong>Google<\/strong>. Un d\u00e9savantage concurrentiel.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Concurrence internationale<\/h2>\n<p>Les webshops belges ont parfois du mal \u00e0 faire face \u00e0 la popularit\u00e9 d&rsquo;e-commer\u00e7ants \u00e9trangers, qui souvent travaillent avec des \u00e9quipes plus grandes et sont mieux pr\u00e9par\u00e9s\u00a0\u00e0\u00a0affronter le march\u00e9. Un constat qui se confirme lorsqu&rsquo;on compare les performances techniques de webshops belges avec celles d&rsquo;acteurs \u00e9trangers. ProGlove, une start-up qui fabrique des gants intelligents permettant d&rsquo;optimaliser les processus logistiques dans le secteur du retail, a analys\u00e9 tous les webshops, dot\u00e9s du certificat BeCommerce, sur base de diff\u00e9rents crit\u00e8res : le nombre de collaborateurs, l&rsquo;autorit\u00e9 de domaine, les r\u00e9seaux sociaux, les Google Speed Scores et l&rsquo;ampleur du site web.<\/p>\n<p>\u00a0<\/p>\n<p>Premier constat ? Seuls 52,8% parmi les 475 webshops analys\u00e9s \u00e9taient \u00e9tablis en Belgique. Les autres boutiques en ligne \u00e9taient esssentiellement bas\u00e9es aux Pays-Bas (31,2%), en France (5,3%) et en Allemagne (4,2%). En Belgique la plupart des webshops sont \u00e9tablis en Flandre (180), donc bien plus qu&rsquo;\u00e0 Bruxelles (36) et qu&rsquo;en Wallonie (35). Au niveau des provinces, Anvers est largement en t\u00eate avec 24,7% de tous les webshops belges.<\/p>\n<p>\u00a0<\/p>\n<h2>Importance de la vitesse de chargement<\/h2>\n<p>Les webshops \u00e9trangers disposent g\u00e9n\u00e9ralement d&rsquo;\u00e9quipes plus importantes : la m\u00e9diane se situe dans la cat\u00e9gorie de 11 \u00e0 50 employ\u00e9s, tandis qu&rsquo;en Belgique les entreprises d&rsquo;e-commerce ne comptent que dix employ\u00e9s ou moins. La part d&rsquo;entreprises de\u00a0moyenne \u00e0 grande taille\u00a0s&rsquo;\u00e9l\u00e8ve \u00e0 58% \u00e0 l&rsquo;\u00e9tranger, contre 35% en Belgique.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Les entreprises \u00e9trang\u00e8res ont davantage d&rsquo;effectifs pour l&rsquo;innovation et le marketing, ce qui leur permet d&rsquo;attirer plus facilement les clients\u00a0\u00bb, explique Derk Steemers, directeur marketing chez ProGlove. \u00ab\u00a0C&rsquo;est ce que nous constatons par exemple au travers de l&rsquo;optimalisation technique des sites web. Selon les outils online de Google, les sites \u00e9trangers sont plus performants en termes de vitesse de chargement : sur une \u00e9chelle de 1 \u00e0 100 les sites web belges obtiennent un score de 68 et les webshops \u00e9trangers un score de 74. Un \u00e9cart qui s&rsquo;explique par le fait que le site web moyen \u00e0 l&rsquo;\u00e9tranger est plus petit qu&rsquo;en Belgique : dans notre pays la taille de la page d&rsquo;accueil est de 2 m\u00e9gabytes en moyenne, contre 1,6 megabyte \u00e0 l&rsquo;\u00e9tranger. D&rsquo;o\u00f9 une vitesse de chargement plus \u00e9lev\u00e9e, surtout lorsque le client fait son shopping \u00e0 l&rsquo;aide de son smartphone sur lequel la connexion internet est moins rapide.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Optimalisation du site web<\/h2>\n<p>En outre, Google juge plus favorablement les webshops \u00e9trangers en mati\u00e8re d&rsquo;optimalisation du site web. Ceux-ci obtiennent plus souvent la mention &lsquo;bien&rsquo; ou &lsquo;satisfaisant&rsquo;, tant pour la version mobile que pour la version desktop. Les webshops belges par contre obtiennent plus souvent la mention &lsquo;insatisfaisant&rsquo; ou &lsquo;satisfaisant. \u00ab\u00a0Ces scores ne nous permettent pas de porter un jugement d\u00e9terminant sur la qualit\u00e9 des sites web, car ce que Google juge &lsquo;bon&rsquo; n&rsquo;est pas n\u00e9cessairement important pour un bon site web. Mais cela r\u00e9joint n\u00e9anmoins le constat que les sites web \u00e9trangers sont techniquement mieux con\u00e7us.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<p>L&rsquo;avantage pour les webshops belges r\u00e9side dans le fait qu&rsquo;ils jouent un match \u00e0 domicile. C&rsquo;est ce que d\u00e9montre l&rsquo;autorit\u00e9 de domaine, un indicateur qui mesure la force d&rsquo;un site web au niveau des r\u00e9sultats des moteurs de recherche. Selon l&rsquo;autorit\u00e9 de domaine de Moz, les Belges ont un petit point d&rsquo;avance, probablement parce qu&rsquo;il est plus facile pour les webshops belges d&rsquo;obtenir des liens vers leur nom de domaine .be. Toutefois cette avance est trop minime pour \u00eatre consid\u00e9r\u00e9e comme un r\u00e9el avantage. De plus les webshops belges ont souvent davantage de profils sur les r\u00e9seaux sociaux, mais h\u00e9las il n&rsquo;existe pas de donn\u00e9es indiquant dans quelle mesure les diff\u00e9rents camps utilisent leurs r\u00e9seaux sociaux.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Il va de soi que le succ\u00e8s d&rsquo;un webshop ne d\u00e9pend pas uniquement de l&rsquo;avance technologique, mais de bien d&rsquo;autres facteurs, comme la fid\u00e9lit\u00e9 \u00e0 la marque par exemple. Le fait de disposer de magasins physiques aux alentours peut \u00e9galement \u00eatre un avantage d\u00e9terminant\u00a0\u00bb, conclut Steemers. \u00ab\u00a0N\u00e9anmoins les entrepreneurs belges doivent veiller \u00e0 ne pas se laisser submerger par la concurrence \u00e9trang\u00e8re. L&rsquo;optimalisation des sites web et l&rsquo;am\u00e9lioration des syst\u00e8mes logistiques pourraient certainement \u00eatre utiles en ce sens.\u00a0\u00bb<\/p>\n<p>\u3000<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/tabelwebsites.jpg\" style=\"height:719px;width:800px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En moyenne les webshops belges sont moins bien optimalis\u00e9s que leurs concurrents \u00e9trangers : ils se chargent moins vite et sont moins bien cot\u00e9s par Google. Un d\u00e9savantage concurrentiel. \u00a0 Concurrence internationale Les webshops belges ont parfois du mal \u00e0 faire face \u00e0 la popularit\u00e9 d&rsquo;e-commer\u00e7ants \u00e9trangers, qui souvent travaillent avec des \u00e9quipes plus grandes [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":29288,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-29291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les webshops belges souffrent d&#039;un retard technologique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"En moyenne les webshops belges sont moins bien optimalis\u00e9s que leurs concurrents \u00e9trangers : ils se chargent moins vite et sont moins bien cot\u00e9s par Google. 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