{"id":59360,"date":"2022-07-07T12:35:09","date_gmt":"2022-07-07T10:35:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=59360"},"modified":"2022-07-07T14:57:34","modified_gmt":"2022-07-07T12:57:34","slug":"tiktok-met-fin-au-live-shopping-en-occident","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/tiktok-met-fin-au-live-shopping-en-occident\/","title":{"rendered":"TikTok met fin au live shopping en Occident"},"content":{"rendered":"\n

L’Occident n’est pas encore pr\u00eat pour le \u00ab live commerce \u00bb, selon TikTok<\/strong>. L’application chinoise voulait permettre aux consommateurs am\u00e9ricains et europ\u00e9ens de faire des achats lors de diffusions interactives en direct, mais le concept ne fait pas encore recette.<\/p>\n\n\n\n

Le Royaume-Uni \u00e9choue au test<\/h2>\n\n\n\n

En Chine, le shopping via livestream g\u00e9n\u00e8re plus de 60 milliards de dollars de chiffre d’affaires<\/a> par an. Plus de deux tiers des Chinois effectuent des achats sur la base d’une telle diffusion en direct sur les m\u00e9dias sociaux, dans laquelle des influenceurs discutent de produits que les gens peuvent commander au m\u00eame moment. Les internautes peuvent \u00e9galement poser des questions et communiquer. Du t\u00e9l\u00e9achat 2.0, en quelque sorte.<\/p>\n\n\n\n

D’ici 2026, le streaming en direct pourrait repr\u00e9senter 10 \u00e0 20 % de l’ensemble des ventes en ligne dans le monde, selon les agences de tendance. Il est donc logique que TikTok, en tant qu’application chinoise ayant de nombreux adeptes occidentaux, se consid\u00e8re comme la mieux plac\u00e9e pour introduire cette tendance en Occident. Depuis l’automne dernier, TikTok Shopping est disponible au Royaume-Uni. Le pays, o\u00f9 les consommateurs sont tr\u00e8s num\u00e9ris\u00e9s, servirait de pilote pour un d\u00e9ploiement ult\u00e9rieur<\/a> en Europe et aux \u00c9tats-Unis.<\/p>\n\n\n\n

Cependant, le succ\u00e8s esp\u00e9r\u00e9 n’est pas au rendez-vous. Les objectifs pr\u00e9d\u00e9finis n’ont pas \u00e9t\u00e9 atteints et de nombreux influenceurs britanniques ont d\u00e9j\u00e0 arr\u00eat\u00e9 leurs ventes en livestream. \u00ab Le march\u00e9 n’est tout simplement pas encore l\u00e0<\/a>. Les consommateurs ne sont pas encore pr\u00eats, c’est encore \u00e0 ses d\u00e9buts, \u00bb a d\u00e9clar\u00e9 un employ\u00e9 londonien de TikTok au Financial Times.<\/p>\n\n\n\n

Pas encore pr\u00eat<\/h2>\n\n\n\n

Bytedance<\/strong>, la soci\u00e9t\u00e9 m\u00e8re, met un terme au projet pour le moment et abandonne ses plans d’expansion de TikTok Shopping aux \u00c9tats-Unis et dans le reste de l’Europe. Toutefois, l’application continuera \u00e0 exp\u00e9rimenter de nouvelles opportunit\u00e9s commerciales. L’entreprise est \u00e9galement aux prises avec des luttes internes. Par exemple, le responsable europ\u00e9en du projet a r\u00e9cemment \u00e9t\u00e9 remplac\u00e9 parce qu’il rejetait le concept de cong\u00e9 de maternit\u00e9.<\/p>\n\n\n\n

N\u00e9anmoins, le shopping en direct sur TikTok a r\u00e9cemment \u00e9t\u00e9 lanc\u00e9 avec succ\u00e8s en Tha\u00eflande, en Malaisie, au Vietnam et en Indon\u00e9sie. De plus en plus de marques et de d\u00e9taillants occidentaux mettent \u00e9galement en place leurs propres initiatives de \u00ab live commerce \u00bb. Le d\u00e9fi de la p\u00e9riode \u00e0 venir sera de trouver la bonne formule et la bonne porte d’entr\u00e9e pour le consommateur occidental.<\/p>\n","protected":false},"excerpt":{"rendered":"

L’Occident n’est pas encore pr\u00eat pour le \u00ab live commerce \u00bb, selon TikTok. L’application chinoise voulait permettre aux consommateurs am\u00e9ricains et europ\u00e9ens de faire des achats lors de diffusions interactives en direct, mais le concept ne fait pas encore recette.<\/p>\n","protected":false},"author":5,"featured_media":46471,"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":[650,651],"topic":[198],"region":[381],"class_list":["post-59360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-bytedance","company-tiktok","topic-e-commerce","region-royaume-uni"],"acf":[],"yoast_head":"\nTikTok met fin au live shopping en Occident - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L'Occident n'est pas encore pr\u00eat pour le live commerce, selon TikTok. 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