{"id":60692,"date":"2022-08-04T11:55:37","date_gmt":"2022-08-04T09:55:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=60692"},"modified":"2022-08-04T11:57:19","modified_gmt":"2022-08-04T09:57:19","slug":"facebook-abandonne-le-live-shopping","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/facebook-abandonne-le-live-shopping\/","title":{"rendered":"Facebook abandonne le live shopping"},"content":{"rendered":"\n

Apr\u00e8s TikTok<\/strong>, c’est au tour de Facebook <\/strong>de mettre un terme \u00e0 sa fonction live shopping. Le shopping en direct est un succ\u00e8s en Asie depuis des ann\u00e9es, mais il est moins populaire en Occident.<\/p>\n\n\n\n

Toujours sur Instagram<\/h2>\n\n\n\n

Depuis le 1er octobre, les entreprises ou les influenceurs ne peuvent plus diffuser de vid\u00e9os de shopping en direct sur Facebook. Dans ces \u00e9missions en direct, les marques ou les d\u00e9taillants pr\u00e9sentent des produits et les t\u00e9l\u00e9spectateurs peuvent commander directement ce qui est montr\u00e9. Le syst\u00e8me peut \u00eatre compar\u00e9 au t\u00e9l\u00e9-achat du pass\u00e9, mais alors dans une enveloppe num\u00e9rique. Facebook a lanc\u00e9 cette fonctionnalit\u00e9 en 2018.<\/p>\n\n\n\n

L’\u00e9t\u00e9 dernier, la plateforme Meta a tent\u00e9 de sensibiliser le public avec les \u00ab\u00a0Live Shopping Fridays\u00a0\u00bb, auxquels des marques telles que Abercrombie & Fitch, Bobbi Brown, Clinique et Sephora ont particip\u00e9, mais cela n’a jamais vraiment pris de l’ampleur. L’automne dernier, Facebook a fait une derni\u00e8re tentative pour impliquer les influenceurs, en rendant possible la diffusion d’une m\u00eame \u00e9mission en direct sur la page d’une marque et celle d’un influenceur simultan\u00e9ment. Cependant, Facebook abandonne maintenant.<\/p>\n\n\n\n

Au lieu de cela, l’application de r\u00e9seau social veut se concentrer sur les Reels, de courtes vid\u00e9os comme celles que TikTok a rendues populaires. La diffusion en direct est toujours possible, mais il ne sera plus possible de marquer les produits sur Facebook. Sur Instagram<\/strong>, en revanche, le live shopping est toujours possible : les entreprises peuvent y marquer des produits la fonctionnalit\u00e9 Live Shopping y continue d’exister. Meta met donc clairement en avant Instagram comme canal de vente, tout en d\u00e9connectant Facebook des achats.<\/p>\n\n\n\n

TikTok a abandonn\u00e9 avant<\/h2>\n\n\n\n

Il est remarquable que Facebook soit d\u00e9j\u00e0 le deuxi\u00e8me m\u00e9dia social \u00e0 abandonner les achats en direct en Occident. R\u00e9cemment, TikTok a \u00e9galement arr\u00eat\u00e9 le commerce en direct au Royaume-Uni. La plateforme chinoise y effectuait un essai, avec l’intention d’\u00e9tendre ult\u00e9rieurement la fonction Shop aux \u00c9tats-Unis et \u00e0 l’Europe continentale. Mais on n’en est jamais arriv\u00e9 l\u00e0 : les influenceurs ont vite abandonn\u00e9 parce qu’ils n’avaient pas assez de spectateurs.<\/p>\n\n\n\n

Sur le march\u00e9 chinois, cependant, le live commerce est tr\u00e8s populaire. Le live shopping repr\u00e9sente plus de 60 milliards de dollars de chiffre d’affaires annuel et plus de deux tiers des Chinois l’utilisent. Lorsque les d\u00e9taillants et les marques ont d\u00fb chercher de nouveaux moyens num\u00e9riques pour atteindre les gens pendant les lockdowns, les entreprises occidentales ont \u00e9galement commenc\u00e9 \u00e0 l’utiliser. Mais aujourd’hui, le concept a du mal \u00e0 d\u00e9coller.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s TikTok, c’est au tour de Facebook de mettre un terme \u00e0 sa fonction live shopping. Le shopping en direct est un succ\u00e8s en Asie depuis des ann\u00e9es, mais il est moins populaire en Occident.<\/p>\n","protected":false},"author":5,"featured_media":60684,"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":[232,651],"topic":[198],"region":[],"class_list":["post-60692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-meta","company-tiktok","topic-e-commerce"],"acf":[],"yoast_head":"\nFacebook abandonne le live shopping - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s TikTok, c'est au tour de Facebook de mettre un terme \u00e0 sa fonction live shopping. 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