{"id":73031,"date":"2023-02-24T14:56:01","date_gmt":"2023-02-24T13:56:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=73031"},"modified":"2023-02-24T14:56:04","modified_gmt":"2023-02-24T13:56:04","slug":"comment-ebay-entend-reconquerir-les-clients-perdus","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-ebay-entend-reconquerir-les-clients-perdus\/","title":{"rendered":"Comment eBay entend reconqu\u00e9rir les clients perdus"},"content":{"rendered":"\n

Dans un march\u00e9 du commerce \u00e9lectronique en d\u00e9clin, le site de vente aux ench\u00e8res eBay <\/strong>ne fait pas exception : la place de march\u00e9 perd des ventes et des clients. Le salut doit venir de l’occasion, du luxe et des revenus publicitaires.<\/p>\n\n\n\n

D\u00e9grisement<\/h2>\n\n\n\n

Sur 2022, eBay a r\u00e9alis\u00e9 un chiffre d’affaires brut de 73,9 milliards de dollars (un peu moins de 70 milliards d’euros), soit une baisse de 15 % par rapport \u00e0 2021. Fait remarquable, les ventes sont aujourd’hui encore plus faibles qu’avant la pand\u00e9mie : en 2019, les transactions eBay repr\u00e9sentaient encore un bon 90 milliards de dollars. Le b\u00e9n\u00e9fice est \u00e9galement sous pression : il a chut\u00e9 de 6 % \u00e0 9,8 milliards de dollars (9,2 milliards d’euros).<\/p>\n\n\n\n

L’explication de ces faibles r\u00e9sultats est \u00e9vidente : apr\u00e8s tout, l’ensemble du secteur du commerce \u00e9lectronique conna\u00eet un d\u00e9grisement apr\u00e8s les ann\u00e9es exceptionnelles de la couronne. Amazon, Bol.com, Zalando et Coolblue voient \u00e9galement leurs ventes et leurs b\u00e9n\u00e9fices diminuer et doivent se restructurer. De son c\u00f4t\u00e9, eBay a annonc\u00e9 une s\u00e9rie de licenciements il y a quinze jours. Le nombre de clients actifs sur la plateforme est en chute libre.<\/p>\n\n\n\n

Des points positifs<\/h2>\n\n\n\n

Le PDG Jamie Iannone voit toutefois des points positifs : au quatri\u00e8me trimestre, les revenus publicitaires ont augment\u00e9 d’un cinqui\u00e8me et de nouvelles formules publicitaires plus sophistiqu\u00e9es, comme la publicit\u00e9 au co\u00fbt par clic, connaissent notamment un succ\u00e8s croissant<\/a>.<\/p>\n\n\n\n

En outre, le dirigeant souhaite se concentrer davantage sur la vente de produits de luxe, tels que les montres et les bijoux, car ils g\u00e9n\u00e8rent des commissions plus \u00e9lev\u00e9es. \u00c0 New York, par exemple, l’acteur du commerce \u00e9lectronique a ouvert un pop-up shop \u00ab Luxury Exchange \u00bb o\u00f9 les clients pouvaient faire \u00e9valuer leurs bijoux, sacs \u00e0 main et montres et les \u00e9changer contre des bons d’achat valables chez les vendeurs de luxe sur eBay.<\/p>\n\n\n\n

Enfin, eBay voit un grand potentiel dans la croissance de l’occasion. Avec une image durable, la place de march\u00e9 esp\u00e8re reconqu\u00e9rir les jeunes clients.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans un march\u00e9 du commerce \u00e9lectronique en d\u00e9clin, le site de vente aux ench\u00e8res eBay ne fait pas exception : la place de march\u00e9 perd des ventes et des clients. Le salut doit venir de l’occasion, du luxe et des revenus publicitaires. <\/p>\n","protected":false},"author":3,"featured_media":34635,"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":[43],"company":[1043],"topic":[198,266],"region":[],"class_list":["post-73031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-ebay","topic-e-commerce","topic-resultats-financiers"],"acf":[],"yoast_head":"\nComment eBay entend reconqu\u00e9rir les clients perdus - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"eBay perd des ventes et des clients. 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