{"id":11584,"date":"2020-02-04T15:17:03","date_gmt":"2020-02-04T15:17:03","guid":{"rendered":"https:\/\/winlocal.in\/toweb\/?p=11584"},"modified":"2025-03-05T11:33:53","modified_gmt":"2025-03-05T11:33:53","slug":"les-artisans-et-le-e-commerce-cross-border-enfin-un-modele-economique-gagnant","status":"publish","type":"post","link":"https:\/\/towebornottoweb.com\/fr\/les-artisans-et-le-e-commerce-cross-border-enfin-un-modele-economique-gagnant\/","title":{"rendered":"Les artisans et le e-commerce cross-border : (enfin) un mod\u00e8le \u00e9conomique gagnant ?"},"content":{"rendered":"\t\t
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Les artisans et le e-commerce cross-border :
(enfin) un mod\u00e8le \u00e9conomique gagnant ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Les artisans n\u2019ont pas peur d\u2019aller \u00e0 l\u2019export.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Nos artisans Made in France ont du talent et ils n\u2019h\u00e9sitent pas \u00e0 le faire savoir au-del\u00e0 des fronti\u00e8res de l\u2019Hexagone ! Prenons l\u2019exemple de la verrerie Flu\u00efd. Localis\u00e9e \u00e0 Belle-\u00cele-en-Mer dans le Morbihan, la verrerie a re\u00e7u l\u2019ann\u00e9e derni\u00e8re le grand prix exportateur de l\u2019op\u00e9ration Stars et M\u00e9tiers. Son \u00e9quipe de six collaborateurs anime la production artisanale des pi\u00e8ces uniques et participe \u00e0 son exportation.<\/p>\n


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Ainsi, avec plus de 30% d\u00e9j\u00e0 de leur chiffre d\u2019affaires \u00e0 l\u2019export, les objets de verre Flu\u00efd se retrouvent aujourd\u2019hui \u00e0 des milliers de kilom\u00e8tres, allant m\u00eame jusqu\u2019\u00e0 Hong-Kong. La verrerie a fait le choix de faire de l\u2019export son ADN et elle a bien raison. C\u2019est ainsi que pour aller plus loin, Flu\u00efd mise sur le digital avec la cr\u00e9ation d\u2019un site e-commerce multilingue, l\u2019optimisation de son r\u00e9f\u00e9rencement naturel dans plusieurs pays et le d\u00e9marrage des r\u00e9seaux sociaux \u00e0 l\u2019international, qui sont autant d\u2019actions en cours de d\u00e9veloppement que l\u2019entreprise n\u2019a pas pu d\u00e9ployer jusqu\u2019\u00e0 pr\u00e9sent, faute de temps.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Mais le digital et le cross-border restent complexes pour les artisans\u2026<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Pour les artisans, la probl\u00e9matique est toujours plus ou moins la m\u00eame, et elle ne touche pas que le commerce en ligne, mais les affaires au sens large. Comme Jean-Pierre Le bureau l\u2019explique, les artisans n\u2019ont pas le temps de tout faire : en g\u00e9n\u00e9ral ils s\u2019occupent directement de la conception et de la r\u00e9alisation des produits tout comme de leur commercialisation, ainsi que de la gestion de l\u2019entreprise avec la comptabilit\u00e9, le management d\u2019apprentis et de salari\u00e9s, les achats des mati\u00e8res premi\u00e8res, la communication, les salons, etc. Le digital et les ventes en ligne repr\u00e9sentent donc une activit\u00e9 suppl\u00e9mentaire sur laquelle l\u2019artisan a souvent du mal \u00e0 allouer le temps et les comp\u00e9tences ad\u00e9quats.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Et le choix de se faire accompagner par un prestataire Web s\u2019av\u00e8re \u00eatre un vrai parcours du combattant, en grande partie li\u00e9 \u00e0 la complexit\u00e9 technique du projet per\u00e7ue par l\u2019artisan lorsqu\u2019il doit choisir ce prestataire Web. Car il ne s\u2019agit pas seulement de choisir entre Prestashop<\/strong> ou Shopify<\/strong> pour cr\u00e9er sa boutique en ligne. L\u2019artisan doit aussi choisir comment g\u00e9rer le r\u00e9f\u00e9rencement naturel de son site (le SEO), quels mots-cl\u00e9s investir pour des Ads ou des promos, dans quelles langues traduire les textes du site pour vendre en cross-border, etc.<\/p>

Ce sont des sujets techniques complexes qui m\u00e8nent fr\u00e9quemment \u00e0 un de ces deux r\u00e9sultats : soit le surinvestissement dans un site Web trop riche, et donc trop cher, pour le besoin primaire qui est celui de vendre, soit le blocage face au prix \u00e0 payer qui entra\u00eene l\u2019inaction, voire l\u2019abandon du projet.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\u2026 et les marketplaces souvent jug\u00e9es inad\u00e9quates.\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Au-del\u00e0 des probl\u00e9matiques d\u2019un site e-commerce en propre, les marketplaces d\u00e9di\u00e9es \u00e0 l\u2019artisanat pourraient \u00eatre une solution. Elles offrent l\u2019avantage d\u2019une boutique en ligne avec un trafic qualifi\u00e9 d\u00e9j\u00e0 d\u00e9velopp\u00e9 et, souvent, avec une pr\u00e9sence \u00e0 l\u2019international disposant des solutions de paiement et de logistique idoines. Oui, aussi pour les artisans\u00a0!<\/p>\n

Bien que certains aient r\u00e9alis\u00e9 qu\u2019une marketplace est comme une \u00ab\u00a0t\u00eate de gondole\u00a0\u00bb qui en plus permet de d\u00e9velopper les ventes de sa propre boutique en ligne, ce ne sont qu\u2019une minorit\u00e9. Dans le secteur, on rencontre g\u00e9n\u00e9ralement deux pr\u00e9jug\u00e9s qu\u2019il faut dissoudre\u00a0: d\u2019abord celui de penser que les produits \u00ab\u00a0fait-main\u00a0\u00bb, donc uniques, ne sont pas adapt\u00e9s \u00e0 ces places de march\u00e9\u00a0; ensuite celui qu\u2019on ne peut pas vendre sur des marketplaces sans avoir une marque forte.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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En r\u00e9alit\u00e9, ces plateformes ont beaucoup \u00e9volu\u00e9 : initialement utilis\u00e9es pour brader invendus et fins de s\u00e9rie, les marketplaces d\u00e9ploient d\u00e9sormais la strat\u00e9gie \u00ab long tail \u00bb<\/strong>. Cette strat\u00e9gie a montr\u00e9 que c\u2019est l\u2019offre la plus large possible qui permet d\u2019attirer le trafic et d\u2019accro\u00eetre les ventes. Une marque qui se lance ou des pi\u00e8ces uniques ont toute leur place dans cette \u00ab longue tra\u00eene \u00bb pour vendre en France comme en cross-border (Amazon, Marketplace)<\/span><\/p>

Mais entre Etsy, Amazon Handmade, Empreintes, eBay<\/strong>, etc. comment choisir ? Et pour bien impl\u00e9menter les crit\u00e8res des marketplaces internationales, comment faire ? Le r\u00e9f\u00e9rencement des produits multilingues<\/strong> et la gestion des ventes<\/strong> par la suite peuvent devenir on\u00e9reux non seulement en termes de frais des plateformes, mais aussi en termes de temps.<\/p>

Pourtant, les opportunit\u00e9s sont l\u00e0 et pour certaines plateformes, comme eBay, l\u2019international est une d\u00e9marche par d\u00e9faut cr\u00e9atrice de d\u00e9bouch\u00e9s dans le monde entier. Aujourd\u2019hui, 99% des vendeurs professionnels fran\u00e7ais sur eBay exportent vers 23 destinations en moyenne par an.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Quelle solution pour les artisans ? La d\u00e9l\u00e9gation des ventes en ligne \u00e0 un partenaire-prestataire Web r\u00e9mun\u00e9r\u00e9 \u00e0 la performance avec des commissions sur le CA.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Les artisans se retrouvent face \u00e0 une situation concurrentielle o\u00f9 ils doivent vite trouver une solution pour exploiter Internet : non seulement pour valoriser leur diff\u00e9rence des produits industriels, mais aussi pour d\u00e9ployer le commerce en ligne et vendre \u00e0 travers le monde.<\/p>\n

Pour surmonter les difficult\u00e9s rencontr\u00e9es, il est temps de d\u00e9ployer des solutions plus appropri\u00e9es et rassurantes pour les artisans, tout en partageant les risques de fa\u00e7on \u00e9quilibr\u00e9e avec les prestataires Web. La mise en place d\u2019un mod\u00e8le \u00e9conomique bas\u00e9 sur la performance et r\u00e9mun\u00e9rant le partenaire-prestataire avec des commissions sur les ventes en ligne en est une, comme indiqu\u00e9 par Eric Lemaitre et Nathan Gotteland.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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C\u2019est un mod\u00e8le \u00e9conomique tr\u00e8s indiqu\u00e9 pour les prestataires ayant un go\u00fbt commercial plus prononc\u00e9 et qui cr\u00e9e des relations de plus long terme tout en permettant aux artisans de saisir leurs chances dans le commerce en ligne cross-border<\/strong>. Les r\u00e9sultats positifs ne manquent pas\u00a0:\u00a0L\u2019artisan du Cristal<\/a>\u00a0de\u00a0Valery Klein<\/a>\u00a0a atteint 50% de son chiffre d\u2019affaires avec Amazon en 2019.<\/p>\n

Terminons avec l\u2019exemple initial de la verrerie Flu\u00efd\u00a0: si on est capable de d\u00e9passer 30% de CA \u00e0 l\u2019export sans Internet, le lancement d\u2019une boutique en ligne et\/ou d\u2019une marketplace ouverte 24h par jour 7 jours sur 7 \u00e0 l\u2019international sera en mesure de r\u00e9aliser au moins le double de ce chiffre\u00a0d\u00e8s la premi\u00e8re ann\u00e9e, \u00e0 condition que cela soit d\u00e9ploy\u00e9 correctement !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Si vous souhaitez en savoir plus, contactez-nous !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tCliquez ici<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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La \u00abGrande Exposition du Fabriqu\u00e9 en France\u00bb \u00e0 l\u2019\u00c9lys\u00e9e et Maison&Objet ont eu lieu r\u00e9cemment : l\u2019occasion pour les artisans Made in France de mettre en honneur leur savoir-faire unique et leur d\u00e9marche commerciale adapt\u00e9e aux innovations digitales.<\/p>\n

Les artisans n\u2019ont pas peur d\u2019aller \u00e0 l\u2019export.\u00a0<\/p>\n

Nos artisans Made in France ont du talent et ils n\u2019h\u00e9sitent pas \u00e0 le faire savoir au-del\u00e0 des fronti\u00e8res de l\u2019Hexagone ! Prenons l\u2019exemple de la verrerie Flu\u00efd. Localis\u00e9e \u00e0 Belle-\u00cele-en-Mer dans le Morbihan, la verrerie a re\u00e7u l\u2019ann\u00e9e derni\u00e8re le grand prix exportateur de l\u2019op\u00e9ration Stars et M\u00e9tiers. Son \u00e9quipe de six collaborateurs anime la production artisanale des pi\u00e8ces uniques et participe \u00e0 son exportation.\u00a0<\/p>\n","protected":false},"author":30,"featured_media":11585,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"aside","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[90],"tags":[],"class_list":["post-11584","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-blog","post_format-post-format-aside"],"yoast_head":"\nLes artisans et le e-commerce cross-border : (enfin) un mod\u00e8le \u00e9conomique gagnant ? - ToWebOrNotToWeb<\/title>\n<meta name=\"description\" content=\"Gr\u00e2ce au e-commerce cross-border, les artisans peuvent aussi aller \u00e0 l'export. 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