{"id":6915,"date":"2019-04-24T13:37:55","date_gmt":"2019-04-24T12:37:55","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6915"},"modified":"2019-05-02T10:46:05","modified_gmt":"2019-05-02T09:46:05","slug":"google-shopping-actions-arrive-en-europe-et-ca-souleve-beaucoup-de-questions","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/google-shopping-actions-arrive-en-europe-et-ca-souleve-beaucoup-de-questions","title":{"rendered":"Google Shopping Actions arrive en France (et \u00e7a soul\u00e8ve beaucoup de questions)"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"607\" height=\"297\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/04\/image.png\" alt=\"\" class=\"wp-image-6917\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/04\/image.png 607w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/04\/image-300x147.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/04\/image-204x100.png 204w\" sizes=\"auto, (max-width: 607px) 100vw, 607px\" \/><figcaption>Aper\u00e7u de l&#8217;interface Google Shopping Actions<\/figcaption><\/figure><\/div>\n\n\n\n<p><strong>Des USA \u00e0 l\u2019Europe<\/strong><\/p>\n\n\n\n<p>D\u00e9but 2018, Google lan\u00e7ait Google Shopping Actions aux Etats-Unis, un service permettant aux e-commer\u00e7ants de proposer leurs produits sur diff\u00e9rentes plateformes&nbsp;: le r\u00e9seau de recherche Google, Google Shopping, l\u2019assistant vocal Google Assistant et Google Express. Les internautes peuvent rechercher des produits sur ces plateformes puis les acheter au sein d\u2019un m\u00eame panier Google. Contrairement \u00e0 Google Shopping, qui est un mod\u00e8le au Co\u00fbt Par Clic, Shopping Actions est un mod\u00e8le au Co\u00fbt Par Vente.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>En 2019, Google\nShopping Actions arrive en Europe et particuli\u00e8rement en France, premier march\u00e9\nd\u2019ouverture du service. Auchan, Boulanger, Carrefour et Fnac-Darty seront les premiers\ndistributeurs \u00e0 tester Shopping Actions en France. Petite nuance&nbsp;: en\nEurope, les distributeurs ne pourront pas proposer leurs produits sur Google\nExpress (service de livraison de produits frais uniquement disponible aux\nEtats-Unis).<\/p>\n\n\n\n<p><strong>Google Shopping Actions pour contrer\nAmazon<\/strong><\/p>\n\n\n\n<p>Google Shopping\nActions permet ainsi aux internautes de remplir leur panier et d\u2019acheter en\nquelques clics tout en restant au sein de la m\u00eame interface. Un processus loin d\u2019\u00eatre\nr\u00e9volutionnaire puisque c\u2019est d\u00e9j\u00e0 ce que proposent les acteurs de la grande\ndistribution ou les marketplaces comme Amazon ou Cdiscount. A la diff\u00e9rence de\nces derni\u00e8res, Google Shopping Actions n\u2019assure pas les livraisons, celles-ci\nsont confi\u00e9es \u00e0 des transporteurs.<\/p>\n\n\n\n<p>De mani\u00e8re g\u00e9n\u00e9rale et\nsuite au lancement r\u00e9cent de Google Hotel Ads (plateforme de recherche et de\nr\u00e9servation d\u2019h\u00f4tels qui concurrence directement les Online Tourism Agencies\n(OTAs) traditionnelles), il semblerait que Google concentre de plus en plus ses\nefforts sur l\u2019activit\u00e9 de marketplace.<\/p>\n\n\n\n<p>Si Google Shopping\nActions s\u2019inscrit dans le prolongement de Google Shopping, le concept va bien\nplus loin&nbsp;puisqu\u2019il s\u2019agit surtout de proposer aux internautes une\nexp\u00e9rience cross-plateformes, dans laquelle ils pourront retrouver leur panier\nd\u2019achat Google sur (presque) toutes les interfaces commerciales du g\u00e9ant.\nGoogle tente ainsi de prendre Amazon de court.<\/p>\n\n\n\n<p><strong>Un bouleversement des r\u00e8gles du jeu<\/strong><\/p>\n\n\n\n<p>Pour les annonceurs\nhistoriques sur Google, le lancement de Google Shopping Actions soul\u00e8ve des\nquestions qui concernent tous les niveaux du parcours de conversion&nbsp;: dans\nce nouveau contexte, comment travailler sa pr\u00e9f\u00e9rence de marque&nbsp;? comment\nd\u00e9ployer une strat\u00e9gie de fid\u00e9lisation \/ CRM \/ upsell ? comment mettre en place\ndu cross-sell produits&nbsp;? \u2026et bien s\u00fbr la question fatidique : faudra-t-il\nconsacrer un budget m\u00e9dia plus important pour assurer la visibilit\u00e9 et les\nventes&nbsp;?<\/p>\n\n\n\n<p>Et puis, qui sait\nquels secteurs verront leurs activit\u00e9s de promotion et de distribution\n\u00ab&nbsp;r\u00e9volutionn\u00e9es&nbsp;\u00bb demain&nbsp;par Google ? Banques&nbsp;? Assurances&nbsp;?\nSpectacles et activit\u00e9s culturelles&nbsp;? Google am\u00e8ne-t-il doucement la mort\ndes services de comparaison en ligne&nbsp;? Les sites e-commerce sont-ils vou\u00e9s\n\u00e0 devenir des sites vitrines&nbsp;? <\/p>\n\n\n\n<p>Google shopping\nActions am\u00e8ne des questions auxquelles il est bien difficile, \u00e0 ce stade, d\u2019apporter\ndes r\u00e9ponses avec certitude. Les consultants Keyade proposeront \u00e0 leurs clients\nun point de vue plus d\u00e9velopp\u00e9 dans les prochaines semaines.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des USA \u00e0 l\u2019Europe D\u00e9but 2018, Google lan\u00e7ait Google Shopping Actions aux Etats-Unis, un service permettant aux e-commer\u00e7ants de proposer leurs produits sur diff\u00e9rentes plateformes&nbsp;: le r\u00e9seau de recherche Google, Google Shopping, l\u2019assistant vocal Google Assistant et Google Express. Les internautes peuvent rechercher des produits sur ces plateformes puis les acheter au sein d\u2019un m\u00eame [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6923,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,295],"tags":[113,413],"class_list":["post-6915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-fil-actualite","tag-google","tag-google-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Shopping Actions arrive en Europe et en France | Keyade<\/title>\n<meta name=\"description\" content=\"Avec Shopping Actions, Google propose une exp\u00e9rience d&#039;achat unifi\u00e9e et se positionne de plus en plus comme un service marketplace enti\u00e8rement int\u00e9gr\u00e9\" \/>\n<meta name=\"robots\" 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