{"id":6034,"date":"2011-09-29T12:23:29","date_gmt":"2011-09-29T10:23:29","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=6034"},"modified":"2011-09-29T15:06:33","modified_gmt":"2011-09-29T13:06:33","slug":"e-commerce-france-vs-usa-le-gouffre-des-mentalites","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/09\/29\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\/","title":{"rendered":"e-commerce France vs USA : le gouffre des mentalit\u00e9s !"},"content":{"rendered":"

Cet article est \u00e9crit par Christophe Davy<\/a>, dirigeant de Brand Online Commerce<\/a>, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog.<\/em><\/p><\/blockquote>\n

\"Pins<\/a>Dans mon pr\u00e9c\u00e9dent article If You Pay Peanuts, You Get Monkeys!<\/a> j’\u00e9crivais \u00ab\u00a0je suis un observateur quotidien, et pour l\u2019occasion atterr\u00e9 (je p\u00e8se mes mots), du gouffre existant aujourd\u2019hui entre ce que comprend un patron fran\u00e7ais lambda de ce qu\u2019est le e-commerce et ce qu\u2019en fait depuis d\u00e9j\u00e0 pas mal d\u2019ann\u00e9es un patron am\u00e9ricain<\/strong>.\u00a0\u00bb<\/em><\/p>\n

Dans les commentaires, un internaute me r\u00e9pondait \u00ab\u00a0Il aurait \u00e9t\u00e9 int\u00e9ressant que vous \u201cd\u00e9veloppiez\u201d la diff\u00e9rence entre Am\u00e9ricains et Fran\u00e7ais\u00a0\u00bb<\/em>.<\/p>\n

Bonne id\u00e9e, mais vaste sujet ! J’y r\u00e9pondrai donc de mani\u00e8re opportuniste, en m’appuyant sur la semaine de travail que je viens juste de passer \u00e0 New York.<\/p>\n

Ce qui me frappe le plus quand je compare les mentalit\u00e9s US et fran\u00e7aise dans le domaine du e-commerce, c’est la diff\u00e9rence de compr\u00e9hension des enjeux business.<\/strong> [Je mets bien entendu \u00e0 part les quelques e-commer\u00e7ants fran\u00e7ais tr\u00e8s d\u00e9velopp\u00e9s, pour lesquels les enjeux business sont au coeur du quotidien ; ce sont pour moi les quelques exceptions qui confirment la r\u00e8gle.]<\/p>\n

En France, nous sommes encore \u00e9norm\u00e9ment dans le phantasme et les poncifs.<\/strong> Phantasme de l’argent facilement gagn\u00e9 gr\u00e2ce \u00e0 une boutique en ligne (relire mon article de l’ann\u00e9e derni\u00e8re Ouverture de la 1045\u00e8me e-boutique de d\u00e9co !<\/a>)\u00a0 ; poncifs sur les mani\u00e8res d’y arriver : il faut avant tout un design original, il faut faire un partenariat (i.e. habiller la home) d’un support \u00e9ditorial pour driver des ventes, le sourcing des produits est primordial, etc…<\/p>\n

Aux USA, tout est business et customer driven.<\/strong> On ne d\u00e9cide pas des \u00e9tapes de d\u00e9veloppement en fonction de ce que le manager a envie de faire (ou de ce que nous a dit le gars qui cause beaucoup dans les conf\u00e9rences et qui semble s’y conna\u00eetre), mais on fait en fonction des m\u00e9triques du business et de ce que disent et veulent les clients.<\/p>\n

Alors concr\u00e8tement, \u00e7a donne quoi dans un rendez-vous avec des managers ?<\/p>\n

Un manager fran\u00e7ais va demander \u00ab\u00a0le m\u00eame site que son concurrence\u00a0\u00bb, parce qu’il adore (i.e. il est jaloux) le design de ce site.<\/strong> Pas une interrogation sur le business r\u00e9ellement driv\u00e9 par le site de son concurrent, tout est dans l’emballage, il n’y a (presque) que cela qu’il retient. Quand on aborde les \u00e9l\u00e9ments cl\u00e9s de la cr\u00e9ation de valeur du projet, en dehors du design du site, l’attention du manager diminue imm\u00e9diatement. Acquisition de clients, programme de fid\u00e9lit\u00e9, plan marketing online,…, autant de sujets que le manager fran\u00e7ais va rapidement sous-traiter au sein de son \u00e9quipe sans vraiment s’y int\u00e9resser plus tard. En revanche, comptez sur lui pour engueuler tout le monde un lundi matin si par hasard un de ses amis lui a dit durant le week-end qu’il pr\u00e9f\u00e9rait l’esth\u00e9tique du site de son concurrent. Ah, la partie visible de l’iceberg…<\/p>\n

Un manager US va direct aux questions qui tuent sur les leviers de g\u00e9n\u00e9ration de business<\/strong>, sur les diff\u00e9rentes m\u00e9triques de pilotage et d’analyse du business, et s’int\u00e9resse sans cesse \u00e0 l’apport de valeur que cela peut avoir pour le client. Le design est abord\u00e9, bien s\u00fbr, mais sans y accorder plus d’importance que n\u00e9cessaire : il comprendra ais\u00e9ment que l’ergonomie doit \u00eatre comme cela afin de maximiser le business, l’essentiel \u00e9tant pour lui de faire du chiffre…<\/p>\n

Bien s\u00fbr, je caricature les choses. Mais peut-\u00eatre pas autant que cela. Il y a vraiment un gouffre entre ces deux mondes, et l’\u00e9co-syst\u00e8me gravitant autour de ces managers y contribue grandement. D’ailleurs, en France, on en est encore \u00e0 r\u00e9compenser le design d’un site e-commerce, ou ceux qui font le plus parler d’eux, <\/strong>dans des classements parfois payant… Alors qu’aux USA, le classement Internet Retailer<\/a> du Top 500 des sites selon le chiffre d’affaires fait la loi.<\/strong><\/p>\n

CQFD.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. Dans mon pr\u00e9c\u00e9dent article If You Pay Peanuts, You Get Monkeys! j’\u00e9crivais \u00ab\u00a0je suis un observateur quotidien, et pour l\u2019occasion atterr\u00e9 (je p\u00e8se mes mots), du gouffre existant aujourd\u2019hui entre ce que comprend un […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[371,247,223],"class_list":["post-6034","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-france","tag-usa"],"yoast_head":"\ne-commerce France vs USA : le gouffre des mentalit\u00e9s ! - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2011\/09\/29\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"e-commerce France vs USA : le gouffre des mentalit\u00e9s ! - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. Dans mon pr\u00e9c\u00e9dent article If You Pay Peanuts, You Get Monkeys! j’\u00e9crivais \u00ab\u00a0je suis un observateur quotidien, et pour l\u2019occasion atterr\u00e9 (je p\u00e8se mes mots), du gouffre existant aujourd\u2019hui entre ce que comprend un […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2011\/09\/29\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2011-09-29T10:23:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-09-29T13:06:33+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/Pins-France-USA.jpg\" \/>\n<meta name=\"author\" content=\"Christophe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ziserman\" \/>\n<meta name=\"twitter:site\" content=\"@ziserman\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christophe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/\"},\"author\":{\"name\":\"Christophe\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/930f90aefcb49223686bfe173dee694c\"},\"headline\":\"e-commerce France vs USA : le gouffre des mentalit\u00e9s !\",\"datePublished\":\"2011-09-29T10:23:29+00:00\",\"dateModified\":\"2011-09-29T13:06:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/\"},\"wordCount\":734,\"commentCount\":12,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.ziserman.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/09\\\/Pins-France-USA.jpg\",\"keywords\":[\"e-commerce\",\"France\",\"USA\"],\"articleSection\":[\"e-commerce\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/29\\\/e-commerce-france-vs-usa-le-gouffre-des-mentalites\\\/\",\"name\":\"e-commerce France vs USA : le gouffre des mentalit\u00e9s ! 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