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Ventes en ligne cross-border en Europe : quels enjeux pour les moyens de paiement ?

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Dans cette présentation, découvrez tous les éléments clés ainsi que les enjeux liés aux modes de paiement lorsque l'on souhaite vendre son catalogue en ligne cross-border. Portant plus précisément sur le cas de l'Europe, Lengow vous livre les bonnes pratiques à mettre en place pour optimiser sa stratégie de vente cross-border et pour augmenter ses ventes.

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Ventes en ligne cross-border en Europe : quels enjeux pour les moyens de paiement ?

  1. 1. Ventes en ligne cross-border en Europe Quels enjeux pour les moyens de paiement ?
  2. 2. www.lengow.com Pourquoi la question du paiement est-elle importante ? Quelle place dans le processus d’achat ? Les modes de paiement répondent à plusieurs enjeux du e-commerce cross-border : gagner la confiance de l’internaute et optimiser le parcours d’achat Le paiement est le point central dans la décision d’achat
  3. 3. La devise participe à créer un environnement favorable et sécurisant pour passer à l’acte d’achat. Le choix de la devise Offrir la possibilité aux consommateurs de payer dans la devise locale fait augmenter les ventes 1. 2.
  4. 4. Le choix de la devise est un élément stratégique, mais encore plus en Europe où l’Euro se mêle aux monnaies locales Le cas Européen Il convient alors d’adopter la monnaie qui correspond le mieux aux objectifs du marchand, en considérant les limites des 2 types de devises : Pour le consommateur, la comparaison des prix entre les pays et les différents concurrents est facilitée La fluctuation des taux de change peut avoir un réel impact sur les ventes
  5. 5. Les moyens de paiement Le moyen de paiement le plus répandu est le paiement par carte bancaire. En Europe, cela représente 72% des transactions. Il ne faut pas oublier les spécificités nationales. Elles peuvent avoir un réel impact sur les ventes. Après la carte bancaire, l’alternative la plus courante est le porte-monnaie électronique (PayPal ou des acteurs locaux comme Sofort ou iDeal).
  6. 6. L’exemple du Royaume-Uni & des Pays-Bas 88% - Visa / Mastercard 10% - PayPal 3% - American Express 60% - iDEAL 14% - SEPA Direct Debit 18% - Mastercard / Visa 4% - Sur facture
  7. 7. L’exemple de la France & de l’Allemagne 88% - Visa / Mastercard 16% - PayPal 3% - Carte bleue 3% - American Express 35% - SEPA Direct Debit 16% - Sofort / Giropay 15% - Sur facture 24% - Visa / Mastercard / Amex 10% - Paypal
  8. 8. Le paiement : un élément clé En bref… Choisir son mode de paiement pour la vente en ligne cross-border est un processus complexe qui doit être analysé et intégré dans la stratégie globale du marchand. Il est important de rester informé des évolutions des modes de paiement et de leurs usages pour optimiser le tunnel de paiement. Ainsi, les taux de conversion n’en seront pas impactés.
  9. 9. Paiements & Mobile du temps passé sur Internet l’est depuis un mobile60% Pourtant, seulement 15% des transactions se font depuis un mobile Les modes de paiement sur desktop sont souvent dupliqués sur mobile, sans prendre en compte les différences de navigation et d’expérience utilisateur. Les bonnes pratiques : • Peu de scrolling • Peu de pages et d’étapes • Méthodes de paiement en un clic • Réduire le tunnel de paiement • Pas de redirection : le paiement doit s’effectuer sur la même plateforme • Pas de pop-ups Pourquoi ?
  10. 10. La gestion du risque de fraude La peur d’une escroquerie se cristallise au moment du paiement et est encore plus présente lors d’achats transfrontaliers. Cette crainte a un impact négatif et visible sur les taux de conversion. Les attentes en termes de sécurité varient d’un pays à l’autre, d’où l’importance d’adapter sa stratégie et les modes de paiements proposés à un niveau local.
  11. 11. www.lengow.comwww.lengow.com Découvrez notre livre blanc Pour en savoir plus sur les spécificités et les enjeux des ventes en ligne cross-border en Europe, téléchargez notre livre blanc !
  12. 12. www.lengow.com Découvrez l’ensemble de nos ressources Pour vous accompagner dans votre activité, découvrez l’ensemble de nos guides e-commerce

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