{"id":4308,"date":"2023-11-30T18:09:00","date_gmt":"2023-11-30T17:09:00","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=4308"},"modified":"2025-03-16T18:11:23","modified_gmt":"2025-03-16T17:11:23","slug":"e-commerce-la-perte-de-confiance-des-jeunes-et-lemergence-de-nouvelles-tendances","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/e-commerce-la-perte-de-confiance-des-jeunes-et-lemergence-de-nouvelles-tendances\/","title":{"rendered":"E-commerce : la perte de confiance des jeunes et l’\u00e9mergence de nouvelles tendances"},"content":{"rendered":"
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\n E-commerce et jeune : une crise de confiance ? <\/h2>\n
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Cette \u00e9volution va \u00e0 l\u2019encontre des pr\u00e9visions optimistes sur l\u2019avenir du e-commerce, remettant en question la perception des jeunes en tant qu\u2019\u00e9claireurs et \u00e9vang\u00e9lisateurs des tendances de consommation \u00e0 venir.<\/p>\n

Bien que le manque de moyens financiers les touche \u00e9norm\u00e9ment, c\u2019est plut\u00f4t un d\u00e9ficit de confiance qui serait le moteur de ce d\u00e9clin. Deux facteurs majeurs contribuent \u00e0 cette m\u00e9fiance : la crainte de l\u2019escroquerie, avec 64 % des jeunes ayant \u00e9t\u00e9 victimes d\u2019arnaques, et une d\u00e9saffection culturelle, la nouvelle g\u00e9n\u00e9ration ne se sentant plus chez elle sur ces plateformes.<\/p>\n

Une analogie int\u00e9ressante peut \u00eatre faite avec l\u2019\u00e9volution des r\u00e9seaux sociaux, o\u00f9 la gen Z a d\u00e9sinvesti des r\u00e9seaux comme Facebook au fur et \u00e0 mesure que les g\u00e9n\u00e9rations plus \u00e2g\u00e9es se les sont appropri\u00e9es. Cette dynamique pourrait \u00e9galement s\u2019appliquer au commerce en ligne, o\u00f9 les jeunes cherchent de nouveaux environnements plus en ligne avec leurs attentes.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n La r\u00e9invention de la confiance <\/h2>\n
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Le manque de confiance envers les sites d\u2019e-commerce ne se traduit pas par une m\u00e9fiance g\u00e9n\u00e9ralis\u00e9e envers les transactions en ligne. Au contraire, elle engendre un transfert de confiance vers de nouvelles plateformes. 42 % de la nouvelle g\u00e9n\u00e9ration \u00e0 effectuer des achats sur des plateformes sociales, surpassant la moyenne de 31 % (source ACSEL).<\/p>\n

D\u2019abord, les jeunes se fient davantage aux applications sociales qu\u2019aux environnements purement transactionnels : ils se sentent chez eux sur des plateformes comme Instagram, Tiktok ou sur Snapchat. Les influenceurs jouent un r\u00f4le cl\u00e9 dans cette dynamique, \u00e9tablissant des relations fortes avec leurs abonn\u00e9s.<\/p>\n

La fluidit\u00e9 de l\u2019exp\u00e9rience utilisateur, le d\u00e9lai de r\u00e9action, le caract\u00e8re intuitif de la navigation, la qualit\u00e9 de l\u2019information sur les produits ou la livraison, la possibilit\u00e9 d\u2019utiliser ses m\u00e9thodes de paiement pr\u00e9f\u00e9r\u00e9es, ou encore la pr\u00e9sence et l\u2019engagement sur les m\u00e9dias sociaux repr\u00e9sentent des crit\u00e8res de confiance fondamentaux pour les jeunes.<\/p>\n

In fine, la confiance se r\u00e9invente avec des mod\u00e8les beaucoup plus participatifs, des environnements beaucoup plus communautaires, et une approche nettement plus centr\u00e9e sur l\u2019utilisateur. Les jeunes d\u00e9finissent leurs crit\u00e8res de confiance selon des param\u00e8tres plus adapt\u00e9s \u00e0 leur r\u00e9alit\u00e9 num\u00e9rique. Avec les jeunes d\u2019aujourd\u2019hui devenant les adultes de demain, cette \u00e9volution pourrait red\u00e9finir profond\u00e9ment la nature du commerce et de la confiance en ligne.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Seulement 46 % des 15-24 ans d\u00e9clarent avoir foi dans les plateformes d\u2019e-commerce (source ACSEL). Alors que l\u2019E-commerce est per\u00e7u comme une valeur s\u00fbre dans un monde de plus en plus digitalis\u00e9, ce chiffre t\u00e9moigne d\u2019une d\u00e9gradation significative et \u00e0 rebours de ce qu\u2019on pouvait imaginer.<\/p>\n","protected":false},"author":10,"featured_media":4309,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[188],"class_list":["post-4308","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nE-Commerce & Jeunes - Nouvelle Confiance \u00e0 Gagner - Altavia<\/title>\n<meta name=\"description\" content=\"Face \u00e0 la perte de confiance des jeunes envers l\u2019e-commerce, Altavia d\u00e9crypte les signaux faibles et tendances \u00e9mergentes du secteur.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E-Commerce & Jeunes - 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