{"id":6713,"date":"2025-10-30T18:06:10","date_gmt":"2025-10-30T17:06:10","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=6713"},"modified":"2026-03-18T09:56:20","modified_gmt":"2026-03-18T08:56:20","slug":"lia-ne-se-contente-plus-de-recommander-elle-achete-pour-vous","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/lia-ne-se-contente-plus-de-recommander-elle-achete-pour-vous\/","title":{"rendered":"\u201cL\u2019IA ne se contente plus de recommander, elle ach\u00e8te pour vous\u00a0\u00bb"},"content":{"rendered":"
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Fin septembre, Open AI annon\u00e7ait le lancement de la fonctionnalit\u00e9 \u201cBuy it in ChatGPT\u201d et \u00e0 peine deux semaines plus tard, Walmart annon\u00e7ait un partenariat avec OpenAI pour mettre \u00e0 disposition sa marketplace sur ChatGPT ! C\u2019est quoi ce nouvel outil ? Et qu\u2019implique ce partenariat ?<\/b><\/p>\n

D\u00e9velopp\u00e9e pour l\u2019instant uniquement aux \u00c9tats-Unis, la fonctionnalit\u00e9 \u201cBuy it in ChatGPT\u201d<\/strong> permet d\u2019utiliser ChatGPT non seulement pour rechercher un produit ou un service, mais aussi pour finaliser son achat sans quitter l\u2019application. Une nouvelle \u00e9tape vers un parcours d\u2019achat toujours plus fluide.<\/span><\/p>\n

Ce partenariat de Walmart avec OpenAI va permettre \u00e0 l\u2019ensemble de l\u2019offre de Walmart, hors les produits frais, d\u2019\u00eatre accessible sur ChatGPT d\u2019ici la fin de l\u2019ann\u00e9e aux Etats-unis<\/strong>. ChatGPT devient ainsi une marketplace de marketplaces, se mue en concurrent s\u00e9rieux d\u2019Amazon et acc\u00e9l\u00e8re ainsi le commerce agentique.<\/span><\/p>\n

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\u00ab\u00a0Jusqu\u2019\u00e0 19 % du trafic r\u00e9f\u00e9rent vers les sites e-commerce aux \u00c9tats-Unis provient d\u00e9sormais de ChatGPT.\u00a0\u00bb<\/em><\/h3>\n

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Qu\u2019est-ce que le commerce agentique ?<\/b><\/p>\n

Depuis 25 ans, le parcours d\u2019achat a presque toujours \u00e9t\u00e9 construit ainsi : le consommateur lance une recherche sur Google, puis compare les offres, d\u00e9cide et ach\u00e8te. Le commerce agentique place l\u2019agent IA comme un v\u00e9ritable assistant shopping personnalis\u00e9. Un besoin est exprim\u00e9, l\u2019agent IA recommande et peut d\u00e9sormais acheter pour vous.<\/span><\/p>\n

Demain l\u2019agent IA vous conna\u00eetra tellement bien, qu\u2019il pourra anticiper vos besoins<\/strong>, voire, \u00e0 partir d\u2019un besoin un peu vague, s\u00e9lectionner et passer commande \u00e0 votre place<\/strong>.\u00a0<\/span><\/p>\n

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Qu\u2019est-ce que Walmart gagne \u00e0 se positionner sur ChatGPT ?<\/b><\/p>\n

Walmart b\u00e9n\u00e9ficie d’abord d’une nouvelle source de trafic vers sa marketplace, comparable \u00e0 un canal d’affiliation in\u00e9dit. Ce canal prend une ampleur consid\u00e9rable. Selon Euromonitor, jusqu\u2019\u00e0 19 % du trafic r\u00e9f\u00e9rent vers les sites e-commerce aux \u00c9tats-Unis provient d\u00e9sormais de ChatGPT (juin 2025)<\/strong>, contre 1% en novembre 2024. Plus ce trafic augmente, plus l’enseigne peut d\u00e9velopper ses revenus en retail media. C’est \u00e9galement un point de contact suppl\u00e9mentaire offert \u00e0 ses clients pour un commerce vraiment \u00e0 la carte.<\/span><\/p>\n

Ce partenariat permet enfin \u00e0 Walmart de prendre un temps d’avance sur Amazon, tout en capitalisant sur son avantage concurrentiel unique : ses 4 600 magasins physiques qui offrent notamment la possibilit\u00e9 du retrait en magasin<\/strong>. \u00c0 noter que Walmart propose aussi dans son propre \u00e9cosyst\u00e8me Sparky, un agent IA qui peut accompagner ses clients directement dans leurs achats.<\/span><\/p>\n

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\u00ab\u00a0Le commerce agentique est comparable \u00e0 l\u2019arriv\u00e9e du e-commerce il y a 20 ans.\u00a0\u00bb<\/em><\/h3>\n

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Assiste-t-on, avec le commerce agentique, \u00e0 un tournant dans l\u2019\u00e9cosyst\u00e8me du retail ?<\/b><\/p>\n

Le commerce agentique enrichit l’\u00e9cosyst\u00e8me retail d’un nouveau point de contact majeur, qui redessine forc\u00e9ment le r\u00f4le du premier asset du secteur : les magasins. Ces derniers deviennent des lieux de pick-up, de <\/span>fulfillment<\/span><\/i>, mais surtout des espaces d’exp\u00e9rience et de liens humains.\u00a0<\/span><\/p>\n

Cette transformation impose aussi une agilit\u00e9 encore accrue aux retailers. Avec 800 millions d’utilisateurs sur ChatGPT et des pr\u00e9visions annon\u00e7ant que 25% du trafic viendra des LLM (Large Language Models) en 2028<\/a>, s’adapter et optimiser sa visibilit\u00e9 online devient critique.\u00a0 Enfin, offrir \u00e0 ses clients, un accompagnement personnalis\u00e9 en ligne va devenir un standard. Les retailers qui ne proposeront pas ce service risquent de perdre des parts de march\u00e9.\u00a0<\/span><\/p>\n

Le commerce agentique est comparable \u00e0 l\u2019arriv\u00e9e du e-commerce il y a 20 ans, mais tout va en revanche beaucoup plus vite.\u00a0<\/span><\/p>\n <\/div>\n \n

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\n \n\n <\/i>\n Let’s Talk<\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Walmart rend d\u00e9sormais sa marketplace accessible sur ChatGPT. Derri\u00e8re ce partenariat, un basculement majeur : l\u2019IA ne se contente plus d\u2019alimenter les recommandations, elle devient le moteur m\u00eame du commerce. Val\u00e9rie Piotte, directrice g\u00e9n\u00e9rale d\u2019Altavia Openlab – l\u2019entit\u00e9 d\u2019Altavia d\u00e9di\u00e9e \u00e0 l\u2019innovation – d\u00e9crypte l\u2019essor du commerce agentique : quand l\u2019intelligence artificielle cesse d\u2019\u00eatre un outil pour devenir un acheteur personnel.<\/p>\n","protected":false},"author":11,"featured_media":6712,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":true,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[],"news-topic-taxonomy":[249],"class_list":["post-6713","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nL'IA ne recommande plus : elle ach\u00e8te pour vous | Altavia<\/title>\n<meta name=\"description\" content=\"L'IA transforme le retail : au-del\u00e0 de la recommandation, elle g\u00e8re l'achat pour le client. 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