{"id":9596,"date":"2023-06-29T00:00:00","date_gmt":"2023-06-29T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/plateforme-whatsapp-business-de-quoi-sagit-il-et-que-peut-elle-apporter-a-votre-entreprise-de-commerce\/"},"modified":"2026-04-30T02:49:57","modified_gmt":"2026-04-30T06:49:57","slug":"why-e-commerce-needs-whatsapp","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/why-e-commerce-needs-whatsapp\/","title":{"rendered":"Plateforme WhatsApp\u00a0Business\u00a0: de quoi s\u2019agit-il et que peut-elle apporter \u00e0 votre entreprise d\u2019e-commerce\u00a0?"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--1\">\n<p class=\"wp-block-paragraph\">L\u2019e-commerce continue de cro\u00eetre rapidement, car de plus en plus de client\u00b7es privil\u00e9gient la rapidit\u00e9 et la commodit\u00e9 offertes par les exp\u00e9riences d\u2019achat en ligne. En plus de cette croissance rapide, la fa\u00e7on dont les personnes communiquent entre elles et avec les entreprises a chang\u00e9. Ce changement s\u2019est op\u00e9r\u00e9 en coulisses, avec le d\u00e9veloppement de nouvelles technologies permettant d\u2019\u00e9largir votre couverture et de proposer une exp\u00e9rience client\u00e8le fid\u00e8le \u00e0 votre marque \u00e0 chaque point de contact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les messages professionnels sont un excellent outil de communication pour les marques d\u2019e-commerce qui souhaitent offrir des interactions rapides, personnalis\u00e9es et attrayantes \u00e0 chaque \u00e9tape du parcours client\u00e8le. Poursuivez votre lecture pour en savoir plus sur les raisons pour lesquelles les entreprises devraient utiliser la messagerie professionnelle pour renforcer la communication avec la client\u00e8le et augmenter les interactions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Que pouvez-vous faire en tant qu\u2019entreprise d\u2019e-commerce pour augmenter vos ventes\u00a0? Communiquer avec votre client\u00e8le via la plateforme WhatsApp\u00a0Business est un excellent d\u00e9but.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selon le rapport sur l\u2019\u00e9tat de la messagerie WhatsApp\u00a0Business de Spectrm, 69\u00a0% des personnes interrog\u00e9es ont d\u00e9clar\u00e9 \u00eatre plus susceptibles de faire des achats aupr\u00e8s d\u2019entreprises qui leur permettent d\u2019interagir avec les marques sur WhatsApp.<sup class=\"wab-note\" data-title='Spectrm, \"The State of WhatsApp Brand Messaging Report\", novembre\u00a02022'>1<\/sup> Cela repr\u00e9sente une belle opportunit\u00e9 pour les entreprises de e-commerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La plateforme WhatsApp Business permet aux entreprises, notamment de taille moyenne comme les marques d\u2019e-commerce, de communiquer avec leur client\u00e8le via l\u2019application de messages tr\u00e8s populaire. Poursuivez votre lecture pour en savoir plus sur la plateforme WhatsApp\u00a0Business, sur les raisons pour lesquelles les entreprises du e-commerce l\u2019adorent et sur certaines de ses fonctionnalit\u00e9s cl\u00e9s en action.<\/p>\n\n\n\n<h2 id=\"quest-ce-que-whatsapp-business\" class=\"wp-block-heading\"><b>Qu\u2019est-ce que WhatsApp\u00a0Business\u00a0?<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les produits WhatsApp\u00a0Business permettent aux petites et grandes entreprises d\u2019interagir avec leur audience et de booster leurs ventes en utilisant WhatsApp avec leur client\u00e8le.<\/p>\n\n\n\n<h3 id=\"quelle-est-la-difference-entre-lapplication-whatsapp-business-et-la-plateforme-whatsapp-business\" class=\"wp-block-heading\"><b>Quelle est la diff\u00e9rence entre l\u2019application WhatsApp Business et la plateforme WhatsApp Business\u00a0?<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">WhatsApp\u00a0Business comporte deux\u00a0produits distincts\u00a0: l\u2019application Business et la plateforme Business. L\u2019application WhatsApp\u00a0Business s\u2019adresse aux travailleur\u00b7ses ind\u00e9pendant\u00b7es et aux petites entreprises, tandis que la plateforme WhatsApp\u00a0Business s\u2019adresse aux entreprises de plus grande taille (moyennes et grandes entreprises).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019application Business est gratuite, tout comme l\u2019application grand public qui permet d\u2019envoyer des messages \u00e0 votre famille et \u00e0 vos proches. Gr\u00e2ce \u00e0 l\u2019application, les petites entreprises peuvent d\u00e9signer jusqu\u2019\u00e0 quatre membres de leur personnel pour communiquer de mani\u00e8re individuelle avec la client\u00e8le.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La plateforme WhatsApp Business (souvent appel\u00e9e API WhatsApp sur le march\u00e9) est beaucoup plus polyvalente. La plateforme offre trois interfaces de programmation d\u2019application (API) qui permettent aux grandes entreprises d\u2019e-commerce de communiquer efficacement avec leur importante client\u00e8le.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><b>API Cloud, h\u00e9berg\u00e9e par Meta<\/b>. Vous permet d\u2019envoyer des messages \u00e0 votre client\u00e8le et d\u2019en recevoir \u00e0 grande \u00e9chelle via les serveurs de Meta. Vous pouvez connecter des milliers d\u2019agent\u00b7es en direct ou de chatbots via cette API pour communiquer avec la client\u00e8le, soit manuellement, soit gr\u00e2ce \u00e0 l\u2019automatisation.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>API On-Premises<\/b>. Vous permet de communiquer avec votre client\u00e8le de la m\u00eame mani\u00e8re que l\u2019API Cloud, mais est h\u00e9berg\u00e9e et g\u00e9r\u00e9e sur vos propres serveurs.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><b>API Business Manager<\/b>. Vous permet de g\u00e9rer votre compte Meta, les param\u00e8tres de vos campagnes et les \u00e9l\u00e9ments de vos campagnes, ainsi que d\u2019obtenir des mises \u00e0 jour de statut.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Une solution bas\u00e9e sur une API vous permet d\u2019int\u00e9grer la plateforme WhatsApp Business \u00e0 votre infrastructure existante, comme les outils de gestion de la relation client\u00e8le (CRM), les solutions d\u2019assistance client\u00e8le et les plateformes marketing. Par exemple, vous pouvez int\u00e9grer votre compte WhatsApp\u00a0Business \u00e0 une plateforme d\u2019assistance telle que Zendesk pour suivre et organiser les demandes de la client\u00e8le et y r\u00e9pondre via WhatsApp.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si votre entreprise d\u2019e-commerce n\u2019empare pas de d\u00e9veloppeur\u00b7ses internes, vous pouvez facilement trouver et solliciter des <a href=\"https:\/\/faq.whatsapp.com\/695500918177858\" data-creative-detail=\"FAQWhatsApp_BusinessSolutionsProviders_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;FAQWhatsApp_BusinessSolutionsProviders_Link&quot;}\">fournisseurs de solutions professionnelles WhatsApp<\/a> pour g\u00e9rer les int\u00e9grations de votre profil professionnel.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"7b7463\" data-has-transparency=\"false\" style=\"--dominant-color: #7b7463;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-583 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-29-.jpg\" alt=\"Personne assise sur un canap\u00e9 gris dans un salon en train d\u2019ouvrir un paquet contenant une tasse en c\u00e9ramique\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-29-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-29-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-1-842x474-29-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"3-facons-dont-la-plateforme-whatsapp-business-renforce-les-marques-de-commerce\" class=\"wp-block-heading\"><b>3\u00a0fa\u00e7ons dont la plateforme WhatsApp\u00a0Business renforce les marques d\u2019e-commerce<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019envoi de messages \u00e0 votre client\u00e8le sur la plateforme WhatsApp\u00a0Business pr\u00e9sente plusieurs avantages. Tout d\u2019abord, vous pourrez contacter vos client\u00b7es sur une application qu\u2019ils connaissent. D\u00e9j\u00e0 175\u00a0millions de personnes envoient des messages \u00e0 un compte professionnel WhatsApp chaque jour.<sup class=\"wab-note\" data-title=\"https:\/\/twitter.com\/wcathcart\/status\/1347660772483104769\">2<\/sup> Cela n\u2019est pas surprenant, car la communication via la plateforme WhatsApp\u00a0Business permet aux entreprises d\u2019interagir directement avec leur client\u00e8le \u00e0 l\u2019aide de messages, d\u2019images et d\u2019autres formats multim\u00e9dias enrichis pour une exp\u00e9rience plus personnalis\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La plateforme WhatsApp\u00a0Business fournit \u00e9galement aux entreprises des donn\u00e9es fiables sur la diffusion, leur permettant de savoir facilement quels messages ont \u00e9t\u00e9 ouverts, et pas seulement distribu\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En r\u00e9sum\u00e9, la plateforme WhatsApp\u00a0Business est un investissement rentable pour les marques d\u2019e-commerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Forrester a confirm\u00e9 l\u2019importance de la plateforme dans son \u00e9tude interne sur les entreprises de vente au d\u00e9tail et de e-commerce utilisant la plateforme WhatsApp\u00a0Business et\/ou l\u2019API\u00a0Messenger. L\u2019\u00e9tude a r\u00e9v\u00e9l\u00e9 que le retour sur investissement (ROI) moyen \u00e9tait de \u00ab\u00a072\u00a0000\u00a0$ pour les organisations de taille moyenne et de 723\u00a0000\u00a0$ pour les grandes organisations composites sur trois ans\u00a0\u00bb.<sup class=\"wab-note\" data-title='Forrester, \"The Total Economic Impact Of Meta Business Messaging For Customer Care\", juillet\u00a02022'>3<\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici quelques-uns des motifs pour lesquels la plateforme WhatsApp Business offre un tel retour aux marques d\u2019e-commerce.<\/p>\n\n\n\n<h3 id=\"elle-facilite-lacquisition-et-le-suivi-des-prospects\" class=\"wp-block-heading\"><b>Elle facilite l\u2019acquisition et le suivi des prospects<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La plateforme WhatsApp Business est tr\u00e8s utile aux \u00e9quipes marketing, car elle leur permet de cr\u00e9er des conversations continues sur un canal de communication que la client\u00e8le utilise de plus en plus pour s\u2019adresser aux marques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La seule utilisation de la plateforme WhatsApp\u00a0Business est suffisante pour susciter l\u2019engouement de nombreuses personnes. Le rapport de Spectrm a r\u00e9v\u00e9l\u00e9 que 66\u00a0% des personnes interrog\u00e9es ont effectu\u00e9 des achats apr\u00e8s avoir communiqu\u00e9 avec une marque sur WhatsApp.<sup class=\"wab-note\" data-title='Spectrm, \"The State of WhatsApp Brand Messaging Report\", novembre\u00a02022'>4<\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le rapport de Spectrm a \u00e9galement r\u00e9v\u00e9l\u00e9 que 57\u00a0% des personnes interrog\u00e9es affirment communiquer r\u00e9guli\u00e8rement ou recevoir du contenu et des offres de la part d\u2019une marque sur WhatsApp, et que 70\u00a0% d\u00e9clarent que les \u00e9changes de messages avec une marque ont am\u00e9lior\u00e9 leur perception de l\u2019entreprise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/developers.facebook.com\/docs\/whatsapp\/overview\/getting-opt-in\/\" data-creative-detail=\"DevelopersFacebook_WhatsAppOverviewGettingOptIn_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;DevelopersFacebook_WhatsAppOverviewGettingOptIn_Link&quot;}\">Cette derni\u00e8re doit s\u2019inscrire<\/a> pour recevoir des messages marketing de votre part. Et elle le fera probablement, car les utilisateur\u00b7ices de WhatsApp adorent utiliser l\u2019application de messagerie pour interagir avec les marques. Attentive a constat\u00e9 que pr\u00e8s de 90\u00a0% des client\u00b7es interrog\u00e9\u00b7es \u00e9taient int\u00e9ress\u00e9\u00b7es par la r\u00e9ception de messages de la part des marques ou avaient d\u00e9j\u00e0 accept\u00e9 d\u2019en recevoir.<sup class=\"wab-note\" data-title='Attentive, \"2022 UK SMS Marketing Consumer Trends Report\", 2022'>5<\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une fois la demande accept\u00e9e, la client\u00e8le potentielle peut recevoir des messages de votre marque visant \u00e0 qualifier les prospects, par exemple des notifications, des actualit\u00e9s et des mises \u00e0 jour sur les produits et services, des offres promotionnelles, des rappels en cas d\u2019abandon du panier, et plus encore.<\/p>\n\n\n\n<h3 id=\"elle-vous-permet-dentretenir-vos-relations-avec-la-clientele-grace-a-des-notifications-apres-lachat\" class=\"wp-block-heading\"><b>Elle vous permet d\u2019entretenir vos relations avec la client\u00e8le gr\u00e2ce \u00e0 des notifications apr\u00e8s l\u2019achat<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les notifications automatis\u00e9es de la plateforme WhatsApp\u00a0Business, envoy\u00e9es au bon moment, ne permettent pas seulement de convertir de nouvelles personnes. Elles contribuent \u00e9galement \u00e0 fid\u00e9liser la client\u00e8le.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une fois que les membres de la client\u00e8le ont effectu\u00e9 un achat et choisi de recevoir des notifications, la plateforme WhatsApp\u00a0Business permet d\u2019envoyer facilement et en temps r\u00e9el des mises \u00e0 jour de statut, telles que des notifications de confirmation de commande, de paiement re\u00e7u, d\u2019exp\u00e9dition ou de livraison de la commande. Ces informations permettent de rassurer la client\u00e8le et de lui montrer que vous tenez \u00e0 lui offrir une exp\u00e9rience d\u2019achat transparente et positive.<\/p>\n\n\n\n<h3 id=\"vous-pouvez-fournir-une-assistance-clientele-de-grande-qualite\" class=\"wp-block-heading\"><b>Vous pouvez fournir une assistance client\u00e8le de grande qualit\u00e9<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Selon le rapport\u00a02023 de Zendesk sur les tendances en mati\u00e8re d\u2019exp\u00e9rience client\u00e8le, la client\u00e8le\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">Souhaitent un service imm\u00e9diat (72\u00a0%)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">Rechercher des exp\u00e9riences naturelles et conversationnelles (71\u00a0%)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">S\u2019attendre \u00e0 ce que les agent\u00b7es d\u2019assistance aient une connaissance compl\u00e8te du contexte (70\u00a0%)<sup class=\"wab-note\" data-title='Zendesk, \"2023 Customer Experience Trends Report\", janvier\u00a02023'>6<\/sup><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La plateforme WhatsApp\u00a0Business permet aux marques d\u2019e-commerce de r\u00e9pondre \u00e0 ces attentes. Les entreprises peuvent utiliser la plateforme pour discuter imm\u00e9diatement avec la client\u00e8le via des messages automatis\u00e9s ou des chatbots, m\u00eame en dehors des horaires d\u2019ouverture, lorsque les agent\u00b7es ne sont pas disponibles. <a href=\"https:\/\/whatsappbusiness.com\/resources\/success-stories\/6thstreet\" data-creative-detail=\"BusinessWhatsApp_6thStreet_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BusinessWhatsApp_6thStreet_Link&quot;}\">6thStreet, une entreprise de e-commerce bas\u00e9e \u00e0 Duba\u00ef<\/a>, a utilis\u00e9 la plateforme WhatsApp\u00a0Business pour offrir des conversations personnalis\u00e9es \u00e0 diff\u00e9rents segments d\u2019audience et ainsi proposer une exp\u00e9rience plus personnalis\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toutes les conversations avec la client\u00e8le peuvent \u00eatre facilement export\u00e9es dans des CRM afin que tous les membres de l\u2019\u00e9quipe puissent y acc\u00e9der. Quelle que soit la personne qui reprend une conversation avec la client\u00e8le, elle aura le contexte n\u00e9cessaire pour fournir une assistance sans demander aux membres de la client\u00e8le de r\u00e9p\u00e9ter ce qui a d\u00e9j\u00e0 \u00e9t\u00e9 dit.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"7d7269\" data-has-transparency=\"false\" style=\"--dominant-color: #7d7269;\" loading=\"lazy\" decoding=\"async\" width=\"842\" height=\"474\" class=\"wp-image-632 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-26-.jpg\" alt=\"Deux personnes travaillant dans un studio d\u2019art. L\u2019une est en train de pr\u00e9parer une commande et l\u2019autre prend note d\u2019une commande en ligne sur un ordinateur portable.\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-26-.jpg 842w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-26-.jpg?resize=300,169 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Body-2-842x474-26-.jpg?resize=768,432 768w\" sizes=\"auto, (max-width: 842px) 100vw, 842px\" \/><\/figure>\n\n\n\n<h2 id=\"la-plateforme-whatsapp-business-vous-aide-a-convertir-vos-prospects-en-clientele\" class=\"wp-block-heading\"><b>La plateforme WhatsApp\u00a0Business vous aide \u00e0 convertir vos prospects en client\u00e8le<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019utilisation des messages continue de cro\u00eetre, et les consommateur\u00b7ices les pr\u00e9f\u00e8rent de plus en plus aux autres canaux. Selon une \u00e9tude de Juniper\u00a0Research publi\u00e9e en septembre\u00a02022, la valeur totale du march\u00e9 des messages professionnels sur mobile passera de 48\u00a0milliards de dollars en 2022 \u00e0 78\u00a0milliards de dollars d\u2019ici 2027. C\u2019est une grande opportunit\u00e9 pour les entreprises d\u2019e-commerce qui souhaitent accro\u00eetre les interactions avec la client\u00e8le, proposer des exp\u00e9riences plus personnalis\u00e9es gr\u00e2ce aux messages et am\u00e9liorer la satisfaction avec l\u2019assistance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous voulez savoir ce que la plateforme WhatsApp Business apporte aux autres entreprises\u00a0? D\u00e9couvrez nos toutes derni\u00e8res <a href=\"https:\/\/whatsappbusiness.com\/fr\/resources\/success-stories\/\" data-creative-detail=\"BusinessWhatsApp_SuccessStories_Link\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BusinessWhatsApp_SuccessStories_Link&quot;}\">success stories client\u00e8le<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment fonctionne la plateforme WhatsApp Business et comment les marques de e-commerce tirent le meilleur parti de leurs messages avec la client\u00e8le gr\u00e2ce \u00e0 notre plateforme.<\/p>\n","protected":false},"author":23,"featured_media":9597,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282],"tags":[],"class_list":["post-9596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clientele"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pourquoi votre entreprise du e-commerce a besoin de la plateforme WhatsApp Business | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment fonctionne la plateforme WhatsApp Business et comment les marques de e-commerce tirent le meilleur parti de leurs messages avec la client\u00e8le gr\u00e2ce \u00e0 notre plateforme.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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