{"id":58737,"date":"2025-10-09T11:24:46","date_gmt":"2025-10-09T09:24:46","guid":{"rendered":"https:\/\/handelsverband.swiss\/?p=58737"},"modified":"2025-10-14T10:16:26","modified_gmt":"2025-10-14T08:16:26","slug":"chatgpt-lance-linstant-checkout-les-gagnants-et-les-perdants-du-commerce-ia","status":"publish","type":"post","link":"https:\/\/handelsverband.swiss\/fr\/chatgpt-lance-linstant-checkout-les-gagnants-et-les-perdants-du-commerce-ia\/","title":{"rendered":"ChatGPT lance l\u2019Instant Checkout \u2013 Les gagnants et les perdants du commerce IA"},"content":{"rendered":"<p><em>Article de\u00a0<\/em><a href=\"https:\/\/blog.carpathia.ch\/author\/davidmorant\/\" target=\"_blank\" rel=\"noopener\"><em>David Morant<\/em><\/a><em>,\u00a0<\/em><a href=\"https:\/\/carpathia.ch\/\" target=\"_blank\" rel=\"noopener\"><em>Carpathia AG<\/em><\/a><em>, publi\u00e9 en allemand sur le <\/em><a href=\"https:\/\/blog.carpathia.ch\/2025\/10\/03\/chatgpt-startet-instant-checkout-die-gewinner-und-verlierer-im-ai-commerce\/\" target=\"_blank\" rel=\"noopener\"><em>blog de Carpathia<\/em><\/a><\/p>\n<p><strong>OpenAI a pr\u00e9sent\u00e9 cette semaine la fonction \u00ab Instant Checkout \u00bb pour ChatGPT. Les utilisateurs de ChatGPT aux \u00c9tats-Unis peuvent d\u00e9sormais non seulement rechercher et comparer des produits, mais aussi les acheter directement, le tout sans quitter la fen\u00eatre de chat. Cette possibilit\u00e9 est rendue possible gr\u00e2ce au Agentic Commerce Protocol, d\u00e9velopp\u00e9 conjointement avec Stripe. Les premiers grands partenaires commerciaux sont la place de march\u00e9 en ligne Etsy et la plateforme de boutique en ligne Shopify. Le protocole commercial est public, ce qui permettra bient\u00f4t de connecter d&#8217;autres syst\u00e8mes de e-commerce et commer\u00e7ants.<\/strong><\/p>\n<p>OpenAI demande aux commer\u00e7ants une <strong>petite commission sur les ventes<\/strong> et promet de ne partager avec eux que les donn\u00e9es clients strictement n\u00e9cessaires \u00e0 la transaction. Les commer\u00e7ants garderont le contr\u00f4le du processus de vente &#8211; de la communication et de l\u2019ex\u00e9cution des commandes, jusqu\u2019aux retours, ainsi qu\u2019\u00e0 la gestion apr\u00e8s-vente et au support client.<\/p>\n<p>Voici nos r\u00e9flexions sur la nouvelle fonctionnalit\u00e9 ChatGPT Commerce :<\/p>\n<ul>\n<li>Le processus d\u2019achat classique comprend <strong>cinq \u00e9tapes<\/strong> : <strong>la prise de conscience, la recherche, l&#8217;\u00e9valuation, la vente et le service apr\u00e8s-vente.<\/strong> Jusqu\u2019\u00e0 pr\u00e9sent, ChatGPT intervenait uniquement dans les phases de <strong>recherche<\/strong> et <strong>d\u2019\u00e9valuation<\/strong> ; d\u00e9sormais, la phase de <strong>vente<\/strong>, c\u2019est-\u00e0-dire <strong>la transaction elle-m\u00eame<\/strong>, est \u00e9galement int\u00e9gr\u00e9e.<\/li>\n<li>ChatGPT se positionne comme un <strong>gatekeeper<\/strong><strong>,<\/strong> c\u2019est-\u00e0-dire comme le <strong>premier point de contact<\/strong> pour les questions et r\u00e9ponses li\u00e9es aux besoins des clients. Il entre ainsi en <strong>concurrence directe<\/strong> avec <strong>Google<\/strong>, les <strong>r\u00e9seaux sociaux<\/strong> et les <strong>plateformes en ligne<\/strong> telles qu\u2019<strong>Amazon<\/strong> ou, en Suisse, <strong>Digitec Galaxus<\/strong>. Avec <strong>\u00ab Instant Checkout \u00bb<\/strong><strong>,<\/strong> ce ne sont plus seulement le <strong>trafic de recherche et d\u2019\u00e9valuation<\/strong> <strong>qui sont en jeu<\/strong> pour les acteurs \u00e9tablis, mais aussi la <strong>transaction elle-m\u00eame<\/strong>, consid\u00e9r\u00e9e comme la <strong>pi\u00e8ce ma\u00eetresse<\/strong> g\u00e9n\u00e9rant des <strong>commissions pr\u00e9cieuses<\/strong> et des <strong>donn\u00e9es clients<\/strong>. Les <strong>mod\u00e8les de revenus cl\u00e9s<\/strong> &#8211; <strong>Retail Media<\/strong><strong>, <\/strong><strong>Performance Marketing<\/strong> et les <strong>commissions sur les ventes <\/strong>&#8211; se retrouvent ainsi <strong>mis \u00e0 l\u2019\u00e9preuve<\/strong><strong>.<\/strong><\/li>\n<li>Qui en profitera, qui y perdra ? Avec une \u00e9volution aussi rapide, il est difficile de se prononcer, et plusieurs sc\u00e9narios sont envisageables. Nous pensons que le plus de risque ont les <strong>plateformes de type \u00ab one-stop-shopping \u00bb<\/strong>, centr\u00e9es sur le contenu, le trafic et le mod\u00e8le de place de march\u00e9. Il s&#8217;agit donc des acteurs du e-commerce jusqu&#8217;ici tr\u00e8s c\u00e9l\u00e8bres, qui proposent peu de marques ou produits propres. \u00c0 moyen terme, <strong>les marques, les fabricants et les commer\u00e7ants se connecteront directement \u00e0 ChatGPT Instant Checkout<\/strong>. Les leviers de diff\u00e9renciation et la valeur ajout\u00e9e en dehors du chatbot r\u00e9sideront dans l\u2019inspiration et le fulfillment, \u00e0 l\u2019image de ce que Zalando fait d\u00e9j\u00e0 plut\u00f4t bien.<\/li>\n<li>Nous voyons des<strong> opportunit\u00e9s pour les marques, fabricants et commer\u00e7ants proposant des produits exclusifs. <\/strong>Pour eux, ChatGPT repr\u00e9sente un nouveau canal de vente prometteur, offrant potentiellement des droits plus \u00e9tendus sur la relation client que ceux accord\u00e9s par les plateformes \u00e9tablies. Concernant les commissions de vente, peu d\u2019informations sont encore disponibles, mais les premiers indices laissent penser \u00e0 une <strong>politique tarifaire tr\u00e8s comp\u00e9titive.<\/strong><\/li>\n<li><strong>Les plateformes de type \u00ab one-stop-shopping \u00bb, doivent r\u00e9fl\u00e9chir \u00e0 la pertinence d\u2019une int\u00e9gration avec ChatGPT et d\u2019autres chatbots, ainsi qu\u2019\u00e0 la mani\u00e8re de g\u00e9rer le fait que ces derniers exploitent gratuitement leurs pr\u00e9cieux Social et Community Signals pour formuler des recommandations de produits. Les marques et fabricants, en revanche, devraient investir davantage dans leur pr\u00e9sence de marque, leur contenu inspirant et leur univers \u00e9ditorial, <\/strong>afin d\u2019\u00eatre facilement identifiables et accessibles par ces nouveaux gatekeepers.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Article de\u00a0David Morant,\u00a0Carpathia AG, publi\u00e9<\/p>\n","protected":false},"author":5186,"featured_media":58759,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-58737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ChatGPT lance l\u2019Instant Checkout \u2013 Les gagnants et les perdants du commerce IA - HANDELSVERBAND. swiss<\/title>\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=\"ChatGPT lance l\u2019Instant Checkout \u2013 Les gagnants et les perdants du commerce IA - 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