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col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Marché" class="font-bold text-t7 inline-block">Marché</span></div><ul class="pb-2" aria-labelledby="subNavItem-Marché"><li class="flex mb-6 pr-4"><a class="group 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class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Étudiez votre audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Obtenez des informations sur vos clients</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Gestion" class="font-bold text-t7 inline-block">Gestion</span></div><ul class="pb-2" aria-labelledby="subNavItem-Gestion"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Gérez votre entreprise<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Suivez les ventes, les commandes et les analyses de données</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Mesurez vos performances<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analyses de données et rapports</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/shipping"><div class="text-base font-medium"><span class="inline-block arrow-animation">Expédiez les commandes plus rapidement<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Gérez vos stocks et vos commandes<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gestion des stocks et des commandes</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="Source externe : Développeurs Shopify . Développez avec les API puissantes de Shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">Développeurs Shopify<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Développez avec les API puissantes de Shopify</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/fr/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Une solution de commerce pour les marques digitales en plein essor</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/fr/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">Tous les produits<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Découvrez toutes les solutions et fonctionnalités de Shopify</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/fr/pricing">Tarification</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Ressources-toggle-open" aria-controls="RessourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Ressources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="RessourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Aide et assistance" class="font-bold text-t7 inline-block">Aide et assistance</span></div><ul class="pb-2" aria-labelledby="subNavItem-Aide et assistance"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/fr/" aria-label="Source externe : Aide et assistance . Bénéficiez d’une assistance joignable à tout moment"><div class="text-base font-medium"><span class="inline-block arrow-animation">Aide et assistance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Bénéficiez d’une assistance joignable à tout moment</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Blog de Shopify<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Conseils de stratégie commerciale</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Sujets populaires" class="font-bold text-t7 inline-block">Sujets populaires</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Sujets populaires"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/shopify-francais"><div class="text-base font-medium"><span class="inline-block arrow-animation">Qu’est-ce que Shopify ?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Fonctionnement de notre plateforme de commerce</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/editions"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Editions<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Des produits Shopify nouveaux et innovants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/topics/success-story"><div class="text-base font-medium"><span class="inline-block arrow-animation">Parcours de fondateurs d’entreprise<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Trouvez l’inspiration auprès de marchands qui réussissent</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/comment-creer-une-marque-le-guide-en-7-etapes"><div class="text-base font-medium"><span class="inline-block arrow-animation">Image de marque<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Créez votre marque de A à Z</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/le-guide-pour-elaborer-un-plan-marketing-e-commerce-tres-efficace-en-3-etapes"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Établissez un plan marketing</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/seo-et-referencement-pour-les-debutants"><div class="text-base font-medium"><span class="inline-block arrow-animation">SEO e-commerce<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Améliorez votre classement sur les moteurs de recherche</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/topics/réseaux-sociaux"><div class="text-base font-medium"><span class="inline-block arrow-animation">Stratégie de vente sur les médias sociaux<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Convertissez vos followers en clients</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/growth-hacking"><div class="text-base font-medium"><span class="inline-block arrow-animation">Croissance commerciale<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Développez votre activité</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Outils essentiels" class="font-bold text-t7 inline-block">Outils essentiels</span></div><ul class="pb-2" aria-labelledby="subNavItem-Outils essentiels"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/outils/createur-de-logo"><div class="text-base font-medium"><span class="inline-block arrow-animation">Créateur de logo<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="Source externe : Photo d’illustration ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Photo d’illustration<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/blog/modele-de-business-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Modèle de business plan<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/fr" aria-label="Source externe : Outil de lien en bio ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Outil de lien en bio<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fr/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">Générateur de code QR<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/fr/enterprise">Enterprise</a></div></li></ul></nav><div class="ml-auto transition-opacity duration-200 opacity-100 delay-100"><ul class="lg:flex hidden items-center"><li class="mr-8 text-base"><a class="whitespace-nowrap hover:underline text-black" href="/fr/login?ui_locales=fr" data-component-name="login">Se connecter</a></li><li class="leading-[0]"><a href="https://accounts.shopify.com/store-create?language=fr&locale=fr&signup_page=https%3A%2F%2Fwww.shopify.com%2Ffr%2Fblog%2Fe-commerce-par-abonnement&signup_types[]=paid_trial_experience" class="inline-block self-center overflow-hidden max-w-full ring-inset rounded-button font-button-font transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline border-2 text-button-light-primary-text bg-button-light-primary-bg border-button-light-primary-border ring-button-light-primary-border hover:text-button-light-primary-text-hover hover:bg-button-light-primary-bg-hover hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled py-2 px-5 text-base font-bold tracking-[-0.01em] whitespace-nowrap" data-component-name="start-free-trial" data-mode="light" target="">Démarrer un essai gratuit</a></li></ul><ul class="flex items-center lg:hidden mr-[-15px]"><li><a href="https://accounts.shopify.com/store-create?language=fr&locale=fr&signup_page=https%3A%2F%2Fwww.shopify.com%2Ffr%2Fblog%2Fe-commerce-par-abonnement&signup_types[]=paid_trial_experience" class="mr-4 text-base underline text-black" data-component-name="start-free-trial" aria-label="Source externe : Démarrer un essai 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srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, 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id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/fr/blog/e-commerce-par-abonnement"/><meta itemProp="dateModified" content="2024-07-06T09:30:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/fr/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/fr/blog/topics/e-commerce" class="no-underline hover:text-link-light-hover topic-link">E-commerce</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">Business model du e-commerce par abonnement : définition, types et meilleurs outils (2024)</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Découvrez le potentiel du e-commerce par abonnement et comment transformer n'importe quel produit ou service en abonnement.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> par <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/fr/blog/authors/carole-desprez" class="no-underline" itemProp="url"><span itemProp="name">Carole Desprez</span></a></span></div><div class="text-body-sm text-shade-50">Dernière mise à jour <time>6 juil. 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782" alt="Image illustrant un article sur l'e-commerce par abonnement" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=1200 1200w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=1400 1400w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=1600 1600w, https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642&originalWidth=1848&originalHeight=782&width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav class="md:top-[calc(var(--header-height)*2)] md:max-h-[calc(100vh-var(--header-height))] md:overflow-auto md:sticky md:pb-6 pr-2"><div class="flex py-5 md:hidden border-y border-shade-20 text-[12px] mb-6 md:mb-0 leading-[20px] font-medium px-6">Sur cette page<svg viewBox="0 0 20 20" class="w-[20px] h-[20px] ml-auto transition"><path fill-rule="evenodd" d="M5.72 8.47a.75.75 0 0 1 1.06 0l3.47 3.47 3.47-3.47a.75.75 0 1 1 1.06 1.06l-4 4a.75.75 0 0 1-1.06 0l-4-4a.75.75 0 0 1 0-1.06Z"></path></svg></div><div class="mb-4 uppercase hidden md:block">Sur cette page</div><ul class="relative overflow-auto before:absolute before:inset-y-0 before:left-0 md:before:bg-shade-20 before:w-[1px] before:z-1 my-10 md:mt-0 md:mb-16 hidden md:block"><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#1">Qu'est-ce que le e-commerce par abonnement ?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#2">Types de e-commerce par abonnement</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#3">Avantages du business model de e-commerce par abonnement</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">Les défis du e-commerce par abonnement</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#5">Comment proposer des offres d’abonnement e-commerce</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#6">Applications pour le e-commerce par abonnement</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#7">Meilleures pratiques du e-commerce par abonnement</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#8">FAQ - Abonnements e-commerce</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">Démarrez votre activité en ligne dès aujourd’hui.</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">Gratuitement.</p><a href="https://accounts.shopify.com/store-create?language=fr&locale=fr&signup_page=https%3A%2F%2Fwww.shopify.com%2Ffr%2Fblog%2Fe-commerce-par-abonnement&signup_types[]=paid_trial_experience" class="flex justify-between align-middle font-aktivgroteskextended leading-6 tracking-[-0.0175rem] !no-underline border-b-[1px] 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desktop:pt-16 [&_h2]:text-t4 [&_h2]:mt-12 [&_h2]:mb-6 [&_h2]:text-black [&_h2]:font-medium [&_.heading--2]:text-t5 [&_.heading--2]:text-black [&_.heading--2]:font-aktivgroteskextended [&_.heading--2]:mb-6 [&_.heading--2]:font-medium [&_h3]:text-t5 [&_h3]:mt-12 [&_h3]:mb-4 [&_h3]:text-black [&_h4]:text-t6 [&_h4]:mt-12 [&_h4]:mb-4 [&_h4]:text-black [&_h5]:text-t7 [&_p]:mb-6 [&_hr]:mb-6 [&_a]:text-black [&_a]:font-medium [&_a]:underline [&_a:hover]:no-underline [&_sup_a]:no-underline [&_sup_a:hover]:underline [&_.marketing-button]:text-white [&_.marketing-button]:no-underline [&_a>img]:mt-3 [&_a>img]:mb-8 [&_a>img]:h-[revert-layer] [&_img]:my-12 [&_a>img]:inline-block [&_figure>img]:mb-0 [&_figure]:mb-12 [&_img]:inline-block [&_ul]:list-disc [&_ul]:space-y-3 [&_ul]:pl-6 [&_ul]:mb-6 [&_ul_li]:pl-4 [&_ol]:list-decimal [&_ol]:space-y-3 [&_ol]:pl-6 [&_ol]:mb-6 [&_ol_li]:pl-4 [&_ol_li::marker]:font-bold [&_iframe]:max-w-full [&_figcaption]:mb-12 [&_figcaption]:text-center [&_figcaption]:text-xs [&_figcaption]:sm:text-sm [&_figcaption]:mt-1 [&_strong]:font-medium [&_strong]:text-black [&_.heading--4]:font-aktivgroteskextended [&_.heading--4]:text-2xl [&_.heading--4]:text-black [&_.heading--4]:font-medium [&_.heading--4]:tracking-[-.02em] [&_iframe]:mt-3 [&_iframe]:mb-9 [&_.container]:m-0 [&_.container]:flex [&_.container]:gap-5 [&_.container]:flex-wrap [&_.green]:text-[green] [&_.red]:text-[red] [&_.pros]:bg-[#eafaea] [&_.pros]:rounded-[10px] [&_.pros]:p-5 [&_.pros_h3]:mt-2 [&_.cons]:bg-[#ffebe6] [&_.cons]:rounded-[10px] [&_.cons]:p-5 [&_.cons_h3]:mt-2 [&_.pros]:tablet:flex-[1_0_calc(50%-10px)] [&_.pros]:flex-[1_0_100%] [&_.cons]:tablet:flex-[1_0_calc(50%-10px)] [&_.cons]:flex-[1_0_100%] [&_.pros_.grid-container]:grid [&_.cons_.grid-container]:grid [&_.grid-container]:gap-[5px] [&_.grid-container]:grid-cols-[15px_auto] [&_.pros_.grid-container]:p-[5px] [&_.cons_.grid-container]:p-[5px] [&_.aspect-video_iframe]:mt-0 article-content [&_.truncated-text]:relative [&_.truncated-text]:max-h-[300px] [&_.truncated-text]:overflow-hidden [&_.truncated-text]:mb-6 [&_.truncated-text::before]:absolute [&_.truncated-text::before]:content-[""] [&_.truncated-text::before]:bottom-0 [&_.truncated-text::before]:w-full [&_.truncated-text::before]:h-[150px] [&_.truncated-text::before]:bg-gradient-to-t [&_.truncated-text::before]:from-white [&_.truncated-text::before]:from-50% [&_.truncated-text::before]:to-transparent [&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div>Le e-commerce par abonnement est le business model à la base d’entreprises telles que Netflix et Spotify, qui proposent un modèle SaaS (Software-as-a-Service). Bien qu’au début plutôt utilisé par de grandes multinationales type Amazon, les abonnements ont commencé à se répandre dans d'autres secteurs tels que la mode et la beauté. <p>Tous les mois, la marque <a href="https://blissim.fr/box" rel="nofollow noopener noreferrer" target="_blank">Blissim</a> envoie par exemple une sélection de cosmétiques, de produits de soins, de parfums et de produits biologiques à ses clients. <a href="https://eu.manscaped.com/fr" rel="nofollow noopener noreferrer" target="_blank">Manscaped</a>, la marque de cosmétiques pour hommes, vend quant à elle des produits de rasage par abonnement. S'ils sont bien gérés, les abonnements de e-commerce peuvent être un puissant moteur de croissance pour votre entreprise.</p> <p>Pour le dire simplement, un business model d’abonnement consiste à facturer aux clients des frais récurrents, généralement mensuels ou annuels, pour l'accès à un produit ou à un service.</p> <p>Mais ça n’est pas que ça : le e-commerce par abonnement permet aussi de créer des relations solides avec les clients. En souscrivant à un abonnement, un client existant, qui est donc une personne qui percevait déjà la valeur de vos produits, se transforme en fidèle de votre marque et donc en une source fiable de revenus récurrents. Pour le dire simplement, ce modèle vous permet de générer plus de chiffre d’affaires par client. En outre, en augmentant votre taux de fidélisation, vous pouvez réduire vos coûts d'<a href="/fr/blog/acquisition-client-e-commerce-7-strategies-trouver-nouveaux-clients">acquisition de nouveaux clients</a> à long terme.</p><div id="text-cta" class="hidden lg:block"></div> <p>Découvrez dans cet article les opportunités d’augmentation du chiffre d’affaires du e-commerce par abonnements, les perspectives du secteur des abonnements dans son ensemble et la manière dont vous pouvez transformer n'importe quel produit ou service en abonnement.</p> <p> </p> <h2 id="1">Qu'est-ce que le e-commerce par abonnement ?</h2> <p>Le e-commerce par abonnement est un business model qui permet aux clients de recevoir des produits ou de profiter d’un service de manière continue pendant une période définie. Ces abonnements sont une excellente opportunité d’augmenter le chiffre d'affaires d'une boutique en ligne et la <a href="/fr/blog/comment-calculer-valeur-vie-client-vvc">valeur vie client</a>.</p> <h2 id="2">Types de e-commerce par abonnement</h2> <h3><strong>Le réapprovisionnement</strong></h3> <p>Les abonnements dits de “réapprovisionnement” sont le plus souvent utilisés par les entreprises qui vendent des produits du quotidien, tels que des cosmétiques, des produits alimentaires ou pour les animaux de compagnie. L'objectif est d'offrir aux clients une solution pratique leur permettant de recevoir des articles à intervalles déterminés, de sorte qu'ils n'aient pas à repasser commande à chaque fois.</p> <p>La marque de produits pour chats <a href="https://jopy.fr/abonnement" rel="nofollow noopener noreferrer" target="_blank">Jopy</a>, par exemple, vous permet de choisir la fréquence des envois. Vous pouvez ainsi choisir de recevoir un nouveau sac de croquettes toutes les deux semaines ou même tous les 5 mois. L’abonnement est gratuit et sans aucun engagement.</p> <div style="text-align: left;"></div> <h3><strong>La curation</strong></h3> <p>L’abonnement basé sur la curation consiste à offrir une expérience ou un produit personnalisé aux clients en fonction de ce qu'ils aiment. Il est généralement basé sur leurs goûts en matière de mode, de beauté, d’alimentation ou de livres. L'intérêt réside dans la surprise et la découverte, puisque chaque livraison contient un assortiment différent.</p> <p>TheraBox est une entreprise qui propose des box par abonnement qui ont reçu plusieurs récompenses. Les clients reçoivent chaque mois une box sur le thème du bien-être. Après avoir commandé une box, les clients reçoivent des cadeaux variés : soin tonifiant pour la peau, thé, crèmes, bougies et bien d'autres choses encore. Chaque mois, une nouvelle surprise les attend, ce qui est une très bonne manière de les fidéliser.</p> <p>L’entreprise de box <a href="https://www.mademoiselle-bio.com/fr/box-beaute-bio" rel="nofollow noopener noreferrer" target="_blank">Mademoiselle Bio</a> propose quant à elle chaque mois une boîte de 5 produits de cosmétiques bio pour prendre soin de soi. La marque mise sur l’aspect naturel des produits qu’elle propose, mais surtout sur la personnalisation : les produits proposés sont adaptés au type de peau de chaque client.</p> <div style="text-align: left;"></div> <p> </p> <h3><strong>L’accès</strong></h3> <p>Avec les abonnements basés sur l’accès, les abonnés bénéficient d'avantages exclusifs tels que des remises spéciales, des offres réservées aux membres et un accès anticipé aux nouveautés. Les entreprises utilisent ce modèle pour fidéliser leurs clients en leur offrant des avantages qui ne sont pas accessibles aux non-abonnés.</p> <p><a href="https://www.fabletics.fr/" rel="nofollow noopener noreferrer" target="_blank">Fabletics </a>est une célèbre marque de vêtement de sport qui propose des abonnements VIP. Les membres ont accès à des avantages spéciaux tels que des offres exclusives, l’accès à de nouveaux produits avant tout le monde, et un programme de fidélité qui permet de cumuler des points à échanger contre des articles.</p> <div style="text-align: left;"></div> <p> </p> <h2 id="3">Avantages du business model de e-commerce par abonnement</h2> <p>L’économie de l’abonnement a connu une croissance rapide dans le monde entier ces dernières années. Selon McKinsey, le marché du e-commerce par abonnement devrait atteindre 473 milliards de dollars d'ici 2025.</p> <h3><strong>Une expérience d’achat fluide</strong></h3> <p>Aujourd’hui, ce que les consommateurs recherchent avant tout, c’est une expérience d’achat fluide, des livraisons gratuites et une gratification instantanée. Le business model de l’abonnement répond à tous ces besoins, car il apporte de la valeur au client avec peu d'efforts. De plus, il représente une incroyable opportunité de croissance pour les entreprises.</p> <p>Au bout du compte, ce que veulent les clients, c’est de la simplicité. L'époque où l’on courait au magasin le plus proche lorsqu’on était à court de café est révolue. Les clients ne veulent plus de la charge mentale liée aux achats. Ainsi, ils préfèrent souscrire à un abonnement, recevoir leurs produits à intervalles réguliers, et ne plus avoir à y penser.</p> <p>De plus, avec la livraison gratuite ou à bas prix, ils n’ont plus besoin de se déplacer, ce qui constitue un gain de temps énorme.</p> <h3><strong>Des revenus prévisibles et une gestion des stocks simplifiée</strong></h3> <p>La vente au détail en ligne traditionnelle repose sur des achats ponctuels et des recettes totales, tandis que les modèles d'abonnement reposent sur des achats planifiés et des recettes récurrentes. C’est dans ces revenus récurrents et prévisibles que réside la valeur du business model d’abonnement pour votre entreprise.</p> <h3><strong>Un taux de désabonnement en baisse</strong></h3> <p>Les entreprises qui proposent des abonnements connaissent souvent un taux de désabonnement plus faible en raison de la relation plus étroite qu'elles entretiennent avec leurs clients. Les désistements volontaires peuvent être dus à l'insatisfaction des clients, tandis que les désistements involontaires sont souvent liés à des problèmes de paiement.</p> <p>La tarification tend également à être beaucoup plus simple dans le cas des entreprises qui proposent des abonnements, car elles offrent généralement une tarification avec des paliers, plutôt que des prix individuels sur une gamme de produits.</p> <h3><strong>Augmentation des achats répétés</strong></h3> <p>Le business model de l’abonnement e-commerce aide également les marques à augmenter le réengagement des consommateurs, puisqu’elle n’a pas besoin d’essayer de les convaincre d’acheter à chaque fois. De plus, vous avez beaucoup plus de chances de vendre à un client existant qu'à un nouveau prospect.</p> <p>Avec le business model basé sur l'abonnement, les entreprises de e-commerce peuvent cibler et acquérir des clients en s'appuyant fortement sur les données, et ainsi répercuter sur leurs clients les économies réalisées en matière de distribution, de marketing et de personnalisation. La connaissance que les entreprises basées sur l'abonnement ont de leur clientèle leur offre des opportunités de <a href="/fr/blog/cross-selling">cross-selling</a> et de marketing, ce qui n'est tout simplement pas le cas des e-commerçants habituels.</p> <h3><strong>Des valorisations d'entreprises plus élevées</strong></h3> <p>Si vous décidez de vendre votre entreprise, le fait de pouvoir justifier de revenus récurrents permet d’augmenter la valeur de votre entreprise et de la rendre plus attrayante pour les investisseurs ou les acheteurs potentiels. En effet, cela leur assure une plus grande prévisibilité financière, ce qui est rassurant.</p> <p>Le <a href="https://www.zuora.com/resource/subscription-economy-index/" rel="nofollow noopener noreferrer" target="_blank">Subscription Economy Index™</a> (SEI) révèle qu’aux États-Unis, les entreprises proposant des abonnements ont augmenté leurs revenus environ 3,7 fois plus vite que les autres en 10 ans.</p> <h2 id="4">Les défis du e-commerce par abonnement</h2> <p>Malgré tous les avantages présentés ici, il est important de comprendre que le e-commerce par abonnement présente également un certain nombre d’inconvénients. Voici quelques éléments à prendre en compte :</p> <ul> <li> <p>Gérer les désabonnements : fidéliser des clients au modèle des abonnements n’est pas chose facile. Contrairement aux achats ponctuels traditionnels, les services d'abonnement reposent sur la satisfaction et l'engagement continus des clients. Le défi consiste à continuer à offrir une valeur qui justifie les frais récurrents.</p> </li> <li> <p>Équilibrer la VVC (valeur vie client) et les coûts d'acquisition : avec ce modèle, vous devez non seulement attirer des clients, mais aussi vous assurer qu'ils y trouvent suffisamment de valeur pour conserver leur abonnement. Les entreprises basées sur l'abonnement, comme les services de livraison de repas en kit (de type <a href="https://www.hellofresh.fr/" rel="nofollow noopener noreferrer" target="_blank">HelloFresh</a>), investissent massivement dans l'acquisition de clients. Toutefois, si les clients ne restent pas assez longtemps pour récupérer ces coûts et faire des bénéfices, vous aurez du mal à vous développer.</p> </li> <li> <p>Saturation des abonnements : les abonnements sont aujourd'hui omniprésents. De Disney+ aux antivirus payants, les consommateurs commencent à ressentir une véritable saturation ; ils sont en effet lassés d’avoir à gérer des abonnements toujours plus nombreux et sont parfois réticents à en contracter de nouveaux.</p> </li> </ul> <h2 id="5">Comment proposer des offres d’abonnement e-commerce</h2> <p>Avant de vous lancer, il est important de comprendre les raisons pour lesquelles les marques intègrent des abonnements à leurs offres existantes.</p> <ul> <li> <p><strong>Différenciation</strong> : dans un secteur très standardisé ou saturé qu’est celui de la beauté, une offre d'abonnement peut constituer une occasion pour votre entreprise de se démarquer et vous positionner en tant qu’influenceur dans votre domaine.</p> </li> <li> <p><strong>Segmentation</strong> : les clients qui s’abonnent à vos produits ou services vous donnent beaucoup plus d’informations sur eux que lors d'un achat classique. Les possibilités de ventes incitatives ou croisées sont plus nombreuses, de même que les possibilités de surprendre vos clients.</p> </li> <li> <p><strong>Stabilité</strong> : une fois que votre nombre d’abonnés sera plus ou moins stable, vous pouvez prévoir avec plus de précision les niveaux de stocks, réduire le gaspillage et garantir des flux de revenus récurrents.</p> </li> </ul> <p>Quelle est la raison qui pousse les consommateurs à choisir le modèle de l’abonnement ?</p> <ul> <li> <p><strong>Exploration</strong> : face à l'abondance du choix en ligne, de nombreux acheteurs considèrent les abonnements comme un moyen simple d'essayer de nouveaux produits qui sont personnalisés en fonction de leurs besoins.</p> </li> <li> <p><strong>Personnalisation</strong> : l'un des principaux facteurs qui vous permet de conserver vos abonnés est la personnalisation continue. C'est un élément à garder à l'esprit pour minimiser le taux de désabonnement.</p> </li> <li> <p><strong>Rapport qualité-prix</strong> : le prix global n'est pas le facteur clé ici, mais plutôt le rapport qualité-prix ; comme il s'agit de l'une des principales raisons pour lesquelles une personne s'abonne et se désabonne, il est important de leur en donner suffisament pour leur argent.</p> </li> </ul> <h2 id="6">Applications pour le e-commerce par abonnement</h2> <p>Vous envisagez d'ajouter la facturation par abonnement à votre modèle de revenus ? Voici quelques-unes des meilleures applications Shopify à ajouter à votre boutique :</p> <ul> <li> <p><a href="https://apps.shopify.com/seal-subscriptions?locale=fr">Seal Subscriptions</a> : plateforme de configuration du e-commerce par abonnement connue pour sa facilité d'installation et son interface conviviale. Elle vous permet de proposer des abonnements classiques et prépayés, des essais gratuits, des box d’abonnements avec remise et fournit un ensemble complet d'outils de gestion des revenus récurrents.</p> </li> <li> <p><a href="https://apps.shopify.com/subscriptions-by-appstle?locale=fr">Appstle℠ Subscriptions</a> : application offrant des fonctions complètes de gestion des abonnements, y compris des calendriers et des tableaux de bord personnalisables. Cette application propose des abonnements réguliers et prépayés, des essais gratuits, des options de création de box, des fonctions de <a href="/fr/blog/fidelisation-client-3-strategies-pour-engager-les-clients">fidélisation client</a> et diverses intégrations.</p> </li> <li> <p><a href="https://apps.shopify.com/subscription-payments?locale=fr">Recharge Subscriptions</a> : plateforme d'abonnement populaire qui s'intègre facilement aux <a href="/fr/blog/processeur-de-paiement">processeurs de paiement</a> existants et offre de solides outils de gestion des commandes. Elle permet également aux clients de gérer leurs abonnements via le portail client et par SMS.</p> </li> </ul> <p>La suite d'API de Shopify et Liquid, le langage de création de templates open source, vous permettent de faire fonctionner Shopify comme vous le souhaitez. Adoptez une approche DIY et développez en interne avec votre propre équipe de développeurs. Ou, si vous préférez, vous pouvez faire appel à l'un de <a href="/fr/plus/contact?_bt=593677926882&_bk=plateforme%20d%27e-commerce&_bm=b&_bn=g&_bg=140978612092&utm_medium=cpc&utm_source=google&utm_term=plateforme%20d%27e-commerce&utm_campaign=Generic+%7C+EMEA+%7C+FRITES+%7C+FR+%7C+FR+%7C+Platform+%7C+Lead+Gen+%7C+Search&gad_source=1&gclid=CjwKCAjw1920BhA3EiwAJT3lST4OusDmzoqlf8jRCg_xaX-2Hwe_N85SdhRaMcotM7nrII-OYe_GYxoCaP0QAvD_BwE&gclsrc=aw.ds">nos partenaires de service Shopify Plus</a> pour vous aider à planifier une stratégie d'abonnement et à développer une application personnalisée pour répondre aux besoins de votre marque.</p> <h2 id="7">Meilleures pratiques du e-commerce par abonnement</h2> <p>De nos jours, il est possible de transformer n'importe quel produit ou service en abonnement. Bien qu’historiquement, les abonnements concernaient des catégories de produits bien précises, tels que les articles pour la maison, les vêtements, les produits alimentaires ou les produits de beauté, il n'y a aujourd'hui plus de règles en la matière : quel que soit votre produit phare, vous avez votre place sur les plateformes de e-commerce d’abonnement.</p> <p>La marque <a href="https://monpacha.fr/" rel="nofollow noopener noreferrer" target="_blank">Pacha</a> vend ce qu'elle appelle la litière pour chat la plus intelligente du marché. Le produit permet en effet de savoir si votre chat est en bonne santé, car il change de couleur en réaction à l’urine de l’animal. Mais ce que vend réellement la marque, c'est la simplicité et la tranquillité d'esprit.</p> <ul> <li> <p>Simplicité : plus besoin de s'inquiéter du moment où il faut changer la litière.</p> </li> <li> <p>Tranquillité d'esprit : les clients peuvent savoir jour après jour si leur compagnon à quatre pattes est en bonne santé.</p> </li> </ul> <div style="text-align: left;" data-mce-fragment="1" data-mce-style="text-align: left;"></div> <br> <p>De nos jours, les clients se plaignent d’avoir trop de choses auxquelles penser. Ce genre de produit permet donc d’alléger la charge mentale des propriétaires de chats.</p> <p>Voici quelques conseils pour marcher dans les pas de Pacha et créer un modèle d’abonnement à succès :</p> <h3><strong>Soyez à l’écoute des utilisateurs de longue date</strong></h3> <p>Vous pouvez créer un groupe Facebook qui regroupe vos meilleurs clients. Obtenez ainsi des insights directement auprès des utilisateurs les plus actifs en obtenant un feedback direct. C’est aussi l’occasion pour vous de créer des ambassadeurs de votre marque, de renforcer le bouche-à-oreille, et d’<a href="/fr/blog/5-facons-d-ameliorer-la-relation-client">améliorer la relation client</a>.</p> <p>La clé du succès du e-commerce d’abonnement, c’est de constamment chercher à s’adapter aux besoins des consommateurs. Ce qui fonctionne aujourd’hui ne fonctionnera peut-être pas demain. Il est important de prendre régulièrement le pouls des <a href="/fr/blog/tendances-commerce-guide">tendances du e-commerce</a> et être prêt à redoubler d’efforts afin d’intégrer de nouveaux produits, ou au contraire se débarrasser de certains canaux qui ne fonctionnent pas.</p> <h3><strong>Élaborez une proposition de valeur unique</strong></h3> <p>Les consommateurs n'ont pas été conditionnés à considérer la litière pour chat comme un produit de e-commerce par abonnement. Ici la marque a développé une <a href="/fr/blog/proposition-de-valeur">proposition de valeur</a> simple pour augmenter l’adhésion des consommateurs au produit :</p> <ul> <li> <p>la litière Pacha leur permet de gagner du temps ;</p> </li> <li> <p>la litière qui leur est livrée automatiquement chaque mois les aide à garantir la bonne santé de leurs animaux de compagnie.</p> </li> </ul> <p>De plus, le choix de cet article spécifique n’est pas un hasard : la litière pour chat est un produit dont les consommateurs ont besoin de manière régulière et prolongée.</p> <h3><strong>Personnalisez pour augmenter la fidélisation</strong></h3> <p>En proposant des abonnements en ligne, vous avez la possibilité de personnaliser la communication avec le client. Les clients pressés peuvent consulter le site pour obtenir plus d’informations sur le produit grâce à la FAQ, plutôt que de prendre la voiture pour se rendre dans un magasin spécialisé.</p> <p>Plus important encore, la personnalisation de l'expérience d'abonnement permet de fidéliser davantage vos clients. Au lieu d'une offre unique, proposez différentes formules pour que tout le monde s’y retrouve.</p> <p>Offrir aux clients la possibilité de construire leur propre plan flexible est essentiel pour les fidéliser. Si vous introduisez d'autres produits, assurez-vous qu'ils correspondent bien à votre marque. Proposer un produit qui n’a rien à voir avec votre marque peut déconcerter vos clients et potentiellement abîmer votre image de marque.</p> <h3><strong>Contrôlez la trésorerie</strong></h3> <p>Les coûts d'acquisition des clients et le taux de désabonnement étant relativement élevés, les abonnements e-commerce peuvent être plus difficiles à gérer que d’autres types d’activités. Il est essentiel de faire bien attention aux aspects financiers de votre business. D'autant plus qu’avec ce genre de modèle, les consommateurs sont conditionnés pour avoir des exigences plus hautes.</p> <p>En raison de la rapidité et de la gratuité des livraisons d'Amazon, les attentes des clients ne cessent de croître. Les marques proposant des abonnements doivent à la fois répondre aux attentes des clients et gérer intelligemment les finances de l'entreprise.</p> <p>La gestion de la trésorerie est très importante pour assurer la bonne santé de l'entreprise. Les <a href="/fr/blog/50721925-32-indicateurs-de-performance-cles-pour-l-e-commerce">KPI</a> des abonnements e-commerce sont très différents des indicateurs qu’on utilise pour les autres modèles. Assurez-vous que vous disposez du budget et de la trésorerie nécessaires pour <a href="/fr/blog/acquisition-client-e-commerce-7-strategies-trouver-nouveaux-clients">trouver de nouveaux clients</a>.</p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemtype="https://schema.org/FAQPage" itemscope=""> <h2 id="8">FAQ - Abonnements e-commerce</h2> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Qu'est-ce que le business model de l’abonnement e-commerce ?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Le business model de l’abonnement e-commerce implique que les clients paient des frais récurrents pour recevoir des produits ou des services. Grâce à ce modèle, les entreprises perçoivent des revenus réguliers en automatisant le processus d'achat et en garantissant un approvisionnement régulier en produits ou services à leurs clients.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Qu'est-ce qu'un abonnement en ligne ?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Les abonnements en ligne sont des accords par lesquels les clients s'inscrivent pour recevoir régulièrement des produits ou des services, souvent via la boutique en ligne ou l'application de l'entreprise. De nombreux produits et services peuvent être vendus via le business model basé sur l'abonnement, qu'il s'agisse de contenu numérique ou de biens physiques tels que des kits de repas ou des produits de beauté.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Quel type de produit peut-on vendre avec le modèle du e-commerce par abonnement ?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>L’exemple le plus connu est la box de produits de beauté qui permettent de recevoir chaque mois une sélection de soins pour la peau, de maquillage et autres cosmétiques. Ces boîtes peuvent contenir des échantillons ou des produits en taille réelle et peuvent être personnalisées en fonction du type de peau ou des préférences du client.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Quelle est la taille du marché du e-commerce par abonnement ?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Les entreprises de e-commerce par abonnement sont en plein essor. 38 % des consommateurs français ont déjà souscrit un abonnement e-commerce.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Quelles sont les meilleures plateformes de e-commerce par abonnement ?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <ul> <li> <p>Shopify</p> </li> <li> <p>Adobe Commerce (anciennement Magento)</p> </li> <li> <p>BigCommerce</p> </li> <li> <p>Square</p> </li> <li> <p>Stripe</p> </li> </ul> </div> </div> </div> </div> </div> <p text-align:=""><span></span><strong><em>Contenu adapté et mis à jour par Mathilde Demaison.</em></strong></p></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> par <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/fr/blog/authors/carole-desprez" class="no-underline" itemProp="url"><span itemProp="name">Carole Desprez</span></a></span></div><div class="text-body-sm text-shade-50">Dernière mise à jour <time>6 juil. 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs 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data-component-name="assistance-aux-marchands">Assistance aux marchands</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://help.shopify.com/fr/" aria-label="Source externe : Centre d’aide" data-component-name="centre-d-aide">Centre d’aide</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://www.shopify.com/partners/directory" aria-label="Source externe : Faites appel à un partenaire" data-component-name="faites-appel-un-partenaire">Faites appel à un partenaire</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://academy.shopify.com?itcat=brochure&itterm=global-footer" aria-label="Source externe : Shopify Academy" data-component-name="shopify-academy">Shopify Academy</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://community.shopify.com/c/Communauté-Shopify-FR/ct-p/fr?utm_campaign=footer&utm_content=fr&utm_medium=web&utm_source=shopify" aria-label="Source externe : Communauté Shopify" data-component-name="communaut-shopify">Communauté Shopify</a></li></ul></div><div class="w-[calc(50%_-_1rem)] sm:w-fit" data-component-name="d-veloppeurs"><h2 class="text-base font-bold text-white">Développeurs</h2><ul class="mt-4 md:mt-6"><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://shopify.dev" aria-label="Source externe : Shopify.dev" data-component-name="shopify-dev">Shopify.dev</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://shopify.dev/api" aria-label="Source externe : Documentation API" data-component-name="documentation-a-p-i">Documentation API</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://devdegree.ca" aria-label="Source externe : Dev Degree" data-component-name="dev-degree">Dev Degree</a></li></ul></div><div class="w-[calc(50%_-_1rem)] sm:w-fit" data-component-name="produits"><h2 class="text-base font-bold text-white">Produits</h2><ul class="mt-4 md:mt-6"><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://shop.app" aria-label="Source externe : Shop" data-component-name="shop">Shop</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/fr/shop-pay" aria-label="Shop Pay" data-component-name="shop-pay">Shop Pay</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/fr/plus" aria-label="Shopify Plus" data-component-name="shopify-plus">Shopify Plus</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="https://www.linkpop.com/fr" aria-label="Source externe : Linkpop" data-component-name="linkpop">Linkpop</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/fr/enterprise" aria-label="Shopify pour les entreprises" data-component-name="shopify-pour-les-entreprises">Shopify pour les entreprises</a></li></ul></div><div class="w-[calc(50%_-_1rem)] sm:w-fit" data-component-name="solutions"><h2 class="text-base font-bold text-white">Solutions</h2><ul class="mt-4 md:mt-6"><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/fr/online" aria-label="Éditeur de boutique en ligne" data-component-name="diteur-de-boutique-en-ligne">Éditeur de boutique en ligne</a></li><li><a class="mt-2 block py-3 text-base font-normal hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/fr/website/builder" aria-label="Outil de création de site web" data-component-name="outil-de-cr-ation-de-site-web">Outil de création de site web</a></li></ul></div></div></div></section><section class="border-t my-0 container max-sm:mx-0 xl:w-full border-white border-opacity-20 bg-inherit" data-section-name="footer" data-section-index="2" data-component-name="footer" data-viewable-component="true"><div class="flex flex-col items-center justify-center gap-4 py-8 sm:items-start sm:gap-8 lg:flex-row lg:justify-between lg:gap-10 bg-black text-white"><div class="mt-1 flex w-full flex-col items-center justify-center sm:flex-row sm:items-start sm:justify-start sm:gap-8 lg:gap-14"><div class="relative hidden sm:block" data-click-outside="dismiss" data-component-name="regions"><button aria-controls="regionSelector" aria-expanded="false" aria-haspopup="true" class="bg-transparent mx-auto md:inline-block py-3 text-[#E0E0E0] hover:text-white" type="button" data-component-name="region-selector-open" tabindex="0" aria-label="Navigation par région. Actuel: France"><span class="inline-flex items-center"><svg viewBox="0 0 45 45" aria-hidden="true" focusable="false" class="mr-1 h-4 w-4 fill-white"><path d="M22.5 2A20.5 20.5 0 1 0 43 22.5 20.52 20.52 0 0 0 22.5 2zm-4.23 28.79A33.67 33.67 0 0 0 22 31a34.54 34.54 0 0 0 4.76-.33 30.45 30.45 0 0 1-4.26 9 30.41 30.41 0 0 1-4.23-8.88zM22 28a29.86 29.86 0 0 1-4.47-.34A31 31 0 0 1 17 22a29.87 29.87 0 0 1 .36-4.64A30.13 30.13 0 0 1 22 17a31 31 0 0 1 5.66.53A29.85 29.85 0 0 1 28 22a31 31 0 0 1-.5 5.5 31 31 0 0 1-5.5.5zm-7.64-1a25.22 25.22 0 0 1-9.15-4.5 24.89 24.89 0 0 1 9-4.48A33.56 33.56 0 0 0 14 22a34.61 34.61 0 0 0 .36 5zM22.5 5.21a25.25 25.25 0 0 1 4.5 9.15 34.61 34.61 0 0 0-5-.36 33.58 33.58 0 0 0-4 .24 25.24 25.24 0 0 1 4.5-9.03zm8.29 13.06a30.41 30.41 0 0 1 8.89 4.23 30.46 30.46 0 0 1-9 4.26A34.54 34.54 0 0 0 31 22a33.67 33.67 0 0 0-.21-3.73zm8.82.59A33.75 33.75 0 0 0 30.26 15a29.2 29.2 0 0 0-3.89-9.56 17.54 17.54 0 0 1 13.24 13.42zm-21-13.41a29.16 29.16 0 0 0-3.85 9.35 29.16 29.16 0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="break-keep">France</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="ml-2 h-3 w-3 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="w-128 absolute bottom-[calc(100%+5em)] z-50 rounded-lg leading-8 bg-black text-white shadow-soft-dark-2xl inset-x-0" id="regionSelector" data-component-name="region-selector" style="display:none"><ul class="columns-2 px-5 py-8 md:px-14 md:py-10" data-component-name="region-nav" id="region-nav"><li class="flex bg-black text-white fill-white"><a class="flex hover:underline text-white" href="/fr/blog/e-commerce-par-abonnement" data-component-name="fr-0" aria-current="true">France<svg viewBox="0 0 10 8" fill="none" aria-hidden="true" focusable="false" class="ml-2 w-3"><path d="M0.75 4.75L3 7.25L9.25 0.75" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></svg></a></li></ul></div></div><div class="relative block sm:hidden" data-click-outside="dismiss" data-component-name="regions"><div aria-hidden="true" class="fixed top-0 left-0 z-50 h-full w-full text-[1.1428571429em] will-change-auto transition-opacity motion-reduce:transition-none bg-black pointer-events-none opacity-0"></div><button class="bg-transparent mx-auto md:inline-block py-3 text-[#E0E0E0] hover:text-white" type="button" data-component-name="region-selector-open" tabindex="0" aria-label="Navigation par région. Actuel: France"><span class="inline-flex items-center"><svg viewBox="0 0 45 45" aria-hidden="true" focusable="false" class="mr-1 h-4 w-4 fill-white"><path d="M22.5 2A20.5 20.5 0 1 0 43 22.5 20.52 20.52 0 0 0 22.5 2zm-4.23 28.79A33.67 33.67 0 0 0 22 31a34.54 34.54 0 0 0 4.76-.33 30.45 30.45 0 0 1-4.26 9 30.41 30.41 0 0 1-4.23-8.88zM22 28a29.86 29.86 0 0 1-4.47-.34A31 31 0 0 1 17 22a29.87 29.87 0 0 1 .36-4.64A30.13 30.13 0 0 1 22 17a31 31 0 0 1 5.66.53A29.85 29.85 0 0 1 28 22a31 31 0 0 1-.5 5.5 31 31 0 0 1-5.5.5zm-7.64-1a25.22 25.22 0 0 1-9.15-4.5 24.89 24.89 0 0 1 9-4.48A33.56 33.56 0 0 0 14 22a34.61 34.61 0 0 0 .36 5zM22.5 5.21a25.25 25.25 0 0 1 4.5 9.15 34.61 34.61 0 0 0-5-.36 33.58 33.58 0 0 0-4 .24 25.24 25.24 0 0 1 4.5-9.03zm8.29 13.06a30.41 30.41 0 0 1 8.89 4.23 30.46 30.46 0 0 1-9 4.26A34.54 34.54 0 0 0 31 22a33.67 33.67 0 0 0-.21-3.73zm8.82.59A33.75 33.75 0 0 0 30.26 15a29.2 29.2 0 0 0-3.89-9.56 17.54 17.54 0 0 1 13.24 13.42zm-21-13.41a29.16 29.16 0 0 0-3.85 9.35 29.16 29.16 0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="break-keep">France</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="ml-2 h-3 w-3 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="webkit-overflow-scrolling-touch fixed overflow-hidden z-[999] box-content will-change-auto w-full inset-0 mt-16 rounded-t-lg leading-[3rem] duration-300 ease-in-out motion-reduce:animation-none motion-reduce:transition-none bg-black text-white shadow-soft-dark-2xl invisible translate-y-full" id="mobileRegionSelector" aria-label="Navigation par région" aria-modal="true" role="dialog"><div class="border-shade-30 border-b"><div class="flex items-center justify-between px-5 py-4"><h3 class="text-lg font-medium">Pays/région</h3><button class="h-[1.2em] w-[1.2em] fill-current" type="button" data-component-name="region-selector-close"><svg viewBox="0 0 20 20" aria-label="Fermer la navigation par région" class="h-[1.2em] w-[1.2em] fill-current fill-white"><path d="m11.414 10 6.293-6.293a1 1 0 0 0-1.414-1.414L10 8.586 3.707 2.293a1 1 0 0 0-1.414 1.414L8.586 10l-6.293 6.293a1 1 0 0 0 1.414 1.414L10 11.414l6.293 6.293a.996.996 0 0 0 1.414 0 1 1 0 0 0 0-1.414L11.414 10z"></path></svg></button></div></div><div class="h-full overflow-y-scroll pb-4"><ul class="columns-2 px-5 py-8 md:px-14 md:py-10" data-component-name="region-nav" id="region-nav"><li class="flex bg-black text-white fill-white"><a class="flex hover:underline text-white" href="/fr/blog/e-commerce-par-abonnement" data-component-name="fr-0" aria-current="true">France<svg viewBox="0 0 10 8" fill="none" aria-hidden="true" focusable="false" class="ml-2 w-3"><path d="M0.75 4.75L3 7.25L9.25 0.75" stroke="currentColor" 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CTA"}}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Carole Desprez","avatarUrl":"https://www.gravatar.com/avatar/f28e674b7bac853529b89ac0aadb00a4?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/561390551074","handle":"e-commerce-par-abonnement","title":"Business model du e-commerce par abonnement : définition, types et meilleurs outils (2024)","publishedAt":"2024-07-06T09:30:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642","altText":"Image illustrant un article sur l'e-commerce par abonnement","width":3840,"height":2160},"tags":["E-commerce"],"contentHtml":"Le e-commerce par abonnement est le business model à la base d’entreprises telles que Netflix et Spotify, qui proposent un modèle SaaS (Software-as-a-Service). Bien qu’au début plutôt utilisé par de grandes multinationales type Amazon, les abonnements ont commencé à se répandre dans d'autres secteurs tels que la mode et la beauté.\n\u003cp\u003eTous les mois, la marque \u003ca href=\"https://blissim.fr/box\"\u003eBlissim\u003c/a\u003e envoie par exemple une sélection de cosmétiques, de produits de soins, de parfums et de produits biologiques à ses clients. \u003ca href=\"https://eu.manscaped.com/fr\"\u003eManscaped\u003c/a\u003e, la marque de cosmétiques pour hommes, vend quant à elle des produits de rasage par abonnement. S'ils sont bien gérés, les abonnements de e-commerce peuvent être un puissant moteur de croissance pour votre entreprise.\u003c/p\u003e\n\u003cp\u003ePour le dire simplement, un business model d’abonnement consiste à facturer aux clients des frais récurrents, généralement mensuels ou annuels, pour l'accès à un produit ou à un service.\u003c/p\u003e\n\u003cp\u003eMais ça n’est pas que ça : le e-commerce par abonnement permet aussi de créer des relations solides avec les clients. En souscrivant à un abonnement, un client existant, qui est donc une personne qui percevait déjà la valeur de vos produits, se transforme en fidèle de votre marque et donc en une source fiable de revenus récurrents. Pour le dire simplement, ce modèle vous permet de générer plus de chiffre d’affaires par client. En outre, en augmentant votre taux de fidélisation, vous pouvez réduire vos coûts d'\u003ca href=\"/fr/blog/acquisition-client-e-commerce-7-strategies-trouver-nouveaux-clients\"\u003eacquisition de nouveaux clients\u003c/a\u003e à long terme.\u003c/p\u003e\n\u003cp\u003eDécouvrez dans cet article les opportunités d’augmentation du chiffre d’affaires du e-commerce par abonnements, les perspectives du secteur des abonnements dans son ensemble et la manière dont vous pouvez transformer n'importe quel produit ou service en abonnement.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eQu'est-ce que le e-commerce par abonnement ?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eTypes de e-commerce par abonnement\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eAvantages du business model de e-commerce par abonnement\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eLes défis du e-commerce par abonnement\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eComment proposer des offres d’abonnement e-commerce\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eApplications pour le e-commerce par abonnement\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eMeilleures pratiques du e-commerce par abonnement\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eFAQ - Abonnements e-commerce\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eQu'est-ce que le e-commerce par abonnement ?\u003c/h2\u003e\n\u003cp\u003eLe e-commerce par abonnement est un business model qui permet aux clients de recevoir des produits ou de profiter d’un service de manière continue pendant une période définie. Ces abonnements sont une excellente opportunité d’augmenter le chiffre d'affaires d'une boutique en ligne et la \u003ca href=\"/fr/blog/comment-calculer-valeur-vie-client-vvc\"\u003evaleur vie client\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eTypes de e-commerce par abonnement\u003c/h2\u003e\n\u003ch3\u003e\u003cstrong\u003eLe réapprovisionnement\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes abonnements dits de “réapprovisionnement” sont le plus souvent utilisés par les entreprises qui vendent des produits du quotidien, tels que des cosmétiques, des produits alimentaires ou pour les animaux de compagnie. L'objectif est d'offrir aux clients une solution pratique leur permettant de recevoir des articles à intervalles déterminés, de sorte qu'ils n'aient pas à repasser commande à chaque fois.\u003c/p\u003e\n\u003cp\u003eLa marque de produits pour chats \u003ca href=\"https://jopy.fr/abonnement\"\u003eJopy\u003c/a\u003e, par exemple, vous permet de choisir la fréquence des envois. Vous pouvez ainsi choisir de recevoir un nouveau sac de croquettes toutes les deux semaines ou même tous les 5 mois. L’abonnement est gratuit et sans aucun engagement.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003ch3\u003e\u003cstrong\u003eLa curation\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eL’abonnement basé sur la curation consiste à offrir une expérience ou un produit personnalisé aux clients en fonction de ce qu'ils aiment. Il est généralement basé sur leurs goûts en matière de mode, de beauté, d’alimentation ou de livres. L'intérêt réside dans la surprise et la découverte, puisque chaque livraison contient un assortiment différent.\u003c/p\u003e\n\u003cp\u003eTheraBox est une entreprise qui propose des box par abonnement qui ont reçu plusieurs récompenses. Les clients reçoivent chaque mois une box sur le thème du bien-être. Après avoir commandé une box, les clients reçoivent des cadeaux variés : soin tonifiant pour la peau, thé, crèmes, bougies et bien d'autres choses encore. Chaque mois, une nouvelle surprise les attend, ce qui est une très bonne manière de les fidéliser.\u003c/p\u003e\n\u003cp\u003eL’entreprise de box \u003ca href=\"https://www.mademoiselle-bio.com/fr/box-beaute-bio\"\u003eMademoiselle Bio\u003c/a\u003e propose quant à elle chaque mois une boîte de 5 produits de cosmétiques bio pour prendre soin de soi. La marque mise sur l’aspect naturel des produits qu’elle propose, mais surtout sur la personnalisation : les produits proposés sont adaptés au type de peau de chaque client.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eL’accès\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eAvec les abonnements basés sur l’accès, les abonnés bénéficient d'avantages exclusifs tels que des remises spéciales, des offres réservées aux membres et un accès anticipé aux nouveautés. Les entreprises utilisent ce modèle pour fidéliser leurs clients en leur offrant des avantages qui ne sont pas accessibles aux non-abonnés.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.fabletics.fr/\"\u003eFabletics \u003c/a\u003eest une célèbre marque de vêtement de sport qui propose des abonnements VIP. Les membres ont accès à des avantages spéciaux tels que des offres exclusives, l’accès à de nouveaux produits avant tout le monde, et un programme de fidélité qui permet de cumuler des points à échanger contre des articles.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2 id=\"3\"\u003eAvantages du business model de e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eL’économie de l’abonnement a connu une croissance rapide dans le monde entier ces dernières années. Selon McKinsey, le marché du e-commerce par abonnement devrait atteindre 473 milliards de dollars d'ici 2025.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eUne expérience d’achat fluide\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eAujourd’hui, ce que les consommateurs recherchent avant tout, c’est une expérience d’achat fluide, des livraisons gratuites et une gratification instantanée. Le business model de l’abonnement répond à tous ces besoins, car il apporte de la valeur au client avec peu d'efforts. De plus, il représente une incroyable opportunité de croissance pour les entreprises.\u003c/p\u003e\n\u003cp\u003eAu bout du compte, ce que veulent les clients, c’est de la simplicité. L'époque où l’on courait au magasin le plus proche lorsqu’on était à court de café est révolue. Les clients ne veulent plus de la charge mentale liée aux achats. Ainsi, ils préfèrent souscrire à un abonnement, recevoir leurs produits à intervalles réguliers, et ne plus avoir à y penser.\u003c/p\u003e\n\u003cp\u003eDe plus, avec la livraison gratuite ou à bas prix, ils n’ont plus besoin de se déplacer, ce qui constitue un gain de temps énorme.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eDes revenus prévisibles et une gestion des stocks simplifiée\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLa vente au détail en ligne traditionnelle repose sur des achats ponctuels et des recettes totales, tandis que les modèles d'abonnement reposent sur des achats planifiés et des recettes récurrentes. C’est dans ces revenus récurrents et prévisibles que réside la valeur du business model d’abonnement pour votre entreprise.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eUn taux de désabonnement en baisse\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes entreprises qui proposent des abonnements connaissent souvent un taux de désabonnement plus faible en raison de la relation plus étroite qu'elles entretiennent avec leurs clients. Les désistements volontaires peuvent être dus à l'insatisfaction des clients, tandis que les désistements involontaires sont souvent liés à des problèmes de paiement.\u003c/p\u003e\n\u003cp\u003eLa tarification tend également à être beaucoup plus simple dans le cas des entreprises qui proposent des abonnements, car elles offrent généralement une tarification avec des paliers, plutôt que des prix individuels sur une gamme de produits.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eAugmentation des achats répétés\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLe business model de l’abonnement e-commerce aide également les marques à augmenter le réengagement des consommateurs, puisqu’elle n’a pas besoin d’essayer de les convaincre d’acheter à chaque fois. De plus, vous avez beaucoup plus de chances de vendre à un client existant qu'à un nouveau prospect.\u003c/p\u003e\n\u003cp\u003eAvec le business model basé sur l'abonnement, les entreprises de e-commerce peuvent cibler et acquérir des clients en s'appuyant fortement sur les données, et ainsi répercuter sur leurs clients les économies réalisées en matière de distribution, de marketing et de personnalisation. La connaissance que les entreprises basées sur l'abonnement ont de leur clientèle leur offre des opportunités de \u003ca href=\"/fr/blog/cross-selling\"\u003ecross-selling\u003c/a\u003e et de marketing, ce qui n'est tout simplement pas le cas des e-commerçants habituels.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eDes valorisations d'entreprises plus élevées\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eSi vous décidez de vendre votre entreprise, le fait de pouvoir justifier de revenus récurrents permet d’augmenter la valeur de votre entreprise et de la rendre plus attrayante pour les investisseurs ou les acheteurs potentiels. En effet, cela leur assure une plus grande prévisibilité financière, ce qui est rassurant.\u003c/p\u003e\n\u003cp\u003eLe \u003ca href=\"https://www.zuora.com/resource/subscription-economy-index/\"\u003eSubscription Economy Index™\u003c/a\u003e (SEI) révèle qu’aux États-Unis, les entreprises proposant des abonnements ont augmenté leurs revenus environ 3,7 fois plus vite que les autres en 10 ans.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eLes défis du e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eMalgré tous les avantages présentés ici, il est important de comprendre que le e-commerce par abonnement présente également un certain nombre d’inconvénients. Voici quelques éléments à prendre en compte :\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eGérer les désabonnements : fidéliser des clients au modèle des abonnements n’est pas chose facile. Contrairement aux achats ponctuels traditionnels, les services d'abonnement reposent sur la satisfaction et l'engagement continus des clients. Le défi consiste à continuer à offrir une valeur qui justifie les frais récurrents.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eÉquilibrer la VVC (valeur vie client) et les coûts d'acquisition : avec ce modèle, vous devez non seulement attirer des clients, mais aussi vous assurer qu'ils y trouvent suffisamment de valeur pour conserver leur abonnement. Les entreprises basées sur l'abonnement, comme les services de livraison de repas en kit (de type \u003ca href=\"https://www.hellofresh.fr/\"\u003eHelloFresh\u003c/a\u003e), investissent massivement dans l'acquisition de clients. Toutefois, si les clients ne restent pas assez longtemps pour récupérer ces coûts et faire des bénéfices, vous aurez du mal à vous développer.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSaturation des abonnements : les abonnements sont aujourd'hui omniprésents. De Disney+ aux antivirus payants, les consommateurs commencent à ressentir une véritable saturation ; ils sont en effet lassés d’avoir à gérer des abonnements toujours plus nombreux et sont parfois réticents à en contracter de nouveaux.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"5\"\u003eComment proposer des offres d’abonnement e-commerce\u003c/h2\u003e\n\u003cp\u003eAvant de vous lancer, il est important de comprendre les raisons pour lesquelles les marques intègrent des abonnements à leurs offres existantes.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eDifférenciation\u003c/strong\u003e : dans un secteur très standardisé ou saturé qu’est celui de la beauté, une offre d'abonnement peut constituer une occasion pour votre entreprise de se démarquer et vous positionner en tant qu’influenceur dans votre domaine.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eSegmentation\u003c/strong\u003e : les clients qui s’abonnent à vos produits ou services vous donnent beaucoup plus d’informations sur eux que lors d'un achat classique. Les possibilités de ventes incitatives ou croisées sont plus nombreuses, de même que les possibilités de surprendre vos clients.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eStabilité\u003c/strong\u003e : une fois que votre nombre d’abonnés sera plus ou moins stable, vous pouvez prévoir avec plus de précision les niveaux de stocks, réduire le gaspillage et garantir des flux de revenus récurrents.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eQuelle est la raison qui pousse les consommateurs à choisir le modèle de l’abonnement ?\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eExploration\u003c/strong\u003e : face à l'abondance du choix en ligne, de nombreux acheteurs considèrent les abonnements comme un moyen simple d'essayer de nouveaux produits qui sont personnalisés en fonction de leurs besoins.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003ePersonnalisation\u003c/strong\u003e : l'un des principaux facteurs qui vous permet de conserver vos abonnés est la personnalisation continue. C'est un élément à garder à l'esprit pour minimiser le taux de désabonnement.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eRapport qualité-prix\u003c/strong\u003e : le prix global n'est pas le facteur clé ici, mais plutôt le rapport qualité-prix ; comme il s'agit de l'une des principales raisons pour lesquelles une personne s'abonne et se désabonne, il est important de leur en donner suffisament pour leur argent.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"6\"\u003eApplications pour le e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eVous envisagez d'ajouter la facturation par abonnement à votre modèle de revenus ? Voici quelques-unes des meilleures applications Shopify à ajouter à votre boutique :\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://apps.shopify.com/seal-subscriptions?locale=fr\"\u003eSeal Subscriptions\u003c/a\u003e : plateforme de configuration du e-commerce par abonnement connue pour sa facilité d'installation et son interface conviviale. Elle vous permet de proposer des abonnements classiques et prépayés, des essais gratuits, des box d’abonnements avec remise et fournit un ensemble complet d'outils de gestion des revenus récurrents.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://apps.shopify.com/subscriptions-by-appstle?locale=fr\"\u003eAppstle℠ Subscriptions\u003c/a\u003e : application offrant des fonctions complètes de gestion des abonnements, y compris des calendriers et des tableaux de bord personnalisables. Cette application propose des abonnements réguliers et prépayés, des essais gratuits, des options de création de box, des fonctions de \u003ca href=\"/fr/blog/fidelisation-client-3-strategies-pour-engager-les-clients\"\u003efidélisation client\u003c/a\u003e et diverses intégrations.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://apps.shopify.com/subscription-payments?locale=fr\"\u003eRecharge Subscriptions\u003c/a\u003e : plateforme d'abonnement populaire qui s'intègre facilement aux \u003ca href=\"/fr/blog/processeur-de-paiement\"\u003eprocesseurs de paiement\u003c/a\u003e existants et offre de solides outils de gestion des commandes. Elle permet également aux clients de gérer leurs abonnements via le portail client et par SMS.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eLa suite d'API de Shopify et Liquid, le langage de création de templates open source, vous permettent de faire fonctionner Shopify comme vous le souhaitez. Adoptez une approche DIY et développez en interne avec votre propre équipe de développeurs. Ou, si vous préférez, vous pouvez faire appel à l'un de \u003ca href=\"/fr/plus/contact?_bt=593677926882\u0026amp;_bk=plateforme%20d%27e-commerce\u0026amp;_bm=b\u0026amp;_bn=g\u0026amp;_bg=140978612092\u0026amp;utm_medium=cpc\u0026amp;utm_source=google\u0026amp;utm_term=plateforme%20d%27e-commerce\u0026amp;utm_campaign=Generic+%7C+EMEA+%7C+FRITES+%7C+FR+%7C+FR+%7C+Platform+%7C+Lead+Gen+%7C+Search\u0026amp;gad_source=1\u0026amp;gclid=CjwKCAjw1920BhA3EiwAJT3lST4OusDmzoqlf8jRCg_xaX-2Hwe_N85SdhRaMcotM7nrII-OYe_GYxoCaP0QAvD_BwE\u0026amp;gclsrc=aw.ds\"\u003enos partenaires de service Shopify Plus\u003c/a\u003e pour vous aider à planifier une stratégie d'abonnement et à développer une application personnalisée pour répondre aux besoins de votre marque.\u003c/p\u003e\n\u003ch2 id=\"7\"\u003eMeilleures pratiques du e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eDe nos jours, il est possible de transformer n'importe quel produit ou service en abonnement. Bien qu’historiquement, les abonnements concernaient des catégories de produits bien précises, tels que les articles pour la maison, les vêtements, les produits alimentaires ou les produits de beauté, il n'y a aujourd'hui plus de règles en la matière : quel que soit votre produit phare, vous avez votre place sur les plateformes de e-commerce d’abonnement.\u003c/p\u003e\n\u003cp\u003eLa marque \u003ca href=\"https://monpacha.fr/\"\u003ePacha\u003c/a\u003e vend ce qu'elle appelle la litière pour chat la plus intelligente du marché. Le produit permet en effet de savoir si votre chat est en bonne santé, car il change de couleur en réaction à l’urine de l’animal. Mais ce que vend réellement la marque, c'est la simplicité et la tranquillité d'esprit.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eSimplicité : plus besoin de s'inquiéter du moment où il faut changer la litière.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eTranquillité d'esprit : les clients peuvent savoir jour après jour si leur compagnon à quatre pattes est en bonne santé.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv style=\"text-align: left;\" data-mce-fragment=\"1\" data-mce-style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003cbr\u003e\n\u003cp\u003eDe nos jours, les clients se plaignent d’avoir trop de choses auxquelles penser. Ce genre de produit permet donc d’alléger la charge mentale des propriétaires de chats.\u003c/p\u003e\n\u003cp\u003eVoici quelques conseils pour marcher dans les pas de Pacha et créer un modèle d’abonnement à succès :\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eSoyez à l’écoute des utilisateurs de longue date\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eVous pouvez créer un groupe Facebook qui regroupe vos meilleurs clients. Obtenez ainsi des insights directement auprès des utilisateurs les plus actifs en obtenant un feedback direct. C’est aussi l’occasion pour vous de créer des ambassadeurs de votre marque, de renforcer le bouche-à-oreille, et d’\u003ca href=\"/fr/blog/5-facons-d-ameliorer-la-relation-client\"\u003eaméliorer la relation client\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eLa clé du succès du e-commerce d’abonnement, c’est de constamment chercher à s’adapter aux besoins des consommateurs. Ce qui fonctionne aujourd’hui ne fonctionnera peut-être pas demain. Il est important de prendre régulièrement le pouls des \u003ca href=\"/fr/blog/tendances-commerce-guide\"\u003etendances du e-commerce\u003c/a\u003e et être prêt à redoubler d’efforts afin d’intégrer de nouveaux produits, ou au contraire se débarrasser de certains canaux qui ne fonctionnent pas.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eÉlaborez une proposition de valeur unique\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes consommateurs n'ont pas été conditionnés à considérer la litière pour chat comme un produit de e-commerce par abonnement. Ici la marque a développé une \u003ca href=\"/fr/blog/proposition-de-valeur\"\u003eproposition de valeur\u003c/a\u003e simple pour augmenter l’adhésion des consommateurs au produit :\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003ela litière Pacha leur permet de gagner du temps ;\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ela litière qui leur est livrée automatiquement chaque mois les aide à garantir la bonne santé de leurs animaux de compagnie.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDe plus, le choix de cet article spécifique n’est pas un hasard : la litière pour chat est un produit dont les consommateurs ont besoin de manière régulière et prolongée.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003ePersonnalisez pour augmenter la fidélisation\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eEn proposant des abonnements en ligne, vous avez la possibilité de personnaliser la communication avec le client. Les clients pressés peuvent consulter le site pour obtenir plus d’informations sur le produit grâce à la FAQ, plutôt que de prendre la voiture pour se rendre dans un magasin spécialisé.\u003c/p\u003e\n\u003cp\u003ePlus important encore, la personnalisation de l'expérience d'abonnement permet de fidéliser davantage vos clients. Au lieu d'une offre unique, proposez différentes formules pour que tout le monde s’y retrouve.\u003c/p\u003e\n\u003cp\u003eOffrir aux clients la possibilité de construire leur propre plan flexible est essentiel pour les fidéliser. Si vous introduisez d'autres produits, assurez-vous qu'ils correspondent bien à votre marque. Proposer un produit qui n’a rien à voir avec votre marque peut déconcerter vos clients et potentiellement abîmer votre image de marque.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eContrôlez la trésorerie\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes coûts d'acquisition des clients et le taux de désabonnement étant relativement élevés, les abonnements e-commerce peuvent être plus difficiles à gérer que d’autres types d’activités. Il est essentiel de faire bien attention aux aspects financiers de votre business. D'autant plus qu’avec ce genre de modèle, les consommateurs sont conditionnés pour avoir des exigences plus hautes.\u003c/p\u003e\n\u003cp\u003eEn raison de la rapidité et de la gratuité des livraisons d'Amazon, les attentes des clients ne cessent de croître. Les marques proposant des abonnements doivent à la fois répondre aux attentes des clients et gérer intelligemment les finances de l'entreprise.\u003c/p\u003e\n\u003cp\u003eLa gestion de la trésorerie est très importante pour assurer la bonne santé de l'entreprise. Les \u003ca href=\"/fr/blog/50721925-32-indicateurs-de-performance-cles-pour-l-e-commerce\"\u003eKPI\u003c/a\u003e des abonnements e-commerce sont très différents des indicateurs qu’on utilise pour les autres modèles. Assurez-vous que vous disposez du budget et de la trésorerie nécessaires pour \u003ca href=\"/fr/blog/acquisition-client-e-commerce-7-strategies-trouver-nouveaux-clients\"\u003etrouver de nouveaux clients\u003c/a\u003e.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"8\"\u003eFAQ - Abonnements e-commerce\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQu'est-ce que le business model de l’abonnement e-commerce ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eLe business model de l’abonnement e-commerce implique que les clients paient des frais récurrents pour recevoir des produits ou des services. Grâce à ce modèle, les entreprises perçoivent des revenus réguliers en automatisant le processus d'achat et en garantissant un approvisionnement régulier en produits ou services à leurs clients.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQu'est-ce qu'un abonnement en ligne ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eLes abonnements en ligne sont des accords par lesquels les clients s'inscrivent pour recevoir régulièrement des produits ou des services, souvent via la boutique en ligne ou l'application de l'entreprise. De nombreux produits et services peuvent être vendus via le business model basé sur l'abonnement, qu'il s'agisse de contenu numérique ou de biens physiques tels que des kits de repas ou des produits de beauté.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQuel type de produit peut-on vendre avec le modèle du e-commerce par abonnement ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eL’exemple le plus connu est la box de produits de beauté qui permettent de recevoir chaque mois une sélection de soins pour la peau, de maquillage et autres cosmétiques. Ces boîtes peuvent contenir des échantillons ou des produits en taille réelle et peuvent être personnalisées en fonction du type de peau ou des préférences du client.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQuelle est la taille du marché du e-commerce par abonnement ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eLes entreprises de e-commerce par abonnement sont en plein essor. 38 % des consommateurs français ont déjà souscrit un abonnement e-commerce.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQuelles sont les meilleures plateformes de e-commerce par abonnement ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eShopify\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eAdobe Commerce (anciennement Magento)\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBigCommerce\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSquare\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eStripe\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp text-align:=\"\"\u003e\u003cspan\u003e\u003c/span\u003e\u003cstrong\u003e\u003cem\u003eContenu adapté et mis à jour par Mathilde Demaison.\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e","excerpt":"Découvrez le potentiel du e-commerce par abonnement et comment transformer n'importe quel produit ou service en abonnement.","excerptHtml":"\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Image illustrant un article sur l'e-commerce par abonnement\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1719388382\"\u003e\u003c/div\u003e\n\u003cspan style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003eDécouvrez le potentiel du e-commerce par abonnement et comment transformer n'importe quel produit ou service en abonnement.\u003c/span\u003e","seo":{"__typename":"SEO","title":"Business model du e-commerce par abonnement","description":"Découvrez le potentiel du e-commerce par abonnement et comment transformer n'importe quel produit ou service en abonnement."},"metafields":[null,null,null,null,null,null,{"__typename":"Metafield","value":"[{\"title\":\"Comment vendre des produits en ligne ? 10 idées de produits à vendre en ligne\",\"tags\":[\"Trouver des produits à vendre\"],\"handle\":\"46579077-que-vendre-en-ligne-10-idees-interessantes-de-produits-tendance-qui-cartonnent\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/Vendre-en-ligne.jpg?12184802894108830276\u0026width=1024\",\"imageAltText\":\"\",\"modifiedAt\":\"2022-04-14\"},{\"title\":\"Comment trouver un nom de marque : Le guide ultime (2023)\",\"tags\":[\"Branding\"],\"handle\":\"48442693-comment-trouver-un-nom-de-marque-parfait-pour-votre-boutique-en-ligne\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/shopify-en-france-septembre.png?format=webp\u0026v=1599648225\u0026width=1024\",\"imageAltText\":\"Trouver le nom de marque pour sa boutique en ligne \",\"modifiedAt\":\"2022-01-07\"},{\"title\":\"Vendre des t-shirts en ligne : le guide en 6 étapes\",\"tags\":[\"Monter une entreprise\"],\"handle\":\"52468869-le-guide-pour-creer-une-boutique-en-ligne-de-vente-de-tee-shirts\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/creer_boutique_ecommerce_tee_shirts.jpg?14385885371162138183\u0026width=1024\",\"imageAltText\":\"Le Guide Pour Créer Une Boutique En Ligne de Vente de Tee-Shirts\",\"modifiedAt\":\"2022-04-30\"},{\"title\":\"10 idées pour démarrer une activité à domicile (2024)\",\"tags\":[\"Monter une entreprise\"],\"handle\":\"8-idees-de-business-rentable-domicile\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/business_rentable.jpg?v=1569152760\u0026width=1024\",\"imageAltText\":\"8 idées de business rentables démarrables à domicile\",\"modifiedAt\":\"2023-11-30\"},{\"title\":\"200+ Top hashtags Instagram 2024 pour plus de J'aime\",\"tags\":[\"Marketing\"],\"handle\":\"meilleurs-hashtags-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/instagram-hashtags.jpg?v=1565370472\u0026width=1024\",\"imageAltText\":\"Les 170 meilleurs hashtags Instagram classés par niche\",\"modifiedAt\":\"2023-06-26\"},{\"title\":\"Ouvrir une boutique en ligne : 10 étapes pour un lancement e-commerce réussi\\n\",\"tags\":[\"Monter une entreprise\"],\"handle\":\"ouvrir-une-boutique-en-ligne-lancement-e-commerce-reussi\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/lancer_son_business.jpg?v=1529709356\u0026width=1024\",\"imageAltText\":\"Ouvrir une boutique en ligne\",\"modifiedAt\":\"2022-01-04\"},{\"title\":\"Quels fournisseurs de Print On Demand choisir en 2024?\",\"tags\":[\"E-commerce\"],\"handle\":\"print-on-demand-vendre-sans-stock-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/pod.jpg?v=1549042263\u0026width=1024\",\"imageAltText\":\"Le Print On Demand pour vendre sans stock \",\"modifiedAt\":\"2023-12-01\"},{\"title\":\"Les 10 tendances du marché e-commerce, retail et logistique en 2024 [Le guide]\",\"tags\":[\"Monter une entreprise\"],\"handle\":\"tendances-commerce-guide\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0249/6376/files/tendances-commerce-2022.jpg?v=1643645465\u0026width=1024\",\"imageAltText\":\"Tendances commerce 2023\",\"modifiedAt\":\"2023-08-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0249/6376/articles/6R1zdQsY9izCNtLvYXtL3Q_e7422b34-587e-4a41-8f7d-2da89923e397.jpg?v=1729526642","imageAltText":"Image illustrant un article sur l'e-commerce par abonnement","imageClass":"","modifiedAt":"6 juil. 2024","modifiedAtRaw":"2024-07-06T09:30:00Z"},"metaDescription":"Découvrez le potentiel du e-commerce par abonnement et comment transformer n'importe quel produit ou service en abonnement.","contentHtml":"Le e-commerce par abonnement est le business model à la base d’entreprises telles que Netflix et Spotify, qui proposent un modèle SaaS (Software-as-a-Service). Bien qu’au début plutôt utilisé par de grandes multinationales type Amazon, les abonnements ont commencé à se répandre dans d'autres secteurs tels que la mode et la beauté.\n\u003cp\u003eTous les mois, la marque \u003ca href=\"https://blissim.fr/box\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eBlissim\u003c/a\u003e envoie par exemple une sélection de cosmétiques, de produits de soins, de parfums et de produits biologiques à ses clients. \u003ca href=\"https://eu.manscaped.com/fr\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eManscaped\u003c/a\u003e, la marque de cosmétiques pour hommes, vend quant à elle des produits de rasage par abonnement. S'ils sont bien gérés, les abonnements de e-commerce peuvent être un puissant moteur de croissance pour votre entreprise.\u003c/p\u003e\n\u003cp\u003ePour le dire simplement, un business model d’abonnement consiste à facturer aux clients des frais récurrents, généralement mensuels ou annuels, pour l'accès à un produit ou à un service.\u003c/p\u003e\n\u003cp\u003eMais ça n’est pas que ça : le e-commerce par abonnement permet aussi de créer des relations solides avec les clients. En souscrivant à un abonnement, un client existant, qui est donc une personne qui percevait déjà la valeur de vos produits, se transforme en fidèle de votre marque et donc en une source fiable de revenus récurrents. Pour le dire simplement, ce modèle vous permet de générer plus de chiffre d’affaires par client. En outre, en augmentant votre taux de fidélisation, vous pouvez réduire vos coûts d'\u003ca href=\"/fr/blog/acquisition-client-e-commerce-7-strategies-trouver-nouveaux-clients\"\u003eacquisition de nouveaux clients\u003c/a\u003e à long terme.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\u003cp\u003eDécouvrez dans cet article les opportunités d’augmentation du chiffre d’affaires du e-commerce par abonnements, les perspectives du secteur des abonnements dans son ensemble et la manière dont vous pouvez transformer n'importe quel produit ou service en abonnement.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\n\u003ch2 id=\"1\"\u003eQu'est-ce que le e-commerce par abonnement ?\u003c/h2\u003e\n\u003cp\u003eLe e-commerce par abonnement est un business model qui permet aux clients de recevoir des produits ou de profiter d’un service de manière continue pendant une période définie. Ces abonnements sont une excellente opportunité d’augmenter le chiffre d'affaires d'une boutique en ligne et la \u003ca href=\"/fr/blog/comment-calculer-valeur-vie-client-vvc\"\u003evaleur vie client\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eTypes de e-commerce par abonnement\u003c/h2\u003e\n\u003ch3\u003e\u003cstrong\u003eLe réapprovisionnement\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes abonnements dits de “réapprovisionnement” sont le plus souvent utilisés par les entreprises qui vendent des produits du quotidien, tels que des cosmétiques, des produits alimentaires ou pour les animaux de compagnie. L'objectif est d'offrir aux clients une solution pratique leur permettant de recevoir des articles à intervalles déterminés, de sorte qu'ils n'aient pas à repasser commande à chaque fois.\u003c/p\u003e\n\u003cp\u003eLa marque de produits pour chats \u003ca href=\"https://jopy.fr/abonnement\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eJopy\u003c/a\u003e, par exemple, vous permet de choisir la fréquence des envois. Vous pouvez ainsi choisir de recevoir un nouveau sac de croquettes toutes les deux semaines ou même tous les 5 mois. L’abonnement est gratuit et sans aucun engagement.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003ch3\u003e\u003cstrong\u003eLa curation\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eL’abonnement basé sur la curation consiste à offrir une expérience ou un produit personnalisé aux clients en fonction de ce qu'ils aiment. Il est généralement basé sur leurs goûts en matière de mode, de beauté, d’alimentation ou de livres. L'intérêt réside dans la surprise et la découverte, puisque chaque livraison contient un assortiment différent.\u003c/p\u003e\n\u003cp\u003eTheraBox est une entreprise qui propose des box par abonnement qui ont reçu plusieurs récompenses. Les clients reçoivent chaque mois une box sur le thème du bien-être. Après avoir commandé une box, les clients reçoivent des cadeaux variés : soin tonifiant pour la peau, thé, crèmes, bougies et bien d'autres choses encore. Chaque mois, une nouvelle surprise les attend, ce qui est une très bonne manière de les fidéliser.\u003c/p\u003e\n\u003cp\u003eL’entreprise de box \u003ca href=\"https://www.mademoiselle-bio.com/fr/box-beaute-bio\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eMademoiselle Bio\u003c/a\u003e propose quant à elle chaque mois une boîte de 5 produits de cosmétiques bio pour prendre soin de soi. La marque mise sur l’aspect naturel des produits qu’elle propose, mais surtout sur la personnalisation : les produits proposés sont adaptés au type de peau de chaque client.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eL’accès\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eAvec les abonnements basés sur l’accès, les abonnés bénéficient d'avantages exclusifs tels que des remises spéciales, des offres réservées aux membres et un accès anticipé aux nouveautés. Les entreprises utilisent ce modèle pour fidéliser leurs clients en leur offrant des avantages qui ne sont pas accessibles aux non-abonnés.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.fabletics.fr/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eFabletics \u003c/a\u003eest une célèbre marque de vêtement de sport qui propose des abonnements VIP. Les membres ont accès à des avantages spéciaux tels que des offres exclusives, l’accès à de nouveaux produits avant tout le monde, et un programme de fidélité qui permet de cumuler des points à échanger contre des articles.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eAvantages du business model de e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eL’économie de l’abonnement a connu une croissance rapide dans le monde entier ces dernières années. Selon McKinsey, le marché du e-commerce par abonnement devrait atteindre 473 milliards de dollars d'ici 2025.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eUne expérience d’achat fluide\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eAujourd’hui, ce que les consommateurs recherchent avant tout, c’est une expérience d’achat fluide, des livraisons gratuites et une gratification instantanée. Le business model de l’abonnement répond à tous ces besoins, car il apporte de la valeur au client avec peu d'efforts. De plus, il représente une incroyable opportunité de croissance pour les entreprises.\u003c/p\u003e\n\u003cp\u003eAu bout du compte, ce que veulent les clients, c’est de la simplicité. L'époque où l’on courait au magasin le plus proche lorsqu’on était à court de café est révolue. Les clients ne veulent plus de la charge mentale liée aux achats. Ainsi, ils préfèrent souscrire à un abonnement, recevoir leurs produits à intervalles réguliers, et ne plus avoir à y penser.\u003c/p\u003e\n\u003cp\u003eDe plus, avec la livraison gratuite ou à bas prix, ils n’ont plus besoin de se déplacer, ce qui constitue un gain de temps énorme.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eDes revenus prévisibles et une gestion des stocks simplifiée\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLa vente au détail en ligne traditionnelle repose sur des achats ponctuels et des recettes totales, tandis que les modèles d'abonnement reposent sur des achats planifiés et des recettes récurrentes. C’est dans ces revenus récurrents et prévisibles que réside la valeur du business model d’abonnement pour votre entreprise.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eUn taux de désabonnement en baisse\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes entreprises qui proposent des abonnements connaissent souvent un taux de désabonnement plus faible en raison de la relation plus étroite qu'elles entretiennent avec leurs clients. Les désistements volontaires peuvent être dus à l'insatisfaction des clients, tandis que les désistements involontaires sont souvent liés à des problèmes de paiement.\u003c/p\u003e\n\u003cp\u003eLa tarification tend également à être beaucoup plus simple dans le cas des entreprises qui proposent des abonnements, car elles offrent généralement une tarification avec des paliers, plutôt que des prix individuels sur une gamme de produits.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eAugmentation des achats répétés\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLe business model de l’abonnement e-commerce aide également les marques à augmenter le réengagement des consommateurs, puisqu’elle n’a pas besoin d’essayer de les convaincre d’acheter à chaque fois. De plus, vous avez beaucoup plus de chances de vendre à un client existant qu'à un nouveau prospect.\u003c/p\u003e\n\u003cp\u003eAvec le business model basé sur l'abonnement, les entreprises de e-commerce peuvent cibler et acquérir des clients en s'appuyant fortement sur les données, et ainsi répercuter sur leurs clients les économies réalisées en matière de distribution, de marketing et de personnalisation. La connaissance que les entreprises basées sur l'abonnement ont de leur clientèle leur offre des opportunités de \u003ca href=\"/fr/blog/cross-selling\"\u003ecross-selling\u003c/a\u003e et de marketing, ce qui n'est tout simplement pas le cas des e-commerçants habituels.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eDes valorisations d'entreprises plus élevées\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eSi vous décidez de vendre votre entreprise, le fait de pouvoir justifier de revenus récurrents permet d’augmenter la valeur de votre entreprise et de la rendre plus attrayante pour les investisseurs ou les acheteurs potentiels. En effet, cela leur assure une plus grande prévisibilité financière, ce qui est rassurant.\u003c/p\u003e\n\u003cp\u003eLe \u003ca href=\"https://www.zuora.com/resource/subscription-economy-index/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eSubscription Economy Index™\u003c/a\u003e (SEI) révèle qu’aux États-Unis, les entreprises proposant des abonnements ont augmenté leurs revenus environ 3,7 fois plus vite que les autres en 10 ans.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eLes défis du e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eMalgré tous les avantages présentés ici, il est important de comprendre que le e-commerce par abonnement présente également un certain nombre d’inconvénients. Voici quelques éléments à prendre en compte :\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eGérer les désabonnements : fidéliser des clients au modèle des abonnements n’est pas chose facile. Contrairement aux achats ponctuels traditionnels, les services d'abonnement reposent sur la satisfaction et l'engagement continus des clients. Le défi consiste à continuer à offrir une valeur qui justifie les frais récurrents.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eÉquilibrer la VVC (valeur vie client) et les coûts d'acquisition : avec ce modèle, vous devez non seulement attirer des clients, mais aussi vous assurer qu'ils y trouvent suffisamment de valeur pour conserver leur abonnement. Les entreprises basées sur l'abonnement, comme les services de livraison de repas en kit (de type \u003ca href=\"https://www.hellofresh.fr/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eHelloFresh\u003c/a\u003e), investissent massivement dans l'acquisition de clients. Toutefois, si les clients ne restent pas assez longtemps pour récupérer ces coûts et faire des bénéfices, vous aurez du mal à vous développer.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSaturation des abonnements : les abonnements sont aujourd'hui omniprésents. De Disney+ aux antivirus payants, les consommateurs commencent à ressentir une véritable saturation ; ils sont en effet lassés d’avoir à gérer des abonnements toujours plus nombreux et sont parfois réticents à en contracter de nouveaux.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"5\"\u003eComment proposer des offres d’abonnement e-commerce\u003c/h2\u003e\n\u003cp\u003eAvant de vous lancer, il est important de comprendre les raisons pour lesquelles les marques intègrent des abonnements à leurs offres existantes.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eDifférenciation\u003c/strong\u003e : dans un secteur très standardisé ou saturé qu’est celui de la beauté, une offre d'abonnement peut constituer une occasion pour votre entreprise de se démarquer et vous positionner en tant qu’influenceur dans votre domaine.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eSegmentation\u003c/strong\u003e : les clients qui s’abonnent à vos produits ou services vous donnent beaucoup plus d’informations sur eux que lors d'un achat classique. Les possibilités de ventes incitatives ou croisées sont plus nombreuses, de même que les possibilités de surprendre vos clients.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eStabilité\u003c/strong\u003e : une fois que votre nombre d’abonnés sera plus ou moins stable, vous pouvez prévoir avec plus de précision les niveaux de stocks, réduire le gaspillage et garantir des flux de revenus récurrents.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eQuelle est la raison qui pousse les consommateurs à choisir le modèle de l’abonnement ?\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eExploration\u003c/strong\u003e : face à l'abondance du choix en ligne, de nombreux acheteurs considèrent les abonnements comme un moyen simple d'essayer de nouveaux produits qui sont personnalisés en fonction de leurs besoins.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003ePersonnalisation\u003c/strong\u003e : l'un des principaux facteurs qui vous permet de conserver vos abonnés est la personnalisation continue. C'est un élément à garder à l'esprit pour minimiser le taux de désabonnement.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eRapport qualité-prix\u003c/strong\u003e : le prix global n'est pas le facteur clé ici, mais plutôt le rapport qualité-prix ; comme il s'agit de l'une des principales raisons pour lesquelles une personne s'abonne et se désabonne, il est important de leur en donner suffisament pour leur argent.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"6\"\u003eApplications pour le e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eVous envisagez d'ajouter la facturation par abonnement à votre modèle de revenus ? Voici quelques-unes des meilleures applications Shopify à ajouter à votre boutique :\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://apps.shopify.com/seal-subscriptions?locale=fr\"\u003eSeal Subscriptions\u003c/a\u003e : plateforme de configuration du e-commerce par abonnement connue pour sa facilité d'installation et son interface conviviale. Elle vous permet de proposer des abonnements classiques et prépayés, des essais gratuits, des box d’abonnements avec remise et fournit un ensemble complet d'outils de gestion des revenus récurrents.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://apps.shopify.com/subscriptions-by-appstle?locale=fr\"\u003eAppstle℠ Subscriptions\u003c/a\u003e : application offrant des fonctions complètes de gestion des abonnements, y compris des calendriers et des tableaux de bord personnalisables. Cette application propose des abonnements réguliers et prépayés, des essais gratuits, des options de création de box, des fonctions de \u003ca href=\"/fr/blog/fidelisation-client-3-strategies-pour-engager-les-clients\"\u003efidélisation client\u003c/a\u003e et diverses intégrations.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://apps.shopify.com/subscription-payments?locale=fr\"\u003eRecharge Subscriptions\u003c/a\u003e : plateforme d'abonnement populaire qui s'intègre facilement aux \u003ca href=\"/fr/blog/processeur-de-paiement\"\u003eprocesseurs de paiement\u003c/a\u003e existants et offre de solides outils de gestion des commandes. Elle permet également aux clients de gérer leurs abonnements via le portail client et par SMS.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eLa suite d'API de Shopify et Liquid, le langage de création de templates open source, vous permettent de faire fonctionner Shopify comme vous le souhaitez. Adoptez une approche DIY et développez en interne avec votre propre équipe de développeurs. Ou, si vous préférez, vous pouvez faire appel à l'un de \u003ca href=\"/fr/plus/contact?_bt=593677926882\u0026amp;_bk=plateforme%20d%27e-commerce\u0026amp;_bm=b\u0026amp;_bn=g\u0026amp;_bg=140978612092\u0026amp;utm_medium=cpc\u0026amp;utm_source=google\u0026amp;utm_term=plateforme%20d%27e-commerce\u0026amp;utm_campaign=Generic+%7C+EMEA+%7C+FRITES+%7C+FR+%7C+FR+%7C+Platform+%7C+Lead+Gen+%7C+Search\u0026amp;gad_source=1\u0026amp;gclid=CjwKCAjw1920BhA3EiwAJT3lST4OusDmzoqlf8jRCg_xaX-2Hwe_N85SdhRaMcotM7nrII-OYe_GYxoCaP0QAvD_BwE\u0026amp;gclsrc=aw.ds\"\u003enos partenaires de service Shopify Plus\u003c/a\u003e pour vous aider à planifier une stratégie d'abonnement et à développer une application personnalisée pour répondre aux besoins de votre marque.\u003c/p\u003e\n\u003ch2 id=\"7\"\u003eMeilleures pratiques du e-commerce par abonnement\u003c/h2\u003e\n\u003cp\u003eDe nos jours, il est possible de transformer n'importe quel produit ou service en abonnement. Bien qu’historiquement, les abonnements concernaient des catégories de produits bien précises, tels que les articles pour la maison, les vêtements, les produits alimentaires ou les produits de beauté, il n'y a aujourd'hui plus de règles en la matière : quel que soit votre produit phare, vous avez votre place sur les plateformes de e-commerce d’abonnement.\u003c/p\u003e\n\u003cp\u003eLa marque \u003ca href=\"https://monpacha.fr/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003ePacha\u003c/a\u003e vend ce qu'elle appelle la litière pour chat la plus intelligente du marché. Le produit permet en effet de savoir si votre chat est en bonne santé, car il change de couleur en réaction à l’urine de l’animal. Mais ce que vend réellement la marque, c'est la simplicité et la tranquillité d'esprit.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eSimplicité : plus besoin de s'inquiéter du moment où il faut changer la litière.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eTranquillité d'esprit : les clients peuvent savoir jour après jour si leur compagnon à quatre pattes est en bonne santé.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv style=\"text-align: left;\" data-mce-fragment=\"1\" data-mce-style=\"text-align: left;\"\u003e\u003c/div\u003e\n\u003cbr\u003e\n\u003cp\u003eDe nos jours, les clients se plaignent d’avoir trop de choses auxquelles penser. Ce genre de produit permet donc d’alléger la charge mentale des propriétaires de chats.\u003c/p\u003e\n\u003cp\u003eVoici quelques conseils pour marcher dans les pas de Pacha et créer un modèle d’abonnement à succès :\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eSoyez à l’écoute des utilisateurs de longue date\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eVous pouvez créer un groupe Facebook qui regroupe vos meilleurs clients. Obtenez ainsi des insights directement auprès des utilisateurs les plus actifs en obtenant un feedback direct. C’est aussi l’occasion pour vous de créer des ambassadeurs de votre marque, de renforcer le bouche-à-oreille, et d’\u003ca href=\"/fr/blog/5-facons-d-ameliorer-la-relation-client\"\u003eaméliorer la relation client\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eLa clé du succès du e-commerce d’abonnement, c’est de constamment chercher à s’adapter aux besoins des consommateurs. Ce qui fonctionne aujourd’hui ne fonctionnera peut-être pas demain. Il est important de prendre régulièrement le pouls des \u003ca href=\"/fr/blog/tendances-commerce-guide\"\u003etendances du e-commerce\u003c/a\u003e et être prêt à redoubler d’efforts afin d’intégrer de nouveaux produits, ou au contraire se débarrasser de certains canaux qui ne fonctionnent pas.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eÉlaborez une proposition de valeur unique\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes consommateurs n'ont pas été conditionnés à considérer la litière pour chat comme un produit de e-commerce par abonnement. Ici la marque a développé une \u003ca href=\"/fr/blog/proposition-de-valeur\"\u003eproposition de valeur\u003c/a\u003e simple pour augmenter l’adhésion des consommateurs au produit :\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003ela litière Pacha leur permet de gagner du temps ;\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ela litière qui leur est livrée automatiquement chaque mois les aide à garantir la bonne santé de leurs animaux de compagnie.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDe plus, le choix de cet article spécifique n’est pas un hasard : la litière pour chat est un produit dont les consommateurs ont besoin de manière régulière et prolongée.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003ePersonnalisez pour augmenter la fidélisation\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eEn proposant des abonnements en ligne, vous avez la possibilité de personnaliser la communication avec le client. Les clients pressés peuvent consulter le site pour obtenir plus d’informations sur le produit grâce à la FAQ, plutôt que de prendre la voiture pour se rendre dans un magasin spécialisé.\u003c/p\u003e\n\u003cp\u003ePlus important encore, la personnalisation de l'expérience d'abonnement permet de fidéliser davantage vos clients. Au lieu d'une offre unique, proposez différentes formules pour que tout le monde s’y retrouve.\u003c/p\u003e\n\u003cp\u003eOffrir aux clients la possibilité de construire leur propre plan flexible est essentiel pour les fidéliser. Si vous introduisez d'autres produits, assurez-vous qu'ils correspondent bien à votre marque. Proposer un produit qui n’a rien à voir avec votre marque peut déconcerter vos clients et potentiellement abîmer votre image de marque.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eContrôlez la trésorerie\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eLes coûts d'acquisition des clients et le taux de désabonnement étant relativement élevés, les abonnements e-commerce peuvent être plus difficiles à gérer que d’autres types d’activités. Il est essentiel de faire bien attention aux aspects financiers de votre business. D'autant plus qu’avec ce genre de modèle, les consommateurs sont conditionnés pour avoir des exigences plus hautes.\u003c/p\u003e\n\u003cp\u003eEn raison de la rapidité et de la gratuité des livraisons d'Amazon, les attentes des clients ne cessent de croître. Les marques proposant des abonnements doivent à la fois répondre aux attentes des clients et gérer intelligemment les finances de l'entreprise.\u003c/p\u003e\n\u003cp\u003eLa gestion de la trésorerie est très importante pour assurer la bonne santé de l'entreprise. Les \u003ca href=\"/fr/blog/50721925-32-indicateurs-de-performance-cles-pour-l-e-commerce\"\u003eKPI\u003c/a\u003e des abonnements e-commerce sont très différents des indicateurs qu’on utilise pour les autres modèles. Assurez-vous que vous disposez du budget et de la trésorerie nécessaires pour \u003ca href=\"/fr/blog/acquisition-client-e-commerce-7-strategies-trouver-nouveaux-clients\"\u003etrouver de nouveaux clients\u003c/a\u003e.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"8\"\u003eFAQ - Abonnements e-commerce\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQu'est-ce que le business model de l’abonnement e-commerce ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eLe business model de l’abonnement e-commerce implique que les clients paient des frais récurrents pour recevoir des produits ou des services. Grâce à ce modèle, les entreprises perçoivent des revenus réguliers en automatisant le processus d'achat et en garantissant un approvisionnement régulier en produits ou services à leurs clients.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQu'est-ce qu'un abonnement en ligne ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eLes abonnements en ligne sont des accords par lesquels les clients s'inscrivent pour recevoir régulièrement des produits ou des services, souvent via la boutique en ligne ou l'application de l'entreprise. De nombreux produits et services peuvent être vendus via le business model basé sur l'abonnement, qu'il s'agisse de contenu numérique ou de biens physiques tels que des kits de repas ou des produits de beauté.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQuel type de produit peut-on vendre avec le modèle du e-commerce par abonnement ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eL’exemple le plus connu est la box de produits de beauté qui permettent de recevoir chaque mois une sélection de soins pour la peau, de maquillage et autres cosmétiques. Ces boîtes peuvent contenir des échantillons ou des produits en taille réelle et peuvent être personnalisées en fonction du type de peau ou des préférences du client.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQuelle est la taille du marché du e-commerce par abonnement ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eLes entreprises de e-commerce par abonnement sont en plein essor. 38 % des consommateurs français ont déjà souscrit un abonnement e-commerce.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eQuelles sont les meilleures plateformes de e-commerce par abonnement ?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eShopify\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eAdobe Commerce (anciennement Magento)\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBigCommerce\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSquare\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eStripe\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp text-align:=\"\"\u003e\u003cspan\u003e\u003c/span\u003e\u003cstrong\u003e\u003cem\u003eContenu adapté et mis à jour par Mathilde Demaison.\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"Qu'est-ce que le e-commerce par abonnement ?"},{"href":"#2","text":"Types de e-commerce par abonnement"},{"href":"#3","text":"Avantages du business model de e-commerce par abonnement"},{"href":"#4","text":"Les défis du e-commerce par abonnement"},{"href":"#5","text":"Comment proposer des offres d’abonnement e-commerce"},{"href":"#6","text":"Applications pour le e-commerce par abonnement"},{"href":"#7","text":"Meilleures pratiques du e-commerce par abonnement"},{"href":"#8","text":"FAQ - 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In the meantime, start building your store with a free trial of Shopify."},"email":{"heading":"Free Ebook: How to Grow Your Ecommerce Business with Email Marketing","content":"Whether you're just getting started or dreaming up your next big campaign, this email marketing guide will provide you with insights and ideas to help your business grow.","cta":"Get the free ebook now","modal_headline":"Get our Email Marketing guide delivered right to your inbox."},"expense_report":{"heading":"Free Expense Report Template","content":"Make tracking your expenses and reimbursements a whole lot easier. Our simple template keeps things accurate and saves you time.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"googleshopping":{"heading":"Free Ebook: Google Shopping for Small Businesses","content":"Google Shopping ads are one of the leading traffic sources that can give you the ultimate edge. Discover this hidden gem often overlooked by your competition.","cta":"Get the free ebook now","modal_headline":"Get Google Shopping for Small Businesses delivered right to your inbox."},"go_to_market":{"heading":"Free Go-to-Market Strategy Template","content":"Plan your product launch with precision. Our template can help you reach and convert your target audience efficiently.","cta":"Download template","modal_headline":"Get your free go-to-market strategy template delivered right to your inbox."},"hiring_questions":{"heading":"Free Guide: Interview Questions for Hiring Retail Employees","content":"Hiring competent retail employees is becoming increasingly challenging. Use this guide to ask the right questions during the interview process to ensure you hire the right people for your store.","cta":"Get the free guide now","modal_headline":"Get our guide Interview Questions for Hiring Retail Employees delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"holiday_selling_2021":{"heading":"Free Holiday Selling Guide: Top 10 Holiday Selling Tips for Retail Stores","content":"A sale can happen anywhere, at any time. Use our top 10 strategies to unify your customer touch points and set yourself up for holiday success.","cta":"Get the free guide now","modal_headline":"Get our Top 10 Holiday Selling Tips for Retail Stores delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"international_shipping":{"heading":"Free International Shipping Checklist","content":"Expand your business globally with confidence. This free checklist ensures you have everything in place for smooth and compliant shipments.","cta":"Download now","modal_headline":"Get the checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free checklist soon. In the meantime, start building your store with a free trial of Shopify."},"inventory_templates":{"heading":"5 Free Templates to Better Understand Your Inventory","content":"Calculate your businesses cost of goods sold, sell through rate, inventory turnover, saftey stock, economic order quantity, or reorder point with ease using these custom templates. (No math required!)","cta":"Get your free templates","modal_headline":"Get your Inventory Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"keyword_research_template":{"heading":"Free keyword research template","content":"Use this free keyword research template to unlock opportunities and manage your SEO strategy. Drive targeted traffic to your website by tracking search volume, ranking difficulty, user intent, and content ideas.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"marketing_plan":{"heading":"Free Marketing Plan Template","content":"Create a detailed marketing plan that gets results. Our template helps you design strategies and actions to effectively reach your audience.","cta":"Download template","modal_headline":"Get your marketing plan template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"marketing_proposal":{"heading":"Free Marketing Proposal Template","content":"Impress with a professional marketing proposal. This free template provides a clear structure and essential elements to help you create compelling proposals.","cta":"Download template","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"okr_template":{"heading":"Free OKR Template","content":"Align your team and boost performance. This simple template helps you set clear objectives and track key results for measurable success.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"one_pager":{"heading":"Free One Pager Template","content":"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing Checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.","cta":"Get the free reading list","modal_headline":"Get our Conversion Optimization reading list delivered right to your inbox."},"packaging_calculator":{"heading":"Calculate your packaging costs","content":"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","cta":"Download calculator","modal_headline":"Get the calculator delivered right to your inbox."},"packing_slip":{"heading":"Free Packing Slip Template","content":"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","cta":"Get the template now","modal_headline":"Get the packing slip template delivered right to your inbox."},"parentpreneur":{"heading":"Playbook for the Aspiring Parentpreneur","content":"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","cta":"Download now","modal_headline":"Check your inbox for your copy of the Parentpreneur Playbook."},"persona_template":{"heading":"Free User Persona Template","content":"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"phonecases":{"heading":"Get a Free Phone Case Business in a Box","content":"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","cta":"Download startup bundle","modal_headline":"Get our startup bundle delivered right to your inbox."},"photobrief":{"heading":"Get perfect product photography","content":"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"photochecklist":{"heading":"All the images your store needs","content":"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","cta":"Download shot list","modal_headline":"Get the shot list delivered right to your inbox."},"photographer_checklist":{"heading":"Make your next photo shoot a success","content":"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","cta":"Download checklist","modal_headline":"Get the checklist delivered right to your inbox."},"photography":{"heading":"Free Guide: DIY Product Photography","content":"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","cta":"Get your free guide","modal_headline":"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox."},"popup_guide":{"heading":"Pop-Up Shop Quickstart Guide","content":"Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","cta":"Get your free guide","modal_headline":"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pp_template":{"heading":"Free PowerPoint Template","content":"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","cta":"Get the template now","modal_headline":"Get the press release template delivered right to your inbox."},"problem_statement":{"heading":"Free Problem Statement Template","content":"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"process_map":{"heading":"Free Process Mapping Template","content":"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","cta":"Get the free guide","modal_headline":"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox."},"product_vision":{"heading":"Free Product Vision Template","content":"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"profit_loss":{"heading":"Free Profit and Loss Statement Template","content":"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","cta":"Get your free guide","modal_headline":"Get your free Retail Marketing Success PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"retention_audit":{"heading":"Free Download: Retention Audit Checklist","content":"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","cta":"Get your free checklist","modal_headline":"Get this free Retention Audit Checklist PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rfp_template":{"heading":"Free RFP Template","content":"Make writing requests for proposals easier and faster with our free RFP template.","cta":"Get the template now","modal_headline":"Get the RFP template delivered right to your inbox."},"root_cause":{"heading":"Free Root Cause Analysis Template","content":"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rotating_schedules":{"heading":"Free Download: Rotating Schedules Templates","content":"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.","cta":"Get your free templates","modal_headline":"Get these free Rotating Schedules Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_email":{"heading":"Free Sales Email Templates","content":"Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_funnel_template":{"heading":"Free Sales Funnel Template","content":"Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.","cta":"Download template","modal_headline":"Get this free sales funnel template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_plan_template":{"heading":"Free Sales Planning Template","content":"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","cta":"Get the template now","modal_headline":"Get this free sales planning template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"scope_template":{"heading":"Free Scope of Work Template","content":"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"seo":{"heading":"Free Download: SEO Checklist","content":"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","cta":"Get the free checklist","modal_headline":"Get our SEO Checklist delivered right to your inbox."},"services_price":{"heading":"Your Time is Valuable, so Price it Right","content":"Ensure your business is profitable with this easy-to-use pricing calculator. This free tool helps you find the right pricing strategy for your services, so you can maximize your time and your earnings.","cta":"Download calculator","modal_headline":"Get this calculator delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"sfn_interview":{"heading":"Free Checklist: How to Interview a Third Party Logistics Provider","content":"Outsourcing fulfillment is a significant investment. Here’s a checklist of questions to ask in preparation of choosing the right fulfillment provider and transitioning your business.","cta":"Get the free checklist","modal_headline":"Get the checklist delivered right to your inbox."},"sfn_outsource":{"heading":"Free Checklist: Are You Ready to Outsource Your Fulfillment?","content":"Trusting a third party logistics (3PL) provider with your inventory and your customer experience is a significant investment. These questions will help determine if it's time to outsource your fulfillment and take the next step in growing your business.","cta":"Get the free checklist","modal_headline":"Get the checklist delivered right to your inbox."},"shipping":{"heading":"The Shopify guide to shipping and fulfillment","content":"Boost customer satisfaction while driving sales growth for your ecommerce business with an effective shipping and fulfillment strategy. Use this guide to create a plan that covers all aspects of shipping and fulfillment, from how much to charge your customers to choosing the right fulfillment method.","cta":"Download now and start optimizing your operations","modal_headline":"Get our shipping and fulfillment guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"shipping_kit":{"heading":"Free Shipping and Fulfillment Kit","content":"Simplify your shipping process and ensure your products reach customers on time. This free toolkit provides essential tips and resources to help you manage logistics efficiently.","cta":"Download now","modal_headline":"Get our shipping and fulfillment kit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free kit soon. In the meantime, start building your store with a free trial of Shopify."},"social":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get your social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_media_kit":{"heading":"Free Social Media Toolkit","content":"Boost your engagement and grow your audience with this free toolkit. Get templates, best practices, and tips to help you create compelling content that engages and converts.","cta":"Download now","modal_headline":"Get your social media strategy toolkit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your toolkit copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_template":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sop_template":{"heading":"Free SOP Template","content":"Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"store_layouts":{"heading":"Free Download: Store Layout Templates","content":"Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"swot":{"heading":"Free: SWOT Analysis Template","content":"Get your free SWOT Analysis Template. Use this free PDF to future-proof your business by identifying your strengths, weaknesses, opportunities, and threats.","cta":"Get the template now","modal_headline":"Get the SWOT analysis template delivered right to your inbox."},"tax_season":{"heading":"Free Download: 6 Steps to Get Your Business Ready for Tax Season","content":"Tax season is stressful for any business owner. This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"trust":{"heading":"Free: Shopify Store Trust Checklist","content":"Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.","cta":"Get the checklist now","modal_headline":"Get the checklist delivered right to your inbox."},"tshirt_guide":{"heading":"Your Complete Guide To Starting a T-Shirt Business","content":"Turn your passion for fashion into a thriving business. This free comprehensive guide walks you through each step of launching your own T-shirt business, from design to sales.","cta":"Download now","modal_headline":"Get the guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"ttp_guide":{"heading":"Free Download: The Online Sellers Guide to In-Person Sales","content":"In-person selling is more approachable than ever. This guide covers why selling in person can reduce customer acquisition costs, how to build a plan that will scale with your business, and tactics from ecommerce sellers that made the move successfully.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"twitter":{"heading":"Free Ebook: Twitter Marketing for Small Businesses","content":"This guide will teach you everything from earning your first followers to getting the most out of Twitter’s advertising platform. Claim your free download to get instant access.","cta":"Get the free ebook now","modal_headline":"Get Twitter Marketing for Small Businesses delivered right to your inbox."},"use_case_template":{"heading":"Free Use Case Template","content":"Do your products hold hidden value? Use this free template to spot new sales opportunities.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_chain":{"heading":"Free Value Chain Template","content":"Explore your business activities and discover new ways to lower costs and improve quality. This template helps you analyze each step for better performance.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_prop_template":{"heading":"Free Value Proposition Template","content":"Share what makes your brand stand out. Convince customers to consider, click, and buy. Our template makes it easy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"video":{"heading":"Free Reading List: Video Marketing Tips and Tricks","content":"Video marketing is a powerful tool you can’t afford to ignore. Get a crash course with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get the reading list delivered right to your inbox."},"white_paper_template":{"heading":"Free White Paper Template","content":"Share your experience and establish your authority. This template offers a framework for creating compelling, trustworthy white papers.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."}}},"pages/blog/$article/settings":{"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}}},"forms":{"webinar":{"error_heading":"Sorry but we’re having some problems completing your registration.","error_message_html":"Please send us an email at \u003ca href=\"mailto:plus@shopify.com\"\u003eplus@shopify.com\u003c/a\u003e or try again later.","name":{"label":"Full name","error":"Please enter your full name"},"email":{"label":"Business email","error":"Please enter a valid email address"},"phone":{"label":"Business phone","error":"Please enter your business phone number"},"title":{"label":"Job title","error":"Please enter your job title"},"company":{"label":"Company","error":"Please enter your company name"},"website":{"label":"Website URL","error":"Please enter your website URL"},"annualRevenue":{"label":"Annual revenue","error":"Please enter your annual revenue","options":{"DEFAULT":"Select one","UNKNOWN":"Unknown","UNDER_1M":"Up to 1 million dollars","BETWEEN_1M_30M":"1 to 30 million dollars","BETWEEN_30M_100M":"30 to 100 million dollars","OVER_100M":"Over 100 million dollars"}},"annualOfflineRevenue":{"label":"Annual offline revenue","error":"Please enter your annual offline revenue","options":{"DEFAULT":"Select one","UNDER_250K":"$0 to $250,000","BETWEEN_250K_500K":"$250,000 to $500,000","BETWEEN_500K_1M":"$500,000 to $1,000,000","BETWEEN_1M_10M":"$1,000,000 to $10,000,000","OVER_10M":"$10,000,000+"}},"marketingCommunicationConsent":{"label":"I consent to receive promotional communications from Shopify and the partners that provide these resources. 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