📍 Lieu : Paris
📅 Dates : 20 et 21 avril 2026
⏱ Durée : 2 jours – 14 heures
👥 Format : formation inter-entreprises

Cette formation est conçue pour les équipes category management, e-commerce et marketing des marques de grande consommation souhaitant structurer leur approche catégorie dans les environnements digitaux.

Pour s’inscrire : c’est ICI

Objectifs de la formation

La formation permet de comprendre comment adapter les principes du category management aux environnements e-commerce et drive.

Les participants apprennent à :

• analyser la performance de leurs catégories sur les sites e-commerce

• comprendre les comportements de navigation et de search des e-shoppers

• améliorer la visibilité des produits dans les résultats de recherche

• optimiser le contenu des fiches produits

• activer les leviers d’e-retail media

Approche pédagogique

La formation alterne :

• apports méthodologiques

• analyse de cas concrets e-commerce

• exercices pratiques sur des situations réelles de pilotage catégorie

L’objectif est de permettre aux participants de repartir avec des méthodes directement activables pour améliorer la performance catégorie dans les environnements e-commerce et drive.

À qui s’adresse la formation

Cette formation s’adresse aux professionnels des produits de grande consommation (FMCG) :

• responsables category management

• responsables e-commerce

• responsables marketing

• équipes commerciales

L’article Formation E-Category Management e-commerce et drive est apparu en premier sur Actinco.

📆 Date : 26 mars 2026
🕒 Horaire : 12h30 – 13h15
⏱ Format : 45 minutes d’insights

Les ACTINCO Lunchbox & Insights sont des sessions courtes réservées à la communauté des Masterminders ACTINCO. Elles permettent de partager des analyses, benchmarks et retours d’expérience sur les enjeux du retail media, du e-commerce FMCG et du category management digital.

Le principe est simple : tous les Masterminders sont présents — y compris des entreprises concurrentes — dans un cadre de partage ouvert et orienté apprentissage collectif.

Présentation de l’étude retail media

La session présentera les résultats d’une étude sur la performance des créations publicitaires en retail media FMCG réalisée à partir de données et d’analyses de campagnes e-retail media.

Cette étude vise à comprendre comment les créas retail media influencent :

• la visibilité des produits sur les sites e-commerce

• la performance des campagnes sponsorisées

• l’engagement des e-shoppers

• la conversion dans les parcours d’achat drive et e-commerce

Les enseignements permettent d’identifier les éléments créatifs qui améliorent l’efficacité des campagnes retail media dans les environnements FMCG.

Recommandations pour optimiser les créas retail media

L’analyse met en évidence plusieurs leviers pour améliorer la performance des campagnes e-retail media :

• hiérarchie visuelle des créations

• messages produits et bénéfices consommateurs

• adaptation des visuels aux environnements e-commerce et drive

• cohérence entre fiche produit, créa publicitaire et contexte de recherche

Ces recommandations permettent aux marques FMCG d’optimiser leurs créations retail media afin d’améliorer la visibilité et la performance de leurs campagnes.

Intervenants

La présentation des résultats de l’étude et des recommandations sera réalisée par Valiuz.

Intervenants :
• Manon Marais
• Egid Maes

À propos des ACTINCO Lunchbox

Les ACTINCO Lunchbox & Insights sont des sessions de partage dédiées aux professionnels du retail media, du e-commerce FMCG et du category management digital. Elles visent à diffuser des insights concrets, benchmarks et retours d’expérience pour améliorer la performance des stratégies e-commerce et retail media.

L’article Étude sur la performance des créas en retail media FMCG est apparu en premier sur Actinco.

L’article Baromètre e-Retail Media FMCG 2026 : résultats 2025 et priorités 2026 est apparu en premier sur Actinco.

The eCommerce industry has undergone a profound transformation in the last half-century, providing consumers with convenience in their overall shopping experience.  This surge in popularity has been instrumental in reshaping the journey of online retail. Yet, to be able to thrive in this dynamic environment, businesses must stay on top of emerging trends and the evolving needs of consumers.

In the contemporary landscape, influencers have emerged as the new-age entrepreneurs, wielding significant influence over their followers. When a prominent figure endorses a product, it carries a substantial message in consumer perception. This shift has not only elevated individual influencers, but has also led to the growth of numerous small and medium-sized enterprises.

Macro vs. Micro influencers:

Macro influencers, typically with thousands or millions of followers, possess a broad reach. They are instrumental in creating brand awareness on a large scale. While micro influencers, with a smaller but highly engaged following, often have a more targeted and loyal audience, exceling in building a deeper, more personal connection with their followers.

The Impact of Influencers on eCommerce:

While the involvement of influencers in the eCommerce industry has been transformative, their endorsements of products significantly impact purchasing decisions. Studies show a substantial percentage of consumers are more likely to trust and buy a product recommended by an influencer they follow.  As of 2023, the average American spends almost two and a half hours on social media a day, while the average French spends just over one and a half hours online.  This popularity shift in behavior has fundamentally altered how consumers discover, interact, and purchase products online. Additionally, the integration of AI-driven algorithms in social media platforms further refines content delivery, ensuring users are exposed to recommendations that align with their interests.

Influencer Marketing Strategies

Businesses keen on capitalizing on influencers must devise effective marketing strategies, and are crucial for businesses looking to leverage the power of influential figures in the industry.

1. Target Audience Alignment

• Identifying influencers whose audience aligns with the target demographic of the brand ensures the message resonates with the potential customers, increasing the likelihood of conversions.

2. Clear Objectives and KPI’s

• Defining specific goals for the influencer campaign helps measure the effectiveness of the campaign. These could include metrics like reach, engagement, conversion rate, or return on investment (ROI).

3. Long-term Relationships

• Building long-term partnerships with influencers can be more beneficial than one-off collaborations, as it allows for a deeper connection to be established between influencer and brand, leading to a more authentic representation of the product over time.

4. Trackable Links and Promo Codes

• Providing influencers with trackable links or unique promo codes that they can share with their audience allows for an accurate measurement of the campaign’s impact on website traffic and conversions.

5. Content Collaboration

• Encouraging influencers to create content that aligns with their unique style and voice allows some creative freedom for the influencer to present the product in a way that feels natural to their audience. This technique proves to the influencers’ followers that they truly believe this product works and they use it often, boosting sales and overall conversion.

KPI’s serve as a metric to assess the effectiveness and return on investment (ROI) of influencer collaborations. Engagement metrics, such as likes, comments, and shares, offer insights into the level of audience engagement with the content created by the influencer. A higher engagement indicates the content resonates with the audience, potentially leading to increased brand awareness and product interest.  Reach indicates the number of unique users who have viewed the influencer’s content, providing an estimate of how many people have been exposed to the brand or product. Impressions reflect the total number of times the content has been viewed, giving a broader view of total content exposure. Conversion rate evaluates the percentage of visitors who completed a desired action (making a purchase) after arriving on the eCommerce platform, directly tying the influencer’s efforts to actual conversions.  Click-Through-Rate (CTR) measures the percentage of viewers who clicked on a link in the influencer’s content, leading them to the platform. This is critical for evaluating the effectiveness of a campaign in driving traffic. Cost Per Acquisition (CPA) calculates the cost associated with acquiring the new customer through the influencer campaign, assessing the efficiency of the campaign in terms of customer acquisition. Demographic Data provides insights into the age, gender, location, and interests of the influencer’s audience, refining the target audience segmentation and tailoring content accordingly. Behavioral Insights help companies understand how influence’s audience interacts with content (shopping, preferences, browsing behavior) can inform product offerings and content strategy.

By tracking and analyzing these KPI’s, businesses can fine-tune their influencer marketing strategies, optimize campaign performance, and ultimately drive tangible results in the competitive landscape of eCommerce.

Companies Utilizing the Power of Influence

One of the largest players in the eCommerce industry leverages the influence of online personalities. Amazon employs influencers who are compensated for endorsing featured products and sharing feedback with their followers, granting the brand enhanced visibility and valuable insights. Such collaborations have significant influence over business sales and audience engagement, as brands can effectively market their offerings to a broader audience already interested in the niche. Additionally, forging partnerships with influential figures opens up diverse avenues for promoting products, leading to higher conversion rates.

Earlier this year, Walmart revealed plans for a potential content creation platform aimed at aiding social media influencers in promoting the retailer’s products and services online. As reported by CNBC, the multi-billion dollar company filed trademarks for “Walmart Creator” and “Walmart Creator Collective” with the goal of offering social media consultancy through influencers.  Currently, Walmart employs traceable links and promotional codes in collaboration with influencers to boost their overall online sales, in addition to their subscription service, Walmart Plus.

The profound impact of influencers on the eCommerce industry is evident in the statistics, with a significant percentage of consumers placing trust in influencer endorsements.  This modern-day evolution has been instrumental in reshaping the landscape, and the consumer behavior necessitates strategic alignment for businesses, emphasizing authenticity, transparency, and long-term relationships in collaborations.  While influencers are trendsetters, they are also leaders of consumer choices, and have a great impact on the industry’s success. By recognizing the power of this job, businesses are on a path to thrive and lead in this new era.

L’article Influencer Marketing in eCommerce: Navigating the New Frontier est apparu en premier sur Actinco.

The way consumers shop and businesses sell has fundamentally changed. The eCommerce landscape has undergone a rapid and transformative evolution in recent years, with the proliferation of internet access and the rise of digital technologies redefining the rules of engagement.

Consumers now have a multitude of options at their fingertips, and the demand for seamless, personalized experiences continues to rise.

In the fast-paced world of eCommerce, the ability to adapt is not just advantageous; it’s essential for sustained success.  While consumer behavior and preferences continue to change, staying in tune with these shifts allows seller to align their strategies with what customers want, ensuring relevance. In an industry that is continuously shifting amidst a multitude of market competitors, the companies who can swiftly adapt, stay ahead of the curve and maintain a competitive edge.

While it’s crucial for your company to stay adaptable, it’s just as Important for you to understand your competition. Being skillful in pinpointing the dominant players in your industry provides you the ability to study their strategies, strengths, and areas where they excel. This insight can help you gain inspiration in the shaping of your own approach.  Keep note of the advertising channels, strategies, and use of social media employed by competitors to help you identify effective marketing approaches for differentiation.

So, how exactly does one get ahead of the curve and stay adaptable in such a competitive market?  Utilize your tools and platforms:

• Analyze Google Trends to understand popular topics and products, specifically seasonal trends.
• Leverage data from eCommerce platforms such as Amazon, to understand customer behavior, popular products, and competitive pricing.
• Monitor your competitors’ strategies and identify your opportunities for improvement.
• Track keyword rankings and identify high-potential keywords for your business.
• Understand broader industry trends, consumer demographics, and emerging technologies.
• Subscribe to newsletters from industry experts, thought leaders, and specialized publications, and receive timely updates on emerging trends, market shifts, and expert insights.

By utilizing these research tools, you’ll be well-equipped to gather actionable market insights; enabling you to adapt your eCommerce strategy in response to evolving trends and consumer behaviors.

Understanding the Customer’s Opinion

Another key insight on up-and-coming eCommerce trends is utilizing customer feedback, a goldmine of understanding what drives improvements in your business. The reviews and feedback you receive on your products provide direct, unfiltered insight into how customers perceive their interactions with your brand; shedding light on what’s working and where improvements are needed.  Be sure to pay attention to what customers are saying about the purchasing journey, navigation of your website, or interacting with customer service, as this information is invaluable for refining the user experience, something which could make or break a customer’s overall satisfaction.

In the fast-paced world of eCommerce, the ability to sense and respond to changes is paramount for sustained success. Moving with a flexible mindset and customer-centered approach will ensure your company meets the evolving needs and expectations of your target audience, while greatly anticipating the newest industry developments.

A few takeaways to keep in mind:

1. Stay informed: Regularly monitor market trends using research tools.
2. Leverage Data: Make data-driven decisions by tracking and analyzing key metrics.
3. Listen to Customers: Understand the informational treasure that is customer feedback, and use it to your advantage.
4. Know Your Competitors: Conduct thorough competitive analysis to understand what strategies are working in your industry, and how you can differentiate yourself.
5. Prioritize User Experience: Invest in optimizing your website’s usability and design, organizing the customer experience.
6. Cultivate Flexibility: Embrace change as a constant in eCommerce, while fostering a culture of adaptability within your team.

For more information and to put these practices into place, look into some of our training classes:

Developing an e-category recommendation and E-shopper & E-commerce management.

L’article Adapting to eCommerce Trends – A Practical Guide est apparu en premier sur Actinco.

In an era of fierce competition within the eCommerce realm, companies are increasingly turning to Artificial Intelligence (AI) technologies, and retailers are harnessing the power of it to streamline various aspects of their operations.

How is AI being used in eCommerce and what are the benefits?

As the industry of eCommerce is rapidly changing, businesses are focused on staying ahead of the everchanging trends and increased competition. From data collection and processing, website monitoring, customer service optimization, logistics adjustments, and understanding customer sentiment, AI is transforming the overall shopping experience.

1. Personalized Product Recommendations:

• AI algorithms analyze user behavior, purchase history, and browsing patterns to suggest products that are likely to be of interest. This not only enhances the user experience, but also the likelihood of conversions.

2. Dynamic Pricing and Demand Forecasting:

• AI-powered systems use data from various sources, including competitor pricing, historical sales data, and market trends, to set prices dynamically. This ensures prices are optimized to maximize profitability and respond to shifts in demand.

3. Chatbots and Virtual Assistants:

• AI-driven chatbots provide instant responses to customer inquires, offering 24/7 support. They handle common queries, direct users to the right pages, and even assist in the purchasing and return process.

4. Customer Segmentation and Targeting:

• AI analyzes customer data to segment audiences based on behavior, preferences, demographics, and more. This allows for highly targeted marketing campaigns, resulting in higher engagement rates and conversion rates.

5. Inventory Management and Demand Forecasting:

• AI analyzes historical sales data, market trends, and external factors (like holidays or events) to predict future demand. This enables businesses to optimize their inventory levels, reducing costs associated with overstocking or stockouts.

6. Augmented Reality (AR) and Virtual Try-Ons:

• AI-driven AR technology allows customers to virtually try on products, like clothes or accessories, before making a purchase, providing a more interactive and engaging shopping experience.

Prominent eCommerce companies using AI

Amazon employs AI algorithms to analyze customer browsing and purchase history. This enables them to provide highly tailored product recommendations, increasing the likelihood of additional purchases.  They also utilize robots and AI-powered systems to optimize warehouse operations, helping with picking, packing, and shipping products efficiently.

eBay employs AI for image recognition, allowing users to search for products using images. The resell company also uses the intelligence to adjust prices based on real-time market data, competition, and demand, ensuring sellers get the best value for their products.

Alibaba provides customer service chatbots, utilizing AI to handle a wide range of customer inquiries, providing instant responses and freeing up human agents for more complex issues.  The company also employs AI-powered predictive analytics to optimize inventory levels, ensuring products are available when and where they are needed.

Walmart uses AI to optimize its supply chain, from demand forecasting to inventory management, ensuring products are stocked appropriately and logistics run efficiently. Similar to eBay, Walmart uses AI to adjust prices based on market conditions, competitor pricing, and customer behavior.

Zara utilizes AI to analyze sales data and predict future demand, helping in managing inventory levels, reducing excess stock, and minimizing markdowns.

Sephora offers personalized product recommendations based on customer preferences, skin type, and past purchases, creating a highly customized shopping experience.

ASOS employs AI for visual search, allowing users to upload images or use their device’s camera to search for similar products, simplifying the search process and enhancing the user experience.

These companies are leveraging AI in various ways to enhance customer experiences, streamline operations, and gain a competitive edge in the eCommerce industry.

How can you implement AI into your business?

To implement AI effectively, businesses must follow a strategic approach to successfully incorporate the technology into their projects.

1. Identify Pain Points: Access specific areas where AI can add the most value, such as customer service, inventory management, or marketing.
2. Select the Right Tools: Choose AI solutions that align with your business goals and requirements. This could include recommendation engines, chatbots, predictive analytics, and more.
3. Data Quality and Integration: Ensure data is accurate, reliable, and accessible for AI algorithms to provide meaningful insights.
4. Staff Training: Equip employees with the necessary skills and knowledge to work alongside AI systems, maximizing their effectiveness.
5. Continuous Optimization: Regularly monitor and refine AI algorithms to ensure they stay aligned with evolving business objectives and customer preferences.

As we look toward the future, it’s projected that a significant portion of the eCommerce industry will be AI-powered by 2030, emphasizing the imperative for businesses to adapt and integrate AI technologies in their operations to remain competitive. Leading retail brands like Amazon, eBay, and Walmart have paved the way, showcasing the incredible potential of AI in eCommerce, harnessing the technology to enhance customer’s overall experiences and gain invaluable insights into market trends and consumer behavior.

AI is not merely a trend, but a strategic imperative for those aiming to lead in the dynamic world of eCommerce. Through the effective utilization of AI technologies, businesses can drive innovation, enhance customer satisfaction, and ultimately secure a prominent position in this ever-evolving market.

L’article Harnessing Artificial Intelligence Within the eCommerce Industry est apparu en premier sur Actinco.

As the world of eCommerce and eRetail is successfully booming, so are the resources for global businesses. The anticipated, 2023 Paris Retail Week was held Sep. 19-21 at the Porte De Versailles, bringing in over 20,000 participants and over 30 keynote speakers, including representatives from Monoprix, IKEA France, and Wal-Mart US.  The annual event brought together industry leaders, innovators, and experts to discuss the latest trends, technologies, and strategies shaping the retail landscape. With a focus on sustainability, retailers demonstrated a heightened commitment to the eco-conscious practices, showcasing innovative solutions aimed at reducing environmental impact.

With an expansive roster of 370 exhibitors, PRW provided attendees with an expansive networking platform, setting the stage for collaborations and partnerships set to fuel innovation and propel growth within the retail sector. This dynamic exchange of ideas and resources promises to catalyze transformative endeavors in the industry.

Here are select companies of the event that ACTINCO would like to showcase:

Top E-commerce and digital strategy voice, Mert Damlapinar, attended and conducted a workshop on Wednesday surrounding the topic of omnichannel content optimization across marketplaces. Damlapinar believes in creating immersive and integrated shopping experiences for customers, and focuses on business and category growth, and spoke highly of the future of eCommerce.

Presenting next to three other speakers, Damlapinar discussed how proprietary AI models, real-time data scraping, and OpenAI’s GPT are being combined to inform a number of tasks such as product naming, search optimization, and an adaptive eCommerce experience design.

While there were many exhibitors who stood out at the event, there were a select few who went above and beyond with their innovative presentation.

The event conducted its annual awards ceremony, presenting to eight companies operating in various sectors of commerce and eCommerce. “The main goal of the competition is to identify promising companies and innovations able to effectively provide solutions to issues faced by e-merchants, retailers, and brands in general,” the PRW website said.

Pacvue, an eCommerce software development company, won the 2023 Marketplaces prize of the competition, based off their Tuesday afternoon conference detailing how to achieve profit and scale commerce operations with AI.  EMEA Sales Director, Francesca Capecci, presented the future of eCommerce next to several industry leaders, and illustrated the future growth as the company hinted at initiatives to maximize Return on Ad Spend, enhance product classification, and explore innovative tools like AMC and DSP.  Pacvue’s pragmatic approach to manage Amazon Advertising campaigns provides customers with high-end operations such as Buy Box management, automated claim and ticket filing, PDP optimization, inventory tracking, and more. The company offers the automated and optimization of your Amazon DSP and sponsored ad campaigns in one place to build a smarter strategy with Amazon Marketing Cloud data.

The next day, digital commerce leader, Commercetools, led an engaging workshop session next to food and beverage manufacturer, Danone, covering the realm of composable commerce. Viewers had the opportunity to gain valuable insights into the future of commerce and discover how businesses harness the power of composable technology, discussing the company’s’ easy, fast, and seamless integration for market adaptability.

Online marketplace and dropship solutions company, Mirakl provided attendees with two solutions workshops ranging from increasing turnover to international expansion.  The Tuesday workshop featured Seller Recruitment Manager, Marie Leport, discussing how vendors sell via Mirakl Connect on leading marketplaces like Yoox and Showroomprive.com, answering an assortment of questions ranging from company management to bringing in new sales channels.

The company discussed their newest service, Target2Sell, an AI-driven personalization to make products more easily attainable.  They claim to achieve curation at scale, providing a tailored experience to each customer, increasing product discoverability.

Paris Retail Week offered a panoramic view of the retail landscape, underpinned by innovation, collaboration, and a heightened commitment to sustainable practices. With its strong emphasis on technological innovations and customer-centric strategies, the event highlighted the industry’s collective commitment to driving positive change. Attendees left armed with fresh insights and a heightened awareness of the possibilities of ever-evolving retail space.

L’article Revolutionizing Retail: Insights from the 2023 Paris Retail Week est apparu en premier sur Actinco.