{"id":784291,"date":"2025-05-15T17:16:53","date_gmt":"2025-05-15T15:16:53","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?p=784291"},"modified":"2025-12-09T09:13:36","modified_gmt":"2025-12-09T08:13:36","slug":"agent-commerce-quand-lia-redefinit-lacte-dachat","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/agent-commerce-ia-redefinit-acte-dachat\/","title":{"rendered":"Agent commerce\u00a0: quand l\u2019IA red\u00e9finit l\u2019acte d\u2019achat"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Agent commerce\u00a0: quand l\u2019IA red\u00e9finit l\u2019acte d\u2019achat<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2024\/08\/Maxime-Girardeau-PC.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Maxime Girardeau<\/h5><h5 class=\"blog-date\">15 mai 2025<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/agent-commerce-ia-redefinit-acte-dachat\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/agent-commerce-ia-redefinit-acte-dachat\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">L&#8217;architecture du commerce en ligne conna\u00eet une transformation radicale sous l&#8217;impulsion conjointe des grands mod\u00e8les de langage (LLM) et de l&#8217;\u00e9mergence des agents IA autonomes.<\/h2><p class=\"intro-para-content\">Au-del\u00e0 d&#8217;une simple \u00e9volution dans l&#8217;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/visibilite-en-ligne-generative-engine-optimization-geo\/\">indexation de contenus<\/a> ou la recommandation des produits, c&#8217;est tout le paradigme du e-commerce qui bascule vers un nouveau mod\u00e8le.<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-je-demande-je-delegue-et-j-approuve\">Je demande, je d\u00e9l\u00e8gue et j&#8217;approuve<\/h3>\n\n\n\n<p>Deux \u00e9v\u00e9nements majeurs illustrent cette mutation : le lancement de Buy for Me par Amazon et l&#8217;int\u00e9gration du shopping dans ChatGPT. Ces innovations marquent le passage d&#8217;une logique de recommandation \u00e0 une orchestration compl\u00e8te de l&#8217;acte d&#8217;achat par des entit\u00e9s intelligentes. Les fondamentaux de l\u2019exp\u00e9rience en ligne se r\u00e9inventent : on ne cherche plus, on demande. On ne consulte plus, on d\u00e9l\u00e8gue. On ne clique plus, on approuve.<br><br>Avec Buy for Me, Amazon renverse les codes traditionnels du e-commerce. L&#8217;utilisateur indique simplement ce qu&#8217;il cherche, et l&#8217;agent se charge de trouver, comparer et acheter directement sur le site tiers, en son nom. L&#8217;interface n&#8217;est plus un site mais une pr\u00e9sence, une instance de confiance, un interlocuteur agissant. L&#8217;achat devient une t\u00e2che d\u00e9l\u00e9gu\u00e9e, d\u00e9sinterm\u00e9di\u00e9e et fluide.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-l-asie-laboratoire-d-une-transition-deja-entamee\">L&#8217;Asie, laboratoire d&#8217;une transition d\u00e9j\u00e0 entam\u00e9e<\/h3>\n\n\n\n<p>Ce changement de paradigme trouve ses racines en Asie, o\u00f9 le social-commerce sur Douyin (Version chinoise de TikTok) ou Xiaohongshu a familiaris\u00e9 des millions de consommateurs \u00e0 une logique d&#8217;achat int\u00e9gr\u00e9e et personnalis\u00e9e. Le passage sur les sites s&#8217;efface au profit d&#8217;une exp\u00e9rience unifi\u00e9e o\u00f9 d\u00e9couverte, inspiration, comparaison et achat coexistent dans une m\u00eame interface.<br><br>Avec l&#8217;arriv\u00e9e des agents IA, ce mod\u00e8le franchit un palier suppl\u00e9mentaire. Ces entit\u00e9s ne se contentent plus d&#8217;orchestrer les \u00e9tapes : elles prennent l&#8217;initiative. Un consommateur chinois demandant \u00e0 son agent une cr\u00e8me adapt\u00e9e \u00e0 sa peau pour l&#8217;\u00e9t\u00e9 d\u00e9l\u00e8gue naturellement la d\u00e9cision entre diff\u00e9rentes marques, sans ressentir le besoin de choisir lui-m\u00eame.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-une-mutation-profonde-de-l-intermediation\">Une mutation profonde de l&#8217;interm\u00e9diation<\/h3>\n\n\n\n<p>Cette transformation, que l&#8217;on peut qualifier d&#8217;Agent Commerce, red\u00e9finit fondamentalement les rapports entre acteurs. Le consommateur passe d&#8217;un parcours actif \u00e0 un parcours assist\u00e9 : il n&#8217;explore plus, il exprime une intention. Il ne d\u00e9cide plus seul mais fait confiance \u00e0 une entit\u00e9 qui filtre, analyse et choisit pour lui.<br><br>L&#8217;agent IA devient l&#8217;interm\u00e9diaire principal. Un interm\u00e9diaire ni neutre, ni passif, qui s\u00e9lectionne, arbitre et parfois pr\u00e9f\u00e8re. Ce pouvoir algorithmique redistribue les cartes entre marques, plateformes et consommateurs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-etre-lu-c-est-etre-choisi\">\u00catre lu, c&#8217;est \u00eatre choisi<\/h3>\n\n\n\n<p>Dans ce nouveau paysage, la visibilit\u00e9 ne suffit plus. Les marques doivent \u00eatre compr\u00e9hensibles, identifiables et interpr\u00e9tables par les agents IA, qui n&#8217;analysent pas les fiches produits comme des humains. Ces agents structurent l&#8217;information et requi\u00e8rent des attributs clairs, des b\u00e9n\u00e9fices explicites et des donn\u00e9es normalis\u00e9es.<br><br>Les marques entrent ainsi dans une \u00e8re de structuration s\u00e9mantique o\u00f9 le contenu est con\u00e7u autant pour l&#8217;humain que pour la machine. L&#8217;optimisation s\u00e9mantique devient aussi strat\u00e9gique que le design packaging, et l&#8217;intelligence artificielle n&#8217;est plus un simple outil mais un destinataire \u00e0 part enti\u00e8re.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-des-enjeux-cruciaux-pour-les-marques\">Des enjeux cruciaux pour les marques<\/h3>\n\n\n\n<p>Cette r\u00e9volution soul\u00e8ve plusieurs d\u00e9fis majeurs. D&#8217;abord, celui de la d\u00e9sinterm\u00e9diation : si les achats sont d\u00e9clench\u00e9s par des agents IA int\u00e9gr\u00e9s \u00e0 Amazon, ChatGPT ou TikTok, quel pourrait \u00eatre l\u2019avenir pour les sites e-commerce propres des marques ?<br><br>Ensuite se pose la question de la ma\u00eetrise des donn\u00e9es, d\u00e9sormais filtr\u00e9es par l&#8217;agent avant d&#8217;arriver \u00e0 la marque. Enfin, les crit\u00e8res de recommandation \u00e9voluent radicalement : ce n&#8217;est plus la notori\u00e9t\u00e9 ou le r\u00e9f\u00e9rencement qui priment, mais la capacit\u00e9 \u00e0 \u00eatre s\u00e9lectionn\u00e9 par une entit\u00e9 algorithmique selon son interpr\u00e9tation du besoin client.<br><br>Paradoxalement, ces d\u00e9fis repr\u00e9sentent aussi une opportunit\u00e9 pour les marques capables de structurer leur proposition et de devenir les partenaires privil\u00e9gi\u00e9s des agents \u2013 non plus les mieux expos\u00e9es, mais les mieux comprises.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-devenir-le-partenaire-privilegie-des-agents\">Devenir le partenaire privil\u00e9gi\u00e9 des agents<\/h3>\n\n\n\n<p>Cette mutation exige une refonte de la grammaire du contenu, de la gestion des donn\u00e9es produit et des strat\u00e9gies d&#8217;engagement. Dans le monde des agents, ce qui compte n&#8217;est plus d&#8217;appara\u00eetre mais d&#8217;\u00eatre choisi.<br><br>L&#8217;e-commerce \u00e9tait une vitrine ; l&#8217;agent commerce devient un interlocuteur. Ce changement subtil mais fondamental transforme les r\u00e8gles du jeu : il ne s&#8217;agit plus d&#8217;attirer l&#8217;attention mais de m\u00e9riter la recommandation. Les marques doivent \u00eatre compr\u00e9hensibles, structur\u00e9es, diff\u00e9renci\u00e9es et dignes de confiance aux yeux d&#8217;une entit\u00e9 algorithmique agissant au nom du client.<br><br>C&#8217;est le d\u00e9but d&#8217;une \u00e8re nouvelle, qui se poursuivra avec l&#8217;\u00e9mergence d&#8217;autres transformations, notamment la multimodalit\u00e9 d&#8217;acc\u00e8s au web et l&#8217;explosion des interfaces vocales. Apr\u00e8s la d\u00e9l\u00e9gation de la recherche et de l&#8217;achat, c&#8217;est la parole elle-m\u00eame qui devient le point d&#8217;entr\u00e9e privil\u00e9gi\u00e9 du web de demain.\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b\u200b<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Auteur<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2025\/11\/Maxime-Girardeau-PC-2025.png\" alt=\"Maxime Girardeau\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" href=\"https:\/\/www.linkedin.com\/in\/maximegirardeau\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Maxime Girardeau<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>VP | Head of AI Strategy &amp; Transformation for Southern Central Europe, Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" href=\"https:\/\/www.linkedin.com\/in\/maximegirardeau\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Maxime est VP, Head of AI Strategy &#038; Transformation chez Capgemini, o\u00f9 il pilote l\u2019innovation pour le secteur du luxe. Ancien de Microsoft et fondateur de l\u2019acc\u00e9l\u00e9rateur de start-up de Contentsquare, il est \u00e9galement romancier publi\u00e9 chez Fayard. Il explore les liens entre technologie, narration et sensibilit\u00e9 humaine, notamment \u00e0 travers des projets m\u00ealant IA et cr\u00e9ation litt\u00e9raire.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent \">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t<div class=\"heading col-12 col-md-8\">\n\t\t\t\t\t\t\t\t<h2>Pour aller plus loin<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader ab29e06c-5154-4e81-a8f5-32d459048f98\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent \">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"IA agentique pour les organisations\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tIA agentique pour les organisations\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Transformez votre entreprise avec l\u2019IA agentique.\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tTransformez votre entreprise avec l\u2019IA agentique.\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"24\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\taria-label=\"En savoir plus A propos IA agentique pour les organisations\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Opens in new window\" tabindex=\"0\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.capgemini.com\/fr-fr\/solutions-ia-agentique\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tEn savoir plus\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-md-6 col-sm-12 text-right box-img-wrapper escaper escaper-right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?w=1200&amp;quality=90 1x, 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class=\"\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t<\/section>\n\n\t\t","protected":false},"excerpt":{"rendered":"<p>L&#8217;architecture du commerce en ligne conna\u00eet une transformation radicale sous l&#8217;impulsion conjointe des grands mod\u00e8les de langage (LLM) et de l&#8217;\u00e9mergence des agents IA 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