Vous êtes persuadé de détenir un super concept et êtes enthousiaste à l’idée de créer votre marketplace et c’est normal. Attention toutefois, aller trop vite pourrait se retourner contre vous. Aucune grande marketplace ne s’est construite du jour au lendemain en ayant l’ambition d’être révolutionnaire. Découvrez les 7 phases indispensables pour créer une marketplace sans brûler les étapes et vous assurer de partir sur les bonnes bases.
Profitez d’un essai gratuit de 7 jours pour créer votre marketplace avec Kreezalid.
Étape 1 : Étude de marché préalable à la création d’une marketplace
L’étude de marché consiste en l’analyse précise de votre projet et l’élaboration de votre business plan. Pour cela rien de compliqué, il suffit d’être méthodique et de se poser les bonnes questions :
- Pourquoi ma marketplace existe ? Vous devez répondre à un réel besoin.
- À qui s’adresse-t-elle ? Vous allez ainsi définir votre buyer personna, indispensable pour une communication efficace.
- Quel est mon budget ? Capital pour déterminer les postes de dépenses prioritaires.
- Comment se positionne ma concurrence ? Important, mais soyez vigilant à garder votre identité.
Étape 2 : Définir la typologie de la marketplace à créer
En fonction du problème que vous souhaitez résoudre grâce à votre marketplace, vous avez déjà un élément de réponse. Un petit tour d’horizon de ce qui existe vous permettra de finaliser votre choix.
Marketplace de vente de produits ou marketplace de services
Vous pouvez vous positionner sur de la vente de produits, votre marketplace prendra alors la forme d’un e-commerce.
Si votre activité se tourne plus vers les services, vous allez proposer une plateforme de mise en relation.
Marketplace b2b, b2c ou c2c ?
Une marketplace peut aussi bien s’adresser à des professionnels qu’à des particuliers. En fonction de ce que votre marketplace propose, elle mettra en relation soit :
- des professionnels entre eux → marketplace B2B
- des professionnels avec des particuliers → marketplace B2C
- des particuliers entre eux → marketplace C2C
Marketplace générale ou verticale ?
Lors de la création de votre marketplace, vous avez le choix entre deux approches :
- la marketplace générale, qui s’adresse à un large public dans un vaste domaine ;
- la marketplace verticale, qui touche une population très ciblée, mais moins nombreuse.
Marketplace hybride ou pure player ?
Le terme pure player est employé initialement pour parler d’une solution 100 % en ligne. Dans le cadre d’une marketplace, pure player désigne les plateformes uniquement dédiées à des acheteurs et des vendeurs tiers. Les marketplaces pure player s’opposent aux marketplaces hybrides, comme Amazon, qui proposent leurs propres produits ou services via leur place de marché.
Étape 3 : Établir le business model
Le business model le plus répandu consiste à prélever une commission sur chaque transaction. Cependant, plusieurs modèles économiques s’offrent à vous, vous pouvez même décider de les combiner :
- la commission ;
- l’abonnement ;
- l’annonce payante ;
- les annonces publicitaires ;
- les offres premium et freemium ;
- l’accès payant à des données.
En fonction de votre secteur d’activité et de la nature de votre marketplace, certains business model seront plus appropriés que d’autres.
Étape 4 : Choisir un moyen de paiement compatible avec une marketplace
Essentiel et spécifique à la marketplace, le système de paiement ne doit pas être laissé au hasard. Il doit évidemment être sécurisé, mais surtout passer par un établissement de paiement autorisé à détenir des fonds pour le compte d’un tiers. Ce système permet de stocker le paiement sur un compte de cantonnement le temps que la transaction se fasse. Il s’agit d’une garantie pour l’acheteur de recevoir sa marchandise et pour le vendeur de recevoir son argent.
Plusieurs solutions sont disponibles sur le marché : mangopay, stripe, lemonway …
Étape 5 : Construire un cadre légal
Ce n’est probablement pas l’étape la plus agréable, mais elle est nécessaire. La première chose à faire est effectivement de se renseigner sur la réglementation en vigueur à l’endroit ou siège votre marketplace.
Si vous créez votre marketplace en France vous devrez être attentif à plusieurs choses :
- La modération de votre plateforme. Vous êtes le seul responsable de l’intégralité du contenu de votre site.
- Le respect des règles relatives aux respects de la confidentialité des données personnelles, connues sous le sigle RGPD (règlement général sur la protection des données).
- Une rédaction propre et soignée de vos conditions générales de vente et d’utilisation, abrégés CGV-CGU.
Étape 6 : Organiser le marketing et la communication autour de la marketplace
Trouver les acheteurs et les vendeurs pour sa marketplace ne s’improvise pas. Tout le travail réalisé en amont et notamment la construction de votre buyer personna permet d’orienter efficacement sa communication.
Le choix d’une charte graphique et éditoriale est important. Vos acheteurs ainsi que vos vendeurs doivent se reconnaître dans ce que vous leur proposez.
Différentes stratégies marketing sont disponibles. Vous pouvez favoriser plutôt un marketing de contenu ou travailler votre image de marque grâce à l’inbound marketing. Il est également possible de faire des campagnes de marketing sur les réseaux sociaux.
Le principal est d’être cohérent avec son produit, ses valeurs et son budget.
Étape 7 : Choisir sa solution de création de marketplace
Vous avez le plan de votre marketplace, vous n’avez plus qu’à la développer puis la mettre en ligne. Plutôt geek ou complètement novice, à chaque entrepreneur sa solution de création de marketplace.
Les CMS gratuits
CMS pour Content Management System. C’est une solution permettant de développer facilement sans grandes notions de code, une marketplace. Gratuits, les CMS sont néanmoins limités dans certaines fonctionnalités spécifiques.
Exemple de CMS gratuit : WordPress, Prestashop.
L’agence digitale
Très onéreuse, cette solution est parfaite si vous êtes pressé et que vous avez le budget. Rassurant pour ceux qui n’y connaissent rien en développement informatique. En revanche, vous perdez en autonomie et n’avez pas le contrôle de votre plateforme.
Les SaaS comme Kreezalid
SaaS pour Software as a Service. C’est un logiciel en ligne qui vous permet de concevoir votre marketplace de A à Z. Pas besoin de savoir coder, les fonctionnalités sont spécifiquement conçues pour les marketplaces. Kreezalid vous propose d’essayer sa solution gratuitement pendant 7 jours.
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