Amathoyizi, Izicathulo kanye Nemfashini yizona Imikhakha yezokuthengisa enobukhona obukhulu kwi-eCommerce, njengoba kukhonjisiwe Isifundo Sokuqala Sokudayisa okwethulwe ngu I-IAB Spain, iNhlangano yezokukhangisa, ukumaketha kanye nokuxhumana kwedijithali eSpain, kwenziwe ngokubambisana neCorpora360, ongoti bezixazululo zezohwebo zamaselula emkhakheni weZokuthengisa.
Ucwaningo luhlaziya izinhlobo ezimele kakhulu ezimakethe zokuthengisa zaseSpain, ukunikezwa kwazo kwensizakalo ku- umzila womzimba nedijithali (ideskithophu neselula), kanye nayo ukujwayela ukuhweba kumadivayisi amasha njengama-smartphones, amaphilisi noma ama-phablets. Ukwenza lokhu, kukhethwe amabhrendi angu-119 avela emikhakheni eyi-10 eyinhloko yokuThengisa etholakala ku-inthanethi, kucatshangelwa izibalo zabo zokuthengisa, ukudumazeka nokuba khona kwabo. I moda Kwavela ukuthi umkhakha onesisindo esiningi kakhulu, kanye nezicathulo nezesekeli.
Iziphetho ze-First Digital Retail Study
Isitolo esiku-inthanethi vs ngokomzimba
Izinkampani ezisemkhakheni wokudayisa zisebenzisa imibandela yomhlaba wonke, zixhumanisa amasu azo kanye nenhlangano esebenzayo ekuthengisweni kwendabuko nokuku-inthanethi. Ngokocwaningo, i 82% yezinkampani zinesitolo se-inthanethi. Le datha ilingana 88% ngemikhiqizo yemvelaphi yaseSpain (emele i 62% yesampula).
Phakathi kwemikhakha enobukhona obukhulu kakhulu eziteshini zokuthengisa zedijithali, okulandelayo kuyagqama:
- Isitolo samathoyizi: el 100% yezinhlobo ezifundwe zinesitolo se-inthanethi.
- Izicathulo: el 95% yezinhlobo ezifundwe zinesitolo se-inthanethi.
- Imfashini: el 93% yezinhlobo ezifundwe zinesitolo se-inthanethi.
Ukuthuthukisa umuzwa wokuthenga
Ucwaningo luyakhomba 11 imisebenzi evamile kumawebhusayithi emboni yokudayisa. I ibha yokusesha umkhiqizo yiyona esabalele kakhulu, ekhona ku 83% kwezingosi. Lokhu kulandelwa "ukuthengisa okuphambene" noma izincomo zemikhiqizo ehlobene (66%). Umsebenzi "osanda kubukwa" uthatha indawo yesithathu, nge 47% yokuqaliswa.
Nokho, bayaphikelela izindawo zokuthuthukisa. Kuphela 15% yemikhiqizo ikuvumela ukuthi uhlole ukutholakala ezitolo ezibonakalayo ku-inthanethi futhi kuphela a 3% inikeza inketho yokubhukha imikhiqizo ku-inthanethi.
Mayelana nokusetshenziswa kwe Social Media, the 86% yemikhiqizo inikeza izinketho zokwabelana ngemikhiqizo ezinkundleni zokuxhumana njenge-Facebook (77%), Twitter (61%), Pinterest (39%) kanye ne-Google+ (39%), ngaphezu kwe-imeyili (33%).
Chofoza futhi uqoqe, ukwenza iwebhu kanye nezinsizakalo ngaphansi komqondo othi "Izitini Nokuchofoza" zithola isisekelo ngaphakathi kwamasu eziteshi zonke. Ngale ndlela, izinkampani ezifana nePull&Bear, Mango, G-Star, Uterque, Mayoral, Decathlon, Fnac kanye nePrenatal ziyagqama. Nokho, i-Fnac kanye ne-Prenatal kuphela enikeza ukubhukha ku-inthanethi nokulanda esitolo.
Ukuletha nokubuyisa
Isikhathi se- ukulethwa eSpain kuyashesha ukwedlula e-United States: eduze 70% yemikhiqizo iletha ama-oda ngaphansi kwe Izinsuku ze-3, uma kuqhathaniswa kuphela 8% e-USA. Ngaphezu kwalokho, i- 58% Bahlinzeka ngamasevisi e-Premium afana nokulanda esitolo noma ukuthumela ngemikhumbi. Nokho, i ukuthunyelwa kwamahhala Itholakala kuphela ku- 12% zamacala.
Ngakolunye uhlangothi, 39% yemikhiqizo ivumela ukubuyiselwa kwamahhala, Imfashini, Ukuthengisa Nezemidlalo ehamba phambili kulesi sigaba. Lokhu kumelela a isikhuthazo esibalulekile kubathengi, abazisa izinqubomgomo zokubuyisela ezilula nezithengekayo.
Ukuxhumana
El 31% yemikhiqizo ixhumana ngokukhushulwa ngokuqondile kumawebhusayithi abo, ngokunikezwa kwezitolo eziku-inthanethi (96%) kaningi kunalezo zezitolo ezibonakalayo (36%). Mayelana neziteshi zokusabalalisa, izincwadi zezindaba ziyifomethi esetshenziswa kakhulu (77%), kulandelwe amabhulogi (45%) nezingxoxo ezisebenzisanayo (8%).
Ukuhweba kweselula
El 52% yemikhiqizo ehloliwe inezinhlelo zokusebenza zomdabu, nakuba kuphela 21% ivumela ukuthenga ku-inthanethi kusuka kulezi zinkundla. Ngaphezu kwalokho, kuphela ochwepheshe 21% yezitolo eziku-inthanethi zishintshwa ngomklamo ophendulayo, obonisa indawo ebalulekile okufanele ithuthukiswe.
Imikhakha ejwayeleke kakhulu kumaselula yilena:
- Ukusabalalisa Okukhulu: 86%.
- Isitolo samathoyizi: 80%.
- Imfashini: 77%.
- Izesekeli: 64%.
Izazi ziyakhuluma
para U-Antonio Traugott, Umqondisi Jikelele we-IAB Spain, "Leli qhinga lisuswe njengomkhuba omusha ku-Retail, ngokungangabazeki ungomunye wemigudu yomnotho, yize sibona ukuthi kuningi okusamele kwenziwe ngamasu amasha nokukhula".
Ngokusho UJavier Clarke, Umqondisi we-Mobile, Innovation kanye ne-New Media, “Ukuba khona okuphansi kwe-ecommerce yeselula kuyamangaza, lapho futhi kukhona ukuzibophezela okwengeziwe Ezinhlelweni kunamawebhusayithi eselula noma asabelayo, okufanele asevele ajwayelekile. Kukhona futhi indawo enkulu yokukhula kwe-Digital Signage ezitolo ezibonakalayo, isidingo esivela kubasebenzisi ngokwabo. "
Ekugcineni, UFlorencio Revilla, umphathi wezohwebo weCorpora360, uthi “Amabhrendi ayazi ngobukhona bekhasimende elixhumeke kakhulu. Okuhlangenwe nakho kokuthenga kufanele kufane futhi kuhambisane kunoma yisiphi isiteshi, kungaba isitolo esiphathekayo, kusukela ku-PC, ithebhulethi noma i-smartphone.”
I-eCommerce eSpain ithuthuka ngokushesha, iqhutshwa intuthuko kwezobuchwepheshe y izinguquko emikhubeni yabathengi. Ukuhlanganiswa phakathi kwezwe eliphathekayo neledijithali akwethulwa nje kuphela njengenselelo, kodwa njengethuba elibalulekile lokukhula kwezinkampani.
Ukuze uthole ulwazi olwengeziwe, ungabuka futhi ulande isifundo esigcwele lapha.