Ngokusho kombiko wakamuva oshicilelwe yinkampani yokubonisana iKantar Worldpanel , ukuhweba nge-inthanethi emkhakheni wezimpahla zabathengi ezihamba ngokushesha (i-FMCG) kukhule kakhulu ekuthengiseni, kwafinyelela ku-$48 billion emhlabeni wonke ngonyaka odlule kuphela . Lo mfutho uqhutshwa ukwanda kokwamukelwa kwedijithali, ukwanda kwamadivayisi eselula, kanye nokuthuthuka kokuthengiswa kwe-omnichannel.
Ukuhweba ngogesi eSpain nakho sekukhulile
Idatha ikhombisa ngokusobala ukukhula okungu-15% uma kuqhathaniswa nesikhathi esedlule , okwenza isabelo semakethe ye-FMCG sibe ngu-4,4% emhlabeni jikelele. Kubalulekile ukuqaphela ukuthi ukuhweba nge-inthanethi eSpain nakho kuzuze kulokhu kukhula.
Umbiko wembula ukuthi ukuthenga ku-inthanethi eSpain kukhiqize ukuthengiswa kwezimpahla zabathengi okungu-€533 million esikhathini sakamuva esitholakalayo, okumele ukwanda ngo-26% kunonyaka odlule . Sekukonke, abantu abayizigidi ezingu-3,7 eSpain bathenge izimpahla zabathengi ku-inthanethi , ukwanda okungu-670 uma kuqhathaniswa nesikhathi esidlule, kanye nokusetshenziswa okumaphakathi okungu- €145 ngomthengi ngamunye.
Ngokusekelwe kudatha yakamuva, ukuthengiswa kwezimpahla zabathengi online minyaka yonke (ngaphandle kwemikhiqizo emisha) eSpain kudlule ama-€5.200 billion , okumele cishe u-6-7% wezindleko zemindeni iyonke. Ngaphezu kwalokho, ukukhula kokuthengiswa online kudlule okwama-shop athengiswa ngezitini , kanye nokwenyuka okungaphezu kuka-20% ​​uma kuqhathaniswa namazinga okukhula aphakathi kwamadijithi amabili ezitolo zendabuko. Ngaphakathi kwesiteshi se-inthanethi, ukukhula kokusetshenziswa kwemali kuqhutshwa ukuthengwa okuvamile (+14%), amabhasikidi okuthenga aphakathi nendawo amakhulu (+4%), kanye nokwenyuka kokusetshenziswa kwemindeni okujwayelekile .
Ngokuphathelene nezigaba, imikhiqizo yezilwane ezifuywayo iyagqama (isabelo se-inthanethi cishe singu-30–40%), njengoba kunjalo nangemikhiqizo yokunakekela umuntu siqu (ngaphezu kuka-15%) kanye nemikhiqizo yezingane (ngaphezu kuka-16%). Ekudleni naseziphuzweni , isiteshi sedijithali sikhule kakhulu eminyakeni emihlanu edlule (sikhuphuke ngaphezu kuka-200% emalini engenayo eku-inthanethi), lapho labo abaneminyaka engaphezu kuka-45 beqala ukwamukelwa , kuyilapho abathengi abasebasha bekhetha ukuhweba okusheshayo kanye nokulethwa.
Amamodeli ebhizinisi achaza ingxenye yokukhula: ukudla kugcina ukuba khona okuqinile ezitolo ezibonakalayo (cishe u-57% wokuthengiswa okuphelele), kodwa kuthola ukubaluleka ku- Quick Commerce (cishe u-37% wengxube yaleso siteshi), lapho iziphuzo ezidakayo zifinyelele isabelo esikhulu. Phakathi kwabadlali abamsulwa , ukunakekelwa komuntu siqu , ukunakekelwa kwempilo , kanye nokudla kwezilwane ezifuywayo kuhola phambili . Ngokomsebenzi, ukulethwa ekhaya kuyindlela ekhethwayo (cishe uhhafu wama-oda), kuyilapho i-Click & Collect ikhula ngenxa yokonga izindleko nesikhathi.
I-E-commerce eSpain isadinga ukuhlanganiswa.
Nakuba lezi zibalo zinhle impela, iqiniso liwukuthi ukuhweba nge-inthanethi eSpain akukathuthuki ngesivinini esifanayo nakwezimakethe ezivuthiwe. Ngokusho kwabaphathi be-Kantar Worldpanel, ibhizinisi elisemuva kokuhweba nge-inthanethi eliqhuba ibhasikidi lokuthenga lisencane ngokwezinga lokungena futhi lidinga ukuvama okukhulu , ukuphindaphinda , kanye nokususwa kokungqubuzana ebangeni lomkhiqizo, ezokuthutha, kanye namanani.
Izindaba ezinhle ukuthi abathengisi abakhulu sebevele baqaphele ukuthi i-e-commerce iyithuluzi lokwethembeka kwamakhasimende elisezingeni eliphezulu . Abaqhubi abanjengoMercadona (abanesabelo semakethe esingaba ngu-29,5%), iCarrefour ( cishe u-7,4%), kanye neLidl (cishe u-6,7%) baqinisa amamodeli abo e-omnichannel nge-Click & Collect, ukulethwa kwendawo, kanye nezimakethe. Ngaphezu kwalokho, imindeni yabantu abadala iya ngokuya ithandwa, futhi imodeli yokubhalisela inezela imali engenayo ephindaphindayo.
Ikhalenda lezinsuku ezishisayo liqhuba ithrafikhi kanye nokuthengisa okuphezulu: izigaba ezibalulekile ezifana neBlack Friday , iCyber ​​​​Monday noma i-Prime Day zibhalise ukwanda kwethrafikhi okungaphezu kuka-25-50% kanye nemali engenayo eyengeziwe yezigidigidi emhlabeni jikelele, ngokusho kwamaphaneli e-e-shopper ngokufundwa kwansuku zonke nangehora.
Ngokombono womthengi, imindeni engu-74% ithenga izimpahla ezithengiswayo ku-inthanethi, kanti ingxenye yayo inyuse ukuthengwa kwayo eminyakeni yamuva nje. Ukulula (45%), okunikezwayo okukhethekile (36%), kanye nesivinini (35%) kugqanyiswa njengezinzuzo; futhi abathengi bafuna ukukhushulwa okufanele (34%), izinkokhelo ezilula neziphephile (33%), kanye nokubuyiselwa kwemali okucacile (30%). Ngokuphathelene namadivayisi, amakhompyutha yiwona athandwa kakhulu (cishe ama-49%), alandelwe izinhlelo zokusebenza zeselula (cishe ama-30%) kanye namawebhusayithi eselula. Ngokwezizukulwane, izizukulwane X kanye no-Y zibala iningi lezindleko eziku-inthanethi (cishe ama-40% ngalinye), kanti isizukulwane Z sivelele kwezentengiselwano ezisheshayo. Ngokuphathelene nobulili, abesifazane baphatha iningi lama-akhawunti kanye nokusetshenziswa kwemali, yize amadoda edla kakhulu ezitolo eziku-inthanethi ezisebenzisa i-inthanethi kuphela .
Abashayeli bokukhula: iselula, amafomethi abonakalayo, ne-AI
I-AI ekhiqizayo isheshisa ukwenziwa ngokwezifiso, ukuzenzekela kokudala, kanye nokusebenza kahle kokukhangisa: ithrafikhi evela kubasizi bengxoxo ikhule kakhulu, futhi iphesenti eliphezulu lochwepheshe selivele likhomba kuyo njengesici esiyinhloko esiphazamisayo ekukhangiseni kwabathengi.
Imephu nayo iyashintsha: izimakethe ezithuthukile zilahlekelwa isabelo esihlobene nezimakethe ezisafufusa njengeTurkey, i-India, neMexico, ezithuthuka ngamaphrofayili eselula kanye nokwamukelwa okuphezulu kwezenhlalo. IYurophu ibone ukwehla kwethrafikhi ngezikhathi ezithile , okushiya isikhala eSpain sokuthola ukubaluleka uma isheshisa ukusungula izinto ezintsha ngale kwamadolobha ayo amakhulu.
Imfashini, ukudla neziphuzo: yini ekhulayo futhi kungani
En moda, ISpain izohola ekukhuleni kwe-inthanethi ezwenikazi, nge I-CAGR isondele ku-12,6% esikhathini esimaphakathi, esekelwe yi- sesha okunikezwayo (abathengi abathathu kwabane babeka phambili ukonga), i I-turismo futhi i imfashini yendawoEminyakeni emihlanu, isiteshi sedijithali singafinyelela cishe 28,5% wemali engenayo wesigaba ezweni, nge ukubukela, igazi de mujer y Umthwalo njengezigaba ezingaphansi ezinamandla. I ukudayisa (ukuzijabulisa + ukuthengisa) kuyisihluthulelo sokubandakanya abathengi abasha. EYurophu, imibukiso yemfashini eku-inthanethi a I-CAGR ~6,7% iminyaka eminingana kanye nezilinganiso ezizungezile 22%, ngamandla okukhula okukhulayo aseduze 77% Esikhathini esimaphakathi, iPoland, i-Italy ne-United Kingdom ingadlula i- 35% yesabelo se-inthanethi, kuyilapho i-Türkiye, i-Italy kanye España ziphakathi kwezimakethe ezinokukhula okuphezulu okulindelekile; bashayela phambili Imfashini yabesilisa, the izicathulo futhi i izesekeli.
En ukudla neziphuzo, isiteshi se-inthanethi e-Europe sithuthuke nge I-CAGR ~17%, yize eyakhe isisindo uma siqhathaniswa nokungaxhunyiwe ku-inthanethi isazulazula 5%Imodeli ehola phambili iyona Ukulethwa Kwezitolo, nakuba i abadlali beziteshi zonke Zikhula ngokushesha, ngokulindelwe cishe kabili ubukhulu bayo emjikelezweni olandelayo kuze kufinyelele izabelo eziseduze 13% emazweni avuthiwe kakhulu. Izigaba ezinokudonsa ku-inthanethi okukhulu kakhulu esikhathini esimaphakathi zifaka phakathi ubisi namaqanda, izithelo namantongomane y ukudla okulula. Ngaphandle kwalokho, i Umkhiqizo omhlophe izuza isabelo semakethe esibalulekile, okubonisa a ukusetshenziswa kwe-polarization, Ngenkathi i ukudla ithola isisindo uma iqhathaniswa neziphuzo emiksini eku-inthanethi (kufika cishe 70% kwengqikithi).
ESpain, ukubuyela emananini okuthengisa azinzile ngemva kwezinkathi zokwehla kwamandla emali kuhambisana nokwanda kwemvamisa yokuthenga (+3%), ama-oda okugcwalisa kabusha avame kakhulu , kanye nemikhiqizo yezitolo manje ebalelwa cishe ku -49% wokuthengwa okujwayelekile. Imikhiqizo yabakhiqizi ibuya kabusha ngokukhushulwa . Ezitolo ezingokoqobo, izitolo ezinkulu kanye nezindawo zokuqhola ziyakhula ; ku-inthanethi, ukuhweba nge-e-commerce kuhola ukwanda kokusetshenziswa kwemali , kanye nokuzuza kwesabelo semakethe cishe ngephesenti elilodwa esikhathini sakamuva esitholakalayo.
Okokugcina, maqondana nezinhlobo zemikhiqizo abantu baseSpain abayithenga ku-inthanethi , evelele kakhulu yizinto eziyisisekelo zokugcina ukudla: amanzi , ubisi , iphepha langasese , kanye neminye imikhiqizo efana nezimonyo nama -perfume . Iziqongo zesizini kanye nemikhankaso ekhethekile nayo inegalelo kulokhu, ikhuthaza ukuhlolwa komkhiqizo, ugqozi , kanye nokuthengiswa okuxubile uma kuhlanganiswa nokukhethwa okubanzi, amanani ancintisanayo, kanye nenqubo yokukhokha nokubuyisela engenamthungo.
ISpain isesimweni esihle sokusebenzisa ukushintshela ekubukekeni nasekuphatheni ngemodeli ye-agile omnichannel , iqinisa ukwethembeka ngokukhushulwa okuhlakaniphile , i-AI esetshenziswa kusevisi kanye nokwenza kube ngokwakho, kanye ne-logistics eguquguqukayo ehlanganisa ukulethwa kwemayela lokugcina kanye nokulandwa ngokwenhloso yokuthenga.
