Impela zonke izimakethe zine- ukulindela ukukhula okulinganiswa minyaka yonke, futhi lokhu kusibonisa amathuba okuba ibhizinisi libe nawo lokho kusebenzela leyo ngxenye yemakethe; noma ngabe Zonke izimakethe ziyakhulaAbakwenzi njalo ngesivinini esifanayo. Yingakho sivame ukusebenzisa amanani omlando kusukela esikhathini esidlule ukuze kuboniswe ukukhula komkhakha othile wemakethe. Ngakho-ke, ake sibheke ezinye izibalo nezitayela ezisibonisa ukukhula kwesikhathi esizayo kwezentengiselwano ze-e-commerce eSpain nokuthi izisungula kanjani njengensika yokuthengisa.
Ukuhlanganiswa kwemakethe ye-inthanethi yaseSpain
Into yokuqala okufanele siyicabangele ukuthi u-2017 ugubhe iminyaka eyishumi kusukela imakethe yokuthengisa online ikhula ingamiPhakathi nalesi sikhathi eside, abasebenzisi be-inthanethi babonise ukuthi bakha i- ingxenye ebalulekile yabathengiAbantu abaningi bakhetha ukuthenga ku-inthanethi, futhi minyaka yonke bathenga imikhiqizo eminingi futhi bachitha imali eningi. inani elikhulu lemaliLolu shintsho emikhubeni lushintshe i-eCommerce kusukela esiteshini esihambisanayo yaba isiteshi samasu zezinkampani zabo bonke ubukhulu.
Ngalesi sikhathi, imakethe yaseSpain online ikhule yaba kathathu inani lokuthengisa kwayo uma kuqhathaniswa nezigaba zayo zokuqala zokuthuthukiswa, okubonisa ukuthi amathuba okukhula ahlala ephezuluNakuba intuthuko ingasathuthuki njengasezigabeni zokuqala, izifundo zamanje zibonisa ukuthi isigaba sokuvuthwa esinokukhula okuqhubekayokugxilwe ekusebenzeni kahle, inzuzo kanye nokwenza ngcono izinqubo zokuthutha kanye nokumaketha.
Ucwaningo lwenziwe ngabantu abangaphezu kuka- Izinkampani ze-20.000 de ukuhweba onlinekubo, ngaphezu kwe-90% Waqinisekisa ukuthi ukukhula kanye 63% Ulinganisele ukuthi bazoba nesivinini sokukhula esiphezulu kune- 10% ngonyakaLeli themba lisekelwa ukwanda kwezigaba ezintsha (imfashini, ukudla, ukuzijabulisa, ukuhamba) kanye nokwanda kwe- imvamisa yokuthenga kwedijithali.
Njengamanje, izigidi zabantu eSpain zithenga njalo ku-inthanethi, okumelela i- iphesenti eliphezulu kakhulu labasebenzisi be-inthanethiNjalo ngonyaka abathengi abasha bayajoyina, ikakhulukazi phakathi izingxenye ezincaneabakhula njengesizukulwane sedijithali futhi babonisa ukukhetha okucacile kwamamodeli ahlanganisiwe ahlanganisa okungcono kakhulu ezindaweni eziku-inthanethi nezingokoqobo.
El isilinganiso sezindleko zonyaka ngomuntu ngamunye Ukuhweba nge-inthanethi kuyaqhubeka nokukhula kakhulu, njengoba amaphesenti enyuka kabili eminyakeni eminingi. Umthamo webhizinisi le-e-commerce le-B2C usuvele ufinyelele ezibalweni ezingaphezu kwamashumi ezigidigidi zama-euro, okumelela enye yezinkampani ukwanda okukhulu kakhulu kweshumi leminyaka elidluleNgaphezu kwalokho, umbono wokuphepha nawo uthuthuka kancane kancane: cishe bonke abathengi abaku-inthanethi babheka inqubo njengephephile. kuphephile futhi kuthembekile, ngenxa yokuhlanganiswa kwezindlela zokukhokha kanye nemithethonqubo eqinile yokuvikela idatha.
Izinguquko ekuziphatheni kwabathengi kanye ne-omnichannel
Ukukhula kwezentengiselwano ze-inthanethi eSpain akunakuqondwa ngaphandle kokuhlaziya ushintsho ekuziphatheni kwabathengiNamuhla, iphesenti eliphezulu kakhulu labasebenzisi be-inthanethi abaneminyaka ephakathi kuka-16 no-74 bathenga ku-inthanethi, okuhunyushwa kube amashumi ezigidi zabathengi bedijithali. Leli nani lihlala lizinzile noma liyanda, uphawu lokuthi isiteshi se-inthanethi manje sesiyingxenye ebalulekile yemakethe. impilo yansuku zonke yomthengi waseSpain.
Iningi labasebenzisi lihlanganisa ukuthenga ku-inthanethi kanye nokuthenga esitolo, okuqinisa ukubaluleka kwe- isu le-omnichannelUmthengi wanamuhla ufuna ukucwaninga ngesiteshi esisodwa bese ethenga kwesinye: angathola umkhiqizo ezinkundleni zokuxhumana, aqhathanise amanani emakethe, bese ekugcineni ewuthatha esitolo noma awenze ulethwe ekhaya lakhe. Lokhu kuziphatha kuqinisekisa ukuthi Izitolo ezibonakalayo zisabalulekile, ikakhulukazi ekuhlolweni kwangaphambi komkhiqizo, kuyilapho i-eCommerce iletha ukulula, ukuhlukahluka kanye nentengo.
Ulwazi lokuthenga selube yinto ebalulekile ekwethembekeni kwamakhasimende. Abasebenzisi bayakwazisa kakhulu isivinini ekuthumeleni, ikhwalithi yesevisi yamakhasimende, izinqubomgomo zokubuyisela eziguquguqukayo kanye nokucaca kolwazi lomkhiqizo. Izinkampani ezitshala imali ekuthuthukiseni yonke indawo yokuxhumana, kokubili ku-inthanethi kanye nokungaxhunyiwe ku-inthanethi, ziyakwazi ukuzihlukanisa ngokwesimo ukuncintisana okukhulu kwedijithali.
Izigaba zemikhiqizo ezidumile kakhulu esiteshini esiku-inthanethi zifaka phakathi modaukuzijabulisa namasiko, ukuhamba kanye nendawo yokuhlala, kanye ukondlaImikhakha eyayivame ukuxhunyaniswa kakhulu nezindawo zokuthengisa ezibonakalayo, njengokudla kwansuku zonke noma izimpahla ezithile zabathengi, ithola ukuvelela ku-inthanethi ngenxa yentuthuko ku- okokusebenza kwemayela lokugcina kanye nokwenza ngcono izikhathi zokulethwa.
Ngokuphathelene namadivayisi, I-smartphone iyaqhubeka nokuba yidivayisi evame kakhulu yokuthenga, ilandelwa eduze kakhulu yikhompyutha. Ukukhula kweselula njengesiteshi sokuthenga kuqinisa isidingo sokuba izitolo eziku-inthanethi ezisebenziseka kalula kumaselulangezinqubo zokukhokha ezilula, ukuzulazula okucacile, kanye nezikhathi zokulayisha ezincishisiwe. Okwamanje, amakhadi esikweletu nawedebithi ahlala kuyindlela yokukhokha esetshenziswa kakhulu, yize izixazululo zokukhokha zedijithali kanye nama-wallet anikeza ukuguquguquka okukhulu esanda kuqala. induduzo nokuphepha.
Indima yezimakethe neziteshi ezintsha zokuthengisa
Ukuhweba nge-inthanethi eSpain kuyaqhubeka nenqubo yayo ukuvuthwa nokuhlanganiswaIzimakethe zizibeka njengezindlela zamasu zemikhiqizo efuna ukuzivumelanisa nemikhuba emisha yabathengi. Ngokusho kwezifundo zamuva nje, iphesenti eliphezulu kakhulu labathengi abaku-inthanethi bayayisebenzisa. izimakethe njengomthombo oyinhloko wolwazi ngaphambi kokuthenga umkhiqizo, futhi ingxenye enkulu nakakhulu iqeda ukuthenga kwayo ngaphakathi kwalezi zingxenyekazi.
Lolu shintsho lusho ukuthi imakethe ayisekho ukuphela kwe-funnel futhi iba yi- indawo yokuqala yophenyoAbathengi baqhathanisa amanani, bafunda izibuyekezo, futhi bahlola izikhathi zokulethwa kanye nezinqubomgomo zokubuyisa ngqo kulezi zinkundla, okuphoqa imikhiqizo ukuthi ithuthukise hhayi nje isitolo sayo esiku-inthanethi kodwa futhi nensizakalo yayo yamakhasimende. ukuba khona ezimakethe.
Phakathi kwezinzuzo eziyinhloko zokuthengisa kulezi zindawo kukhona Ukubonakala okukhulu nokufinyelela, ukwethenjwa okudalwe izinhlelo zokubuyekeza nokulinganisa, ithuba lokuthembela ku izinsizakalo zokuthutha ezihlanganisiwe kanye nokufinyelela kudatha enemininingwane ngokuziphatha kwabathengi. Le datha ivumela ukulungisa okunikezwayo, ukuthuthukisa ikhathalogi, kanye nokuklama amasu entengo aguquguqukayo asekelwe ku- isidingo sangempela.
Emakethe yaseSpain, amapulatifomu afana ne-Amazon ahamba phambili ekuthengisweni kwe-eCommerce okungokwemvelo, kulandelwe abanye abadlali abakhulu abajwayelekile nabakhethekile. Ukuvela kwezimakethe ezintsha zomhlaba wonke nakho kuyabonakala, kuthola isabelo semakethe ngokushesha futhi kudlula abanye abathengisi bendabuko. Lesi simo siphoqa izinkampani ukuthi hlukanisa iziteshi zakho zokuthengisa, ihlanganisa isitolo sayo esiku-inthanethi, izimakethe kanye nokuhweba kwezenhlalo kanye namasu okuthenga bukhoma.
Ngaphezu kwalokho, inani abadlali bedijithali abamsulwa abanquma ukuvula izitolo ezibonakalayo ukuze bathuthukise ukuxhumana kwabo namakhasimende futhi bakhe ukwethembana. Ngale ndlela, imodeli yebhizinisi iba yinhlanganisela yangempela: imikhiqizo ezelwe ngedijithali iyaqonda ukuthi indawo ebonakalayo ingaqinisa ukuqwashisa komkhiqizo wayo, inyuse amazinga okuguqulwa, futhi inikeze okuhlangenwe nakho okukhumbulekayo ukuthi isiteshi esiku-inthanethi asikwazi ukuphinda ngokugcwele.
Ukukhokhisa, ukwenziwa kwamanye amazwe kanye nezinselele ze-eCommerce eSpain
Imali engenayo ye-e-commerce eSpain iyanda njalo. ukwanda kwezinombolo ezimbili ngonyakaifinyelela izibalo zekota zama-euro ayizigidigidi eziningana. Inani lemisebenzi nalo likhula ngokushesha, kanti amakhulu ezigidi zemisebenzi esikhathini ngasinye ihlaziywa. Phakathi kwemikhakha enemali engenayo ephezulu kukhona ama-ejensi wokuvakasha kanye nabaqhubi bezokuvakashaEzokuthutha ngendiza kanye neminye imisebenzi ehlobene nezokuvakasha, ezibangela ingxenye enkulu kakhulu yenani lebhizinisi eliku-inthanethi.
Uma sihlaziya ukuhlukaniswa kwezindawo, ingxenye enkulu yemali engenayo iqondiswe eSpain, kanti okunye kufana Ukuthengwa okuvela eSpain futhi okuya kwamanye amazweIbhalansi yangaphandle iyonke ivame ukuba nesikweletu, njengoba abathengi baseSpain bethenga okuningi ezitolo ezingaphandle kwezwe kunabathengi bakwamanye amazwe abathenga ezitolo zaseSpain. Iningi lalokhu kuthengwa kwamanye amazwe lenziwa ezitolo ezikuleli zwe. I-European Union, okubonisa ukuhlanganiswa kwemakethe yedijithali yaseYurophu.
Ngokuphathelene nenani lemisebenzi, ingxenye enkulu yokuthengisa ihloselwe iSpain, kanti ingxenye enkulu nakakhulu ihloselwe amanye amazwe. Phakathi kwemikhakha enenani elikhulu lebhizinisi kusukela eSpain kuya kwamanye amazwe, okulandelayo kuyagqama: izinsizakalo ezisizayo zokulamula ngokwezezimali nezingubo, kuyilapho ukuthengwa kwamanye amazwe neSpain kugxile kakhulu emisebenzini ehlobene umkhakha wezokuvakasha, okubangela iphesenti eliphezulu kakhulu lemisebenzi.
Ngaphakathi kwemakethe yasekhaya uqobo, imali engenayo ye-e-commerce nayo ikhula kakhulu, kanti eminye imikhakha efana ukuphathwa komphakathi, izintela nokuvikeleka komphakathi Bafinyelela amazinga abalulekile okukhokhisa ku-inthanethi, okubonisa ukwenziwa kwezinqubo nezinkokhelo zansuku zonke zibe yidijithali. Ngesikhathi esifanayo, iphesenti amabhizinisi amancane athengisa ku-inthanethi Kuyaqhubeka nokukhula, kuphula ubuthaka bomlando futhi kwenza kube lula ukungena kwabancintisana abasha ezindaweni ezithile.
Nokho, lokhu kukhula akunazo izinselele zako. hypercompetitiveness Isimo sedijithali sinyuse izindleko zokuthengwa kwamakhasimende. Amanani okukhangisa akhuphuke kakhulu, futhi izinkampani ziphoqelekile ukutshala imali ku- ukukhiqizwa kwebhrendi, ukuqoqwa kwedatha yomuntu wokuqala kanye namasu athuthukile kakhulu okulungisa ukulahlekelwa ukusebenza kahle kwamakhukhi eqembu lesithathu. Ngaphezu kwalokho, ukwanda kokuhlaselwa kwe-cyberNjengoba iphesenti eliphezulu labathengisi bedijithali behlushwa ukuhlaselwa kwe-ransomware nezinye izinsongo, kubalulekile ukuqinisa ukuphepha kobuchwepheshe kanye nezinqubomgomo zokuvikela idatha.
Izitayela zesikhathi esizayo: ukusebenza kahle, idatha, kanye namathuba amasha
Akungabazeki ukuthi yisikhathi esihle kakhulu sokukwazi tshala imali kwezentengiselwano eziku-inthanethi ngenhloso yokusebenzisa enye yezimakethe ezilula kakhulu ukuzikhulisa, futhi ngesikhathi esifanayo, enye yezimakethe ezibaluleke kakhulu ukukhula okukhulu okungenzekaUkugxila okubalulekile ukushintsha kusuka ekukhuliseni nje ivolumu yokuthengisa kuya ekukhuleni okunenzuzo, okusekelwa yi... inqubo okuzenzakalelayoubuhlakani bokwenziwa kanye nokuhlaziywa kwedatha okuthuthukisiwe.
Ukulungiswa kwe- okokusebenza kwemayela lokugcinaUkwenza kube ngokwakho lesi sipho, ukukhuphuka kwemodeli ye-click & collect, ukuthuthukiswa kwezimakethe eziqondile, kanye ne-D2C, ukuhweba kwezenhlalo, kanye namasu okuthenga bukhoma kuhlanganiswa njengezinto ezibalulekile ezishukumisayo. Ngaphezu kwalokho, imiqondo efana... Ukuhlela ngokubambisana nabaphakeli (i-CPFR)Ukusondela ekuzinzeni kanye nokusimama okunenzuzo kuyathandwa kakhulu ngabathengisi, abafuna izintambo zokuhlinzeka ezisheshayo, eziqinile futhi ezinobungani nemvelo.
Konke kukhomba inqubekela phambili eqhubekayo yokwenziwa kwezentengiselwano zibe zedijithali, okuqinisa imodeli ehlanganisiwe lapho iziteshi eziku-inthanethi nezingaxhunyiwe ku-inthanethi zihambisana khona. Izinkampani ezitshala imali kwezobuchwepheshe, ukuphepha, ulwazi lwamakhasimende, kanye nokuqonda okujulile kwezilaleli zazo zizobekwa endaweni yokuhola imakethe edlula ekuguqukeni okukhulu futhi zisebenzise ngokugcwele ithuba le- ukukhula kwesikhathi esizayo kwezentengiselwano ze-e-commerce eSpain.