El comercio electrónico sigue creciendo, apoyándose en el consumo colaborativo

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CLAVES:

  • El volumen de negocio del comercio electrónico en España ha crecido un 180% desde 2007.
  • Las plataformas de comercio colaborativo ya han sido usadas por dos de cada tres usuarios españoles.
  • Aunque Paypal es la opción de pago preferida, el pago con tarjeta es el más utilizado (85%).
  • El 94% de las compras se sigue realizando desde el ordenador.

IAB Spain, asociación dedicada a la publicidad, el marketing y la comunicación digital, refleja, en la tercera edición de su informe anual de ecommerce, la importancia de las plataformas de comercio colaborativo en España, que ya han sido usadas por dos de cada tres usuarios españoles. Por otra parte, el análisis destaca que el volumen de negocio del comercio electrónico en España ha crecido un 180% desde 2007.

El comercio electrónico ya no es una práctica curiosa o poco frecuente, sino que tiene un peso importante y creciente en el mercado actual, demandando la adaptación de empresas y compradores a los nuevos cambios tecnológicos. A día de hoy, 16 millones de internautas de 16 a 60 años compran online en nuestro país.

Fuente: IAB
Fuente: IAB

Conclusiones sobre los usos y hábitos de compra online.

Los usuarios compran con una frecuencia de 2,4 veces al mes y un promedio de 75€ por ticket de compra, lo que supone un aumento respecto al año anterior. Los principales motivos por los que los usuarios escogen esta modalidad son la accesibilidad a las ofertas, la comodidad y los precios.

Fuente: IAB
Fuente: IAB

7 de cada 8 encuestados consideran fundamental la confianza en la web de compra, proporcionada por las opiniones positivas de los usuarios y el acceso a formas de pago seguras.

Fuente: IAB
Fuente: IAB

Aunque Paypal es la opción de pago preferida, el pago con tarjeta es el más utilizado (85%). Si atendemos a los canales, el comprador online alterna 1,4 dispositivos promedio para hacer sus compras online. El principal dispositivo sigue siendo el ordenador (94%), seguido de los dispositivos móviles: móvil (29%) y las tablets (19%).

Fuente: IAB
Fuente: IAB
IAB5
Fuente: IAB

En cuanto a los sitios web elegidos para realizar las compras, priman los más baratos, los que no incluyen gastos de envío y los que son transparentes en sus precios. Dos de cada tres internautas opinan que el plazo de entrega óptimo para un producto ha de ser inferior a cinco días.

Consumo creciente de portales de economía colaborativa.

El informe muestra un importante conocimiento y uso por parte de los usuarios de los portales de economía colaborativa, especialmente aquellos de compraventa de productos, también conocidos como plataformas de comercio colaborativo.

Algunos de los más famosos son Vibbo, conocido anteriormente con el nombre de Segunda Mano, Ebay o Wallapop, junto a aquellos centrados en ofrecer servicios de transporte, como Blablacar o Uber, o proporcionar alojamiento, como Airbnb.

Si atendemos a los usuarios que emplean servicios de economía colaborativa, solamente un 16% los usa exclusivamente para vender un producto u ofrecer un servicio, frente a un 40% que solo compra y alquilan, y un 45% que utiliza estas plataformas para las dos cosas.

Fuente: IAB
Fuente: IAB

TICBEAT. Dos de cada tres internautas españoles usan el comercio colaborativo. 09 de Junio de 2016 [consultado 10-06-2016]. Disponible en: http://www.ticbeat.com/socialmedia/dos-tercios-internautas-espanoles-comercio-colaborativo/

Casos de éxito de eCommerce.

El estudio fue presentado durante el Seminario de Publicidad y Comunicación Digital que IAB Spain organiza, en conjunto con la AEA (Asociación Española de Anunciantes) y el patrocinio de Ligatus.

Tras la presentación del estudio, llegó el turno de los casos de éxito. Según informa PuroMarketing.com, el primer turno fue para Manuel Puente Gascón, Head of Commerce Non Food en Día, con su ponencia “Día, un viaje hacia el omnichannel”, quien expuso el caso de éxito de DÍA y cómo su estrategia consiste en enseñar a sus clientes a ser online y conseguir digitalizarlos. Además, ha remarcado que su objetivo es convencer a los consumidores para que las compras sean frecuentes.

Fuente: Presentación sobre la estrategia de DIA para enseñar a los clientes a ser más digitales. Fuente: AEA
Presentación sobre la estrategia de DIA para enseñar a los clientes a ser más digitales. Fuente: AEA

Jose Mª de la Peña, Director de marketing y comunicación de El Naturalista, explicaba que su proyecto de venta de calzado, se basa en “las 3 Ps”: producto, personas y planeta. De la Peña ha añadido que “es muy importante tener en cuenta que el negocio del retail y de la moda, depende de los distribuidores de tu producto y sus decisiones, por eso debemos adelantarnos a las posibles modas”.

Continuando con los casos de éxito de eCommerce, José Merino Giménez, Director de Desarrollo de Negocio, Pudo24, ha contado a los asistentes del Seminario, cómo su empresa soluciona la logística de la última milla, y cómo se produce un ahorro de costes para los transportistas y tiendas online, además de generar big data.

Arturo Marín Head of Agencies de Amazon, ha presentado su caso de éxito centrándose en cómo la publicidad mejora la experiencia del usuario a través de contenidos relevantes y para los anunciantes ya que se entrega el mensaje correcto a cada comprador en el momento adecuado.

Después de Amazon, Pablo Laucirica, Manager Strategic Accounts, Microsoft ha presentado en el evento algunos casos de éxito sobre Tecnología predictiva aplicada al eCommerce mostrando algunas herramientas predictivas que hay en el mercado y explicando cómo ayuda la tecnología predictiva al proceso de compra online y qué oportunidades hay aplicadas al comportamiento del usuario en internet.

Tendencias.

Otra de las partes del Seminario de Comunicación y Publicidad Digital se basó en tendencias del sector. Los primeros en abrir este bloque fueron José Prieto, Socio del Departamento Laboral y Raúl Rubio, Head of Information Technology & Communications Law Practice, ambos en Baker & Mckenzie. En su ponencia “Employee Advocacy Marketing”, han explicado como cualquier trabajador de una empresa puede convertirse embajador de marca, transmitiendo la línea de comunicación de su compañía y  generar ingresos para la misma.

Para finalizar el Seminario, Maylis Chevalier de Ligatus, habló en su ponencia “Publicidad Nativa: una nueva forma de pensar la publicidad online del Branded Content a la Programática”, sobre los puntos principales entorno a este nuevo concepto publicitario (características, motor de crecimiento y escalabilidad). Chevalier, ha destacado que la clave de la publicidad nativa es cuidar la experiencia del usuario.

Maylis Chevalier, durante su ponencia en el seminario. Fuente: IAB
Maylis Chevalier, durante su ponencia en el seminario. Fuente: IAB

Conclusiones.

Antonio Traugott, Director General de IAB Spain, concluía que “el comercio electrónico está creciendo a ritmos importantes en España, en Europa y a nivel mundial. La crisis económica ha conseguido frenar tanto su penetración como su índice de compra, por lo que todo hace prever que su protagonismo sea imparable. De entre todos los drivers para comparar online, los usuarios repiten mencionando ofertas, comodidad, precio…pero personalmente destaco la confianza en el entorno online”.

Lidia Sanz, Directora General de la AEA, añadía que “a través de este seminario hemos podido conocer con mayor profundidad el desarrollo y oportunidad del e-commerce así como el gran poder de la tecnología predictiva, de la logística, de la microsegmentación así como las nuevas tendencias en comunicación digital que llegan al sector”.

PUROMARKETING. El 74% de los internautas ya compran online. 09 de Junio de 2016 [consultado 10-06-2016]. Disponible en: http://www.puromarketing.com/76/27275/internautas-compran-online.html

Documento completo: IAB – Estudio Anual de eCommerce 2016.

Estudio Anual de eCommerce 2016

IAB SPAIN. Estudio Anual eCommerce 2016. 09 de Junio de 2016 [consultado 10-06-2016]. Disponible en: http://www.iabspain.net/wp-content/uploads/downloads/2016/06/Estudio-eCommerce-IAB-2016_completo.pdf

Descargar este documento en pdf

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