El e-commerce se hará con más del 25% de las ventas

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CLAVES: 

  • El comercio electrónico continuará robando cuota de mercado a las tiendas físicas y que se hará con más del 25% de las ventas de retail en 2025.
  • Aun así, la tecnología en la tienda debe implementarse ampliamente para aquellos minoristas que desean competir y tener éxito en las compras móviles en rápido crecimiento.
  • Hasta el 58,5 % de los españoles afirma haber utilizado su teléfono para comprar online. De estos, hasta un 15,4 % afirma realizar la mayoría de sus compras por este canal.
  • Los europeos cada vez compran más desde el móvil. Las transacciones anuales han pasado de 6 en 2014 a 13,3 en 2016, y las ventas han experimentado un aumento del 32,1%.

El último estudio llevado a cabo por la consultora ABI Research llamado “Smart Retail – Technologies report” muestra el estrecho vínculo del incremento en la adopción de la modalidad de compra online con la mejora en las entregas y en la capacidad logística de los ecommerce.

Además, de acuerdo con el último estudio realizado por idealo.es, hasta el 58,5 % de los españoles afirma haber utilizado su teléfono para comprar online. De estos, hasta un 15,4 % afirma realizar la mayoría de sus compras por este canal.

[section label=”Para 2025 el comercio electrónico se se habrá hecho con más del 25% de las ventas” anchor=”Para 2025 el comercio electrónico se se habrá hecho con más del 25% de las ventas”]

Para 2025 el comercio electrónico se se habrá hecho con más del 25% de las ventas

El último informe de ABI Research revela algunos de los factores más importantes a la hora de sacar rendimiento de los clientes digitales potenciales y aumentar el impacto del ecommerce. Sin duda, uno de los aspectos fundamentales es la mejora de la capacidad de entrega y la optimización de la cadena de suministro, en la que el aspecto logístico es clave para adelantarse a la competencia.

Otro de los estímulos será la mejora de la experiencia de cliente, al que se le debe aportar valor añadido más allá de factores como la seguridad o el precio. Aquellos minoristas que apuesten por el entretenimiento y desplieguen estrategias innovadoras y originales de captación de nuevos consumidores potenciales –podemos mencionar el neuromarketing o el marketing olfativo– prosperarán en el ecosistema online.

De esta manera los retailers que abren tiendas físicas, pero brindan la posibilidad a los clientes de realizar la modalidad de compra que deseen –al contar también con tienda online– podrán generar un gran engagement o compromiso hacia la marca, ya que podrán optimizar con creces la política de devolución en el establecimiento, por ejemplo.

Las predicciones de ABI Research apuntan a que el comercio electrónico continuará robando cuota de mercado a las tiendas físicas y que se hará con más del 25% de las ventas de retail en 2025, tal y como afirmaba Andy Sweis, analista principal de la consultora.

“A medida que varias tecnologías permitan realizar compras sin interrupciones entre tiendas físicas y on-line, se estimulará las compras en ambos canales, en lugar de tener que elegir uno de los dos. Los ingresos globales del mercado retail seguirán creciendo un dígito anual hasta 2025, pero las tasas de crecimiento del comercio electrónico continuarán estando por encima del 20%”, indicaba Weis.

Screenshot_18
Fuente: ABI Research

[section label=”La tecnología en la tienda debe implementarse” anchor=”La tecnología en la tienda debe implementarse”]

La tecnología en la tienda debe implementarse

La tecnología en la tienda debe implementarse ampliamente para aquellos minoristas que desean competir y tener éxito en las compras móviles en rápido crecimiento. Las tecnologías clave que impulsan a los minoristas exitosos incluyen pantallas visuales interactivas que brindan a los compradores información y capacidades de productos en tiempo real para comprar en la tienda o en línea. El monitoreo digital de estantes también permite a las tiendas optimizar las prácticas de auditoría y pedidos de inventario para proporcionar más tiempo a los clientes. Este tipo de tecnologías diferencian la experiencia de compra en línea donde hay menos interacción humana y entretenimiento.

Además, para brindar una buena experiencia, la aplicación de compra debe ser de alta calidad y no presentar errores, pudiendo medir su rendimiento a través de herramientas online precisas y en tiempo real.

Varias barreras continuarán existiendo en los mundos en línea y fuera de línea. A medida que aumenten las capacidades de entrega en el último tramo, se alentará aún más la realización de compras en línea, pero a medida que las experiencias en la tienda se vuelvan más entretenidas, experimentales y de mayor valor agregado, ciertos minoristas que adopten estas prácticas prosperarán.

Los vendedores electrónicos que están abriendo tiendas físicas entienden la necesidad de tener ambos para que los clientes tengan ambas opciones de compra, si los dos son integrales. Si uno elige comprar en línea, pero quiere devolver un producto ese día, tener una tienda cercana asegurará que permanezcan dentro de la marca minorista y no compren en otro lugar.

Algunos ejemplos de minoristas que demuestran estas capacidades son Warby Parker, que comenzó como e-tailer y ahora tiene 61 tiendas físicas para acomodar a sus clientes. Amazon, el mercado en línea más grande de los EE. UU. recientemente se asociaron con los grandes almacenes, Kohl’s, para proporcionar envíos y envíos gratuitos de Amazon para capturar al comprador de la tienda física y continuar comprando en su plataforma.

[section label=”El 58,8% de los españoles ha comprado mediante el smartphone” anchor=”El 58,8% de los españoles ha comprado mediante el smartphone”]

El 58,8% de los españoles ha comprado mediante el smartphone

De acuerdo con el último estudio realizado por idealo.es, hasta el 58,5 % de los españoles afirma haber utilizado su teléfono para comprar online. De estos, hasta un 15,4 % afirma realizar la mayoría de sus compras por este canal.

Aun así, hasta un 41,5 % no recurre al smartphone para realizar sus compras. Se trata de una cifra que sigue siendo muy alta, teniendo en cuenta que España lidera el ranking mundial de penetración móvil, con hasta un 88 % de usuarios únicos, según revela el Informe Mobile en España y en el mundo 2017, elaborado por Ditrendia. ¿Cuáles son las principales dificultades para los españoles a la hora de comprar desde un smartphone?

Según revelan los resultados del estudio de idealo, realizado a partir de una muestra de más de 1.000 españoles mayores de 18 años de toda la geografía española, el tamaño de la pantalla es el principal inconveniente para un hasta un 38,7 %. Sus reducidas dimensiones hacen sea poco cómodo, especialmente a la hora de introducir los datos personales y bancarios, como afirma un 24,3 % de los entrevistados.

Screenshot_19
Fuente: Idealo

El hecho de poder ver los productos tan solo de forma virtual es el principal inconveniente para hasta un 16,4 %. La seguridad online y el temor a introducir datos bancarios online sigue generando recelo hacia las compras online entre el 12,2 % de los españoles. Los problemas técnicos con la lentitud de algunas tiendas online y su tiempo de carga son el aspecto valorado más negativamente por hasta un 8,4 %.

Además, de acuerdo con Ditrendia, aparte de la facilidad y comodidad de la compra móvil, las razones que movieron en 2016 a los usuarios españoles a adquirir algún producto desde su móvil fueron porque lo encontraron haciendo una búsqueda desde Google (22%), porque vieron el producto en una app (22%), en una tienda (16%) o se lo recomendaron.

Por su parte, aquellos que no optan por la compra móvil se mueven principalmente por dos razones: un 41% todavía desconfía de proporcionar los datos de su tarjeta bancaria, y un 23% prefiere comprar en tienda física. En menor medida, otros usuarios españoles consideran el proceso de compra móvil difícil, contemplándolo como un proceso que conlleva muchos pasos y para el que algunas webs todavía no están adaptadas.

Screenshot_21
Fuente: Ditrendia

Los productos que más compran en España a través de dispositivos móviles son los relacionados con ocio (con un 36%, 5% más que en 2015), moda (26%) y turismo (26%), y en general, todas las categorías de productos salvo juguetes, telecomunicaciones y accesorios de bicicleta que caen una media de 2 puntos, han aumentado en 2016.

Screenshot_22
Fuente: Ditrendia

[section label=”” anchor=””]

Aun le queda un largo camino por recorrer al E-Commerce español

De acuerdo con los resultados del estudio, hasta un 84 % de las tiendas españolas analizadas está adaptada a la navegación móvil, es decir, cuenta con un diseño responsive que se adapta a las dimensiones de la pantalla del teléfono, para asegurar que todos los usuarios, independientemente del tipo de smartphone que tengan, podrán disfrutar de una navegación cómoda.

Screenshot_20
Fuente: Idealo

El uso de las apps ha aumentado un 111 % en los últimos 3 años en España y hasta el 60 % del tiempo que los consumidores utilizan el teléfono lo hacen utilizando apps. Ello nos lleva a la siguiente pregunta… ¿Cuántas tiendas online cuentan con app en España? Tan solo un 40 % cuenta con app para iOS y un 36 % para Android, por lo que queda un largo camino por recorrer en el mundo de las compras desde dispositivos móviles para que el eCommerce en España para que evolucione del mismo modo que en el resto de Europa.

[section label=”Los europeos cada vez compran más por el móvil” anchor=”Los europeos cada vez compran más por el móvil”]

Los europeos cada vez compran más por el móvil

Comparando la evolución de las ventas en el mundo por dispositivo, el móvil supera por primera vez a la Tablet en ventas, alcanzando un 17%. Lo que apenas se ha visto modificado es el valor medio de los pedidos realizados a través de los diferentes dispositivos, aumentando en solo 1€ el pedido medio de las compras realizadas en el mundo desde el móvil.

Los europeos cada vez compran más desde el móvil. Las transacciones anuales han pasado de 6 en 2014 a 13,3 en 2016, y las ventas han experimentado un aumento del 32,1%. Reino Unido ha sido el país europeo donde este crecimiento ha sido más destacado (46%), seguido de Países Bajos (38,1%), y Francia (36, 4%). Los crecimientos de las ventas en España a través del móvil se quedan por debajo de la media, con tan solo un 26%.

Analizando las ventas desde el móvil por industria, vemos que Brasil lidera casi todas las categorías salvo compras y retail donde Europa del Este se posiciona en el primer lugar. España solo aparece en el Top 3 de ventas en el área de Telecomunicaciones y servicios, con un crecimiento del 112%.

En el mundo, un 64% de los usuarios prefiere comprar desde app frente a un 52% que prefiere utilizar la web del vendedor. Pero, ¿qué compran? En todos los países, los productos que más se compran desde el móvil están relacionados con la ropa, seguidos de productos electrónicos y temas relacionados con los viajes.

Screenshot_23
Fuente: Ditrendia

Por otro lado, los hombres siguen comprando más que las mujeres a través de smartphones. Por franjas de edad, el mayor crecimiento se da entre los jóvenes de 18 a 24 años, que se han convertido en los mayores compradores a través de móvil, seguidos de los de edades comprendidas entre 25 y 34 años.

Pero lo más destacable es ver que en el último año más del 50% de los usuarios menores de 55 años han realizado alguna compra en el mundo. Incluso los mayores de 55 comienzan a rozar estas cifras, siendo en 2016 un 43% los que realizaron alguna compra desde el móvil.

ABI RESEARCH. Smart Technologies Report. 2017. [consultado 15-11-2017]. Disponible en: https://www.abiresearch.com/market-research/product/1027672-smart-retail-technologies-driving-innovati/

ABI RESEARCH. ABI Research Forecasts E-commerce Share of Total Retail Sales to Reach 25% by 2025. 12 de octubre de 2017. [consultado 15-11-2017]. Disponible en: https://www.abiresearch.com/press/e-commerce-share-reach-25-2025-technology-drives-s/

DITRENDIA. Informe Mobile en España y en el Mundo 2017. 2017. [consultado 15-11-2017]. Disponible en: http://www.amic.media/media/files/file_352_1289.pdf

IDEALO. ¿Preparados Para Comprar Desde El Móvil?. 12 de octubre de 2017. [consultado 15-11-2017]. Disponible en: https://www.idealo.es/magazin/preparados-para-comprar-desde-el-movil/

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