{"id":11415,"date":"2021-08-05T10:00:41","date_gmt":"2021-08-05T15:00:41","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=11415"},"modified":"2021-07-29T12:41:34","modified_gmt":"2021-07-29T17:41:34","slug":"de-facebook-a-twitter-grandes-tecnologicas-consideran-que-comercio-social-impulsa-sus-ventas","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/de-facebook-a-twitter-grandes-tecnologicas-consideran-que-comercio-social-impulsa-sus-ventas\/","title":{"rendered":"De Facebook a Twitter, grandes tecnol\u00f3gicas consideran que comercio social impulsa sus ventas"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/cdn.forbes.com.mx\/2021\/04\/2021-04-08T165715Z_104513697_RC2SRM9VX0BQ_RTRMADP_3_FACEBOOK-LAWSUIT-640x360.jpg\" width=\"640\" height=\"360\" class=\"aligncenter size-medium lazyload\" \/><noscript><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/cdn.forbes.com.mx\/2021\/04\/2021-04-08T165715Z_104513697_RC2SRM9VX0BQ_RTRMADP_3_FACEBOOK-LAWSUIT-640x360.jpg\" width=\"640\" height=\"360\" class=\"aligncenter size-medium\" \/><\/noscript><\/p>\n<p>Lideradas por Facebook, las plataformas de redes sociales, desde YouTube de Alphabet hasta Snap Inc y Twitter, est\u00e1n invirtiendo mucho en funciones de compra para impulsar el crecimiento de los ingresos, un tema importante que surgi\u00f3 tras los resultados del segundo trimestre durante la semana pasada.<\/p>\n<p>Las empresas compiten por una parte del llamado sector del comercio social, que se basa en la capacidad de los usuarios para descubrir y comprar productos a trav\u00e9s de las aplicaciones de las redes sociales y que se espera que se dispare hasta los 50,000 millones de d\u00f3lares desde los 36,000 millones de d\u00f3lares en ventas anuales para 2023 en Estados Unidos, seg\u00fan la empresa de investigaci\u00f3n eMarketer.<\/p>\n<p>El \u00e9xito del comercio social se debe, en parte, a la orientaci\u00f3n de los productos en funci\u00f3n de los intereses de los usuarios, ya que las ventas generan m\u00e1s datos que pueden utilizarse para la publicidad y la colocaci\u00f3n de productos en el futuro.<\/p>\n<p>Facebook, ampliamente considerado como el l\u00edder del comercio social, y Google ayudaron a los minoristas a aumentar sus ventas en el \u00faltimo trimestre. El operador de comercio electr\u00f3nico Shopify afirm\u00f3 que la tasa de crecimiento de los productos vendidos a trav\u00e9s de las plataformas de las dos empresas tecnol\u00f3gicas fue \u201cvarias veces superior\u201d a la de los sitios web gestionados por los propios comerciantes.<\/p>\n<p>El director ejecutivo de Facebook, Mark Zuckerberg, dijo que permitir el comercio y facilitar la comunicaci\u00f3n de las empresas con los clientes a trav\u00e9s de sus aplicaciones Messenger y WhatsApp era \u201cla apuesta correcta a largo plazo\u201d.<\/p>\n<p>Los minoristas se suman cada vez m\u00e1s a esta tendencia a medida que las restricciones del Covid-19 pesan sobre las ventas en tiendas f\u00edsicas.<\/p>\n<p>Marcas que van desde la casa de moda de lujo Burberry hasta el gigante de la moda r\u00e1pida H&amp;M han contratado a celebridades e influencers para conseguir que millones de sus seguidores realicen compras a partir de historias o publicaciones ef\u00edmeras pidi\u00e9ndoles que \u201cdeslicen hacia arriba para comprar\u201d.<\/p>\n<p>Aunque el negocio es peque\u00f1o por el momento, los gigantes de las redes sociales est\u00e1n estudiando los datos generados a partir de los h\u00e1bitos de compra y navegaci\u00f3n de los usuarios para la publicidad dirigida.<\/p>\n<p>La lucha por los datos de los usuarios se ha vuelto a\u00fan m\u00e1s crucial, ya que los recientes cambios en materia de privacidad de Apple Inc limitan la capacidad de las empresas tecnol\u00f3gicas para rastrear a los usuarios de iPhone y ofrecerles publicidad personalizada, seg\u00fan los expertos en publicidad.<\/p>\n<p>\u00bfEL FUTURO DEL COMERCIO?<\/p>\n<p>Facebook lanz\u00f3 Shops en mayo de 2020 durante el apogeo de la pandemia, atrayendo a las marcas con una forma f\u00e1cil de vender art\u00edculos directamente a trav\u00e9s de Facebook e Instagram y a los consumidores con una forma curada y personalizada de descubrir ropa de moda o art\u00edculos para el hogar.<\/p>\n<p>Seg\u00fan una encuesta realizada por eMarketer en junio de 2020, Facebook fue la principal plataforma de comercio social, ya que el 18% de los encuestados afirm\u00f3 haber comprado un producto a trav\u00e9s de Facebook. Eso comparado con el 11% de Instagram, propiedad de Facebook, y el 3% de Pinterest.<\/p>\n<p>Aunque las restricciones desaparezcan, los analistas afirman que es poco probable que la demanda de compras en l\u00ednea retroceda.<\/p>\n<p>\u201cLa gente se ha acostumbrado a comprar en l\u00ednea\u201d, dijo Dave Heger, analista de Edward Jones. \u201cNo creo que vayan a volver completamente al nivel que ten\u00edan antes en t\u00e9rminos de compra en tiendas f\u00edsicas\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las empresas compiten por una parte del llamado sector del comercio social, que se basa en la capacidad de los usuarios para descubrir y comprar productos a trav\u00e9s de las aplicaciones de las redes sociales.<\/p>\n","protected":false},"author":10,"featured_media":11417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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