{"id":14907,"date":"2022-04-21T10:00:56","date_gmt":"2022-04-21T15:00:56","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=14907"},"modified":"2022-04-13T17:19:36","modified_gmt":"2022-04-13T22:19:36","slug":"el-desarrollo-del-e-commerce-exige-evolucion","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/el-desarrollo-del-e-commerce-exige-evolucion\/","title":{"rendered":"El desarrollo del e-commerce exige evoluci\u00f3n"},"content":{"rendered":"

La adopci\u00f3n del comercio electr\u00f3nico crece de forma constante. En M\u00e9xico, durante el 2020 creci\u00f3 m\u00e1s de un 80% y en 2021 fue de casi el 30%. Por eso, la evoluci\u00f3n constante y el aprovechamiento de nuevas tendencias tambi\u00e9n es parte de su desarrollo.<\/p>\n

De acuerdo con Brendan Witcher, vicepresidente de la empresa de investigaci\u00f3n de mercados Forrester, el enfoque de los negocios en los siguientes cuatro a\u00f1os debe enfocarse en tecnolog\u00eda que no est\u00e1 siendo aprovechada para generar una apuesta atractiva hacia los clientes.<\/p>\n

Durante su participaci\u00f3n en el VTEX Day de Sao Paulo, el ejecutivo mencion\u00f3 que hacia 2026, la personalizaci\u00f3n tendr\u00e1 un papel muy relevante en las tendencias del e-commerce, pues permitir\u00e1 entender a los clientes en mayor medida, adem\u00e1s de generar an\u00e1lisis m\u00e1s profundos sobre sus conductas de compra.<\/p>\n

Sin embargo, resalt\u00f3 que los negocios deben ser cr\u00edticos sobre c\u00f3mo almacenan informaci\u00f3n, pues este proceso debe llevar tal calidad que sea lo suficientemente confiable para dar pistas al negocio sobre el mejoramiento de las estrategias de marketing de la compa\u00f1\u00eda.<\/p>\n

La omnicanalidad es una de las formas en que las marcas est\u00e1n aprovechando la reapertura tras la pandemia, pero esa tendencia se mantendr\u00e1 con los a\u00f1os. Al respecto, Witcher consider\u00f3 que debe haber una postura integral en los comercios electr\u00f3nicos para crear una experiencia de marca \u00fanica y que no sean canales desperdigados.<\/p>\n

La transformaci\u00f3n omnicanal, explic\u00f3, requiere de cuatro pilares: hacer que el cliente est\u00e9 conectado con su compra; que pueda comprar en cualquier lugar; que vea contenido consistente y que aproveche ofertas de forma constante; y que la empresa muestre puntos de contacto sencillos y accesibles para el cliente.<\/p>\n

\u201cLas empresas rara vez hacen el trabajo de entender el impacto omnichannel tiene en las experiencias del cliente, ya sea buena o mala. Esto crea una forma de \u2018ceguera digital\u2019 que inhibe la capacidad del profesional digital para mejorar adecuadamente las capacidades\u201d, detall\u00f3.<\/p>\n

Los h\u00e1bitos digitales influir\u00e1n al e-commerce<\/p>\n

Adem\u00e1s de la personalizaci\u00f3n y la combinaci\u00f3n de canales, el especialista resalt\u00f3 que las din\u00e1micas digitales ya est\u00e1n influyendo en las conductas de compra, pues entre las tendencias de las marcas hacia 2026 destaca la suscripci\u00f3n, un modelo que copiar\u00e1n de los servicios de streaming a los cuales los consumidores ya est\u00e1n acostumbrados.<\/p>\n

\u201cLos minoristas deben entender el valor de los modelos de suscripci\u00f3n recurrentes, porque obtienen m\u00e1s datos sobre los clientes, mayor frecuencia de compromiso y clientes m\u00e1s fieles\u201d, puntualiz\u00f3 Witcher.<\/p>\n

Datos de Forrester apunta que un 53% de los negocios minoristas tiene previsto adoptar un modelo basado en ingresos recurrentes, pues este tipo de servicios ahorran dinero a largo plazo para los clientes o porque tienen curiosidad sobre la experiencia que una marca puede entregar.<\/p>\n

Los altavoces inteligentes tambi\u00e9n jugar\u00e1n un papel importante en el comercio electr\u00f3nico. La firma de investigaci\u00f3n de mercado estima que el 46% de los hogares estadounidenses tendr\u00e1n altavoces inteligentes a finales de 2022, mientras que en el Reino Unido el 16% de los adultos en l\u00ednea utilizan estos dispositivos para buscar productos o servicios y el 9% los utiliza para pedir o reordenar productos.<\/p>\n

Otras tecnolog\u00edas que son cotidianas en el entretenimiento, pero ser\u00e1n usadas para el comercio electr\u00f3nico son las transmisiones en vivo. Witcher se\u00f1al\u00f3 que el 55% de los adultos que est\u00e1n online y han visto un video de venta, han realizado una compra desde el enlace.<\/p>\n

Asimismo, la Realidad Aumentada agregar\u00e1 un valor pr\u00e1ctico a las marcas y sus experiencias de venta, pues se podr\u00e1 usar para que los clientes no crean que gastan tiempo de su vida en sitios web aburridos.<\/p>\n

\u201cLas marcas de muebles, belleza y ropa son las que m\u00e1s \u00e9xito tendr\u00e1n con esta tecnolog\u00eda. La realidad aumentada puede ayudar a los consumidores a sentir que est\u00e1n tomando decisiones de compra sin tener en presencia el producto\u201d, concluy\u00f3.<\/p>\n","protected":false},"excerpt":{"rendered":"

Omnicanalidad, modelos de suscripci\u00f3n y realidad aumentada son algunos de los avances que se esperan para el 2026 en esta industria.<\/p>\n","protected":false},"author":10,"featured_media":14909,"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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