PayU, una de las empresas más reconocidas en Pagos en Línea, acaba de revelar las tendencias en el comercio electrónico para 2016. Si bien el precio del dólar puede afectar el comportamiento del usuario en cuanto a las compras por internet, la evolución de las tiendas virtuales locales y regionales apalancará el crecimiento de esta industria. Esto es lo que dice el informe:


Según eMarketer, se espera que el comercio electrónico siga creciendo en Latinoamérica, alcanzando cifras de dos dígitos, por lo menos, hasta 2019. Del mismo modo, se incrementará el número de usuarios registrados en portales de compras y medios de pago para transacciones en línea.


El usuario dejará de esperar hasta conectarse en un computador para realizar transacciones. Las transacciones a través de dispositivos móviles se van a multiplicar. De ahí que las tiendas en línea que no incluyan diseños adaptables o ‘responsive’, van a dar ventajas a la competencia.


Con más oferta hacen falta más promociones. Tal como sucede en las tiendas físicas, los canales de venta online empezarán a competir por medio de promociones que van desde la compra con tarjetas de crédito sin intereses hasta las formas típicas de descuentos y las ofertas 2×1.


La compra a través de dispositivos móviles va más que en serio. No solo se trata de diseñar páginas adaptables sino también aplicaciones con interfaces que faciliten la compra. Si la interacción es complicada se perderán ventas. Pero si los contenidos se diseñan correctamente, las compras irán en aumenta y serán cada vez más emocionales.


Las políticas de envío van a ser determinantes para el usuario. Los envíos internacionales serán un factor de diferenciación entre las tiendas virtuales. Los usuarios ya no quieren complicarse la vida gestionando la compra y el envío por separado. Además, los tiempos de entrega serán parte de la promesa de venta y jugarán un papel imprescindible en la satisfacción del usuario.


El concepto ‘User Experience’ (UX) no solo contribuirá al posicionamiento de las marcas de comercio electrónico, sino que también ayudará en la recompra. En la medida en que se use la tecnología para entender cómo interactúan las personas, se ofrecerá un servicio de calidad a los consumidores y las marcas serán reconocidas como confiables, accesibles y amigables, tanto para la audiencia que ya los sigue como para el segmento potencial.


El espacio de las redes sociales sigue en constante transformación. Ahora en Pinterest, Twitter y Facebook los comercios pueden activar botones para publicar y vender productos directamente desde sus cuentas. De hecho, plataformas como Shopify (aliado PayU), ayudan a construir tiendas en Facebook desde las que se puede llevar un negocio a vender y recibir pagos de manera sencilla.


Todos los paquetes de monitoreo o análisis de hoy hablan de “big data”, pero ¿qué hacemos con eso? Las grandes marcas están usando todas las opciones existentes para saber más sobre sus consumidores: su comportamiento de compra, sus preferencias, su red social favorita, etc.; eso es big data. El objetivo es usar ese conocimiento para identificar los patrones y perfiles de consumidor para hacer segmentaciones estratégicas que permitan llegar a más compradores.

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