La relevancia del Eccomerce en la actualidad

 

  • Por Johanna Reyes, Directora Ejecutiva Comunidad Mujeres Emprendedoras. 

 

 

La actual crisis sanitaria y económica por el Covid-19 ha llevado a miles de personas y empresas a replantearse la forma de ver y vivir el mundo, lo que sin duda ha significado hacer frente a una complicada contingencia pero también a innumerables desafíos para muchos sectores comerciales. Es así cómo muchos emprendedores y empresarios han debido romper algunos paradigmas y adaptar velozmente las relaciones con sus clientes, estableciendo canales de acercamiento remotos con el fin de mantener la calidad del servicio y sus ventas.

En ese sentido, a causa de los confinamientos prolongados los consumidores pasan cada vez más tiempo frente a sus pantallas y dispositivos móviles, sobre todo en sus teléfonos o tablets, por lo que la digitalización y el eCommerce se han transformado en una gran oportunidad para poder mantener a flote un negocio, mantener las relaciones con clientes y ofrecer productos/servicios de forma remota y segura, donde además de la posibilidad de poder ver y cotizar en distintos canales, de podar optar por diferentes métodos de pago y entrega, o de comprar en cualquier momento y lugar, resulta una combinación muy atractiva para los consumidores que agiliza las decisiones y procesos de compra. 

Por otro lado, el alto porcentaje de acceso a Internet en el país y de uso de dispositivos móviles, los avances en digitalización, el aumento de las diversas alternativas de pago online y la inserción de tarjetas bancarias de forma masiva, son algunos de los factores que han sido cruciales al momento de construir una infraestructura que permita avanzar en el comercio electrónico. Por ejemplo, dichos avances pueden verse reflejados en el crecimiento de las cifras correspondientes a ventas por canales digitales, las cuales han aumentado considerablemente en los últimos años, posicionando a Chile entre los líderes de la región, y considerando además que la digitalización se está posicionando en un atractivo panorama productivo, abriendo nuevos canales e innumerables oportunidades de negocios. 

De esta manera, tener o invertir en una plataforma de eCommerce no solo se convierte en un imperativo en los tiempos actuales o en un facilitador para las ventas a través de Internet, sino que también, ocupa un rol importante en la creación y desarrollo continuo de una relación con los clientes. Sin embargo, aún existen algunas barreras que han impedido que el comercio digital se instale con fuerza en la industria nacional, lo que se evidencia en el bajo porcentaje de empresas que ha incorporado la modalidad de venta digital en sus modelos de negocio. Entre algunos de estos obstáculos podemos encontrar la falta de habilidades digitales, el desconocimiento sobre cómo operar un negocio que vende online, el miedo a cambiar o lo desconocido o la falta de recursos para la inversión, entre otros. 

En consecuencia, la tendencia de compra online va en un sostenido aumento en Chile y el mundo entero, y está exigiendo a las empresas el deber de cambiar, adecuarse e innovar, donde junto con la necesidad de incorporar tecnología, también es necesaria una estrategia de negocios clara y sustentada en objetivos definidos, repensar los procesos de la cadena de valor considerando los requerimientos del cliente actual, y junto a aquello, contratar capital humano capaz de ejecutar las diferentes operaciones. Entonces, ¿qué esperar para subirte a la nube o digitalizar tu negocio? 

 

 

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