{"id":121631,"date":"2020-08-31T17:09:58","date_gmt":"2020-08-31T21:09:58","guid":{"rendered":"https:\/\/news.sap.com\/latinamerica\/?p=121631"},"modified":"2023-11-13T15:32:37","modified_gmt":"2023-11-13T20:32:37","slug":"e-commerce-consumidores-en-busca-de-la-mejor-experiencia","status":"publish","type":"post","link":"https:\/\/news.sap.com\/latinamerica\/2020\/08\/e-commerce-consumidores-en-busca-de-la-mejor-experiencia\/","title":{"rendered":"E-commerce: consumidores en busca de la mejor experiencia"},"content":{"rendered":"<p class=\"lead\">Los canales de venta online representaron, en \u00e9pocas de COVID-19, la oportunidad para que las empresas pudieran mantenerse operativas: seg\u00fan la consultora Kantar, el e-commerce ha crecido un 300% en Latinoam\u00e9rica desde el inicio de la emergencia sanitaria, mientras el n\u00famero de consumidores <em>online<\/em> ha aumentado en un 30% en la regi\u00f3n en el mismo per\u00edodo.<\/p>\n<p>Chile no estuvo ajeno a este fen\u00f3meno: s\u00f3lo en la \u00faltima semana de marzo, tras instalarse la cuarentena en varias comunas, las ventas <em>online<\/em> de mercados minoristas alcanzaron un alza del 119%, tal como consigna una publicaci\u00f3n de la C\u00e1mara de Comercio de Santiago. Al igual que en los otros pa\u00edses del continente, se proyecta un crecimiento sostenido para los pr\u00f3ximos 2 a 5 a\u00f1os.<\/p>\n<p>Am\u00e9rica Latina ocupa el cuarto lugar del mundo en consumo de comercio electr\u00f3nico. Se prev\u00e9 que las ventas aumenten hasta alcanzar los US$81.000 millones en 2022, cifra que podr\u00eda ser superada como consecuencia del cambio de h\u00e1bitos que experimentan los consumidores por la pandemia.<\/p>\n<p>Es un momento de grandes desaf\u00edos para las empresas en Chile, pero tambi\u00e9n de enormes oportunidades, m\u00e1s a\u00fan de cara a un nuevo evento de superventas <em>online<\/em>. Es primordial comprender que la necesidad no es llegar al mercado sino a la persona, al consumidor. En ese sentido, resulta clave poner especial \u00e9nfasis en la experiencia del usuario.<\/p>\n<p>Si un consumidor ingresa a un sitio web y compra r\u00e1pidamente un producto, pero \u00e9ste no llega en los plazos establecidos o lo hace en malas condiciones, la venta <em>online<\/em> habr\u00e1 sido s\u00f3lo una promesa con altos costos para el negocio y por sobretodo una p\u00e9sima experiencia para el cliente. El comercio electr\u00f3nico es mucho m\u00e1s que el frontend o sitio web, se requiere administraci\u00f3n e integraci\u00f3n con proveedores y cadena log\u00edstica, operaci\u00f3n del centro de distribuci\u00f3n, gesti\u00f3n de despacho y devoluciones, CRM, etc. Todo lo anterior debe ser digitalizado a trav\u00e9s de soluciones integradas y que permitan ver el proceso end to end. Otro elemento cr\u00edtico hoy en d\u00eda es incorporar soluciones de gesti\u00f3n de la experiencia que permitan capturar, gestionar y actuar sobre cada punto de contacto a lo largo del recorrido del cliente.<\/p>\n<p>El coronavirus produjo una transformaci\u00f3n en el consumo que dif\u00edcilmente tenga marcha atr\u00e1s. Muchos han adquirido el h\u00e1bito de compra en l\u00ednea, incluso aquellos que nunca lo hab\u00edan visto como opci\u00f3n. Este escenario es propicio para que las compa\u00f1\u00edas que aspiren a adaptarse a un mercado con nuevas reglas inicien procesos de transformaci\u00f3n digital que aporten nuevas propuestas de valor y den agilidad a sus organizaciones. No se trata \u00fanicamente de capitalizar a favor un contexto altamente complejo, sino adem\u00e1s de salir fortalecidos de cara a un futuro sin duda incierto, pero cada vez m\u00e1s digital.<\/p>\n<p><em>Por: Crist\u00f3bal Vergara, Gerente General de 麻豆原创 Chile.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los canales de venta online representaron, en \u00e9pocas de COVID-19, la oportunidad para que las empresas pudieran mantenerse operativas: seg\u00fan la consultora Kantar, el e-commerce&#8230;<\/p>\n","protected":false},"author":4683,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[52091],"tags":[5598387,53804,5596090,5597731,22140,32458,5598388],"series":[],"region":[54562],"sapn-display":[52079],"sapn-type":[6114],"class_list":["post-121631","post","type-post","status-publish","format-standard","hentry","category-industrias","tag-camara-de-comercio-de-santiago","tag-chile","tag-coronavirus","tag-cristobal-vergara","tag-e-commerce","tag-sap-chile","tag-superventas-online","region-argentina","sapn-display-top-stories","sapn-type-articulo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - 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