Las ventas online aumentan en España en 2015

Foto realizada por Fosforix

Cada vez son más las personas que utilizan este medio para realizar sus compras, ¿está preparada tu cooperativa para la venta online?

El último estudio de IAB junto a Viko “Estudio eComerce  2015 IAB Spain” da una idea de la evolución y de detalles concretos del proceso de compra online. La muestra fue realizada sobre 1.200 personas de entre 16 y 55 años. Entre otros muchos datos de interés el estudio nos facilita información sobre tendencias, comportamientos, gustos… de los cuales queremos destacar:

  1. Aumenta el número de personas que compran online, pasando de un 44 % en 2013 a un 67 % en 2015.
  2. Los y las jóvenes de entre los 16 y 30 años continúan liderando las compras a través de la red, siendo la frecuencia media de compra de 3 a 4 veces al mes.
  3. El gasto online se incrementa, pasando de un gasto medio de 60 € en 2014 por compra a 70 € en 2015, un incremento de 10 € por persona, lo que es bastante llamativo.
  4. Los argumentos para elegir la compra online frente a la compra presencial varían entre la comodidad (84 %) y las ofertas (86 %).
  5. Las compras más habituales son del sector de las tecnologías (68 %) ocio y cultura (66 %) y turismo (64 %).
  6. El abandono del carrito de compra se produce por razones variadas: plazos de entrega, formas de pago, sobre costes o publicidad engañosa, etc.
  7. Un 25 % de las personas entrevistadas estarían dispuestas a pagar más por una entrega más rápida.
  8. La forma de pago más utilizada es PayPal (64 %) por su seguridad y comodidad, un 25 % continúa usando la tarjeta de crédito alegando comodidad. Cada vez menos se usa menos el pago contra rembolso.
  9. Se consiguen más ventas (49 %) a través de foros y blogs, seguidos de recomendaciones familiares y de personas cercanas, redes sociales y sobretodo los sitios Web de las empresas.

10.El servicio postventa: 3 de cada 4 personas que compran online dicen estar satisfechas con el servicio postventa recibido, el 64 % de comparadores y compradoras aseguran que el motivo de su satisfacción es principalmente el precio y en segundo lugar la usabilidad del sitio Web (47%). Podemos indicar que la satisfacción media es de un 8,1 sobre 10.

Tras estos datos comprobamos que el comercio electrónico es un sector en pleno crecimiento, eso sí, hay que estar dispuesto a acomodarse a las necesidades de un nuevo tipo de comercio.

Aún queda mucho camino que recorrer en cuanto a la compra a través del smartphones y tablets. Cada vez más son las personas que se deciden a comprar a través de sitios Webs y van perdiendo el temor a realizar todo tipo de compras. Un aumento de la confianza hace de las compras online una realidad más cercana.

Si queremos ser empresas competitivas debemos revisar estas opción de venta que poco a poco, cada vez genera más benéficos. Si eres cooperativista puedes utilizar lacentral.coop, que es un punto de encuentro para las cooperativas y un espacio para las personas que apuesten por un consumo más responsable, en esta plataforma encotrarás ofertas y productos ofrecidos por las cooperativas.

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