{"id":3536,"date":"2020-09-24T11:14:31","date_gmt":"2020-09-24T16:14:31","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3536"},"modified":"2021-02-19T16:47:38","modified_gmt":"2021-02-19T21:47:38","slug":"el-desarrollo-del-long-tail-en-el-comercio-electronico-gestion","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2020\/09\/24\/el-desarrollo-del-long-tail-en-el-comercio-electronico-gestion\/","title":{"rendered":"Diario Gesti\u00f3n"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:25;line-height:1.32;\"><p class=\"entry-title fusion-responsive-typography-calculated\" data-fontsize=\"60\" data-lineheight=\"60px\">El desarrollo del Long Tail en el comercio electr\u00f3nico<\/p><\/h3><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-text fusion-text-1\"><p>Hoy en d\u00eda, grandes negocios online ya no se basan exclusivamente en productos de alta demanda. Amazon, por ejemplo, ha reconocido que m\u00e1s del 50% de sus ventas se debe a productos que la distribuci\u00f3n tradicional pensaba no ser\u00edan populares.\u00a0Lejos de ser nuevo, este modelo de negocio enfocado en la cola larga, solo se ha transformado.<\/p>\n<p>Los productos se pueden clasificar por su venta, desde el punto de vista estad\u00edstico, en 2 grandes grupos: los de alta rotaci\u00f3n (denominados mainstream o pareto) y aquellos de menor volumen unitario (nicho o cola).\u00a0\u00a0Si ilustramos una distribuci\u00f3n estad\u00edstica, los de menor volumen se asemejan a la cola de un dinosaurio, por lo que se les denomina\u00a0<em>long tail<\/em>. Sus inicios fueron a trav\u00e9s de la venta por cat\u00e1logo, optimizando los costos de almacenamiento y distribuci\u00f3n.<\/p>\n<p>Con el crecimiento del e-commerce se ha logrado superar las restricciones f\u00edsicas de la exhibici\u00f3n y venta al p\u00fablico en tienda. De esta manera, la gesti\u00f3n de art\u00edculos long tail\u00a0se centra en ofrecer una amplia variedad de productos \u201cnicho\u201d de alto margen unitario, de los cuales se vender\u00e1n probablemente pocas unidades, pero que sumados uno a uno pueden representar un ingreso importante para la empresa.<\/p>\n<p>La venta de estos art\u00edculos de nicho no ser\u00eda viable en un formato f\u00edsico \u2013 por el alto costo que conlleva mantener el inventario en varios puntos de venta y la ineficiencia que ello genera en el uso del espacio \u2013 sin embargo, el canal online brinda la posibilidad de tener, incluso, solo una unidad de dicho producto en un centro de distribuci\u00f3n propio u ofrecerlo a trav\u00e9s del inventario de un tercero. El modelo de<em>\u00a0marketplace<\/em>\u00a0facilita la ampliaci\u00f3n de la oferta de productos sin comprometer capital de trabajo. Por ejemplo, en el Per\u00fa las principales tiendas por departamento vienen ampliando la cantidad de \u00edtems disponibles a trav\u00e9s de alianzas con terceros, a lo que se denomina contratos de\u00a0<em>venta verde<\/em>\u00a0o\u00a0<em>dropshipping<\/em>.<\/p>\n<p>De esta manera, el desarrollo de long tail en el comercio electr\u00f3nico puede hacerse con una baja inversi\u00f3n de capital, soportada en una eficiente gesti\u00f3n centralizada de inventario y\/o a trav\u00e9s de alianzas con terceros bajo el modelo de\u00a0<em>marketplace<\/em>. Los principales desaf\u00edos consisten en desarrollar una amplia base de proveedores que aseguren la disponibilidad y calidad de los productos, resolver los problemas log\u00edsticos de \u00faltima milla, la escalabilidad de la plataforma tecnol\u00f3gica y la adopci\u00f3n de nuevos medios de pago.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:33px;width:100%;\"><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#003591;--button_gradient_bottom_color:#003591;--button_gradient_top_color_hover:rgba(24,27,32,0.92);--button_gradient_bottom_color_hover:rgba(24,27,32,0.92);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/willardmanrique.pe\/wp-content\/uploads\/2021\/02\/24.09.20-Gestion.pe_.png\"><span class=\"fusion-button-text\">revisa la nota completa<\/span><i class=\"fa-angle-right fas button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3689,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[134],"tags":[],"class_list":["post-3536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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