{"id":4259,"date":"2021-06-03T23:31:30","date_gmt":"2021-06-04T04:31:30","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4259"},"modified":"2021-10-25T23:33:15","modified_gmt":"2021-10-26T04:33:15","slug":"marketplaces-motores-del-e-commerce-info-marketing","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2021\/06\/03\/marketplaces-motores-del-e-commerce-info-marketing\/","title":{"rendered":"Info Marketing"},"content":{"rendered":"
<\/div><\/div>

Marketplaces: Motores del e-commerce<\/h3><\/div>
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Antes de la pandemia, solo el 1.5% (65,800) de comercios vend\u00edan a trav\u00e9s del canal online. Sin embargo, al cierre del 2020 el n\u00famero de empresas que ingresaron al comercio electr\u00f3nico se cuadruplic\u00f3, alcanzando un 5% (m\u00e1s de 260,000),<\/strong> seg\u00fan el informe OBSERVATORIO ECOMMERCE 2020<\/a><\/span><\/u>\u00a0de la C\u00e1mara Peruana de Comercio Electr\u00f3nico (CAPECE).<\/p>\n

Para una empresa interesada en la venta por canales digitales, una alternativa a la inversi\u00f3n en una tienda virtual propia es vender a trav\u00e9s de marketplaces. En ellos se re\u00fanen varios ofertantes en una sola plataforma digital con el prop\u00f3sito de vender y promover sus productos, permitiendo que cada uno defina el precio, stock y promociones, como en su propia tienda. Aunque las comisiones cobradas pueden llegar al 35% del valor de la venta, requieren una baja inversi\u00f3n inicial dado que la plataforma asume los costos: tecnolog\u00eda, riesgos de la operaci\u00f3n, sistemas antifraude; incluso herramientas multimedia y de marketing.<\/p>\n

Tal como sucede con una tienda f\u00edsica ubicada dentro de un centro comercial tradicional, los marketplaces aportan con su modelo un alto tr\u00e1fico de visitantes. Ello permite llegar a una base de clientes potenciales superior a la del esfuerzo individual de una tienda virtual. Sin embargo, antes de tomar la decisi\u00f3n de incursionar en este ecosistema digital, es fundamental reconocer en cu\u00e1l de los cuatro tipos de marketplaces que existen, puede alojar su marca de acuerdo a las necesidades comerciales.<\/p>\n

Amazon o Linio (en Latinoam\u00e9rica) son las denominadas Cross Border<\/em><\/strong>, que destacan por tener presencia en casi todo el mundo o en pa\u00edses con importante n\u00famero de consumidores, brindando mayor visibilidad y cobertura. Por su parte, los Pure Player<\/em><\/strong> como Mercado Libre, Lumingo, OLX o Juntoz, son plataformas 100% digitales que solo realizan entregas a domicilio porque no cuentan con un establecimiento f\u00edsico.<\/p>\n

Se les conoce como Marketplaces Retailer<\/em><\/strong> a los formatos de venta minorista que han incursionado en el mundo digital. Este modelo les ha permitido ofrecer una gama mucho m\u00e1s amplia de productos a trav\u00e9s de otras empresas ofertantes. Las plataformas digitales de Saga Falabella, Ripley o Platanitos, por ejemplo, permiten comprar por el canal online o v\u00eda telef\u00f3nica e ir a recoger a una tienda f\u00edsica, a un locker o tambi\u00e9n recibirlo por delivery. Finalmente, los Marketplaces App Delivery<\/em><\/strong> como Rappi o Pedidos Ya, tambi\u00e9n han encontrado una oportunidad en medio de la crisis sanitaria; pues, ya no solo ofrecen el servicio de restaurantes y comida r\u00e1pida, ahora albergan categor\u00edas como supermercados, farmacias, retail e incluso bodegas.<\/p>\n

Es importante tener en cuenta que, al hospedarse las marcas en plataformas consolidadas a nivel digital, no solo aumentan su visibilidad en las b\u00fasquedas naturales, sino tambi\u00e9n reciben datos e informaci\u00f3n de b\u00fasqueda y navegaci\u00f3n que permiten analizar y tener mayor conocimiento del perfil del consumidor y de sus competidores. Por ello, m\u00e1s all\u00e1 de evaluar el tr\u00e1fico y comisi\u00f3n de un marketplace, se debe considerar en qu\u00e9 categor\u00eda se desempe\u00f1a mejor, adem\u00e1s del soporte y atenci\u00f3n al cliente que ofrece, para cumplir con los objetivos trazados.<\/p>\n<\/div>

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Revisa la nota completa<\/span><\/i><\/a><\/div>
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