Expertos en eCommerce a nivel global aseguran que las economías emergentes, como México, son los países que se convertirán en los próximos mega mercados en materia de comercio electrónico; esto debido a la creciente adopción de internet en la clase media.
De acuerdo con Porter Erisman, ex vicepresidente de la compañía transnacional de eCommerce, Alibaba, el comercio electrónico se puede dividir en dos modelos: el de los países desarrollados, que ha tomado fuerza en Estados Unidos y Europa Occidental, y por otro lado el de los países en desarrollo, mismo que ha tomado más tiempo en crecer.
El desarrollo del eCommerce en ambos modelos radica en el nivel de infraestructura tecnológica, además del nivel de confianza existente hacia las compras por internet. Este punto se refiere a que tanto los usuarios como los comercios electrónicos se sienten protegidos por las autoridades locales en caso de haber un fraude.
En el caso de economías en desarrollo, ha tomado más tiempo generar la infraestructura necesaria y en varios casos aún hay cierta desconfianza hacia las compras por internet. Sin embargo, en el caso de México el eCommerce creció 30% en 2016, de acuerdo a la Asociación Mexicana de Ventas Online (AMVO).
De acuerdo a Pedro Abad, CEO de Elogia México, estas cifras de crecimiento son claro ejemplo de un mercado con un largo recorrido por realizar y unas grandes oportunidades por explorar. En México se está avanzando de manera significativa para consolidar el eCommerce como área estratégica de la economía y su peso será muy relevante en los próximos años.
Un factor que cambiará la dinámica de las compras por internet será la alta penetración de usuarios de smartphones, tanto en los mercados desarrollados como en los emergentes. Esto significa que incluso personas en zonas rurales de India y China tienen acceso a compras online en tiendas nacionales e internacionales.
Relacionado al incremento de uso de smartphones, se encuentra la tendencia del mobile first, término que se refiere a la importancia de colocar a los dispositivos móviles en el centro del proyecto de eCommerce de las marcas. El enfocar una estrategia en “mobile first” hace que pensemos en una pantalla pequeña y así priorizar las funciones más importantes; es decir “menos es más”.
Otro pronóstico es el crecimiento de ventas especiales como Black Friday o Cyber Monday, promociones originarias de Estados Unidos que actualmente cuentan con versiones locales en diferentes países de Asia y Latinoamérica. Un ejemplo, es la creación de la Hot Sale impulsada, campaña anual de venta online en México, impulsada por la AMVO.
Estas tendencias también impulsarán que los pequeños y medianos empresarios en mercados emergentes opten por impulsar el eCommerce ya que les permite llegar a nichos específicos de clientes. Asimismo, las ventas en tiendas de países extranjeros se están convirtiendo en un factor a futuro, el cual está convierto a mundo en un mercado global.
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Expertos en eCommerce a nivel global aseguran que las economías emergentes, como México, son los países que se convertirán en los próximos mega mercados en materia de comercio electrónico; esto debido a la creciente adopción de internet en la clase media.