How has digital business evolved in Spain? What are the key trends and technologies for ecommerce 2020?
Results of e-commerce 2019 in Spain
In November, Packlinkthe shipping platform, shared the following results of its
VI Annual Study of eCommerce in Spain 2019: trends and technological platforms:
PrestaShop and WooCommerce as ecommerce platforms
Forms of payment
Other forms of payment are bank transfer and refund, although their use depends on the type of business. A B2B may have very different agreements with their customers compared to a retailer.
Logistics and shipping conditions
The free delivery is being established by default, assumed with the price of the product and avoiding surprises at the end of the purchase process. More than half of the ecommerce already offer it this way. The cost of shipping is one of the most frequent questions and can even be the cause of abandoning the digital shopping cart.
Most online stores work with two logistics providers, thus addressing the safe delivery of the product.
According to Packlink's results, only the 34% of online stores sell through a marketplace. More than half work with Amazonfollowed by Ebay. Aliexpress stays on an 8%.
Depending on the type of product and market, a marketplace can benefit or harm both visibility and profit on sale. Nike joins the big brands leaving Amazon.
The survey on adigital ecommerce in the middle of 2019 informs us of a very important fact. Although more than half of the participating online stores also have physical stores, only the 41% of these has an omnicanal strategy.
This percentage also varies by sector. Only the 24 % of professional services B2B has an omnicanal integration strategy.
With regard to invoicing, those companies that turnover of more than 5 million are also the most involved in the omnicanal strategy.
By turnover, curiously, it is e-commerce of more than 5 million euros that bets less on the App / good mobile experience (8%), focusing more on online shopping / in-store collection (24%). They are also the ones who bet more on payment by Paypal (19%) and the Mobile payment (19%). On the other hand, the 18% of the online shops that invoice between one and 3 million euros, are the most involved in offering App / good mobile experience (18%).
Ecommerce 2020: Connect your business
In 2019 we published the book "Connect your business: The digital transformation of sales channels”. In the first part, we address the transformation strategy and in the second part, its implementation in the 3 key areas:
We developed a map that visualizes the components and also the intersections between these concepts and that gathers the most relevant technological tools and solutions for each area. The speed with which new solutions are developed and others already consolidated are improved, makes this map to be updated continuously.
Ecommerce 2020 trends can also be reflected on the map. Although it all seems revolutionary, it is really about continuous improvement of connectivity, internet access and the digitization of all business processes. Although it sounds more interesting to talk about chatbots or Apple Card and algorithm regularizationNew means of paymentAt the heart of an e-commerce business is still the company, its business model, its processes and resources.
New technologies must be integrated into these processes, and in the strategy of digital transformation we must build technology collections in order to optimize and automate tasks.
5G, Virtual reality and immersive experiences
The first trend we would like to highlight is 5G, which in 2020 will affect mainly industry and connectivity IoT. This navigation network is a hundred times faster than 4G. It almost completely eliminates the delay in both streaming videos, thanks to its low latency.
5G is the essential technology in the digital transformation of society and economy in advanced countries over the next decade
National Plan 5G 2018-2020Ministry of Energy, Tourism and Digital Agenda
End users will have to wait a little longer until mobile devices catch up with real 5G. According to Retina's interview with various experts, we will be able to see real advantages for 5G mobiles from 2021. This in turn will continue to open up new opportunities for mobile commerce. The design and development of online stores has been going on for a few years now with the mobile first principleand this will stay.
Virtual reality and immersive experiences will benefit from 5G. Fashion brands, be it clothing or cosmetics, are already experimenting with these new opportunities to offer a value-added service to their customers. We are sure to see very interesting applications in online stores and Ikea AppThe company's products can no longer be considered as simple product catalogues.
If a picture is worth a thousand words, an immersive experience can not only answer questions immediately, but surprise with new ideas and solutions.
The automation of the catalogue
There are many tasks and processes that we have to do manually and that depend on our human intelligence, knowledge and experience. However, there are many tasks that we could automate in order to free up time for more demanding tasks and also to avoid human error.
An example is the product catalogue of the online shop. It can be created manually, product by product, with images, descriptions, prices, etc. If we have a large volume of products, this is not directly profitable.
The product catalogue must have detailed sheets that can answer all the questions of the users. With platforms like IceCat and our tool Conecta Catalogue This process can be automated by synchronizing the product card information with the online store.
Loyalty, artificial intelligence and machine learning
And in line with the growing connectivity, there can be no lack of loyalty. The principle of loyalty is based on the high cost of acquiring new customers compared to retaining customers who have already bought from us. Loyalty can eliminate intermediaries between the company and its end customer, and provide valuable data on user preferences and habits to improve the product and services.
Getting this data is only one component of the successful formulation. We already have a lot of data in our business. But it is common that each department has relevant data "of its own" and that information silos are created. Centralizing data, with relevant reports for each department, allows for better and faster decision making. Investing in collections of technologies, integrated with each other, is a competitive advantage that is decisive for the future of the business. With a Business Intelligence solution, we can already talk about the opportunities provided by artificial intelligence and its branches, such as machine learningThe Big Data, Data mining o Blockchain
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Data, data, data and ... training
With the online store published, the departments communicated, another task remains. We are accumulating data at a speed never seen before. It is the age of information, or rather, data.
The data is said to be the new oil. And they have not stopped making headlines in the news, both important advances in health and industry, and cases of abuse, such as Facebook, Cambridge Analytica, etc. The era of vigilante capitalismShoshana Zuboff, author of the book of the same title recommended by Bill Gates as a must-have.
There is a growing demand for data scientists, o data scientists. But without expert dedication, all roles of responsibility, whether in human resources or purchasing, must be continuously trained to make the most of the data available to them.
«Data scientist (n): A person who knows more about statistics than any programmer and who also knows more about programming than any statistician"Josh Wills
Organizations must train their employees to ensure that everyone can handle the data and demonstrate their effectiveness along the data value chain, particularly in the lines of business where its reach and impact can be felt most, for example, in marketing and product development. Data collection, analysis and interpretation is now available to all professionals.
In this context, cyber security cannot be ignored. Every year we are surprised by new attacks, which are increasingly ingenious and surprising. Even spam emails, previously easy to detect because of their serious spelling and grammatical mistakes, have improved a lot. Whoever has a website, by now knows what a DDoS attack is, has suffered it and survived it. There are many courses on cyber security, from basic to advanced, and workshops on ethical hacking. Training in information security and computer security is not optional.
Ecommerce 2020 in brief
Therefore, it is not only a question of investing in loyalty campaigns, having an optimized online store or interacting with users through chatbots and automated mailing campaigns.
In 2020, the task remains to digitize our business processes, integrating all technology solutions and making data-based decisions.
Or what is the same, being a company data driven.
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