Na m-commerce nie zawsze można zarobić
M-commerce w Polsce to w istocie tablet commerce – wynika z danych raportu 'Mobile commerce w Polsce 2013'. Więcej osób kupuje online z pomocą tabletów niż smartfonów. Według raportu mobilność dla resellerów nie zawsze jest lekarstwem na problemy z biznesem. Za kilka lat rewolucję mogą przynieść tzw. super wallety.

Według raportu e-handel w Polsce z wykorzystaniem urządzeń mobilnych –
tabletów i (zwłaszcza) smartfonów, ma niewielki zasięg – przez telefon
komórkowy kupuje online 3 proc. Polaków (dane TNS Polska, Mobile Life
2013), a biorąc pod uwagę tylko internautów – 7 proc. Bardziej
rozpowszechnione jest kupowanie z pomocą tabletów – robi to 10 proc. ich
użytkowników (a tabletów jest w Polsce 1,1 mln – dane z początku br. – i
ich liczba rośnie). Wynika to z tego, że tablet ma większy ekran i
łatwiej na nim korzystać ze zwykłej, „komputerowej” witryny sklepu. Z
drugiej strony klientom trudno kupować przez telefon, bo nadal niewielu
e-handlowców zainwestowało w mobilność. Na 100 największych polskich
sklepów internetowych 15 ma serwis przystosowany do smartfonów i
tabletów, a 10 na 100 oferuje aplikację mobilną.
Według opinii
przytaczanych w raporcie, wdrażanie stron i aplikacji mobilnych nie
zawsze jest bezwzględnie konieczne dla przedsiębiorcy, a inwestycja w
mobilność nie poprawi automatycznie sytuacji e-sklepu. Opłacalność i
skuteczność takiego przedsięwzięcia zależy od różnych czynników, które
reseller powinien wziąć pod uwagę, m.in. od kosztów wdrożenia,
asortymentu, klientów (ich liczby, preferencji) oraz od tego, czy
odpowiednio przygotowano daną witrynę. Ponadto nie każdy asortyment
nadaje się do mobilnej aplikacji. Koszt aplikacji na jedną platformę
według Kamila Brzezińskiego, właściciela mobilna.pl, to minimum 30 tys.
zł (a warto zrobić co najmniej na trzy: Androida, iOS i Windows Phone).
Natomiast strona mobilna jest jedna dla wszystkich.
Jedna z
prognoz przewiduje, że strony mobilne sklepów będą miały mniejszy udział
w rynku niż responsywne wersje stron (które automatycznie dostosowują
się do wielkości ekranu), ale mobilna strona działa szybciej, więc
powinna być wdrażana tam, gdzie produkt jest kupowany pod wpływem
impulsu (jak gadżety, biżuteria).
Jak zrobić dobry m-commerce
W 'Mobile commerce w Polsce 2013′ są też porady dla resellerów, jak należy
przygotować mobilne rozwiązania: „10 wskazówek dobrego m-commerce” mówi o
tym, że serfowanie po stronie musi być proste i intuicyjne – proces
zakupy powinien zamykać się w kilku klikach. Lepiej prezentować
produkty, a nie drzewo kategorii, bo użytkownik będzie miał za dużo do
przewijania i może się zniechęcić. Zdjęciami warto przykuć uwagę
klienta. Fotki muszą być wyraźne, a opisy nie dłuższe niż SMS – z
wymienionymi zaletami produktu. Klienta nie należy atakować reklamami.
Zakupy powinny być możliwe bez rejestracji, bo dla klienta liczy się
szybkość.
Dane podawane przez serwisy potwierdzają, że zasięg
m-commerce na razie jest niewielki, ale jego znaczenie rośnie. Np.
udział „mobile” w przychodach Allegro wyniósł w ub.r. 2,3 proc., a w tym
roku – 3,4 proc. i nadal rośnie. Według danych Allegro wśród najpopularniejszych kategorii
produktów, poszukiwanych z pomocą strony albo aplikacji mobilnej, nie ma
komputerów. Natomiast w przypadku połączeń ze stroną mobilną oraz z
aplikacji Allegro na iOS-a w pierwszej piątce najbardziej poszukiwanych
kategorii zmieściły się „Telefony i akcesoria”.
Są też opinie, że za kilka lat rynek m-commerce czeka zasadnicza zmiana.
„Prawdziwa
rewolucja m-commerce’owa dokona się za sprawą super walletów, czyli
mobilnych platform m-commerce, których wysyp będziemy obserwować w ciągu
najbliższych 2-3 lat.” – uważa Tomasz Krajewski, Business Unit
Manager, Leader. Według przytaczanych badań klienci oczekują, że pojawi
się nowa generacja mobilnych portfeli, umożliwiających kupowanie w
Internecie „Sklepy, usługodawcy i dostawcy kontentu powinni zawczasu
zainteresować się znalezieniem się na powstających platformach „super
walletów” – stwierdza menedżer.
Raport można pobrać z tej strony.
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Skarbówka dostanie informacje o obrotach e-sprzedawców
Platformy e-commerce będą miały obowiązek przekazywać fiskusowi dane o sprzedaży resellerów.
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Zakaz kupowania płatnych opinii i więcej ochrony e-sklepach
Unijna dyrektywa, tzw. Omnibus reguluje wiele obszarów e-commerce oraz wzmacnia pozycję konsumentów wobec e-sklepów.