Decyzje zakupowe Polaków coraz szybsze
Rozwój e-handlu przyspieszył decyzje klientów, jednak sprzedaż w sieci ma istotną zaletę - może dostarczyć resellerom dużej ilości danych o kupującym. Rozdrobniony rynek czeka konsolidacja - uważa Piotr Czapski, członek rady nadzorczej MCI Management.

Według Piotra Czapskiego,prowadząc biznes w Internecie nie da się budować wieloletniej strategii. Wprawdzie trzeba planować na wiele lat, ale jednocześnie przedsiębiorca musi przygotowany na błyskawiczne zmiany, dostosowywać się do nowych zjawisk i reagować na oczekiwania konsumentów. Temu mają służyć analizy prowadzone na podstawie ich zachowań.
– Wiemy dokładnie, gdzie użytkownik kliknął, w jaki sposób przeszedł do produktu, czym się interesuje. Z drugiej strony ogrom danych powoduje, że wielkie znaczenie ma umiejętność wyciągnięcia z nich odpowiednich wniosków. Dlatego w firmach e-commerce pracują analitycy z wykształceniem matematycznym, którzy są w stanie takie dane przeanalizować i uprościć. – wyjaśnia Piotr Czapski. – Konsument ostatecznie podejmuje decyzję w oparciu o 2-3 zmienne, nie o 25. Z jego zachowania podczas kilku minut spędzonych w sklepie internetowym trzeba wyłowić 2-3 cechy kluczowe w podejmowaniu decyzji. To jest wyzwanie tego biznesu – tłumaczy.
W Polsce wiele e-sklepów nie dysponuje jednak takimi narzędziami. Nie specjalizują się w e-commerce, często sprzedaż internetową traktują jako uzupełnienie tradycyjnych form. Liczba takich placówek jest ogromna, więc zdaniem menedżera nastąpi konsolidacja.
– Polski rynek e-commerce jest bardzo rozdrobniony w porównaniu do rynków np. w Niemczech czy Anglii. Małych firm nie stać na inwestycje w nowoczesne technologie. Poza liderami większość firm z branży e-commerce działa w sposób dość ograniczony i prymitywny – twierdzi Piotr Czapski.
MCI Management jest m.in. udziałowcem Morele.net i ABC Daty.
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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.