BCG: miliardowe przychody z handlu w Internecie, zakupy tańsze o 15 proc.
Kupując online klienci oszczędzają ok. 15 proc. w porównaniu z ceną w sklepie tradycyjnym – ustaliła Boston Consulting Group. Handel jest siłą napędową polskiej gospodarki internetowej. Do 2015 r. jej wartość może wzrosnąć nawet do 92 mld zł.

Według raportu firmy konsultingowej BCG zakupy za pośrednictwem Internetu są tańsze mniej więcej o 1/7 nawet po uwzględnieniu kosztów wysyłki. Jeszcze częściej, niż na bezpośredni zakup poprzez portal internetowy, klienci decydują się na wybór określonego towaru po sprawdzeniu cen i opisów online. Wartość tego typu transakcji jest o 80 proc. wyższa niż e-commerce i stanowi ok. 6 proc. handlu detalicznego. W takich branżach, jak elektronika, zdaniem BCG Internet wpływa bezpośrednio lub pośrednio na 20-30 proc. sprzedaży. Tymczasem polscy przedsiębiorcy stosunkowo rzadko, w porównaniu z innymi krajami Europy, korzystają z reklamy w sieci – stosuje ją 13 proc. firm.
W 2009 r. wartość polskiej gospodarki internetowej osiągnęła 35,7 mld zł, czyli 2,7 proc. PKB. BCG prognozuje, że do 2015 r. powinna wzrosnąć co najmniej o 100 proc. do 76,7 mld zł (4,1 proc. PKB), ale niewykluczony jest wyższy wzrost, nawet do 92 mld zł (4,9 proc. PKB). Branża ma zwiększać przychody średnio o 14 proc. rocznie. W porównaniu z innymi krajami Europy udział gospodarki internetowej w Polsce jest jednak i tak niski – np. w Wielkiej Brytanii wynosi 7,2 proc. PKB, a w Czechach 3,6 proc.
Zdaniem BCG największe pieniądze w polskim Internecie generuje handel, który przyczynia się do wytworzenia 62 proc. przychodów (22 mld zł w 2009 r.). Niewiele natomiast inwestuje administracja rządowa (5 mld zł, 0,4 proc. PKB), czyli na poziomie krajów rozwijających się.
W opinii BCG obok małej aktywności firm i administracji negatywnie na wielkość polskiej gospodarki internetowej wpływa ujemny bilans handlu dóbr i usług teleinformatycznych. Autorzy raportu tłumaczą taką sytuację importem komputerów i innego sprzętu. Ich zdaniem kraje, które eksportują urządzenia, mogą dodatkowo rozwijać gospodarkę internetową. Przywołany został przykład Czech, gdzie bilans handlu w sektorze informatycznym jest dodatni (0,8 proc. PKB, Polska -0,4 proc.), ponieważ – jak zauważa BCG – na terenie kraju działają duże firmy komputerowe.
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„Wzrost kosztów może przystopować rozwój infrastruktury światłowodowej”
Polska jest jednym z najbardziej wykluczonych cyfrowo krajów UE.
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Mali operatorzy internetu są górą na polskim rynku
Polacy najchętniej kupują internet u małych i średnich operatorów. Jednak dofinansowanie zgarniają głównie duzi gracze.
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