El comercio electrónico está de enhorabuena. Un informe elaborado por la compañía RetailMeNot augura un crecimiento global de las ventas on line en toda Europa y América del Norte.

ventas on line

ventas on line

 

En el Reino Unido, en concreto, se prevé un incremento del 16,2%, lo que supondría un ingreso total de 69,28 billones de euros en concepto de comercio electrónico, frente a los 59,63 billones obtenidos el pasado 2014.

Este dato es relevante porque, según el citado estudio, los británicos son quienes compran a través de la red con más frecuencia; cada uno de ellos espera gastar, este año, 1.557 euros en compras realizadas a través de internet, un 9,6% más que en el pasado 2014.

En Estados Unidos, se espera un desembolso de 1.485 euros en compras on line, lo que supone un incremento interanual del 7,4%.

Otros países que se situarán por encima de la media, siempre según las tendencias fijadas por el informe del que nos hacemos eco, son Alemania (con un gasto medio de 1.356 euros por persona en compras online) y Francia (1.123).

ventas on line

ventas on line

Tabla 1

Cada español, por su parte, destinará 661,62 euros a compras a través de la red, lo que supone un incremento del 8,9% respecto a 2014. En cifras globales, las ventas por internet en España alcanzarán un montante de 10,81 billones de euros, cifra que llegará a los 12,81 billones en 2016.

Así, cada persona realizará 21,2 compras en internet este 2015 (frente a las 18,8 que se efectuaron el año pasado), cada una de ellas, por un importe medio de 73,40 euros (en 2014, cada transacción fue algo más elevada, de 75,68 euros).

Los clientes que más dinero gastan por compra son los suecos, con 74,82 euros en cada una de sus 10,4 adquisiciones anuales ‘on line’. Se espera que los compradores europeos desembolsen este año a través del ordenador 1.087 euros por cabeza, frente a los 978,51 que gastaron en 2014, lo que supone un incremento de un 11,1%.

La responsabilidad de este crecimiento recae, en gran medida, en los propios comerciantes. Según comenta dicho informe «la inversión de los minoristas en mejorar la experiencia de la compra ‘on line’ y en realizar una segmentación más sofisticada de sus clientes está generando claros beneficios. Los consumidores compran a través de la red cada vez con más frecuencia y por importes más elevados, de modo que inciden en gran medida en el aumento de los beneficios y de la cuota de mercado de los minoristas con presencia virtual».

Asimismo, esta tendencia se refuerza por el incremento continuado de personas que vencen sus reservas iniciales y se lanzan a la compra ‘on line’.

El comercio electrónico, motor de crecimiento

Cada vez se compra menos en los establecimientos tradicionales. Es un hecho que viene cobrando fuerza desde hace tiempo, y las perspectivas al respecto no parecen halagüeñas. Sin embargo, el incremento del comercio electrónico está paliando este descenso en todos los mercados estudiados.

Así, en 2015 se prevé que las adquisiciones en tiendas de toda Europa desciendan un 1,4% (en España, tan solo un 0,6% debido al arraigo de los establecimientos tradicionales, sobre todo en las ciudades pequeñas); teniendo en cuenta que los pronósticos apuntan a un aumento de las ventas on line del 18%, el volumen de negocio de los comercios minoristas del conjunto del continente crecerán una media del 2% este año.

Estados Unidos y Polonia serán los países que más verán crecer las ventas totales del comercio minorista en el presente 2015, con un 3,6%. En el otro extremo, Italia experimentará el menor crecimiento, con un testimonial 0,3%, seguido por los Países Bajos (1%), Francia y España (ambos con un 1,2%).

«Pese a que en el entorno de las tiendas físicas las ventas disminuyen, muchos minoristas están viendo revertir esa situación de pérdidas al abrazar las posibilidades tecnológicas en su contacto con los clientes. Esperamos que en 2015 cada vez más comerciantes se aprovechen de la tecnología puntera para impulsar la venta on line, y adapten sus webs a los dispositivos móviles para que los consumidores puedan realizar compras desde cualquier lugar», apunta José Ignacio Gras, director de marketing del Grupo Dropalia en España.

«Pese a que el comercio electrónico es el que experimenta crecimiento, la calle sigue siendo una parte fundamental del comercio minorista. Por ello, los responsables de tiendas exclusivamente virtuales están empezando a abrir establecimientos físicos, de ladrillo y mortero, para salvar la frontera que impone la pantalla del ordenador. Asimismo, están impulsando servicios como el de pulsar y recoger para que el proceso de compra ‘on line’ resulte más transparente y aumente la cuota de mercado», asegura.

ventas on line

ventas on line

Tabla 2

Fuerte ascenso de las ventas on line en Europa

El pasado 2014, el comercio electrónico europeo experimentó un fuerte crecimiento (18,4%), y todas las previsiones apuntan que esta expansión se extenderá a lo largo de los próximos años (hasta llegar a un 18,7% en 2016). Por su parte, se prevé que este 2015 las ventas en línea se incrementen en Estados Unidos y Canadá en un 13,8% y un 13,2% respectivamente.

En el caso concreto de España, el crecimiento previsto es del 18,6%, ligeramente por encima de la media europea (18,4%), cifra que se mantendrá sin alteraciones el año próximo (frente a un mínimo ascenso de la media europea, hasta el 18,7%).

Una vez más, Alemania se revela como el país europeo con el aumento de las ventas on line más vertiginoso, y se espera que el gasto en el conjunto del Estado llegue a los 59,15 billones de euros.

Sin embargo, el mercado alemán empieza a asentarse, de manera que la tasa de crecimiento comienza a desacelerarse, al igual que ocurre en el citado caso del Reino Unido: así, las ventas ‘on line’ aumentaron el pasado 2014 un 25%, por un 39,2% en 2013, mientras que los porcentajes siguen disminuyendo (23,1% y 22,4% en 2015 y 2016, respectivamente).

Según estas tendencias, Polonia se convertirá el año que viene en el segundo mercado europeo que experimentará un mayor crecimiento (un 22,5% en 2016, frente al 21% previsto para este 2015).

En el polo opuesto se encuentra Suecia. El país escandinavo es el Estado con un crecimiento más lento, debido quizá a que se trata del mercado más maduro y asentado: un 69,8% de los suecos adquiere ya productos a través de comercios por internet, frente al 65,5% de los británicos, el 57,4% de los estadounidenses y el 46,7% de los europeos (de media).

ventas on line

ventas on line

Tabla 3

De todo esto se desprende la importancia de cultivar las estrategias de ventas on line también por parte de los minoristas que poseen establecimiento físico para, en última instancia, fidelizar a sus clientes y fomentar la compra ya sea on line u ‘off line’. El futuro está, según todos los pronósticos, en el comercio electrónico.

 

Autor: Javier Gazquez
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