Amathuba ama-4 okurhweba nge-E-lokuthatha iYurophu ngo-2022

Ukuthengiswa kwe-E-commerce eYurophu kubone umkhwa oncomekayo kule minyaka imbalwa idlulileyo, ngaphandle kobhubhane. Ngapha koko, ubhubhane ngokwenene uqhubele phambili ukukhawuleziswa komsebenzi we-e-commerce, ekhokelela kuhlumo olukhulu lwentengiso kwilizwekazi liphela.

Eli nqaku liza kuqaqambisa iindlela zamva nje zorhwebo ze-e-commerce zaseYurophu kunye noqikelelo, kunye nokutshintsha kokuziphatha kwabathengi kunye nezinto abazikhethayo, ukubonelela abathengisi be-e-commerce kunye nokuqonda ngamathuba anokuthi afaneleke ukwenza imali ngo-2022 nangaphaya.

Isiqulatho
Isishwankathelo se-e-commerce eYurophu
Amathuba aphezulu e-e-commerce eYurophu
Izinto ezi-4 eziphambili zokuthatha

Isishwankathelo se-e-commerce eYurophu

Ingeniso yorhwebo lwe-e-commerce eYurophu ikhule ngokuthe chu kule minyaka idlulileyo. Iingxelo zophando lwemarike yehlabathi ye-Statista bonisa ukuba ngelixa ingeniso yorhwebo ye-e-commerce iyonke imi malunga ne-US $295.9 yeebhiliyoni ngo-2017, inyuke yaya kutsho kwi-US $465.4 yeebhiliyoni ngo-2021, kwaye kuqikelelwa ukuba iya kufikelela phantse kwiibhiliyoni zeedola ezingama-569.2 ngo-2025.

Ngokubhekiselele kwimakethi ye-e-commerce ye-B2C, i-United Kingdom ihlala iyinkokeli eYurophu, sele ibonile 30% unyaka nonyaka ukukhula ngo-2020. Isabelo semakethi ye-e-commerce ye-B2C e-UK imi phantse kwisithathu sentengiso iyonke phakathi kwelizwe, ibekwe kwindawo yesithathu kwihlabathi jikelele xa kuziwa kumthamo wentengiso, emva kweTshayina ne-United States.

UmYurophu umndilili wenkcitho yonyaka ngomntu ngamnye kwi-e-commerce ibalisa ibali lelizwekazi elineenyaniso ezahlukeneyo. Abathengi baseBhritane babhalise eyona nkcitho iphezulu ngomntu ngamnye ngo-2020 nge-euro eyi-1,020, ngelixa i-avareji yenkcitho yomntu ngamnye e-Poland yayingaphantsi kakhulu nge-euro ezingama-456, iphawula eyona iphantsi kummandla ophononongiweyo. Idatha yentengiso yezinye iimarike eziphambili phakathi kommandla bezimi ngolu hlobo lulandelayo:

● I-United Kingdom - € 1,020

● ISweden - € 1,012

● EJamani - €947

● I-Netherlands - € 929

● ESpeyin - €921

● IDenmark - €850

● I-Finland - €788

● EFransi - €752

● I-Italiya - € 674

● INorway - € 635

● EBelgium - €571

● Poland - €456

Uhlalutyo lomthengi kumthengi (C2C) ukungena kwe-e-commerce eYurophu ikwabonelela ngengqiqo ekungeneni ngokubanzi kwe-e-commerce kwilizwekazi. Uhlolisiso lwakutshanje bonise ukuba ukuya kuthi ga kwi-22% yabantu kwi-EU bathengise iimpahla ngaphakathi kweenyanga ezi-3 zekota yovavanyo ka-2021.

Ngokukodwa, isabelo sabantu abasebenzise i-intanethi ukuthengisa iimpahla okanye iinkonzo kwi-EU siye sanyuka ngokuthe chu kumazwe ahlukeneyo kwisithuba soqikelelo luka-2007-2020. Ngoxa ngo-2007, i isabelo sabantu ngabanye ukuzibandakanya kwi-e-commerce ye-C2C ime kwi-9%, ipesenti inyuke ngokuthe chu ukusuka kwi-13% ngo-2010 ukuya kwi-20% ngo-2019.

Kucacile ukuba le yimarike ethembisayo ye-e-commerce njengoko ukusetyenziswa kwe-e-commerce kuye kwanda kwilizwekazi liphela. Ezilandelayo Uqhekeko olusekwe kwilizwe yesabelo sabasebenzisi be-e-commerce kwi-EU ukusuka kwi-2009 ukuya kwi-2019 isinika ukuqonda ngakumbi kwindlela yokusetyenziswa kwe-e-commerce kule minyaka:

● EOstriya: 32% (2009) → 54% (2019)

● EBelgium: 25% (2009) → 55% (2019)

● IBulgaria: 3% (2009) → 14% (2019)

● ICroatia: 6% (2009) → 35% (2019)

● I-Cyprus: 13% (2009) → 31% (2019)

● IDenmark: 50% (2009) → 74% (2019)

● EFinland: 37% (2009) → 55% (2019)

● EFransi: 32% (2009) → 58% (2019)

● EJamani: 45% (2009) → 71% (2019)

● EGrisi: 8% (2009) → 32% (2019)

Njengoko kubonisiwe ngasentla, urhwebo lwe-intanethi ngokubanzi lubone umkhwa oncomekayo kwilizwekazi liphela, nangona inqanaba kunye nesantya sokukhula sahlukile kumazwe ahlukeneyo. Unale nto engqondweni, kufanelekile ukuthathela ingqalelo amathuba e-e-commerce akhoyo eYurophu kunye nendlela asasazwa ngayo kwilizwekazi liphela.

Amathuba aphezulu e-e-commerce eYurophu

1. I-e-commerce-ready market

Enye enkulu amathuba e-e-commerce eYurophu yinto yokuba i-e-commerce ilungile. Iindaba ze-Ecommerce, zibhekisa kwisalathiso esenziwe yiNkomfa yeZizwe eziManyeneyo kuRhwebo noPhuhliso, Iingxelo ukuba isi-7 kwawona mazwe ali-10 aphezulu ekuqikelelwa ukuba aza kuxhamla kurhwebo lwe-elektroniki ngaseYurophu. ISwitzerland, iLuxembourg, neNorway bezikwindawo yesithathu ephezulu.

I-PYMNTS Iingxelo ukuba iYurophu iya kuphendula ukuya kuthi ga kwi-28% yentengiso yeetriliyoni zeedola eziveliswe kwi-e-commerce ewela umda ngo-2022. Oko kwathiwa, ukungafani okubhalisiweyo kwilizwekazi lonke kukwaqaqambisa ithuba. Abahlawuli Iingxelo ukuba ngelixa iNtshona Yurophu iqhubekeka ukuba yinkokeli ngokwentengiselwano ye-e-commerce ngaphakathi kweYurophu (i-64% yenguquko), eminye imimandla eneneni ibhalise amazinga aphezulu okukhula ukusuka kowama-2019 ukuya kowama-2020, esalatha kwisakhono esikhulu semarike. IMpuma Yurophu inezinga eliphezulu lokukhula kwengeniso kwi-36%, uMbindi Yurophu une-28%, kunye neYurophu yaseMzantsi Afrika inezinga lokukhula kwe-24%.

2. Ukukhula kokuduma kweemarike ze-intanethi

Iimarike ezikwi-Intanethi zikhule ngokuvelela kulo lonke elaseYurophu kwaye le modeli yeshishini idlula ngokuthengiswayo ngaphakathi kommandla. Ingxelo ye-E-commerce yaseYurophu yowama-2021 ibonisa ukuba iindawo zentengiso ezikwi-Intanethi eYurophu zifumene inani elikhulu lokukhula, zibhalisa malunga ne-30% yokukhula ngo-2021.

Lo bhubhani uye waba yenye yezona zinto zibangela ukuba kuthathwe indawo yentengiso kwi-intanethi njengoko uninzi lweevenkile ezithengisa izitena kunye nodaka zibone oku njengendlela abanokuthi bahlale benenzuzo ngayo ngexesha apho uninzi lweevenkile ezibonakalayo zazivaliwe.

Uninzi lwamashishini afumanise ukuba oku akusebenzanga nje njengesithinteli ngexesha loqoqosho olunzima kodwa eneneni yayilukhetho olunengeniso oluvulelekileyo kwiivenkile ukuya kubathengi abaninzi kwihlabathi liphela.

Ngelixa iYurophu ngokubanzi ishiyekile ngasemva kwe-US malunga nokukhula kwendawo yentengiso ye-Intanethi, iimarike ezisekwe kwi-Intanethi zaseYurophu zikhule kakhulu kwaye zimi njengabakhuphisana nenkokeli yase-US esekwe kwintengiso iAmazon kunye nayo. I-US $ 36.2 yezigidigidi ingeniso yonyaka ngo-2019.

Umthengisi we-intanethi waseJamani uZalando uye waba yenye yezona ndawo zentengiso zaseYurophu zefashoni, ubuhle, kunye nezemidlalo, kunye nobukho obuye banda kwilizwekazi liphela. Oku kuyaqondakala njengoko ifashoni ithathwa njengendawo ebuthathaka yeAmazon, ishiya ithuba kwezinye iindawo zentengiso ukuba zenze inzuzo kwezo zikhewu zentengiso.

3. Ukukhula kwe-e-commerce ye-FMCG

Incopho yeliza lokuqala lobhubhane yabona phantse zonke iimarike zaseYurophu zibhalisa uqhushumbo kwiimpahla zabathengi ezihamba ngokukhawuleza (FMCG) ukukhula kwe-e-commerce. Kwiimarike ezinkulu eNtshona Yurophu, ukungena kwe-e-commerce ye-FMCG kuma kwi-48% yase-UK, i-48% yaseFransi, i-41% ye-Itali, i-22% ye-Spain, kunye ne-21% yaseJamani.

I-FMCG kunye necandelo lokutya bhaliswe phantse i-70% yokukhula kwentengiso phezu kobhubhane njengoko abathengi abaninzi baseYurophu befuna ukutya kunye neemveliso zegrosari kwi-Intanethi ngenxa yeevenkile ezibonakalayo ezivaliweyo. EItali naseSpain bonayo imida yokukhula enamanani aphindwe kabini ekuthengiseni ukutya kunye nokhathalelo lomntu, kwaye bamiselwe ukubona ukwanda kwe-54% kwiminyaka emi-5 ezayo.

IYurophu isemva kakhulu eAsia ngokwemiqathango isabelo seentengiso ze-FMCG ezenzeka kwi-intanethi, kunye nesabelo kwi-7.6% e-UK, i-6.2% eFransi, kunye ne-2.4% eSpain. Nangona kunjalo, xa ujonga umyinge wentengiso ye-FMCG ngokunxulumene nentengiso ye-e-commerce iyonke, amanani aqala ukubonakala ngcono kwiYurophu.

Umzekelo, ngelixa isabelo besimi kwi-8.7% ngo-2019, sinyuke saya kutsho kwi-16% ngo-2020, sifikelela kwintengiso ephantse ibe yi-5.2 yeebhiliyoni zeedola. Oku kuqaqambisa indlela i-FMCG eyaba lelona nqanaba likhula ngokukhawuleza kwi-e-commerce eJamani. Umkhwa ofanayo uyinyaniso kwamanye amazwe amaninzi aseYurophu, ekhomba ithuba lokuba abathengisi be-FMCG bongeze okanye bandise iziteshi ze-intanethi kumashishini abo akhoyo.

4. Ukwanda kophuhliso lwentengiso ye-omnichannel

Ukuthengiswa kwe-intanethi kudala kubonwa njengesongelo kumashishini axhomekeke kwintengiso eqhutywa kukuthengwa kweevenkile. Kule minyaka imbalwa idlulileyo, nangona kunjalo, kuye kwavela umkhwa omtsha obona iivenkile ze-intanethi zidibanisa ngokulula iindlela ezininzi zokuthengisa njengenxalenye yemizamo yazo yokwandisa.

Inzuzo yoku inokubonwa kwizenzo zeenkampani ezinkulu ze-intanethi ezifana ne-Amazon kunye ne-Zalando eziqalise ukuthengisa ngaphandle kwe-intanethi, nangona urhwebo lwe-intanethi luhlala luninzi lweshishini labo. Ngokutsho kwe-Ecommerce News, 54% Abathengisi baseYurophu bathengisa iimveliso zabo ngokusebenzisa amajelo amathathu nangaphezulu, abandakanya ivenkile, urhwebo oluphathwayo, kunye norhwebo lwentlalo.

Ngokombono womthengisi, kukho izibonelelo ezininzi ezimele zizuzwe ekuphunyezweni kwezicwangciso zokuthengisa ze-omnichannel. Amaqela ekujoliswe kuwo abathengi anokhetho olwahlukileyo lokuthenga. Abanye babo bakhetha ukuphanda iimveliso zabo kwi-Intanethi ngaphambi kokuthenga evenkileni, ngelixa abanye bekhetha okwahlukileyo, ukufumana iingcebiso zemveliso evenkileni kwaye emva koko bathenge kwi-Intanethi ukuthatha ithuba lokubonelela kunye neendlela ezifanelekileyo zokuthumela ngenqanawa.

Iindlela zeHybrid zokuthengisa ezinje ngoCofa & Qokelela zikhule ngokuthandwa ngexesha lobhubhane njengoko zibonelela ngeenketho zokuthenga ngokusebenza okongeziweyo kunye nokulula kubantu kwilizwekazi liphela.

Oku kuthetha ukuba utyalo-mali kwindlela ye-omnichannel yenza ukuba amashishini akhonze ngcono abathengi bawo kwaye abanike amava okuthenga umntu ngamnye. Konke oku kusebenza ukwenza amashishini akhuphisane ngakumbi njengoko kunceda ukufumana ukunyaniseka kwabathengi bexesha elide kunye nokunyusa ukugcinwa kwabathengi.

Izinto ezi-4 eziphambili zokuthatha

Iindlela eziqhubekayo ezazikho ngaphambi kobhubhane kunye nezo zazikhawuleziswa ngubhubhane zikhomba ukukhula okukhulayo kwe-e-commerce kwimarike yokuthengisa yaseYurophu. Ngelixa oku kubangela umngeni ekuphazamiseni ishishini njengoko silazi, abanini bamashishini kumacandelo awohlukeneyo nabo bazakuzuza.

Unaloo nto engqondweni, izinto ezi-4 eziphambili zokuthatha amathuba e-e-commerce abathengisi banokuwathatha eYurophu ngo-2022 nangaphaya zezi:

● IYurophu ilungele urhwebo

● Iindawo zentengiso ezikwi-Intanethi ziya zisiba ninzi

● I-e-commerce ye-FMCG ifumana ukukhula

● Urhwebo lweOmnichannel luyanda

Ukusebenzisa la mathuba kuya kwenza ukuba ishishini lakho ligqame njengoko liya kukwazi ukumelana notshintsho olubalulekileyo kwiimfuno zabathengi kunye neemeko zentengiso. Ekugqibeleni, uya kukwazi ukwenza ishishini lakho likhuphisane njengoko imarike yaseYurophu ithembele ekunyukeni kwe-e-commerce.