Amathuba ama-4 we-E-commerce Wokubamba EYurophu ngo-2022

Ukuthengiswa kwe-E-commerce eYurophu kubone ukuthambekela okuhle eminyakeni embalwa edlule, naphezu kwalolu bhubhane. Eqinisweni, ubhubhane empeleni luqhubekisele phambili ukusheshisa komsebenzi we-e-commerce, okuholele ekukhuleni kwemakethe okukhulu ezwenikazi lonke.

Le ndatshana izogqamisa izitayela nezibikezelo zakamuva ze-e-commerce zase-Europe, kanye nokuguquka kokuziphatha nokukhethwa kwabathengi, ukuze kuhlinzekwe abathengisi be-e-commerce ngemininingwane ngamathuba okuzofaneleka ukuwasebenzisa ngo-2022 nangale kwalokho.

Okuqukethwe
Uhlolojikelele lwe-e-commerce eYurophu
Amathuba aphezulu e-e-commerce aseYurophu
Izinyathelo ezi-4 ezibalulekile

Uhlolojikelele lwe-e-commerce eYurophu

Imali engenayo yokuthengisa nge-e-commerce eYurophu ikhule kancane eminyakeni edlule. Imibiko yocwaningo lwemakethe yamazwe ngamazwe ye-Statista show ukuthi ngenkathi inani eliphelele lemali etholwayo ye-e-commerce emi cishe ezigidini eziyizinkulungwane ezingama-US $295.9 ngonyaka ka-2017, ikhuphuke yafinyelela ku-US $ 465.4 billion ngo-2021, futhi kulindeleke ukuthi ifinyelele cishe ezigidini ezingama-US $569.2 ngo-2025.

Ngokuya ngemakethe ye-e-commerce ye-B2C, i-United Kingdom isalokhu ingumholi eYurophu, isibonile 30% ukukhula konyaka nonyaka ngo-2020. Isabelo semakethe ye-e-commerce ye-B2C e-UK limi cishe engxenyeni yesithathu yokuthengiswa okuphelele kwezitolo ezweni, sikleliswe endaweni yesithathu emhlabeni jikelele uma kuziwa kumthamo wokuthengisa, ngemva kweChina ne-United States.

I-European isilinganiso sokusetshenziswa kwemali konyaka ngomuntu ngamunye ku-e-commerce ixoxa indaba yezwekazi elinamaqiniso ahlukahlukene. Abathengi baseBrithani babhalise ukusetshenziswa kwemali okuphezulu kakhulu ngomuntu ngamunye ngo-2020 ngo-€1,020, kuyilapho isilinganiso sokusetshenziswa kwemali ngomuntu ngamunye e-Poland sasingaphansi kakhulu ku-€456, okumaka okuphansi kakhulu endaweni eyenziwe inhlolovo. Idatha yemakethe yezinye izimakethe ezibalulekile ngaphakathi kwesifunda ibimi kanje:

● I-United Kingdom – €1,020

● I-Sweden – €1,012

● I-Germany - €947

● I-Netherlands – €929

● I-Spain - €921

● I-Denmark - €850

● I-Finland - €788

● I-France - €752

● I-Italy - €674

● I-Norway – €635

● I-Belgium – €571

● I-Poland - €456

Ukuhlaziywa kokungena kwekhasimende kukhasimende (C2C) kwe-e-commerce e-Europe nakho kunikeza ukuqonda ekungeneni okuphelele kwe-e-commerce ezwenikazi. Inhlolovo yakamuva wabonisa ukuthi kuze kufike ku-22% wabantu ngaphakathi kwe-EU bathengise izimpahla phakathi nezinyanga ezi-3 zekota ehloliwe ka-2021.

Ngokucacile, isabelo sabantu abasebenzise i-inthanethi ukuthengisa izimpahla noma izinsiza e-EU sikhule kancane kancane emazweni ahlukene phakathi nesikhathi sokubikezela sika-2007-2020. Ngenkathi ngo-2007, i- isabelo sabantu ngabanye ukuzibandakanya ku-C2C e-commerce kuma ku-9%, iphesenti likhule kancane lisuka ku-13% ngo-2010 laya ku-20% ngo-2019.

Kuyacaca ukuthi lena yimakethe ethembisayo ye-e-commerce njengoba ukusetshenziswa kwe-e-commerce kwenyukile ezwenikazi lonke. Okulandelayo ukuhlukaniswa okusekelwe ezweni kwesabelo sabasebenzisi be-e-commerce e-EU kusukela ngo-2009 kuya ku-2019 kusinika ukuqonda okwengeziwe ngomkhondo wokusetshenziswa kwe-e-commerce eminyakeni edlule:

● I-Austria: 32% (2009) → 54% (2019)

● E-Belgium: 25% (2009) → 55% (2019)

● I-Bulgaria: 3% (2009) → 14% (2019)

● I-Croatia: 6% (2009) → 35% (2019)

● I-Cyprus: 13% (2009) → 31% (2019)

● I-Denmark: 50% (2009) → 74% (2019)

● I-Finland: 37% (2009) → 55% (2019)

● I-France: 32% (2009) → 58% (2019)

● E-Germany: 45% (2009) → 71% (2019)

● Greece: 8% (2009) → 32% (2019)

Njengoba okushiwo ngenhla, ukuhweba nge-elekthronikhi sekukonke kubone ukuthambekela okuhle ezwenikazi lonke, nakuba izinga nesivinini sokukhula kuye kwahluka emazweni ahlukene. Unalokhu emqondweni, kuhle ukuthi kubhekwe amathuba e-e-commerce atholakala eYurophu nokuthi asatshalaliswa kanjani ezwenikazi lonke.

Amathuba aphezulu e-e-commerce aseYurophu

1. Imakethe ye-e-commerce elungele

Enye enkulu kakhulu amathuba e-e-commerce eYurophu iqiniso lokuthi i-Europe isilungile i-e-commerce. I-Ecommerce News, ibhekisa kunkomba eyakhiwe yiNgqungquthela ye-UN Yezohwebo Nentuthuko, imibiko ukuthi amazwe angu-7 kwayi-10 aphambili okubhekeke ukuthi ahlomule ku-e-commerce angaseYurophu. ISwitzerland, Luxembourg, kanye neNorway bekula maqembu amathathu aphezulu.

Ama-PYMNTS imibiko ukuthi i-Europe izobalelwa ku-28% wokuthengiswa kwama-trillion-dollar okukhiqizwa kusuka ekuhwebeni kwe-inthanethi okuwela umngcele ngo-2022. Sekushiwo lokho, ukungalingani okubhaliswe kulo lonke izwekazi nakho kugqamisa ithuba. Abakhokhayo imibiko ukuthi ngenkathi iNtshonalanga Yurophu iqhubeka nokuba ngumholi ngokuya ngenzuzo ye-e-commerce ngaphakathi kwe-Europe (i-64% yenzuzo), ezinye izifunda empeleni zibhalise amazinga aphezulu okukhula kusuka ngo-2019-2020, okukhomba emandleni amakhulu emakethe. I-Eastern Europe ibe nezinga eliphezulu lokukhula kwenzuzo ngo-36%, i-Europe Emaphakathi ibe nama-28%, kanti i-Southern Europe ibe nezinga lokukhula elingu-24%.

2. Ukukhula ukuvelela kwezimakethe eziku-inthanethi

Izimakethe eziku-inthanethi zikhule ngokuvelela kulo lonke elaseYurophu futhi le modeli yebhizinisi idlula isamba esiphelele esifundeni. Umbiko we-European E-commerce wango-2021 imibukiso ukuthi izimakethe eziku-inthanethi e-Europe zibe nenani elikhulu lokukhula, zibhalise cishe ukukhula okungama-30% ngo-2021.

Lo bhubhane ube ngenye yezinto eziyimbangela enkulu yokutholwa kwezimakethe eziku-inthanethi njengoba izitolo eziningi ezenziwe ngezitini nodaka zibone lokhu njengendlela ezingakwazi ngayo ukuhlala zenza inzuzo ngesikhathi lapho izitolo eziningi zivaliwe.

Iningi lamabhizinisi lithole ukuthi lokhu akusebenzanga nje njengesivimbeli ngesikhathi esinzima somnotho kodwa empeleni bekuyindlela enenzuzo eyavula izitolo ezisekelweni zamakhasimende abanzi emhlabeni jikelele.

Ngenkathi i-Europe isalele ngemuva kwe-US mayelana nokukhula kwezimakethe eziku-inthanethi, izimakethe ze-inthanethi ezisekelwe e-Europe zikhule kakhulu futhi zimi njengezimbangi kumholi wemakethe ozinze e-US i-Amazon US $ 36.2 billion inzuzo yonyaka ka-2019.

Umthengisi we-inthanethi waseJalimane u-Zalando usephenduke enye yezimakethe eziphezulu zase-Europe zemfashini, ubuhle, nezemidlalo, ngobukhona obunwetshiwe kulo lonke izwekazi. Lokhu kuyaqondakala njengoba imfashini ithathwa njengendawo ebuthaka ye-Amazon, okushiya ithuba kwezinye izimakethe ukuthi zithole inzuzo kulezi zikhala zezimakethe.

3. Ukuqhuma kwe-e-commerce ye-FMCG

Inani eliphakeme legagasi lokuqala lalolu bhubhane labona cishe zonke izimakethe zaseYurophu zibhalisa ukuqhuma kwezimpahla zabathengi ezihamba ngokushesha (FMCG) ukukhula kwe-e-commerce. Ezimakethe ezinkulu eNtshonalanga Yurophu, ukungena kwe-FMCG e-commerce kumi ku-48% e-UK, 48% yaseFrance, 41% yase-Italy, 22% yaseSpain, kanye ne-21% yaseJalimane.

I-FMCG kanye nomkhakha wokudla ebhalisiwe cishe ukukhula okungama-70% ekuthengisweni phezu kwalolu bhubhane njengoba abathengi abaningi base-Europe befuna ukudla nemikhiqizo yegrosa ku-inthanethi ngenxa yokuvalwa kwezitolo. I-Italy neSpain wabona amamajini okukhula anedijithi ephindwe kabili okuthengiswa kwezimpahla ezinakekelayo, futhi ahlelelwe ukubona ukwanda okungama-54% eminyakeni emi-5 ezayo.

I-Europe ingemuva kakhulu kwe-Asia ngokwemibandela ye- Imali yokuthengisa ye FMCG okwenzeka ku-inthanethi, kanti isabelo siku-7.6% e-UK, 6.2% eFrance, kanye no-2.4% eSpain. Kodwa-ke, uma ubheka ingxenye yokuthengiswa kwe-FMCG okuhlobene nokuthengiswa okuphelele kwe-e-commerce, izibalo ziqala ukubukeka kangcono eYurophu.

Isibonelo, ngenkathi isabelo simi ku-8.7% ngo-2019, sikhuphuke safinyelela ku-16% ngo-2020, okuhlanganisa ukuthengiswa cishe kwezigidigidi ezingama-5.2. Lokhu kugqamisa ukuthi i-FMCG yaba kanjani isigaba esikhula ngokushesha kwezentengiselwano e-Germany. Isimo esifanayo siyiqiniso nakwamanye amazwe amaningi ase-Europe, ekhomba ethubeni lokuthi abathengisi be-FMCG bangeze noma banwebe iziteshi ze-inthanethi emabhizinisini abo akhona.

4. Ukuthuthukiswa kokudayisa kwamashaneli onke

Ukuthengisa okuku-inthanethi kudala kwabonakala njengosongo emabhizinisini athembele ekudayiseni okuqhutshwa ukuthengwa esitolo. Nokho, eminyakeni embalwa edlule, kuye kwavela inkambiso entsha ebona izitolo eziku-inthanethi zihlanganisa kalula iziteshi ezimbalwa zokuthengisa njengengxenye yemizamo yazo yokwandisa.

Inzuzo yalokhu ingabonakala ezenzweni zezinkampani ezinkulu ze-inthanethi ezifana ne-Amazon ne-Zalando eseziqale ukungena ezitolo ezingaxhunyiwe ku-inthanethi, noma ngabe ukuhweba nge-inthanethi kusasele kuyinqwaba yebhizinisi labo. Ngokusho kwe-Ecommerce News, 54% yabathengisi e-Europe bathengise imikhiqizo yabo ngeziteshi ezintathu noma ngaphezulu, ezifaka phakathi esitolo, ezentengiso zamaselula, kanye nezentengiselwano zomphakathi.

Ngokombono womthengisi, kunezinzuzo eziningi ezingazuzwa ekusetshenzisweni kwamasu okuthengisa ama-omnichannel. Amaqembu okuhloswe ngawo abathengi anezinketho zokuthenga ezihlukile. Abanye babo bancamela ukucwaninga ngemikhiqizo yabo ku-inthanethi ngaphambi kokuthenga esitolo, kuyilapho abanye bekhetha okuphambene, ukuthola iseluleko somkhiqizo esitolo bese benza ukuthenga ku-inthanethi ukuze basebenzise amathuba okunikezwayo okungenzeka nezindlela zokuthutha ezilula.

Izinhlobo zokuthengisa eziyingxubevange ezifana ne-Click & Collect nazo zanda ngokuthandwa phakathi nesikhathi sobhubhane njengoba zinikeza izinketho zokuthenga ngokusebenza kahle okwengeziwe kanye nokulula kubantu ezwenikazi lonke.

Lokhu kusho ukuthi ukutshala imali ngendlela ye-omnichannel kwenza amabhizinisi akhonze kangcono amakhasimende awo futhi abanike ulwazi lokuthenga lomuntu ngamunye. Konke lokhu kusiza ukwenza amabhizinisi aqhudelane kakhulu njengoba kusiza ukuzuza ukwethembeka kwamakhasimende isikhathi eside futhi kwandise nokugcinwa kwamakhasimende.

Izinyathelo ezi-4 ezibalulekile

Izindlela eziqhubekayo ezazikhona ngaphambi kwalolu bhubhane kanye nalezo ezasheshiswa yilolu bhubhane zikhomba ukuvelela okukhulayo kwe-e-commerce emakethe yokudayisa yaseYurophu. Nakuba lokhu kubangela inselele ekuphazamiseni ibhizinisi njengoba sikwazi, abanikazi bamabhizinisi emikhakheni eyahlukene nabo bazozuza.

Unalokho engqondweni, izinto ezi-4 ezibalulekile ezithathwa ngamathuba e-e-commerce abathengisi abangawathatha eYurophu ngo-2022 nangale kwalokho:

● I-Europe isilungile nge-e-commerce

● Izimakethe eziku-inthanethi ziya ngokuya zigqama

● I-e-commerce ye-FMCG ibhekene nokwanda kokukhula

● Ukuthengisa kwe-Omnichannel kuyanda

Ukusebenzisa la mathuba kuzokwenza ibhizinisi lakho ligqame njengoba lizobe likulungele kangcono ukubhekelela izinguquko ezibalulekile ezidingweni zabathengi nezimo zemakethe. Ekugcineni, uzokwazi ukwenza ibhizinisi lakho liqhudelane njengoba ukuthembela kwemakethe yaseYurophu ekukhuleni kwe-e-commerce.