{"id":18493,"date":"2022-08-03T16:29:57","date_gmt":"2022-08-03T14:29:57","guid":{"rendered":"https:\/\/trilogi.com\/blog\/comparadors-de-preus-vs-marketplaces\/"},"modified":"2026-10-23T18:30:57","modified_gmt":"2026-10-23T16:30:57","slug":"comparadors-de-preus-vs-marketplaces","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/comparadors-de-preus-vs-marketplaces\/","title":{"rendered":"Comparadors de preus vs. marketplaces"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">El m\u00f3n de les compres online ha viscut una gran transformaci\u00f3 en els \u00faltims anys. Entre el 2015 i el 2019 vam viure un primer gran canvi en la manera de comprar dels consumidors, cada vegada m\u00e9s afins al m\u00f2bil, amb un nombre creixent de botigues online al seu abast i amb m\u00e9s opcions de pagament i de lliurament disponibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El 2020, amb l\u2019arribada de la pand\u00e8mia i el tancament temporal de les botigues f\u00edsiques, es va accelerar el proc\u00e9s de digitalitzaci\u00f3 de molts comer\u00e7os. Per\u00f2 no nom\u00e9s aix\u00f2: els usuaris es van veure empesos a comen\u00e7ar a comprar productes que abans sempre havien comprat en botigues f\u00edsiques, cosa que va provocar un canvi en el perfil del consumidor online. Ara, de tornada a la \u00abnormalitat\u00bb, els consumidors valoren molts altres aspectes a l\u2019hora d\u2019adquirir un producte, com la sostenibilitat i el fet de potenciar el comer\u00e7 local i de proximitat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des del punt de vista de les botigues online, no hi ha dubte que la compet\u00e8ncia ha augmentat en la majoria de sectors i que molts canals de m\u00e0rqueting s\u2019han encarit tant que han deixat de ser una opci\u00f3 per a molts. En aquest punt, <a href=\"https:\/\/trilogi.com\/blog\/ca\/com-vendre-en-nous-mercats-a-traves-de-marketplaces\/\">vendre en nous mercats a trav\u00e9s de <em>marketplaces<\/em><\/a> s\u2019ha convertit en una bona opci\u00f3 per catapultar les vendes. S\u00f3n una gran eina per arribar a un p\u00fablic molt ampli, tant per a les botigues que fan les primeres passes en el m\u00f3n online com per a les que ja tenen una llarga traject\u00f2ria en l\u2019eCommerce. Per\u00f2 val la pena analitzar-ne el perqu\u00e8:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Tenen una gran penetraci\u00f3 al mercat, cosa que es tradueix, d\u2019una banda, en reconeixement de marca i confian\u00e7a per part dels consumidors i, de l\u2019altra, en volum de tr\u00e0nsit org\u00e0nic.<\/li><li>Afavoreixen l\u2019estalvi de costos, ja que, en la majoria dels casos, s\u2019encarreguen de la gesti\u00f3 log\u00edstica, del servei postvenda i de l\u2019atenci\u00f3 al client.<\/li><li>Com que tenen un cat\u00e0leg molt ampli i de molts venedors, hi ha moltes sinergies entre productes, cosa que augmenta la probabilitat que pugi la cistella mitjana de compra.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La limitaci\u00f3 principal? La compet\u00e8ncia \u00e9s molt alta i s\u00f3n moltes les botigues que intenten fer-se un lloc en un <em>marketplace<\/em>. El posicionament org\u00e0nic dins dels grans <em>marketplaces <\/em>\u00e9s cada vegada m\u00e9s complicat per als comer\u00e7os petits i mitjans i, a banda d\u2019haver de pagar comissions per cada venda, sovint cal llan\u00e7ar campanyes de m\u00e0rqueting dins del <em>marketplace <\/em>per aconseguir visibilitat, cosa que redueix notablement el marge de benefici.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per aix\u00f2 no \u00e9s estrany que moltes botigues, petites i grans, busquin altres opcions complement\u00e0ries per continuar creixent, com ara els comparadors de preus. La difer\u00e8ncia principal? No s\u00f3n canals de venda directa, sin\u00f3 que funcionen com un canal de m\u00e0rqueting. \u00c9s a dir, envien tr\u00e0nsit qualificat a les botigues perqu\u00e8 siguin elles les que gestionin directament tant la venda com la postvenda. Aquests s\u00f3n els principals avantatges d\u2019integrar el cat\u00e0leg en un comparador:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Alt volum de tr\u00e0nsit qualificat<\/strong>. Els comparadors de preus, si treballen b\u00e9 el SEO, tenen un bon posicionament org\u00e0nic, de manera que tenen un bon volum de tr\u00e0nsit. La difer\u00e8ncia principal amb els <em>marketplaces <\/em>\u00e9s que els comparadors actuen com un embut: filtren els usuaris que no han trobat el que volien i envien a la botiga els que tenen un alt inter\u00e8s de compra. Aix\u00f2 es tradueix en una taxa de conversi\u00f3 per sobre de la mitjana.<\/li><li><strong>Objectivitat i transpar\u00e8ncia<\/strong>. La primera posici\u00f3 no es compra: la visibilitat de cada botiga dep\u00e8n \u00fanicament del preu que ofereix. Aix\u00ed, per competir amb altres <em>players<\/em>, no hi entra en joc si tenim m\u00e9s o menys pressupost, sin\u00f3 el servei que oferim. El preu del producte, la disponibilitat i el termini de lliurament, i els m\u00e8todes de pagament acceptats s\u00f3n els factors clau que fan que un usuari es decideixi pel teu negoci i no pel de la compet\u00e8ncia.<\/li><li><strong>Efecte branding<\/strong>. Com que tant la venda com la postvenda les fa directament la botiga, la marca que l\u2019usuari recordar\u00e0 i a la qual probablement tornar\u00e0 quan necessiti un altre producte \u00e9s la de la botiga. Aix\u00f2 fa que, a llarg termini, creixi el volum de clients directes de la botiga.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Aleshores, els comparadors i els <em>marketplaces <\/em>s\u00f3n compet\u00e8ncia i cal triar entre l\u2019un o l\u2019altre? No. S\u00f3n dues eines amb objectius diferents que es complementen a la perfecci\u00f3, fins al punt que fins i tot els <em>marketplaces <\/em>opten per integrar el seu cat\u00e0leg en comparadors de preus com <a href=\"https:\/\/www.idealo.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">idealo<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A l\u2019hora de planificar l\u2019estrat\u00e8gia, la clau per a una botiga online \u00e9s tenir identificat tant el n\u00ednxol de mercat al qual s\u2019adre\u00e7a com els canals on es mouen els competidors i, a partir d\u2019aqu\u00ed, comen\u00e7ar a provar quines plataformes li permeten posicionar millor el producte i la marca al mercat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El m\u00f3n de les compres online ha viscut una gran transformaci\u00f3 en els \u00faltims anys. Entre el 2015 i el 2019 vam viure un primer gran canvi en la manera de comprar dels consumidors, cada vegada m\u00e9s afins al m\u00f2bil, amb un nombre creixent de botigues online al seu abast i amb m\u00e9s opcions de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15756,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comparadors de preus vs. marketplaces | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Els comparadors i els marketplaces s\u00f3n compet\u00e8ncia? Cal triar entre l\u2019un o l\u2019altre? 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