{"id":18573,"date":"2020-11-12T13:43:09","date_gmt":"2020-11-12T12:43:09","guid":{"rendered":"https:\/\/trilogi.com\/blog\/vendre-a-amazon-i-al-propi-ecommerce-es-compatible\/"},"modified":"2020-11-12T13:43:09","modified_gmt":"2020-11-12T12:43:09","slug":"vendre-a-amazon-i-al-propi-ecommerce-es-compatible","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/vendre-a-amazon-i-al-propi-ecommerce-es-compatible\/","title":{"rendered":"Vendre a Amazon i al propi eCommerce, \u00e9s compatible?"},"content":{"rendered":"<p>Les extraordin\u00e0ries xifres de vendes d\u2019Amazon, aix\u00ed com el seu creixement gaireb\u00e9 exponencial, no passen desapercebuts per a ning\u00fa. Al segon trimestre del 2020, el gegant tecnol\u00f2gic va disparar els ingressos un 40% i va multiplicar per dos el benefici net. Per\u00f2 aix\u00f2 vol dir que tamb\u00e9 \u00e9s molt rendible per als seus venedors? Com a venedor, distribu\u00efdor o fabricant, m\u2019hauria d\u2019oblidar de tenir un eCommerce propi i apostar per la venda en marketplace?<strong> \u00c9s rendible tenir un eCommerce propi i, a m\u00e9s, vendre a Amazon?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Pros i contres de vendre a Amazon<\/h2>\n<p>Avantatges de vendre a Amazon respecte a un eCommerce:<\/p>\n<ul>\n<li><strong>Oportunitat de creixement:<\/strong> quan entres a Amazon, tens acc\u00e9s a un volum de tr\u00e0nsit molt alt. Als EUA, el 44% dels consumidors busquen productes directament a Amazon.<\/li>\n<li><strong>Internacionalitzaci\u00f3:<\/strong> la possibilitat d\u2019utilitzar la log\u00edstica pr\u00f2pia d\u2019Amazon facilita tot el proc\u00e9s d\u2019exportaci\u00f3 i internacionalitzaci\u00f3.<\/li>\n<li><strong>Cost d\u2019entrada:<\/strong> si treballes com a aut\u00f2nom, hi ha el compte individual, en qu\u00e8 nom\u00e9s pagues quan vens (0,99 \u20ac per article venut), i el venedor Pro (per a vendes de m\u00e9s de 40 articles al mes). Per tant, et permet provar-ho amb un cost molt baix.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"wp-image-14747 aligncenter\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/amazon-revenue.png\" alt=\"ingressos d\u2019Amazon\" width=\"684\" height=\"508\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/amazon-revenue.png 1000w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/amazon-revenue-300x223.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/amazon-revenue-768x571.png 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/amazon-revenue-585x435.png 585w\" sizes=\"(max-width: 684px) 100vw, 684px\" \/><\/p>\n<p>Desavantatges de vendre a Amazon respecte a un eCommerce:<\/p>\n<ul>\n<li><strong>El marge<\/strong> \u00e9s un factor important\u00edssim: de mitjana, Amazon sol quedar-se un 15% de cada venda, que segons el producte pot arribar al 45%.<\/li>\n<li><strong>Guerra de preus:<\/strong> la compet\u00e8ncia a Amazon \u00e9s molt alta, de manera que s\u2019entra en una guerra de preus molt dura amb la resta de competidors. Si, en canvi, tens productes exclusius, la compet\u00e8ncia en preus no ser\u00e0 tan dura.<\/li>\n<li><strong>El centre \u00e9s el client<\/strong>, despr\u00e9s va Amazon i l\u2019\u00faltim \u00e9s el venedor. Aix\u00f2 vol dir que, si no t\u2019agraden les condicions d\u2019Amazon, que no s\u00f3n poques, nom\u00e9s tens l\u2019opci\u00f3 de marxar.<\/li>\n<li><strong>Poca personalitzaci\u00f3<\/strong>: si el teu valor \u00e9s en el disseny o la notorietat de marca, tens poques maneres de mostrar-ho a Amazon, ja que les opcions de disseny s\u00f3n m\u00ednimes.<\/li>\n<li><strong>Publicitat limitada<\/strong>: si optes per ser Seller, les opcions de publicitat s\u00f3n limitades. Si es compara amb altres plataformes de publicitat online, la segmentaci\u00f3 i les dades que tens sobre els usuaris s\u00f3n molt b\u00e0siques.<\/li>\n<li>Els clients que et compren a Amazon <strong>no s\u00f3n clients teus<\/strong>, s\u00f3n clients d\u2019Amazon. No pots contactar-hi fora de la plataforma ni generar la teva pr\u00f2pia base de dades.<\/li>\n<\/ul>\n<h2>Pros i contres de tenir un eCommerce propi<\/h2>\n<p>Avantatges de tenir un eCommerce propi respecte a Amazon:<\/p>\n<ul>\n<li><strong>Branding<\/strong> i personalitzaci\u00f3: tenir un web propi permet generar una proposta de valor basada en la teva marca. Reflectir els teus valors, tenir un contacte proper i seguir l\u2019estil gr\u00e0fic i crom\u00e0tic de la teva marca.<\/li>\n<li><strong>Dades:<\/strong> un web genera moltes dades. Amb eines com Google Analytics pots con\u00e8ixer de prop el teu consumidor, generar campanyes basades en dades i identificar problemes o pain points que puguin tenir els usuaris.<\/li>\n<li><strong>Publicitat 360:<\/strong> la publicitat online \u00e9s cada dia m\u00e9s \u00e0mplia. Tenir un eCommerce propi et permet \u201cjugar\u201d a impactar l\u2019usuari en diferents parts de l\u2019embut de conversi\u00f3: pots fer SEO, Google Ads, Social Ads, email m\u00e0rqueting, etc.<\/li>\n<li><strong>Condicions pr\u00f2pies<\/strong>: en un web propi, les normes i les condicions les poses tu. Amb els seus pros i contres (tamb\u00e9 \u00e9s feina extra), has de triar els teus marges, la log\u00edstica i les condicions d\u2019enviament i devolucions, entre d\u2019altres.<\/li>\n<li><strong>Valor afegit<\/strong>: com que pots decidir sobre el disseny i la usabilitat, i tens dades de clients i contacte directe, pots personalitzar molt l\u2019experi\u00e8ncia del client i millorar l\u2019engagement i la fidelitzaci\u00f3.<\/li>\n<\/ul>\n<p>Desavantatges de tenir un eCommerce respecte a Amazon:<\/p>\n<ul>\n<li><strong>Cost<\/strong> de les plataformes eCommerce: pel que fa a recursos, crear un eCommerce \u00e9s car en comparaci\u00f3 amb el cost inicial de vendre en un Marketplace. A mitj\u00e0 termini, el cost de construcci\u00f3 i manteniment d\u2019una plataforma \u00e9s molt m\u00e9s baix que el dels marges que cobra Amazon.<\/li>\n<li><strong>Log\u00edstica<\/strong>: la log\u00edstica va a c\u00e0rrec de la mateixa empresa, aix\u00ed com els recursos (humans i econ\u00f2mics) de la internacionalitzaci\u00f3.<\/li>\n<li><strong>Visibilitat<\/strong>: per guanyar visibilitat al teu eCommerce, cal crear un pla de m\u00e0rqueting online que generi tr\u00e0nsit i conversions. En un eCommerce \u00e9s m\u00e9s f\u00e0cil generar certa visibilitat, sobretot si es t\u00e9 un preu competitiu.<\/li>\n<\/ul>\n<h2>La conviv\u00e8ncia eCommerce i Amazon<\/h2>\n<p>La nostra recomanaci\u00f3 general \u00e9s <strong>apostar pel propi eCommerce com a canal principal i treballar algunes l\u00ednies de producte a Amazon per generar visibilitat i notorietat de marca<\/strong>. Per tenir una estrat\u00e8gia m\u00e9s eficient, es recomana tenir en compte els aspectes seg\u00fcents:<\/p>\n<ol>\n<li>Evitar fer accions al Marketplace a l\u2019inici de la temporada forta de vendes per no saturar la venda.<\/li>\n<li>Tenir pres\u00e8ncia amb col\u00b7leccions alternes: per exemple, a l\u2019estiu vendre producte d\u2019hivern i viceversa.<\/li>\n<li>Evitar els m\u00e9s venuts als Marketplace. El producte s\u2019haur\u00e0 de diferenciar per tipus de producte, col\u00b7leccions anteriors, models m\u00e9s b\u00e0sics o producte per testar.<\/li>\n<\/ol>\n<p>D\u2019altra banda, per a la internacionalitzaci\u00f3, Amazon pot ser una bona eina per testar si el producte t\u00e9 entrada al mercat o no, amb uns costos d\u2019estructura i de recursos baixos.<\/p>\n<p>A cada producte i marca, segons les seves caracter\u00edstiques i proposta de valor, li convindr\u00e0 apostar m\u00e9s o menys per una estrat\u00e8gia o una altra, per\u00f2 sumar sempre \u00e9s positiu.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les extraordin\u00e0ries xifres de vendes d\u2019Amazon, aix\u00ed com el seu creixement gaireb\u00e9 exponencial, no passen desapercebuts per a ning\u00fa. Al segon trimestre del 2020, el gegant tecnol\u00f2gic va disparar els ingressos un 40% i va multiplicar per dos el benefici net. Per\u00f2 aix\u00f2 vol dir que tamb\u00e9 \u00e9s molt rendible per als seus venedors? Com [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14746,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1743],"tags":[1273,1653,1687],"class_list":["post-18573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketplaces","tag-amazon","tag-estrategia","tag-marketplaces"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vendre a Amazon i al propi eCommerce, \u00e9s compatible? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"\u00c9s rendible tenir un eCommerce propi i, a m\u00e9s, vendre a Amazon? 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