{"id":18611,"date":"2020-05-11T14:01:43","date_gmt":"2020-05-11T12:01:43","guid":{"rendered":"https:\/\/trilogi.com\/blog\/desescalada-covid-19-com-afectara-el-sector-ecommerce\/"},"modified":"2020-05-11T14:01:43","modified_gmt":"2020-05-11T12:01:43","slug":"desescalada-covid-19-com-afectara-el-sector-ecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/desescalada-covid-19-com-afectara-el-sector-ecommerce\/","title":{"rendered":"Desescalada COVID-19: com afectar\u00e0 el sector eCommerce?"},"content":{"rendered":"<p>Oficialment, avui 11\/05 comen\u00e7a la fase de desescalada per a m\u00e9s del 50% de la poblaci\u00f3 a l\u2019estat espanyol. Un punt d\u2019inflexi\u00f3 de retorn a l\u2019activitat per a moltes empreses. D\u2019altres, en canvi, estan aprofitant aquests dos \u00faltims mesos per potenciar el seu negoci online, tant a la plataforma com en accions diferencials de m\u00e0rqueting digital.<\/p>\n<p>Al mateix temps, per si la incertesa fos poca, Google aprofita aquests dies per fer un Core Update del seu algoritme. Segurament estar\u00e0s pensant&#8230; Haur\u00e0 afectat la visibilitat del meu eCommerce? No pateixis, que al final del post et detallem alguns consells.<\/p>\n<h2>Qu\u00e8 hem apr\u00e8s aquestes setmanes de confinament?<\/h2>\n<p>A m\u00e9s dels nous h\u00e0bits de consum, que van m\u00e9s enll\u00e0 de seguir els grans xefs a Instagram per intentar replicar les seves receptes, fer exercici online i convertir-se en un expert en teletreball i conciliaci\u00f3 familiar, des de l\u2019ag\u00e8ncia hem detectat alguns insights que marcaran el futur del sector eCommerce:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Compra online<\/strong>. Un cop superada la fase d\u2019\u00abacaparament\u00bb, durant el mes d\u2019abril el sector eCommerce ha continuat creixent per sobre del 30%. Aquest creixement no nom\u00e9s ha vingut dels sectors de primera necessitat. Per exemple, destaca el sector moda, que ha crescut m\u00e9s d\u2019un 30% a l\u2019abril respecte al mes anterior. En alguns casos, les ofertes agressives, l\u2019augment de clients de l\u2019\u00abOff a l\u2019On\u00bb i l\u2019arribada de la primavera han fet que les vendes es multipliquessin per 4 respecte al mateix per\u00edode de l\u2019any anterior. Com es pot veure en el gr\u00e0fic seg\u00fcent de vendes agrupades de tots els clients de Trilogi, durant la primera quinzena d\u2019abril es recupera la tend\u00e8ncia de les setmanes anteriors a l\u2019estat d\u2019alarma.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<figure id=\"attachment_14338\" aria-describedby=\"caption-attachment-14338\" style=\"width: 1022px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-14338 size-full\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/captura-de-pantalla-2020-05-11-a-les-13-37-40.png\" alt=\"\" width=\"1022\" height=\"437\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/captura-de-pantalla-2020-05-11-a-les-13-37-40.png 1022w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/captura-de-pantalla-2020-05-11-a-les-13-37-40-300x128.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/captura-de-pantalla-2020-05-11-a-les-13-37-40-768x328.png 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/captura-de-pantalla-2020-05-11-a-les-13-37-40-585x250.png 585w\" sizes=\"(max-width: 1022px) 100vw, 1022px\" \/><figcaption id=\"caption-attachment-14338\" class=\"wp-caption-text\">Evoluci\u00f3 de les vendes de tots els clients de Trilogi<\/figcaption><\/figure>\n<ul>\n<li><strong>Vencedors i ven\u00e7uts:<\/strong> dinamitzaci\u00f3 en m\u00e0rqueting. Moltes empreses han vist l\u2019oportunitat d\u2019incrementar les vendes a trav\u00e9s de l\u2019\u00fanic canal de venda disponible. Les m\u00faltiples accions de comunicaci\u00f3 i promoci\u00f3 amb el client, l\u2019augment de la inversi\u00f3 online de fins a x10 en certs sectors d\u2019oci i les millores al site han estat les claus per millorar el rendiment de l\u2019eCommerce. D\u2019altres, en canvi, han decidit tancar temporalment la botiga online, amb conseq\u00fc\u00e8ncies immediates en la facturaci\u00f3 i amb la por que part dels compradors s\u2019hagin deixat seduir per altres marques.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Inversi\u00f3 online:<\/strong> en l\u2019an\u00e0lisi que s\u2019ha fet de diversos comptes de clients, s\u2019ha observat que el cost per clic i tots els seus derivats (cost d\u2019adquisici\u00f3, cost per lead&#8230;) ha baixat en algunes ocasions fins a un 70%. El motiu principal \u00e9s la disminuci\u00f3 del nombre d\u2019empreses que estan invertint en aquests moments. Fins quan durar\u00e0 aquesta situaci\u00f3? \u00c9s el moment de maximitzar les teves inversions!<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Captaci\u00f3 de nous clients:<\/strong> sens dubte, la gran oportunitat a mitj\u00e0 termini. Despr\u00e9s d\u2019una an\u00e0lisi que ha fet Trilogi dels seus clients, l\u2019increment global de nous clients que no havien comprat abans a les respectives botigues online ha estat d\u2019un +18% respecte al mateix mes de l\u2019any anterior. En alguns casos, aquest increment ha superat el 35%. Ara \u00e9s el moment de treballar el m\u00e9s important del teu eCommerce: la recurr\u00e8ncia.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Atenci\u00f3 al client i enviaments:<\/strong> aquest, sens dubte, ha estat el gran problema per a moltes empreses del sector eCommerce. La reducci\u00f3 de personal en molts casos, les mesures higienicosanit\u00e0ries derivades de la COVID-19 i les dificultats en tota la cadena log\u00edstica han endarrerit sovint el lliurament de les comandes. Una cosa totalment comprensible per la situaci\u00f3 extraordin\u00e0ria d\u2019aquestes \u00faltimes setmanes i que, sens dubte, ha posat a prova tot el circuit de lliurament.<\/li>\n<\/ul>\n<h2>Quines s\u00f3n les claus de l\u2019eCommerce en \u00e8poca de desconfinament?<\/h2>\n<ul>\n<li><strong>Go Digital:<\/strong> si encara t\u2019est\u00e0s plantejant si potenciar el teu canal online \u00e9s realment una oportunitat, no ho dubtis! Els negocis B2B\/B2C estan entrant amb for\u00e7a a l\u2019entorn digital. Adapta el teu model comercial a trav\u00e9s de les sinergies On-Off, busca noves oportunitats m\u00e9s enll\u00e0 del teu model comercial actual i pensa fins on podria arribar el teu negoci amb una soluci\u00f3 professional d\u2019eCommerce.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Si ja tens botiga online, el primer de tot \u00e9s saber com t\u2019ha afectat <strong>el nou Core Update de Google<\/strong>. Aquesta actualitzaci\u00f3, com la majoria de les \u00faltimes actualitzacions de l\u2019algoritme, t\u00e9 l\u2019objectiu de mostrar contingut rellevant i fiable al cercador. Per aix\u00f2 \u00e9s determinant que:<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ol>\n<li>Treballis el posicionament SEO amb contingut original i rellevant.<\/li>\n<li>No copi\u00efs el contingut d\u2019altres fonts. Google ho t\u00e9 cada vegada m\u00e9s en compte a l\u2019hora de posicionar.<\/li>\n<li>Que el t\u00edtol, a m\u00e9s de ser original, resumeixi el contingut i sigui \u00fatil per al lector.<\/li>\n<li>Que el contingut s\u2019adapti de la millor manera possible als dispositius m\u00f2bils.<\/li>\n<li>Generis contingut de manera recurrent i amb una estrat\u00e8gia SEO diferencial<\/li>\n<\/ol>\n<figure id=\"attachment_14341\" aria-describedby=\"caption-attachment-14341\" style=\"width: 1280px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-14341 size-full\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112.jpg\" alt=\"\" width=\"1280\" height=\"760\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112.jpg 1280w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112-300x178.jpg 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112-1100x653.jpg 1100w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112-768x456.jpg 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112-1170x695.jpg 1170w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/light-smartphone-macbook-mockup-67112-585x347.jpg 585w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><figcaption id=\"caption-attachment-14341\" class=\"wp-caption-text\">Nou Core Update: Google<\/figcaption><\/figure>\n<ul>\n<li><strong>Inversi\u00f3 online:<\/strong> sembra ara per recollir m\u00e9s endavant. Esperar que una gran inversi\u00f3 puntual tingui un retorn immediat \u00e9s dif\u00edcil i complicat. Els algoritmes necessiten el seu temps per adaptar la proposta, i esperar que un internauta et compri sense saber res de tu \u00e9s una missi\u00f3 impossible. Construeix una estrat\u00e8gia full-funnel que no nom\u00e9s estigui orientada a la conversi\u00f3, sin\u00f3 que generi sinergies a cada pas del funnel. Aix\u00ed tindr\u00e0s els leads a punt per al moment m\u00e9s important: la conversi\u00f3.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Nou consumidor online:<\/strong> en els propers mesos, molts dels clients que han comprat online per primera vegada, segurament per les facilitats i la comoditat que suposa, ho tornaran a fer. \u00c9s important que analitzis aquest segment, que pensis si la teva p\u00e0gina est\u00e0 preparada per facilitar la compra a aquests nous usuaris i, \u00f2bviament, que preparis el pla de comunicaci\u00f3 perqu\u00e8 el Life Time Value sigui tan alt com sigui possible.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Costos de captaci\u00f3 m\u00e9s alts:<\/strong>molts negocis estan comen\u00e7ant a apostar per l\u2019online. Si vendre online ja era cada vegada m\u00e9s dif\u00edcil, amb m\u00e9s competidors en digital els costos augmentaran. Prepara i reformula la teva estrat\u00e8gia amb un objectiu clar: incrementar la xifra de facturaci\u00f3 online.<\/li>\n<\/ul>\n<p>Ara \u00e9s el moment. Aposta per l\u2019online i prepara\u2019t per a un futur en qu\u00e8, ben segur, la situaci\u00f3 viscuda i el digital tindran un impacte directe en el retorn del teu negoci. Si tens dubtes sobre com enfocar el teu proper salt digital, a Trilogi som experts a ajudar les empreses en el proc\u00e9s de digitalitzaci\u00f3 i multiplicaci\u00f3 de vendes online, tant B2B com B2C. Explica\u2019ns el teu projecte.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oficialment, avui 11\/05 comen\u00e7a la fase de desescalada per a m\u00e9s del 50% de la poblaci\u00f3 a l\u2019estat espanyol. Un punt d\u2019inflexi\u00f3 de retorn a l\u2019activitat per a moltes empreses. D\u2019altres, en canvi, estan aprofitant aquests dos \u00faltims mesos per potenciar el seu negoci online, tant a la plataforma com en accions diferencials de m\u00e0rqueting [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14337,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18611","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>Desescalada COVID-19: com afectar\u00e0 el sector eCommerce? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Es multipliquen les oportunitats per augmentar les vendes online. Ara \u00e9s el moment de saber qu\u00e8 passar\u00e0 en l\u2019eCommerce els propers mesos. 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