{"id":18688,"date":"2017-11-07T00:00:00","date_gmt":"2017-11-06T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/marketplace-una-oportunitat-per-augmentar-les-vendes\/"},"modified":"2017-11-07T00:00:00","modified_gmt":"2017-11-06T23:00:00","slug":"marketplace-una-oportunitat-per-augmentar-les-vendes","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/marketplace-una-oportunitat-per-augmentar-les-vendes\/","title":{"rendered":"Marketplace, una oportunitat per augmentar les vendes"},"content":{"rendered":"<p>Vendre en un marketplace pot ser una oportunitat excel\u00b7lent per augmentar les vendes d\u2019un negoci. Per a qui no t\u00e9 una <a href=\"https:\/\/trilogi.com\/crear-tienda-on-line\/\">botiga online<\/a>, l\u2019opci\u00f3 de comen\u00e7ar a vendre en un marketplace pot ser interessant, ja que les <strong>barreres d\u2019entrada s\u00f3n relativament baixes<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8699\" title=\"vendre en un marketplace\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/online-2900303_960_720.jpg\" alt=\"\" width=\"750\" height=\"500\" \/><br \/>\nEn primera inst\u00e0ncia no cal invertir en el desenvolupament d\u2019un eCommerce, es pot <strong>accedir a una gran quantitat d\u2019usuaris<\/strong> sense haver d\u2019invertir en m\u00e0rqueting online, no cal tenir varietat de mitjans de pagament ni varietat d\u2019opcions d\u2019entrega i operadors log\u00edstics.<br \/>\n<strong>\u00c9s una manera senzilla de llan\u00e7ar-se al m\u00f3n online amb una inversi\u00f3 i una gesti\u00f3 m\u00ednimes.<\/strong><\/p>\n<p>Com a contrapartida, hem de tenir en compte que, segons el sector:<\/p>\n<ul>\n<li>sol haver-hi una <strong>gran quantitat de competidors<\/strong>,<\/li>\n<li>s\u2019han de <strong>pagar comissions de venda<\/strong> (cosa que fa disminuir el nostre marge comercial),<\/li>\n<li>\u00e9s <strong>dif\u00edcil posicionar-se com a marca<\/strong>,<\/li>\n<li>cal <strong>complir les normes de cada market<\/strong>,<\/li>\n<li>cal fer una revisi\u00f3 i un seguiment per intentar <strong>estar ben posicionat<\/strong><\/li>\n<li>i, finalment, saber que <strong>els clients no s\u00f3n del venedor sin\u00f3 del marketplace<\/strong>.<\/li>\n<\/ul>\n<p>Si tens una botiga online, l\u2019opci\u00f3 d\u2019utilitzar canals alternatius de venda com els marketplaces pot ser molt important per <strong>incrementar el volum de vendes i el negoci en general.<\/strong><\/p>\n<p class=\"curiosidad\">Alguns dels <strong>principals marketplaces<\/strong> que cal tenir en compte s\u00f3n: Amazon, Aliexpress, eBay, Privalia, ECI (El Corte Ingl\u00e9s), FNAC, Pixman\u00eda, Zalando, Spartoo, Vente Privee, TMall, Rakuten, entre d\u2019altres.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-8701 size-full\" title=\"principals marketplaces\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/logos_markets.jpg\" alt=\"\" width=\"739\" height=\"325\" \/><\/p>\n<p>Hi ha 2 tipus de marketplaces, els <strong>horitzontals i els verticals<\/strong>.<br \/>\nEls <strong>horitzontals<\/strong> s\u00f3n m\u00e9s generalistes, ofereixen una oferta m\u00e9s gran de productes i tenen un volum global de tr\u00e0nsit elevat.<br \/>\nEls<strong> verticals<\/strong> estan especialitzats en una tem\u00e0tica (per exemple, Runnics en cal\u00e7at de running), ofereixen productes d\u2019un sector espec\u00edfic i tenen un p\u00fablic m\u00e9s af\u00ed, amb la qual cosa s\u2019aconsegueix m\u00e9s visibilitat i possiblement m\u00e9s efici\u00e8ncia en les vendes.<\/p>\n<p>Hi ha una s\u00e8rie d\u2019<strong>aspectes molt importants que cal tenir en compte a l\u2019hora d\u2019analitzar la possibilitat de comen\u00e7ar a vendre en un marketplace<\/strong>.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>\n<h2>An\u00e0lisi i selecci\u00f3 del marketplace<\/h2>\n<p>Segons els objectius, les caracter\u00edstiques de l\u2019empresa i el target o p\u00fablic objectiu, es pot plantejar comen\u00e7ar a vendre en un marketplace <strong>horitzontal o vertical<\/strong>. \u00c9s important tenir una previsi\u00f3 de vendes per evitar trencaments d\u2019estoc.<\/li>\n<\/p>\n<li>\n<h2>Selecci\u00f3 del cat\u00e0leg, preus, feed de productes<\/h2>\n<p>Un altre aspecte important que cal tenir en compte \u00e9s la selecci\u00f3 del cat\u00e0leg de productes que volem oferir al marketplace. Hem d\u2019analitzar els productes que venen els competidors, el grau de maduresa, la capacitat de respondre davant d\u2019un volum elevat de vendes, aix\u00ed com poder oferir productes i preus diferencials i competitius.<\/p>\n<p><strong>Un cop definit el cat\u00e0leg, cal crear un feed de productes<\/strong> <strong>que s\u2019adapti als requeriments t\u00e8cnics de cada marketplace<\/strong>. Des de <a href=\"https:\/\/trilogi.com\/ecommerce-software\/\">LogiCommerce<\/a> es poden gestionar els feeds de productes per a l\u2019alta inicial del cat\u00e0leg. Com que cada marketplace t\u00e9 un format de feed diferent que sol actualitzar-se amb for\u00e7a freq\u00fc\u00e8ncia, a la nostra plataforma eCommerce hem fet una integraci\u00f3 amb un partner extern (<a href=\"http:\/\/www.qashops.com\" target=\"_blank\" rel=\"noopener noreferrer\">QaShops<\/a>) que permet, entre altres funcions, adaptar el feed al format de cada marketplace.<\/p>\n<p>A m\u00e9s del feed de productes, se sol treballar amb un altre feed de dades per actualitzar preus i estoc amb m\u00e9s freq\u00fc\u00e8ncia. Aix\u00ed s\u2019eviten possibles trencaments d\u2019estoc i, en conseq\u00fc\u00e8ncia, penalitzacions per part del marketplace. Aquest feed tamb\u00e9 es gestiona a trav\u00e9s de QaShops per actualitzar els estocs entre LogiCommerce i el market o markets corresponents.<\/p>\n<p>Finalment, cal tenir en compte el format d\u2019integraci\u00f3 amb l\u2019ERP de la botiga (via fitxers XML o mitjan\u00e7ant API \u2013 Webservice) per acabar de coordinar els temps d\u2019actualitzaci\u00f3 i sincronitzaci\u00f3 de la informaci\u00f3 a totes les plataformes.<\/li>\n<\/p>\n<li>\n<h2>Detall dels productes i posicionament<\/h2>\n<p>\u00c9s clau treballar les <strong>fitxes de producte<\/strong> de manera professional pel que fa a les caracter\u00edstiques, la descripci\u00f3 general i la qualitat de les imatges.<br \/>\nTota aquesta informaci\u00f3, juntament amb la sem\u00e0ntica, l\u2019historial de vendes i els temps de resposta a preguntes i d\u2019atenci\u00f3 al client, ajuden al <strong>posicionament<\/strong> dels productes al market.<\/li>\n<\/p>\n<li>\n<h2>Estrat\u00e8gia log\u00edstica<\/h2>\n<p>Cal definir, a m\u00e9s, si <strong>enviarem els productes directament al client final o ho farem a trav\u00e9s del marketplace<\/strong>.<br \/>\nPer exemple, en el cas d\u2019Amazon es pot triar l\u2019opci\u00f3 FBA (Fulfillment by Amazon), en qu\u00e8 lliurem els productes a Amazon i ells s\u2019encarreguen d\u2019enviar-los al client final.<br \/>\nTamb\u00e9 hi ha l\u2019opci\u00f3 FBM (Fulfillment by Merchant), en qu\u00e8 \u00e9s el venedor qui s\u2019encarrega d\u2019enviar el producte al client final. En aquest cas, \u00e9s important complir els terminis i la qualitat del servei per no ser penalitzats.<\/li>\n<\/p>\n<li>\n<h2>An\u00e0lisi i seguiment<\/h2>\n<p>Un cop estem venent en un marketplace, hem d\u2019<strong>analitzar les dades relacionades amb les vendes que ens genera<\/strong> cadascun, amb el detall de productes, preus, costos associats i, finalment, el marge unitari i global. D\u2019aquesta manera podrem saber clarament qu\u00e8 aporta al nostre negoci. \u00c9s important perqu\u00e8, segons si som fabricants o una botiga que ven productes multimarca, els marges seran molt diferents. Tot i que, en el segon cas, augmentar el volum de vendes ens donar\u00e0 m\u00e9s poder per negociar millors condicions amb les marques i reduir els nostres costos.<\/li>\n<\/p>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p class=\"curiosidad\">Els marketplaces tamb\u00e9 serveixen per provar i entrar en <strong>mercats internacionals<\/strong> i mesurar la resposta i l\u2019efectivitat de la nostra oferta de productes abans de fer una inversi\u00f3 per obrir un eCommerce.<\/p>\n<p>Un cop h\u00e0gim pres la decisi\u00f3 de vendre en un marketplace, \u00e9s important <strong>treballar la relaci\u00f3 amb els clients a trav\u00e9s de les xarxes socials<\/strong> perqu\u00e8 ens coneguin de manera directa i s\u00e0piguen m\u00e9s de nosaltres. Aix\u00f2 ajudar\u00e0 al reconeixement de marca i, si tenim un eCommerce, a la possibilitat que comprin a la nostra botiga.<\/p>\n<p>Per tenir una gesti\u00f3 \u00f2ptima dels marketplaces en qu\u00e8 venguem, recomanem implementar QaShops.<br \/>\n<strong>Avantatges d\u2019integrar LogiCommerce amb QaShops:<\/strong><\/p>\n<div class=\"dato_curioso\">\n<ul>\n<li>Facilitat per crear feeds per a cada marketplace mitjan\u00e7ant la selecci\u00f3 de categories i\/o productes.<\/li>\n<li>Opci\u00f3 de definir tarifes diferents per a cada market.<\/li>\n<li>Actualitzaci\u00f3 d\u2019estocs entre totes dues plataformes per evitar trencaments i penalitzacions.<\/li>\n<li>Adaptaci\u00f3 dels feeds als requeriments de cada marketplace.<\/li>\n<li>Possibilitat de descarregar les comandes de cada market a LogiCommerce.<\/li>\n<li>Possibilitat d\u2019integrar les devolucions.<\/li>\n<li>Opci\u00f3 de vincular estats de comandes de LogiCommerce i QaShops per a la gesti\u00f3 i els avisos als clients.<\/li>\n<\/ul>\n<\/div>\n<p>Si vols comen\u00e7ar a vendre en marketplaces, no dubtis a posar-te en <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\">contacte <\/a>amb nosaltres. Estarem encantats d\u2019ajudar-te a incrementar les vendes online.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vendre en un marketplace pot ser una oportunitat excel\u00b7lent per augmentar les vendes d\u2019un negoci. Per a qui no t\u00e9 una botiga online, l\u2019opci\u00f3 de comen\u00e7ar a vendre en un marketplace pot ser interessant, ja que les barreres d\u2019entrada s\u00f3n relativament baixes. En primera inst\u00e0ncia no cal invertir en el desenvolupament d\u2019un eCommerce, es pot [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13041,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1743],"tags":[],"class_list":["post-18688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketplaces"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketplace, una oportunitat per augmentar les vendes | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Vendre en un marketplace pot ser una oportunitat excel\u00b7lent per augmentar les vendes d\u2019un negoci. 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