Igikorwa cyo gutanga indabyo, kimaze ibinyejana byinshi kiyobowe n'amarangamutima n'imigenzo, ubu nacyo kiyobowe na algorithms, ibipimo byo gusezerana, nibirimo. Imbuga nkoranyambaga zahinduye uburyo abaguzi bavumbura, bahitamo, kandi bagura indabyo n'impano, ibintu ntibigaragaza gusa impinduka zimyitwarire yabateze amatwi ahubwo binerekana icyiciro gishya cyubucuruzi bwa digitale muri Berezile.
Raporo y’Ubucuruzi yo muri Berezile Isoko ry’Ubutasi 2025, yasohowe n’ubushakashatsi n’isoko, ubucuruzi bw’imibereho buboneka mu mbuga nkoranyambaga, buragenda bugaragara muri iki gihugu. Iyi myumvire iterwa no kongera ikoreshwa rya terefone zigendanwa, guhuza uburyo bwo kwishyura ako kanya, hamwe n’abaguzi gushakisha amazi, kwishora, hamwe nubunararibonye bwo guhaha. Imibare yemeza imbaraga z’uru rugendo: muri Gashyantare 2023, abagera kuri 65% b’abaguzi bamenyereye ubucuruzi bw’imibereho bavuze ko bamaze kugura binyuze mu mbuga nkoranyambaga. Hamwe na Berezile iri ku mwanya wa gatatu mu bakoresha imbuga nkoranyambaga ku isi, nk'uko ubushakashatsi bwakozwe na Comscore bubitangaza, ubushobozi bw'iyi moderi burakomeye cyane. Igihugu gifite abakoresha miliyoni 131.5 bakora kuriyi mbuga, umubare ufasha gusobanura impamvu abashinzwe indabyo bagenda bashora imari mu ngamba zibanda kuri ibi bidukikije.
Ku rwego rw’indabyo, imbuga nkoranyambaga zahindutse imurikagurisha. Amashusho yerekana indabyo hamwe nindabyo, hamwe namabara, imiterere, nibimenyetso, bihuye neza na logique ya platform nka Instagram na TikTok, aho ubwiza n'amarangamutima biyobora rubanda. Amafoto yakozwe neza, videwo ngufi yerekana inyuma yibyerekeranye no gushiraho gahunda, hamwe n'amatora yatangajwe ashimangira gusezerana no guhuza ibirango n'abaguzi hafi.
Byongeye kandi, ubukangurambaga bwibihe hamwe no kuzamurwa kwihariye muminsi mikuru byagura amaduka yindabyo kandi bigatera kurya. Ingamba zirasobanutse: guhindura gukunda guhinduka. Muguhuza amarangamutima, uburambe bwibyiyumvo, hamwe nuburyo bworoshye bwa digitale, imbuga nkoranyambaga zasobanuye neza igikorwa cyo kugura, ubu cyane cyane mukanya, gusangira, no guhuza.
Mu rwego aho abaguzi bashaka ukuri no guhuza, indabyo zerekana ikintu urubuga rwa digitale rugerageza kwigana: amarangamutima nyayo yikimenyetso cyoroshye. Mugihe kimwe, tekinoroji yongerera uburambe, bigatuma irushaho kugerwaho no kugiti cye. Ihuriro riri hagati yindabyo na algorithms ryerekana imyitwarire mishya yumuguzi wa Berezile - igizwe na digitale, iyerekanwa, hamwe n’amarangamutima - ihindura ibiryo mubyerekanwe, gukanda mu mpano, hamwe nubushake muburambe.
