Kubona amafaranga murugo, gukora ibintu byunguka, guhinduka, no guhindura imibereho yumuntu mubucuruzi. Ngiyo logique yagiye ikurura urubyiruko hafi yuburyo bwo kugurisha. Urwego rwavuguruwe hakoreshejwe uburyo bwa digitale, rwatsinze Generation Z, ibona imbuga nkoranyambaga atari umwanya wo kwerekana gusa ahubwo ko ari n’isoko ry’ingenzi ryinjiza. Ubushakashatsi bwakozwe na ABEVD, ku bufatanye na CVA Solutions, bushimangira iri hinduka: 49.5% by'umurenge ugizwe n'urubyiruko ruri hagati y’imyaka 19 na 29. Abateze amatwi babonye inzira yihuse yubwisanzure bwamafaranga kuri enterineti nuburyo busanzwe bwisoko gakondo.
Muri ibi bidukikije, imyirondoro ibiri iragaragara: abakoresha urubuga rwo kugurisha ibicuruzwa byabo na serivisi, nababikoresha kugirango bavumbure kandi bagure ibintu bishya. Ntabwo bitangaje, umushinga wo kwiga Accenture ubucuruzi bwimbonezamubano bugomba kugera kuri miriyoni 1,2 US $ mu mpera za 2025, hamwe na Generation Z hamwe nimyaka igihumbi bingana na 62% byiri soko ryisi. Amahuriro nka TikTok yerekana iyi mbaraga, kuko kimwe cya kabiri cyabakoresha bavuga ko baguze ibicuruzwa binyuze muri porogaramu, mugihe 70% bavumbuye ibicuruzwa nibicuruzwa bihari - ibimenyetso bigaragara byerekana ko imbuga nkoranyambaga zahindutse inzira zingenzi mubucuruzi mu rubyiruko.
Icyahoze kigaragara nka 'catalog kugurisha' ubu gifite isura itandukanye. Aho kubika ibicuruzwa, hariho inkuru za Instagram. Aho guhuza, hari ubutumwa butaziguye. Igurisha ritaziguye ryahindutse hamwe nimyitwarire ya digitale kandi ryasanze mubaterankunga itsinda rishya rya ba rwiyemezamirimo bagurisha, bubaka ibirango byabo, kandi bakora ibintu bibyara isano.
Urubyiruko nyarwo rukora amateka yabo.
Larissa Bileski, ufite imyaka 20, ukomoka muri Joinville (SC), yageze ku nzozi zikomeye binyuze mu Kugurisha mu buryo butaziguye: kugura imodoka ye ya mbere. Agira ati: "Natangiriye ku mafaranga y'inyongera yagize uruhare runini mu mibereho yanjye ya buri munsi, ariko uyu munsi yabaye isoko nyamukuru yinjiza kandi bintera kugera kuri byinshi." Usibye inyungu z'amafaranga, Larissa agaragaza iterambere ry'umuntu ku giti cye iyi nzira yatanze: “Nabaye umuntu wizeye cyane, nateje imbere itumanaho n'ubuhanga bwo kuyobora.” Ku mbuga nkoranyambaga, yageze ku ntera cyane ku buryo yatumiriwe kwitabira umushinga w’icyitegererezo na Natura hamwe na TikTok One muri Berezile, bikomeza kwagura amahirwe ye nka rwiyemezamirimo.
Kugurisha mu buryo butaziguye, byahoze bisa gusa ninama na kataloge, byongeye kwisubiramo hamwe na videwo, inkuru, na algorithm. Urwego rwinjije hafi miliyari 50 z'amadolari y'Amerika umwaka ushize wonyine. Larissa agira ati: "Natangiye kugurisha ibicuruzwa mbinyujije ku mbuga nkoranyambaga kuko nabonye ubushobozi bwo kugera ku bantu benshi, bityo, nkongera ibicuruzwa byanjye. Icyanteye gutera iyi ntambwe ni uburyo bwo guhuza amasomo yanjye y'igihe cyose no kugurisha kandi, muri ubwo buryo, nkinjiza amafaranga y'inyongera, uyu munsi akaba yarabaye 100% by'isoko ryinjiza, ndetse na nyuma yo kurangiza amasomo yanjye."
Hamwe na gahunda ya digitale itunganijwe neza, umukobwa ukiri muto ahindura Instagram ye mumashusho no kumuyoboro utaziguye hamwe nabakiriya. Ashimangira agira ati: "Nkoresha Instagram kugira ngo mpuze n'abakiriya banjye ndetse no gushakisha amakuru mashya, gusangira amakuru, inama, no kuzamurwa mu ntera. Ubu buryo bwo gutumanaho bwabaye ingenzi muri gahunda zanjye, kuko butuma habaho imikoranire hafi."
Ku bijyanye na gahunda ye, Larissa asobanura ko ubuzima bwe bwa buri munsi butangirana no gutegura buri cyumweru no gutegura, ubusanzwe ku wa mbere. Agira ati: “Buri munsi nashyizeho igihe cyo kumenyekanisha ibicuruzwa ku mbuga nkoranyambaga, kwitabira ubutumwa bw'abakiriya, no gutegura ibicuruzwa.” Byongeye kandi, nkumuyobozi wubucuruzi, yiha umwanya wo kwiga kuzamura ukwezi, gushaka inyungu nyinshi no kuyobora umuyoboro w’abajyanama kwibanda kubintu byiza cyane. Larissa asangira agira ati: "Buri munsi urihariye, ariko icyo nibandaho buri gihe ni ugutanga serivisi nziza no gukomeza ubucuruzi bwanjye. Umuyobozi wanjye, Andreza, buri gihe agira ati:" amahirwe asanga abagenda "- kandi ndabyizera rwose."
Kwihuza, ibirimo, hamwe nubwenge bwa digitale
Kuri Igor Henrique Viana Fernandes, ufite imyaka 21, Royal Prestige muri Belo Horizonte (MG), kuba hariho digital nibyo bikomeza kwizerwa mubucuruzi. Agira ati: "Iyo twerekanye ubuzima bwacu bwa buri munsi ku mbuga nkoranyambaga, abakiriya barizerana. Abantu bagura byinshi iyo babonye ko ubaho koko ibyo ukora".
Larissa na Igor bombi ni ingero z'ukuntu Generation Z ibona ikoranabuhanga nk'inshuti yo kwihangira imirimo n'ubwisanzure no guhanga udushya. Larissa agira ati: "Igihe kizaza cyo kugurisha mu buryo butaziguye kiri mu masano nyayo. Turagurisha, yego, ariko kandi turashishikarizwa kandi tugatanga ingaruka."
Adriana asoza agira ati: "Uyu munsi, ba rwiyemezamirimo na bo ni abarema. Bashiraho ibintu, bakubaka umubano, kandi bagatanga amahirwe. Kugurisha mu buryo butaziguye byose ni ibyo: ubucuruzi bufite intego, aho urubyiruko rushobora kubona amafaranga nyayo, rufite umudendezo, imiterere bwite, n'ingaruka."
