Ngo-2024, iBrazil yagqama endaweni ye-e-commerce yomhlaba wonke, iqopha ukukhula okungu-16% ekuthengisweni kwe-inthanethi, yedlula izimakethe eziqinile ngokwesiko njengeNyakatho Melika (12%) kanye neWestern Europe (10%), ngokombiko we-Atlântico. Lokhu kukhula kwembula okungaphezu kwezinombolo: kukhombisa umnyakazo wokuzijwayeza kanye nokuqanjwa kabusha okuchaza kabusha imakethe yase-Brazil futhi ekhombisa amandla ayo emkhakheni oqhudelana kangaka. Kodwa yini ebangela lokhu kukhula, futhi yiziphi izinselele namathuba avelayo?
Nakuba le datha iyimbangela yokugubha, kukhona ama-nuances afanele ukunakwa. Lokhu kungenxa yokuthi ukukhula okusheshayo kwe-e-commerce eBrazil akuwona umphumela wemakethe ekhulayo kuphela, kodwa futhi nesimo esilinganisa ukuthuthuka kwezobuchwepheshe nezinselelo zesakhiwo. Ukuthengisa okungokwenyama, ngokwesibonelo, kuqophe ukwehla kwenzuzo ngo-3.3% ngoSepthemba, osekuvele kulungiselwe ukwehla kwamandla emali, uma kuqhathaniswa nenyanga efanayo ngo-2023, ngokusho kwe-Cielo Expanded Retail Index (ICVA). Ngamanye amazwi, ngakolunye uhlangothi, sibona intuthuko, kodwa ngakolunye, sibona ukwehla okuchemile; phela lena bekuyinyanga yesikhombisa ilandelana ngaphandle kokukhula kulo mkhakha. Ngokuphambene, i-e-commerce yaseBrazil ikhombise ukuqina, ngokukhula ngo-0.9% ngoSepthemba.
Uma sixoxa ngalezi zibalo, kufanele futhi sisho ukuthi lena yimakethe eguquguqukayo njalo, ngoba umthengi wedijithali uya ngokuya ekhona ohambweni lokuthenga. Iphrofayili yekhasimende laseBrazil nayo isishintshile. Ngenkathi ukuthenga ku-inthanethi ngaphambilini bekuqhutshwa ukunethezeka nesidingo, manje sekuholwa okulindelekile okuphezulu mayelana nesipiliyoni.
Abathengi balindele uhambo lokuthenga oluhlanganisa ukushesha, ukwenza kube ngokwakho, nokwethembana, okudinga amabhrendi ukuthi azivumelanise nezimo ngempumelelo kakhudlwana. E-Brazil, lapho izimfuno zesifunda zihlukahluka njengendawo, ukuhlangabezana nalokhu okulindelekile kungaba ukuhlolwa kwe-litmus ezinkampanini ezifuna ukulondoloza ukuncintisana kanye nekhwalithi.
Ngesikhathi esifanayo, ukuhlangana phakathi kwezwe eliphathekayo neledijithali kuyiqiniso. Kukulesi simo lapho kudingeka senze ukuhlaziya ngokucophelela, njengoba i-Phygital iphinde iguqule uhambo lokuthenga abathengi. Nakuba lokhu kungase kuqedwe ngedijithali, ingxenye yakho nayo yenzeka lapho kudayiswa khona, ibe nomthelela oqondile ekuhlangenwe nakho kwamakhasimende kanye nenqubo yokutholwa komkhiqizo.
Ngaphezu kwalokho, ukwehlukahlukana kwezenhlalo nomnotho wezwe kuveza indida ethakazelisayo: nakuba kunemakethe esebenzayo yokusungula izinto ezintsha, kunesikhala esibalulekile sokufinyelela kwingqalasizinda yezobuchwepheshe kwezinye izifunda. Lokhu kuqinisa ukubaluleka kokutshala imali ezisombululweni ezenza ukuhweba nge-inthanethi kubandakanye kakhudlwana, njengezindlela zokukhokha ezihlukene kanye namasu okuthutha ajwayelane nezimo ezihlukahlukene zasemadolobheni nezasemaphandleni.
Ngakho-ke, ukukhula kwe-e-commerce e-Brazil akumele kubonakale nje njengenkomba yezomnotho enhle, kodwa njengethuba lezwe ukuthi libambe iqhaza elinamandla kwezohwebo zedijithali. Ngokungafani nezimakethe ezivuthiwe, lapho ukuqamba okusha kuvame ukukhawulelwa ekuthuthukisweni, i-Brazil inikeza indawo evundile yokwakhiwa kwezixazululo eziphazamisayo.
Kodwa-ke, ukuze kuzuzwe lokhu okungenzeka, abadlali bemakethe, okuhlanganisa izinkampani zobuchwepheshe, abathengisi, nabaqalayo, kufanele babambe iqhaza elibonakalayo ekuqiniseni i-ecosystem esebenzisanayo. Lokhu kuhlanganisa yonke into kusukela ekuthuthukiseni ubuchwepheshe obusha be-automation kanye nobuhlakani bokwenziwa kuya ekuqeqesheni ochwepheshe ukuze baphathe imininingwane ethile ye-e-commerce yasendaweni. Uma i-Brazil isizibeka njengemakethe yabathengi kuphela kodwa futhi njengomsunguli omusha emkhakheni, ingachaza kabusha ukuhlobana kwayo endaweni yokuthengisa yedijithali.
Ngakho-ke, ukukhula kwe-e-commerce eBrazil kulo nyaka kukhombisa ukuthi kunendawo evundile yokuqamba izinto ezintsha emakethe yedijithali yezwe. Kodwa-ke, inselele manje ukuguqula lesi sikhathi sibe umjikelezo wokuthuthukiswa oletha izinzuzo kokubili imikhiqizo kanye nabathengi. Ngaphezu kwezinombolo, okusengcupheni yikhono lezwe lokuzisungula kabusha futhi lizimise njengomholi endaweni eshintsha njalo. Futhi lo mkhondo awuncikile kuphela ekugcineni ijubane lokukhula, kodwa nasekubekeni izisekelo zekusasa ledijithali eliqine nakakhulu.
