Ukuthengisa akusoze kwafana. Ukunyuka kwe-meteoric kwemidiya yokudayisa —ukuthengiswa kwesikhala sokukhangisa eziteshini zobunikazi, njengezinhlelo zokusebenza namawebhusayithi—kuguqulela izinhlelo zokusebenza zeselula zibe imishini yemali engenayo yangempela. Nakuba izitolo ngaphambilini bezithembele kuphela kumamajini okuthengisa, manje sezinempahla entsha ezingasetshenziswa: izethameli zazo zedijithali. Amakhemisi, izitolo ezinkulu, nezitolo zezilwane zihamba phambili kulo shintsho, zisebenzisa amandla ezinhlelo zokusebenza zomdabu ukudala isiteshi esiqondile, esihehayo, nesenza imali kakhulu.
yemithombo yezindaba edayiswayo emhlabeni jikelele kulindeleke ukuthi ifinyelele ku-US$179.5 billion ngo-2025, ngokocwaningo olwenziwe yiCriteo ngokubambisana neCoresight Research. E-Brazil, ukutshalwa kwezimali kulo mkhakha kuhambisana nokukhula komhlaba wonke, osekuvele kudlula ama-US$140 billion futhi kulindeleke ukuthi kudlule ama-US$280 billion ngo-2027, ngokusho kwe-eMarketer projections.
Uhlelo lokusebenza njengesiteshi esisha semidiya
Eminyakeni yakamuva, izinhlelo zokusebenza zeselula ziye zadlulela ngalé kokuba amathuluzi okuhweba nje futhi seziwumgogodla wohambo lokuthenga. Ukusebenzisa kwabo njalo, kuhlanganiswe nekhono labo lokuqoqa ngokunembile idatha yokuziphatha, kudala indawo ekahle yokwenza kusebenze imidiya yomuntu siqu. Nakuba amawebhusayithi asasetshenziswa kabanzi njengendawo yokukhangisa, izinhlelo zokusebenza zinikeza izinzuzo ezengeziwe: isikhathi eside sokuphequlula, ukuncintisana okubonakalayo okuncane, nekhono lokusebenzisa lokusebenza njengohlu lokukhangisa.
Ukwenza kube ngokwakho ngesikhathi sangempela kuyimpahla enkulu yale modeli. Ngokungafani nemidiya evamile (efana ne-Google nenkundla yezokuxhumana), abathengisi banokufinyelela ekuthengeni kwangempela kwamakhasimende—abakuthengayo, kangaki, futhi nalapho batholakala khona. Lobu bumbudumbudu benza lezi zinhlobo zemikhankaso, ngokwesilinganiso, zisebenze ngokuphindwe kabili ekuguquleni.
Kungani izinhlelo zokusebenza zeselula ziyi-goldmine yemidiya entsha?
- Ukusetshenziswa njalo: Ngokusho kwe-SimilarWeb, izinhlelo zokusebenza zekhemisi nezitolo ezinkulu zibhalisa phakathi kuka-1.5x no-2.5x izikhathi eziningi zanyanga zonke ngomsebenzisi ngamunye kunewebhusayithi.
- Indawo yobunikazi: Kuhlelo lokusebenza, yonke indawo inophawu—akukho ukuphazamiseka, akukho mncintiswano oqondile, ukwanda kokubonakala kwesikhangiso.
- Izaziso zohlelo lokusebenza: Izaziso zohlelo lokusebenza seziphenduke uhlobo olusha lwe-inventory yokukhangisa. Imikhankaso yabahlinzeki bempahla ingamakethwa kusetshenziswa izaziso ezenzelwe wena uqobo kanye nezendawo.
- Ukuhlukaniswa okuthuthukile: Ngedatha yokuziphatha, uhlelo lokusebenza luvumela imikhankaso enembe kakhulu, enemilayezo enengqondo kumongo wokusetshenziswa (isb., ukukhumbuza amakhasimende ngomuthi wokugomela amarabi lapho evuselela uhlelo lwazo lwezilwane ezifuywayo).
Ukwengeza, nakuba izibhengezo zewebhusayithi ngokuvamile zishaywa indiva noma zivinjelwe, izikhangiso ezingaphakathi nohlelo—njengangaphambili kwesitolo esixhasiwe nezigelekeqe zomdabu—ziba nezilinganiso zokubuka eziphezulu ezingafika ku-60%, ngokocwaningo olwenziwe yi-Insider Intelligence.
Abadlali abakhulu nezinkundla eBrazil
Imakethe yaseBrazil njengamanje ihlelwe yaba yimikhakha emibili eyinhloko: izinkundla ze-e-commerce ezisebenzisa i-ecosystem yazo yemidiya namathuluzi akhethekile anika amandla ukwenza imali kwezinye iziteshi zabathengisi. Ezangaphambili zihlanganisa Izikhangiso ze-Amazon, umholi womhlaba wonke onohlu oluqinile kuhlelo lwayo lokusebenza nakuwebhusayithi; I-Mercado Livre Ads, isidlali esiqinile kulo lonke elase-Latin America, esinamafomethi ahlanganiswe ohambweni lokuthenga; I-Magalu Ads, ebilokhu ikhulisa ubukhona bayo emakethe nakuhlelo lokusebenza; kanye ne-Vtex Ads, isihlanganisi semidiya esikhulu kunazo zonke e-Latin America.
Nakuba abathengisi abakhulu baseBrazil njenge-RaiaDrogasil, i-Panvel, i-Pague Menos, i-GPA (i-Pão de Açúcar ne-Extra), kanye ne-Casas Bahia sezivele zisebenza ngemidiya yokudayisa ngokusebenzisa izingaphambili zesitolo ezixhasiwe kumawebhusayithi abo, ukusetshenziswa kwesu kwezinhlelo zokusebenza zeselula kuhlala kuyithuba elingahloliwe. Lezi zinhlelo zokusebenza, esezivele zikhiqiza ukusebenzelana okuphezulu kwabathengi, zingaguqulelwa kuziteshi zemidiya eziphakeme, ezinohlu lwazo lwezimpahla namandla okuguqulwa okuphezulu. Imvelo ephathwayo inikeza umhlabathi ovundile wezenzo eziqondene nawe futhi ezifanele.
Emkhakheni wezokwenziwa kwemithi, ngokwesibonelo, kuyenzeka kusungulwe imikhankaso yesizini yemithi efana nemithi yomkhuhlane kanye nemithi exosha izinambuzane, kanye nobudlelwano namalabhorethri ukukhuthaza imigomo kanye nokuhlolwa okusheshayo. Izitolo ezinkulu zingahlola okunikezwayo okuxhasiwe okuvela kumikhiqizo ehamba phambili, imibukiso yokwethulwa okusha, nemikhankaso eqondiswe ku-geo, ikakhulukazi yezinto ezibolayo. Izitolo zezilwane ezifuywayo zingatshala imali kumaphromoshini ahlanganisa ukudla, izinsiza, nezinhlelo zempilo yezilwane ezifuywayo, ngokwenza kusebenze okusekelwe emlandweni wokusetshenziswa kwesilwane esifuywayo.
Uma eminyakeni embalwa edlule, ukuba nohlelo lokusebenza kwakuyinzuzo yokuncintisana, namuhla sekuyimpahla yangempela yamasu. Emakhemisi, izitolo ezinkulu, nezitolo zezilwane ezifuywayo, ukutshala imali kumidiya yokudayisa usebenzisa izinhlelo zokusebenza akumele nje umthombo omusha wemali engenayo—kuwukushintsha kwepharadigm, lapho ikhasimende ngalinye liba yithuba elingokoqobo lokwenza imali.
