I-e-commerce yaseBrazil iyaqhubeka nokukhula kwayo okusheshayo. Ngokusho kwe-Brazilian Association of Electronic Commerce (ABComm), umkhakha kulindeleke ukuthi ukhiqize u-R205 bhiliyoni ngo-2025, uqhutshwa ukuhlanganiswa kwemikhuba emisha yokusetshenziswa kanye nokuba lula kokuthenga ngedijithali. Kodwa ngemuva kwalezi zinombolo ezihlaba umxhwele kunenkinga edonsa amamajini futhi iqede ukuzethemba kwabathengi: ukwehluleka kokuthenga nge-inthanethi.
Ngokocwaningo olwenziwa yi-Único, phakathi kuka-R$120 webhiliyoni no-R$150 wezigidigidi ezithengiswayo kulahleka minyaka yonke e-Brazil ngenxa yezinkokhelo ezinqatshiwe zokuthenga okwenziwa ngaphandle kwekhadi eliphathekayo, njengakumawebhusayithi, izinhlelo zokusebenza, nezinsizakalo zokubhaliselwe. Lesi sibalo simele cishe u-15% wemali engenayo ehlongozwayo yomkhakha futhi sinomthelela oqondile enzuzweni yezinkampani.
Inkinga iba yimbi kakhulu ngosuku olwandulela izinsuku ezibaluleke kakhulu zekhalenda lokudayisa, njengeBlack Friday kanye noKhisimusi. Ngo-2024, abathengisi bedijithali base-Brazil babhalise ngaphezu kwezigidigidi ezingu-R7.8 zamaRandi ngo-Black Friday kuphela, ngokusho kwe-Neotrust. Kodwa-ke, ukuphahlazeka kwesistimu ngayinye noma ukwenqatshwa okungenasizathu akusho nje ukulahlekelwa kwemali engenayo ngokushesha, kodwa futhi nobungozi bokuhlukanisa unomphela abathengi.
"Izinkampani eziningi sezivele ziyakubona ukubaluleka kokutshala izimali kungqalasizinda yokukhokha ehlakaniphile, kodwa zisabhekana nezithiyo zokuqaliswa. Indima ye-Yuno ukwenza lula le nqubo futhi iqinisekise ukuthi akukho ukuthengisa okulahlekile ngenxa yemikhawulo yezobuchwepheshe, okuvumela izinkampani ukuthi zigxile ekukhuleni nasekusunguleni izinto ezintsha," kuchaza uWalter Campos, iMenenja Jikelele yeLatin America e-Yuno, umholi womhlaba wonke kwengqalasizinda yokukhokha kanye ne-orchestration.
Ukuguqula konke okwenziwayo kube ukwethenjwa.
Emhlabeni okhulayo wedijithali, okwenziwayo ngakunye ku-inthanethi kudlula kude inkokhelo elula, emele indawo yokuxhumana phakathi komkhiqizo nomthengi kanye nethuba lokuqinisa ukwethembana. Kodwa-ke, njenganoma isiphi isikhathi esibucayi, le misebenzi ingaphansi kokwehluleka, ikakhulukazi ngezinsuku eziphakeme ezifana neBlack Friday kanye noKhisimusi.
Kukulesi simo lapho izixazululo zika-Yuno zenza khona umehluko. Ngohlelo lokukhokha oluhlakaniphile, inkundla ihlaziya idatha nokuziphatha ukuze ichaze imizila yokucubungula engcono kakhulu futhi yenze amasu aphinde azame ngokuzenzakalelayo, ikhuphule amanani okugunyaza futhi iqinisekise ukuzizwisa kwekhasimende okushelelayo nokungakhungatheki. Iziqaphi zokusebenza zika-Yuno zisebenza njengohlelo lwekhophi oluhlakaniphile lweqiniso. Bakhomba, ngesikhathi sangempela, noma yikuphi ukungazinzi kumhlinzeki wenkokhelo futhi bacuphe ukuhluleka okuzenzakalelayo, baqondise kabusha umsebenzi kwenye indlela. Lokhu kuqinisekisa ukuqhubeka nokuphepha enqubeni. Kumthengi, umphumela uwukuhlangenwe nakho okungenamthungo; kubhizinisi, isiqiniseko sokuthi inkokhelo ngayinye inethuba langempela lokugunyazwa.
Ukugcwalisa le ndlela, umzila ohlakaniphile ukhetha indlela esebenza kahle kakhulu yomsebenzi ngamunye, kucatshangelwa ukusebenza komlando, izindleko, nezici zesifunda. Lokhu kwenza isistimu ibikezeleke kakhulu futhi inganciki kangako kumhlinzeki oyedwa, inzuzo eyinhloko ngezikhathi zevolumu ephezulu yokwenziwe. Futhi ukuqinisekisa ukuthi akukho lutho olunganakiwe, amathuluzi okuqapha ngesikhathi sangempela alandelela okwenziwayo ngakunye, acuphe izexwayiso ezisheshayo noma nini lapho okuthile kuphambuka kulokho okulindelekile, avimbele amaphutha amancane ukuthi aphenduke abe ukulahlekelwa okukhulu.
"Izinkokhelo zedijithali zidlula inkokhiso elula: ziyizikhathi ezibalulekile zokwethembana phakathi komthengi nomkhiqizo. Ubuchwepheshe bethu abunciphisi nje ukwenqaba futhi buqinisekisa ukubikezelwa phakathi nezikhathi eziphakeme kakhulu, kodwa futhi kuguqula ukuthengiselana ngakunye kube yithuba lokuqinisa ubudlelwano futhi kukhiqize ukukhula kwebhizinisi okungaguquki," kusho uCampos.
Izibonelo zempilo yangempela yokusebenza kahle
Ukusetshenziswa kobuchwepheshe be-orchestration yokukhokha sekuvele kubonisa imiphumela ephathekayo ezinkampanini emikhakheni ehlukene, okubonisa ukuthi izixazululo ezihlakaniphile zingahumushela kanjani ukusebenza kahle, ukulinganisa, kanye nokwethenjwa kwabathengi.
Esinye sezibonelo ezifanekisela kakhulu i-Rappi. Isikhulu sokudiliva, esikhona emazweni ayisishiyagalolunye, sinciphise isikhathi saso sokuphendula emaphutheni okukhokha sisuka cishe emaminithini ayi-10 saya kuma-millisecond. Empeleni, lobu buchule buvimbele izinkulungwane zokwenqaba okungenasizathu futhi kwahunyushelwa ekuzuzeni imali eqondile, kodwa ngaphezu kwakho konke, ekuthembekeni kwamakhasimende. Emakethe lapho isivinini singumehluko oqhudelanayo, ukulondoloza ulwazi lomsebenzisi ngisho nalapho ubhekene nokungazinzi kube yimpahla ebalulekile.
Ngenkathi u-Rappi ebeka phambili isivinini nokungaguquguquki kwesikhathi sangempela, isidingo sika-Livelo sasihlukile: ukukala. Njengenye yezinkampani ezinkulu zemiklomelo yase-Brazil, ecubungula izigidi zemisebenzi njalo ngenyanga, yayidinga ukubikezelwa ukuze kugcinwe iziqongo zokuqongelela amaphuzu kanye nokuhlengwa, ikakhulukazi phakathi nemikhankaso yokuphromotha. Ukusebenzisa izindlela ezihlakaniphile zomzila kanye nokuqapha okuqhubekayo kulethe uzinzo ekusebenzeni futhi, ngesikhathi esifanayo, kwanda ukucaca ekulandeleleni okwenziwayo, okwenza inqubo ithembeke kakhudlwana kumakhasimende kanye nozakwethu.
Ezingeni eliyinkimbinkimbi nakakhulu, i-inDrive, uhlelo lokusebenza lomhlaba wonke lokuhamba emadolobheni, ibhekane nenselele yokusebenza emhlabeni wonke, nokuba khona emazweni angaphezu kuka-40, ngalinye linemithethonqubo ehlukene, izindlela zokukhokha, namazinga okuvuthwa kwedijithali. Kulesi simo, i-orchestration yezezimali ibonakale ibalulekile ekudaleni ingqalasizinda evumelana nezimo futhi ebikezelwe ekwazi ukusabela kumaqiniso ahlukahlukene ngaphandle kokufaka engozini ulwazi lomsebenzisi noma amamajini enzuzo.
Lezi zibonelo ziqinisa ukuthi i-orchestration yokukhokha ayiseyona nje isendlalelo sobuchwepheshe ngemuva kwemisebenzi. Kube yisici esinqumayo sokuncintisana, asithinti imali engenayo nokusebenza kahle kuphela, kodwa futhi nesithunzi nokwethembeka. “Ukuzibophezela kwethu ukweseka izinkampani ezinezixazululo eziletha ukuzethemba, zihambisane nesigqi esishintshashintshayo semakethe, futhi siguqule izikhathi zesidingo esikhulu zibe amathuba okukhula okusimeme,” kuphetha uCampos.
