Online sales are imminent, if a brand wants to grow and reach more people, it must join the e-commerce, either through their own page, with social networks or on the marketplace, whatever allows them to be close to customers, who are expected to continue growing in the coming years.
Proof of this is that it is estimated that for the following year, e-commerce sales will generate about 6,562 million dollarsa growth of 55.5% in the last three years, reveals Statista.
Therefore, it is important that companies, especially small and medium-sized companies, prepare to continue promoting their business in this way. So far only six out of 10 sell online, indicate data from the Mexican Association of Online Sales (AMVO).
The challenge to enter and grow depends on several factors, although there are four in particular that SMEs must consider.
logistics
Nicolás Meneses, VP of Revenue at Melonn, explained that according to the AMVO, the shipment of products represents a challenge for companies due to the high costs and operations that must be executed, so one option to solve it is with the outsourcing.
“It is important that SMEs trust the expertise of other companies to outsource their services, since they know who they are targeting, what their product is and what the client needs. Many sellers dedicate 75% of their time to the logistics process, when they could focus on adding value to their product or implementing strategies to increase their sales”, mentioned Nicolás Meneses.
For his part, Roberto Domínguez Escobedo, Head of Sales at KueskiPay, indicated that the main thing is to choose a logistics service that promises delivery to customers in less time, that is safe, efficient and that adds value to their purchases.
“We must take care of the consumer and think about how we are going to attract our clients and above all, keep them, since it generates much more costs to bring in a new client than to keep one that you already have.”
buyers fear
The second challenge that SMEs must address is buyers’ fear of security when making purchases, which is influenced by the uncertainty of not receiving their products. For this reason, work must be done on an effective service strategy, as well as on the implementation of security on the platform where it is marketed.
One of the adaptations that must be made is to create regulations that indicate the mechanics of the purchase processes, in case of system failures, mail losses, return policies and applied security standards. Everything must be clear and transparent.
“Among the main factors that prevent people from making purchases online are: security in their operations, fear of not receiving their products, few payment methods available, as well as the speed of delivery times,” said Meneses.
Diversify payments
The third challenge to address is the diversification of payments, which according to Roberto Domínguez, users want variety in the way they pay, as well as in its security, since the fear of losing money still prevails in Mexicans.
“It is a reality that skepticism on the part of users exists; however, there is also the need to offer more payment options when making online purchases, so businesses must diversify their payment methods, he assured.
different communication
The fourth challenge has to do with the value given to consumers, which is not related to what is sold, but that plus that people value and that allows the organization to position itself better. Also, you need to know how speak to the audience especially to the new generations, the buyer baits that are growing more and more in the market.
Juliana Martinez, Director of Client Strategy at Twitch, explained that for this there must be a synergy between content strategies, generally launched on social networks, as well as in designing products that generate value because this will generate trust among consumers.
“Audiences must be rejuvenated since there is a great opportunity for growth through the generation of content on networks. Without a doubt, next year is going to be challenging, but there are also many opportunities for everyone”, he concluded.
