Raws li kev tshawb fawb, ib ntawm peb tus neeg siv khoom twb muab cov khw muag khoom thiab e-commerce ua ke thaum mus yuav khoom

Ib qho xwm txheej uas pom ntau hauv cov khw muag khoom, uas yog tus neeg siv khoom nkag mus, nug cov lus nug, sib piv cov nqi, tshuaj xyuas cov khoom zoo, thiab tom qab ntawd tawm hauv lub khw mus yuav khoom hauv online, qhia txog tus cwj pwm uas cov pej xeem Brazilian tau koom nrog tag nrho.

Hauv Brazil, 30% ntawm cov neeg siv khoom sib xyaw ua ke kev yuav khoom ntawm tus kheej thiab kev lag luam hauv online, raws li kev tshawb fawb "Fiserv Insights 2026 - Retail Panorama: Trends in Payment Methods, Security and Credit".

Cov ntaub ntawv no thiab lwm cov ntaub ntawv los ntawm kev tshawb fawb qhia cov hauv qab no rau cov khw muag khoom: omnichannel (lossis omnicality, hauv kev txhais lus Portuguese) yuav tsum tsis txhob tsuas yog sib koom ua ke cov channel ntawm kev sib cuag thiab kev sib txuas lus nrog cov neeg siv khoom. Kev sib koom ua ke yuav tsum suav nrog kev sib koom ua ke ntawm lub cev thiab online, qhia tus kws tshaj lij kev txawj ntse ua lag luam Alberto Filho, tus tsim thiab CEO ntawm Poli Digital, lub platform omnichannel thiab tus khub koom tes hauv Brazil thiab Latin America ntawm Meta Group (WhatsApp, Instagram, thiab Facebook).

Daim ntawv ntsuam xyuas Fiserv Insights 2026, ua ke nrog Opinion Box, qhia tau tias tsuas yog 17% ntawm cov neeg siv khoom tseem nyiam mus yuav khoom hauv cov khw muag khoom tiag tiag. Daim ntawv ntsuam xyuas qhia txog cov laj thawj uas "tsav" cov neeg siv khoom kom tsis txhob mus yuav khoom ntawm tus kheej, qhov tseem ceeb, raws li feem ntau cov neeg teb (56%), yog tus nqi qis dua hauv online. Lwm 42% hais txog cov kab them nyiaj ntev. Kev nyuaj siab nrog kev nkag mus, chaw nres tsheb, tsis muaj khoom hauv Tshuag, thiab tsis tuaj yeem nrhiav tau cov khoom xav tau yog cov ntsiab lus uas tau hais txog kev cuam tshuam.

Raws li Alberto Filho, cov ntaub ntawv zoo li no qhia txog cov neeg siv khoom uas xav tau ntau ntxiv. Kev hloov pauv ntawm kev siv khoom thiab kev tsim kho tshiab tas li ua rau kev ua lag luam hloov pauv ntau ntxiv, thiab cov tuam txhab yuav tsum tau ua tib zoo saib xyuas qhov no. "Cov neeg uas tsis nqis peev rau hauv kev sib koom ua ke ntawm cov cuab yeej digital thiab lub cev muaj feem yuav poob qis," nws ceeb toom.

Tus kws tshaj lij piav qhia tias, txawm hais tias cov neeg siv khoom yuav tsis paub txog lub tswv yim ntawm omnichannel, hauv kev xyaum nws yog kev sib koom ua ke ntawm cov neeg sib cuag lub cev thiab digital thiab cov channel uas lawv nrhiav thiab uas ua rau lawv txaus siab.

Hauv qhov kev nkag siab no, ib qho kev tshawb fawb uas tau ua xyoo no los ntawm WhatsApp, los ntawm Meta Group, muab cov ntaub ntawv uas lees paub qhov kev soj ntsuam ntawm Poli tus thawj coj. Raws li kev tshawb fawb, 35.4% ntawm cov neeg siv khoom uas tau xam phaj xav tias "qhov ua tau ntawm kev tswj hwm txhua qhov kev sib tham ntawm lub tuam txhab hauv ib qho chaw kom muaj txiaj ntsig." Ntxiv mus, 42.2% ntawm lawv kuj xav tias lub peev xwm los khaws lawv cov keeb kwm sib tham thaum siv daim ntawv thov xa xov kom "muaj txiaj ntsig.".

Daim ntawv tshawb fawb hais tias: "Muaj kev xav tau ntawm cov neeg siv khoom rau kev sib txuas lus sib koom ua ke. Txawm li cas los xij, qhov kev sib tw rau cov thawj coj ua lag luam yog nyob rau hauv kev muab kev paub sib txuas lus thoob plaws hauv cov chaw haujlwm thiab cov neeg siv khoom.".

Cov kev tshawb fawb WhatsApp txhawb nqa cov ntsiab lus los ntawm lwm qhov kev tshawb fawb los ntawm Opinion Box, "Omnichannel hauv Brazil: cov ntaub ntawv thiab kev nkag siab txog kev xav thiab kev ntshaw ntawm cov neeg siv khoom Brazilian hauv qhov xwm txheej omnichannel," ua ke nrog Bornlogic.

Hauv daim ntawv soj ntsuam no, 90% ntawm cov neeg teb tau hais tias lawv xav kom cov tuam txhab muaj kev sib koom ua ke ntawm kev pabcuam cov neeg siv khoom thoob plaws txhua txoj kev muag khoom. Ntxiv mus, 71% xav tau kev pabcuam tam sim ntawd, txawm tias online lossis hauv lub khw muag khoom.

"Cov neeg siv khoom tej zaum yuav tsis paub tias 'omnichannel' txhais li cas, thiab tib txoj kev tshawb fawb hais tias 83% tsis paub. Tab sis, thaum lub tswv yim piav qhia, 64% lees paub tias twb tau yuav khoom siv qhov kev sib koom ua ke ntawm cov kev pabcuam no, thiab 65% hais tias qhov kev paub yuav tsum zoo ib yam thoob plaws txhua txoj kev, txawm tias online lossis offline," Alberto Filho, ntawm Poli taw qhia.

Tus CEO hais tias, txawm hais tias tus cwj pwm yuav khoom hauv online zoo (saib sai sai ntawm qhov nkag mus rau hauv condominium, puv nrog cov khoom xa tuaj, yog qhov qhia tau zoo ntawm qhov no), cov neeg siv khoom tseem nyiam mus xyuas cov khw muag khoom tiag tiag. Yog li ntawd, tus kws tshaj lij hais tias, cov khw no yuav tsum tau koom ua ke nrog cov channel digital kom ntseeg tau tias muaj kev paub zoo rau cov neeg siv khoom. "Tsis muaj kev cuam tshuam ntawm lub cev thiab lub digital," nws ceeb toom.

Rau cov khw muag khoom, kev txhawb nqa kev koom ua ke suav nrog kev sib txuas cov txheej txheem thiab kev mus ncig ntawm cov neeg siv khoom. Qhov no suav nrog, piv txwv li, kev sib koom ua ke ntawm cov khoom muag ntawm cov khw muag khoom thiab e-commerce, tso cai rau cov neeg siv khoom yuav khoom hauv online thiab tuaj tos hauv khw; kev koom ua ke cov ntaub ntawv tus cwj pwm los kho cov kev tshwj xeeb tsis hais txog txoj kev twg; thiab xyuas kom meej tias cov neeg muag khoom muaj kev nkag mus rau keeb kwm ntawm cov neeg siv khoom hauv lub sijhawm tiag tiag.

"Nws kuj tseem muaj cov kev daws teeb meem xws li cov txee tsis kawg, kev them nyiaj sib koom ua ke, thiab kev siv cov apps uas txuas kev paub sab hauv thiab sab nraum lub khw. Hauv lwm lo lus, kev sib koom ua ke tsis yog tsuas yog thev naus laus zis xwb, nws yog kev ua haujlwm thiab kev npaj ua lag luam. Thaum ua tiav zoo, nws tshem tawm kev sib txhuam, ua rau muaj kev hloov pauv ntau ntxiv, thiab txhim kho qhov txiaj ntsig ntawm lub hom lag luam, "Alberto Filho soj ntsuam.

Qhov kev koom ua ke no yuav tsum tso cai rau cov tuam txhab taug qab cov ntaub ntawv thiab tus cwj pwm ntawm cov neeg siv khoom. "Tab sis qhov kev taug qab no ib leeg tsis txaus. Lub tswv yim omnichannel yuav tsum muaj peev xwm kwv yees cov kev xav tau thiab kev thov ntawm cov neeg siv khoom kom txaus siab rau lawv. Ua li no, kev ncaj ncees thiab cov txiaj ntsig rau lub tuam txhab nce ntxiv, "piav qhia tus kws tshaj lij. Ntawm Poli Digital cov neeg siv khoom, qhov nce ntawm cov nyiaj tau los los ntawm lub platform tuaj yeem ncav cuag txog 30%, qhia txog CEO.

Hauv kev xyaum, Poli lub platform omnichannel suav nrog cov yam ntxwv xws li kev tswj hwm kev sib cuag hauv nruab nrab ntawm WhatsApp, Instagram, Facebook Messenger, thiab kev sib tham hauv lub vev xaib; ib qho kev sib tham tus kheej nrog kev txhawb nqa 24 teev; kev xa xov ntau ntawm WhatsApp; kev xa xov teem sijhawm nrog hnub thiab sijhawm; cov peev txheej txawj ntse rau kev ua haujlwm automation; thiab nws tus kheej CRM system. Tam sim no, lub platform muaj ntau dua 1,200 lub tuam txhab thoob plaws Latin America.