Ubushakashatsi bugaragaza ko umuguzi umwe kuri batatu asanzwe ahuza amaduka asanzwe n'ubucuruzi bwo kuri interineti mu gihe cyo guhaha

Hari ikintu gikunze kugaragara mu maduka, nk'icy'umuguzi winjiye, akabaza ibibazo, akagereranya ibiciro, agasuzuma neza ibicuruzwa, hanyuma akava mu kigo akajya kugura kuri interineti, kigaragaza ingeso irimo kwinjizwamo n'abaturage ba Brezili.

Muri Brezili, 30% by'abaguzi bahuza ibyo bagura imbonankubone n'ibyo bagura kuri interineti, nk'uko ubushakashatsi bwabigaragaje mu "Fiserv Insights 2026 – Retail Panorama: Inzira zo kwishyura, umutekano n'inguzanyo".

Iyi n'andi makuru yo mu bushakashatsi agaragaza ibi bikurikira ku bacuruzi: omnichannel (cyangwa omnicality, mu buhinduzi bw'Igiporutugali) igomba guhuza atari imiyoboro yo kuvugana no gutumanaho n'abakiriya gusa. Inzobere mu by'ubutasi bw'ubucuruzi Alberto Filho, washinze akaba n'umuyobozi mukuru wa Poli Digital, urubuga rwa omnichannel n'umufatanyabikorwa wemewe muri Brezili na Amerika y'Epfo muri Meta Group (WhatsApp, Instagram, na Facebook).

Ubushakashatsi bwa Fiserv Insights 2026, bwakozwe ku bufatanye na Opinion Box, bwerekana ko 17% by'abaguzi ari bo bonyine bagikunda guhaha mu maduka asanzwe. Ubu bushakashatsi bwerekana impamvu zituma "abaguzi bareka guhaha imbonankubone, nk'uko abantu benshi babajijwe (56%) babivuga, ari na yo mpamvu igiciro gito gitangwa kuri interineti. Abandi 42% bavuga ko bahitamo imirongo miremire yo kwishyura. Ingorane zo kubona aho baparika ibicuruzwa, kutagira ibicuruzwa mu bubiko, kubura ibicuruzwa mu bubiko, no kutabona aho bagurira ibicuruzwa byifuzwa ni bimwe mu byavuzwe nk'imbogamizi.

Nk’uko Alberto Filho abivuga, amakuru nk’aya agaragaza imiterere y’abaguzi irushaho kuba myinshi. Impinduka mu mikoreshereze y’ibintu n’udushya mu ikoranabuhanga rihoraho bituma isoko rirushaho kuba ryiza, kandi amasosiyete agomba kubyitondera. "Abadashora imari mu guhuza uburyo bwose bw’ikoranabuhanga n’ubw’umubiri bashobora gusubira inyuma," abibutsa.

Impuguke isobanura ko, nubwo abaguzi bashobora kuba batazi igitekerezo cya omnichannel, mu by’ukuri ni uku guhuza imikoranire ifatika n’iy’ikoranabuhanga n’imiyoboro bashaka kandi bikabashimisha.

Muri ubu buryo, ubushakashatsi bwakozwe muri uyu mwaka na WhatsApp, iturutse muri Meta Group, butanga amakuru yemeza ibyo umuyobozi wa Poli yavuze. Nk’uko ubushakashatsi bwabigaragaje, 35.4% by’abaguzi babajijwe babona ko "gushobora gucunga imikoranire yose y’ibigo ahantu hamwe ari ingenzi." Byongeye kandi, 42.2% byabo babona kandi ko ubushobozi bwo kubika amateka y’ibiganiro byabo iyo bakoresheje porogaramu yo kohereza ubutumwa ari "ubw'agaciro.".

Ubushakashatsi bugira buti: “Hari icyifuzo cy’abaguzi cyo gutumanaho mu buryo buhuriweho kiri kwiyongera. Ariko, imbogamizi ku bayobozi b’ibigo ni ugutanga ubunararibonye bujyanye n’imikorere mu mashami atandukanye no mu nzego zitandukanye z’abakiriya.”.

Ubushakashatsi bwa WhatsApp bushimangira ibyavuye mu bundi bushakashatsi bwakozwe na Opinion Box, "Omnichannel muri Brezili: amakuru n'ibitekerezo ku buryo umuguzi wo muri Brezili abona n'ibyo yifuza mu buryo butandukanye," bwakozwe ku bufatanye na Bornlogic.

Muri ubu bushakashatsi, 90% by'ababajijwe bavuze ko biteze ko amasosiyete agira ingamba zihuriweho zo gutanga serivisi ku bakiliya mu buryo bwose bwo kugurisha. Byongeye kandi, 71% basaba serivisi yihuse, haba kuri interineti cyangwa mu iduka risanzwe.

“Abaguzi bashobora kuba batazi icyo 'omnichannel' bivuze, kandi ubushakashatsi bumwe buvuga ko 83% batazi. Ariko, iyo igitekerezo gisobanuwe, 64% bemeza ko bamaze kugura bakoresheje ubu buryo bwo guhuza imiyoboro ya serivisi, naho 65% bavuga ko uburambe bugomba kuba bumwe ku miyoboro yose, yaba kuri interineti cyangwa hanze yayo,” nk'uko Alberto Filho, wo muri Poli abivuga.

Umuyobozi Mukuru ashimangira ko, nubwo hariho akamenyero ko guhaha kuri interineti (kureba byihuse aho abantu binjirira, aho bagemura ibicuruzwa byinshi, ari ikimenyetso cyiza cy'ibi), abaguzi baracyakunda gusura amaduka asanzwe. Kubwibyo, impuguke ishimangira ko aya maduka agomba guhuzwa n'imiyoboro ya elegitoroniki kugira ngo abakiriya babone ubunararibonye bwuzuye. "Nta mbogamizi zishobora kubaho hagati y'ibintu bifatika n'ibijyanye n'ikoranabuhanga," aburira.

Ku bacuruzi, guteza imbere guhuza ubucuruzi bikubiyemo guhuza sisitemu n'ingendo z'abakiriya. Ibi birimo, urugero, guhuza ububiko hagati y'amaduka afatika n'ubucuruzi bwo kuri interineti, kwemerera abakiriya kugura kuri interineti no gufata ibicuruzwa mu iduka; guhuza amakuru y'imyitwarire kugira ngo bahindure ibicuruzwa byabo uko byakabaye hatitawe ku muyoboro; no kwemeza ko abagurisha babona amateka y'abakiriya mu gihe nyacyo.

“Binakubiyemo ibisubizo nk'amashelufu adashira, kwishyura hamwe, no gukoresha porogaramu zihuza ubunararibonye imbere no hanze y'iduka. Mu yandi magambo, guhuza si ikoranabuhanga gusa, ni imikorere n'ingamba. Iyo bishyizwe mu bikorwa neza, bikuraho amakimbirane, byongera impinduka, kandi bikongera agaciro k'ikirango,” nk'uko Alberto Filho abivuga.

Uku guhuza ibikorwa bigomba kandi gutuma amasosiyete akurikirana imyirondoro n'imyitwarire y'abaguzi. “Ariko uku gukurikirana gusa ntibihagije. Ingamba zo gukoresha uburyo bwose bushoboka zigomba kuba zishobora kumenya ibyo abaguzi bakeneye n'ibyo bakeneye kugira ngo babigereho byuzuye. Muri ubu buryo, ubudahemuka n'umusaruro ku sosiyete biriyongera,” ibi ni ibyasobanuwe n'impuguke. Mu bakiriya ba Poli Digital, ukwiyongera kw'amafaranga atangwa n'uru rubuga gushobora kugera kuri 30%, nk'uko umuyobozi mukuru abigaragaza.

Mu by’ukuri, urubuga rwa Poli rwo gukoresha uburyo bwose bwo kohereza ubutumwa rurimo ibintu bitandukanye nko gucunga itumanaho binyuze kuri WhatsApp, Instagram, Facebook Messenger, na chat kuri interineti; chatbot yihariye ifite ubufasha bw'amasaha 24; kohereza ubutumwa kuri benshi binyuze kuri WhatsApp; kohereza ubutumwa buri ku murongo w’igihe n’itariki; ikoranabuhanga ry’ubutasi bw’ubukorano rikoreshwa mu gukora akazi; na sisitemu yaryo ya CRM. Kuri ubu, uru rubuga rufite amasosiyete arenga 1,200 muri Amerika y’Epfo.