Umthengi omnye kwabathathu sele edibanisa iivenkile ezibonakalayo kunye ne-e-commerce xa kuthengwa, ngokophando

Indawo eqhelekileyo ezivenkileni, ukuba umthengi ongena, ubuza, uphando ngexabiso, ihlola imveliso ngokusondeleyo kwaye emva koko ushiye ukusekwa ukwenza ukuthenga online, ityhila umkhwa ukuba ifakwe kanye kunye noluntu Brazilian.

Ezweni, i-30% yabathengi idibanisa kumntu kunye ne-e-commerce xa kuthengwa, ngokutsho kophando “I-Fiserv Insights 2026 - I-Panorama yokuthengisa: Iindlela zokuhlawula, uKhuseleko kunye neTyala”.

Le kunye nolunye ulwazi oluvela kwisibonakaliso sokufunda oku kulandelayo kubathengisi: i-omnichannel (okanye i-omnicalidade, kwinguqulelo yesiPhuthukezi) kufuneka idibanise kuphela uqhagamshelwano kunye neendlela zonxibelelwano kunye nabathengi. Ukuhlanganiswa kufuneka kubandakanye ukudibanisa phakathi komzimba kunye ne-intanethi, icebisa iNgcali yezoBuchule boShishino u-Alberto Filho, umseki kunye ne-CEO yePoli Digital, iqonga le-omnichannel eliliqabane elisemthethweni eBrazil kunye neLatin America yeGrupo Meta (WhatsApp, Instagram kunye ne-Facebook).

I-Fiserv Insights 2026, eqhutywe ngokubambisana neBhokisi yeeNgcaciso, ibonisa ukuba kuphela i-17% yabathengi abasakhetha ukuthenga kwivenkile ebonakalayo ngokupheleleyo. Uphando luzisa izizathu zokuthi “bajike” abathengi kubudlelwane bobuso nobuso, eyona nto iphambili, ngokoluvo lwabaninzi ababuzwayo (56%), lixabiso eliphantsi kwi-intanethi. Enye i-42% ikhankanya imigca emide yokuhlawula. Ubunzima bokufikelela, ukupaka, ukungabikho kwemveliso esitokhweni kunye nokungayifumani imveliso efunekayo kuphakathi kwamanqaku akhankanywe njengemiqobo.

Ku-Alberto Filho, idatha efana nale ibonisa iprofayile yabathengi ekhulayo. Ukutshintsha imikhwa yabathengi kunye nokutsha kwetekhnoloji rhoqo kwenza ukuba imarike iguquke ngakumbi, kwaye iinkampani kufuneka zithathele ingqalelo oku. “Abo bangatyali imali ekudityanisweni okupheleleyo phakathi kwemidiya yedijithali kunye neyomzimba babeka umngcipheko wokushiywa”, uyalumkisa.

Ingcali ichaza ukuba, nangona abathengi bengaqhelananga nombono we-omnicality, ekusebenzeni kukudityaniswa koqhagamshelwano kunye namajelo angokwenyama kunye nedijithali abafuna kwaye bayanelise.

Ngale ndlela, uphando kulo nyaka olwenziwa yi-WhatsApp, evela kwiGrupo Meta, ibonelela ngedatha eqinisekisa iziphumo zesigqeba sePoli. Ngokutsho kophando, i-35.4% yabathengi abadliwano-ndlebe iqwalasela “ukuba nokwenzeka kokulawula yonke intsebenziswano yenkampani kwindawo enye ukuba ixabiseke”. Ngaphaya koko, i-42.2% yabo ikwacingela ukuba nokwenzeka kokugcina imbali yencoko xa usebenzisa isicelo sokuthumela umyalezo ukuba “ixabiseke”.

Uphononongo luthi: “Kukho umnqweno okhulayo wabathengi wonxibelelwano oludibeneyo. Nangona kunjalo, umngeni kwiinkokeli zoshishino zixhomekeke ekunikezeni amava adibeneyo kuwo onke amasebe kunye neefowuni zokuthintela abathengi.”.

Uphononongo lwe-WhatsApp luqinisekisa oko kuqinisekiswe ngolunye uphando yiBhokisi yeeNgcaciso, “I-Omnichannelality eBrazil: idatha kunye nokuqonda kwimbono kunye neminqweno yomthengi waseBrazil kwimeko ye-omnichannel”, eyenziwa ngokubambisana ne-Bornlogic.

Kule nto, i-90% yabo kudliwano-ndlebe yathi balindele ukuba iinkampani zibe nesicwangciso esihlangeneyo senkonzo yabathengi kuwo onke amajelo okuthengisa. Ngaphaya koko, i-71% ifuna inkonzo ekhawulezileyo, nokuba ikwi-intanethi okanye kwivenkile ebonakalayo.

“Abathengi banokungazi nokuba yintoni ‘i-omnichannel’ ithetha, kwaye uphando olufanayo luthi i-83% ayiyazi. Kodwa, xa ichazwa malunga nombono, i-64% iyaqaphela ukuba sele sele ithenge ngokudibanisa kweziteshi zenkonzo, kwaye i-65% ivakalisa ukuba amava kufuneka afane kuzo zonke iziteshi, nokuba kwi-intanethi okanye ngaphandle kwe-intanethi ”, iveza i-Alberto Filho.

I-CEO igxininisa ukuba, nangona umkhwa wokuthenga kwi-intanethi udityanisiwe (ukuqwalasela okufutshane ekungeneni kwekhondom, egcwele ukuhanjiswa, yithemometha yokulinganisa oku), abathengi abanakwenza ngaphandle kokutyelela iivenkile eziphathekayo. Ngoko ke, ingcali igxininisa, ezi yunithi kufuneka zidibaniswe kunye namajelo edijithali, ukwenzela ukuba amava anikezelwe kumthengi aphelele. “Akunakuba nemiqobo phakathi kwenyama kunye nedijithali”, uyalumkisa.

Kumthengisi, ukukhuthaza ukuhlanganiswa kuqulethwe iinkqubo zokudibanisa kunye nohambo. Oku kubandakanya, umzekelo, ukudibanisa amasheya phakathi kweevenkile eziphathekayo kunye ne-e-commerce, ukuvumela abathengi ukuba bathenge i-intanethi kwaye baqokelele kwindawo yokuthengisa; hlanganisa idata yokuziphatha ukwenza iminikelo ibe yeyakho nokuba yeyiphi na itshaneli; kwaye uqinisekise ukuba abathengisi banokufikelela kwimbali yabathengi ngexesha langempela.

“Kwakhona kubandakanya izisombululo ezifana namashalofu angenasiphelo, iintlawulo ezidibeneyo kunye nokusetyenziswa kwezicelo ezidibanisa amava ngaphakathi nangaphandle kwevenkile. Ngamanye amazwi, ukudibanisa akukona nje iteknoloji, kuyasebenza kwaye kucwangciswe ngobuchule. Xa kuphunyezwe kakuhle, kuphelisa ukungqubuzana, ukwandisa ukuguqulwa kunye nokuphucula imbono yexabiso lophawu ”, uthi u-Alberto Filho.

Oku kudityaniswa kufuneka kubonelele iinkampani ngokubeka iliso kwiiprofayili zabathengi kunye nokuziphatha. “Kodwa oku kubeka iliso kuphela akwanele. Isicwangciso se-omnichannel kufuneka sikwazi ukuqikelela iimfuno zomthengi kunye neemfuno, ukuze zinelise ngokupheleleyo. Ngale ndlela, ukunyaniseka kunye neziphumo zenkampani zanda ”, kuchaza ingcali. Phakathi kwesiseko sabathengi bePoli Digital, ukunyuka kwengeniso ebonelelwa yiqonga kunokufikelela kwi-30%, kubonisa i-CEO.

Ngokwesiqhelo, iqonga lePoli okanye iqonga lezinto zonke, phakathi kweempawu zalo, ukufakwa phakathi kwabafowunelwa nge-WhatsApp, i-Instagram, i-Facebook Messenger kunye nengxoxo yewebhusayithi, incoko yomntu siqu enenkonzo yeeyure ezingama-24, ukuthumela imiyalezo ngobuninzi nge-WhatsApp, ukucwangcisa ukuthunyelwa kwemiyalezo kunye nomhla kunye nexesha, izixhobo zobukrelekrele bokwenziwa kwenkqubo yokusebenza kunye ne-CRM yayo. Okwangoku, iqonga lineenkampani ezingaphezulu kwe-1,200 kulo lonke elaseLatin America.