Isikhathi eside, ukuthengisa kwakuhlelwa ngokwendlela elula yokucabanga: umthengi wathola umkhiqizo, wavakashela isitolo, wahlola izinketho, futhi waqeda ukuthenga endaweni yokuthengisa. Nakuba lokhu kuziphatha kuqhubeka, akusavamile. Namuhla, isimo esivame kakhulu sisiza ekuboniseni lolu shintsho: umthengi ungena esitolo, abuze imibuzo, aqhathanise imikhiqizo, ahlole amanani, futhi ahambe ngaphandle kokuthenga. Kamuva, ngokuvamile ngosuku olufanayo, baqeda ukuthenga ku-inthanethi.
Lokhu kunyakaza akusho ubuthakathaka bezitolo ezibonakalayo, kodwa kwembula ushintsho olukhulu endleleni abantu abathenga ngayo. Ucwaningo lwe-Fiserv Insights 2026 lubonisa ukuthi ama-30% abathengi baseBrazil asevele ehlanganisa iziteshi ezibonakalayo nezedijithali ngesikhathi sokuthenga kwabo. Ngesikhathi esifanayo, ama-17% kuphela ahlala ethembekile kuphela endaweni yokuxhumana ubuso nobuso.
Empeleni, ukuhlukaniswa phakathi kwe-inthanethi nokungaxhunyiwe ku-inthanethi kuya ngokuya kuncipha umqondo emphakathini. Abathengi bacwaninga ngesiteshi esisodwa, baqhathanise kwesinye, bafune usizo kwesithathu, bese beqedela ukuthenga lapho bethola khona ukulula okukhulu, izimo zezentengiselwano ezinhle kakhulu, noma ukungezwani okuncane. Lokho okwakuyihambo oluhlukile kuye kwaba yingxenye yesipiliyoni esisodwa.
Lolu shintsho luphinde lusize ekuchazeni ukuthi kungani izici ezihlotshaniswa nokuthengisa okungokoqobo zilahlekelwa ukubaluleka. Ngokusho kocwaningo olufanayo, isizathu esiyinhloko abathengi abasishoyo ngokuthuthela endaweni yedijithali amanani ancintisanayo, ashiwo yi-56% yabaphenduli. Imigqa emide yokukhokha ezitolo ezingokoqobo ilandela, eshiwo yi-42%. Ubunzima bokufinyelela, izinkinga zokupaka, ukuntuleka kwesitoko, kanye nobunzima bokuthola imikhiqizo nakho kunegalelo kulokhu kufuduka.
Ngaphezu nje kokuthanda iziteshi, lesi simo siveza umthengi ofuna kakhulu, ojwayele ukuxazulula impilo yakhe ngokushesha, ngendlela ehlanganisiwe futhi ngaphandle kokuphazamiseka.
Inselele enkulu yezinkampani ukuthi eziningi zazo zisasebenza ngokusekelwe ezakhiweni ezenzelwe iqiniso langaphambilini. Ngisho noma zisebenza kokubili eziteshini ezibonakalayo neziku-inthanethi, izinto ezigciniwe zihlala zihlukile, akukho mlando oqoshiwe wobudlelwano namakhasimende, amaqembu asebenza ewodwa, futhi ulwazi olubalulekile luyalahleka endleleni. Umphumela uba isipiliyoni esiqhekekile ngesikhathi lapho abathengi belindele ukuqhubeka.
Lokhu kulindela kubonakala ngokucacile kwezinye izinhlolovo zakamuva. Ucwaningo olwenziwe yi-WhatsApp lubonisa ukuthi ama-35.4% abathengi abahloliwe babheka "amathuba okugcina ukuxhumana nezinkampani endaweni eyodwa njengokubalulekile.".
Abanye abangu-42.2% babheka ukugcinwa komlando wengxoxo uma besebenzisa izinhlelo zokusebenza zemiyalezo. Ngamanye amazwi, ikhasimende alifuni ukuchaza isifiso salo sokuthenga izikhathi eziningi futhi livame ukulindela ukuthi isidingo salo sihlangatshezwe ngisho nangaphambi kokuba licabange ngakho. Ngakho-ke, ukulula akukhona nje ngomkhiqizo noma intengo, kodwa futhi kumayelana nekhono lokuhamba phakathi kweziteshi ngaphandle kokuqala kabusha uhambo ngokuxhumana okusha ngakunye. Lokhu kubizwa ngokuthi i-Omnichannel.
Inkinga ukuthi abathengi bangase bangajwayelani negama elithi omnichannel, kodwa sebevele balindele izinzuzo zalo. Ucwaningo lwe-Opinion Box lubonisa ukuthi ama-83% abantu baseBrazil bathi abawazi lo mqondo. Noma kunjalo, uma kuchazwa, ama-64% ayavuma ukuthi asevele ethengile ngokuhlanganiswa kweziteshi, kuyilapho ama-65% ephikisana ngokuthi ulwazi olunikezwa yizinkampani kufanele lufane kungakhathaliseki ukuthi ipulatifomu isetshenziswa kuphi.
Ngokuthengisa, lokhu kusho ukudlulela ngale kokuba khona nje eziteshini eziningi. Ukuhlanganiswa kuhilela ukuxhumanisa izinhlelo, isitokwe, idatha, kanye nohambo lwamakhasimende. Kusho ukuvumela ikhasimende ukuthi lithenge ku-inthanethi futhi lithathe esitolo, okuvumela umthengisi ukuthi afinyelele umlando wokuxhumana endaweni yedijithali, noma ukuba nesipho esenziwe ngezifiso esilandela umthengi kungakhathaliseki ukuthi isiteshi sisetshenziswa siphi.
Ukuthuthuka kokwenziwa kwedijithali akukususi ukubaluleka kwezitolo ezibonakalayo. Ngokuphambene nalokho, ziyaqhubeka nokudlala indima ebalulekile ekuhlolweni, ekwakheni ukwethembana, nasekukhuthazeni ubudlelwano nabathengi. Izinguquko ezikhona ukuthi la mayunithi ayayeka ukusebenza njengezakhiwo ezizimele futhi abe yingxenye yohambo olubanzi, oluxhumene, noluqhubekayo.
Njengoba imingcele phakathi kwezinto ezibonakalayo nezedijithali iyancipha kumthengi, isidingo sezinkampani sokwenza okufanayo siyakhula. Phela, ngokombono wamakhasimende, azikho iziteshi. Kukhona okuhlangenwe nakho okukodwa kuphela.
