Umthengi ucela umsizi wedijithali ukuthi athole ifoni ngaphakathi kwesabelomali esithile, aqhathanise ukubuyekezwa, ahlole izikhathi zokulethwa, bese ekhetha okunikezwayo okungcono kakhulu. Esikhundleni sokuvakashela izitolo, ukubuka izikhangiso, nokuvula amakhasi amaningi, bathola izinketho ezimbalwa noma bagunyaze ithuluzi ngokwalo ukuthi liqedele ukuthenga. Lolu hambo, olusathuthukiswa, seluqala ukushintsha indlela imikhiqizo etholakala futhi ikhethwa ngayo.
KuRobson V. Leite, umeluleki we-ejensi kanye nosomaqhinga wedijithali, umthelela udlulela ngale kokudalwa kwesiteshi esisha sokuthengisa. Imikhiqizo izoqhubeka nokuxhumana nabantu, kodwa kuzodingeka iveze ulwazi olungatholakala, luqondwe, futhi luhlolwe izinhlelo zobuhlakani bokwenziwa.
Umbiko -Agency Commerce ka-2026, okhiqizwe yinkampani yokukhokha yomhlaba wonke i-Checkout.com, usiza ukulinganisa lokhu kunyakaza ngokuhlaziya isidingo sabathengi kanye nokulungela ibhizinisi emazweni ayisithupha. Ngokusho kocwaningo, abathengisi abangu-42% abaxoxiswane nabo sebevele behlola lokho okubizwa ngokuthi i-ejenti commerce, imodeli lapho izinhlelo ze-AI zingasesha, zincome, futhi zisebenzise izinyathelo ekuthengeni.
Imiphumela iyabonakala futhi ekuthengisweni kwezitolo eziku-inthanethi. Idatha evela ku-Adobe Digital Insights, isigaba se-Adobe esilandelela ukuthengiselana kwedijithali kanye nokuziphatha, ikhombisa ukuthi ukuvakasha kokuthengisa okuvela kumathuluzi e-AI kukhule ngo-393% ngonyaka owodwa. NgoMashi 2026, laba bavakashi babonise izinga lokuguqulwa eliphakeme ngo-42% kunalabo abavela kweminye imithombo.
Ukwanda kwama-ejenti edijithali kushintsha umdlalo. Sekungamashumi eminyaka, ukukhangisa okuningi ku-inthanethi kugxile ekuthwebuleni ukuchofoza komthengi. Lapho i-AI ihlunga ezinye izindlela ngaphambi kokuba umthengi abone imikhiqizo, intengo, ukutholakala, isikhathi sokulethwa, ukubuyekezwa, iwaranti, kanye nenqubomgomo yokubuyisa kuqala ukuthonya ukuthi yimaphi amabhrendi afika ohlwini lokugcina. Ikhathalogi engaphelele ingenza okunikezwayo kungabonakali ohlelweni.
“Isinqumo siqala ukudlula ezihlungini ezimbili. Esokuqala inhloso yomuntu, echaza lokho akufunayo nokuthi yiziphi izimo azamukelayo. Esesibili incazo yobuhlakani bokwenziwa, ekhetha izinketho ezibhekwa njengezifanele kakhulu. Uhlobo ludinga ukuhambisana nomthengi futhi lufundeke ngobuchwepheshe,” kuchaza uRobson.
Lokhu akusho ukuthi imikhankaso engokomzwelo, isikhundla, kanye nokwakha idumela kuzolahlekelwa yinani. Abathengi basaveza izintandokazi, baqaphele izinkampani, babeke imingcele, futhi banqume ukuthi bazethemba kangakanani izincomo abazitholayo. Umkhiqizo owaziwayo ungase ufakwe esicelweni esenziwe kumsizi, kuyilapho ukubuyekezwa okungekuhle noma ulwazi oluphikisanayo lungabavimbela ezimpendulweni ezinikeziwe.
Kuma-ejensi, umsebenzi uvame ukufaka izinhlaka ezintsha. Ngaphezu kokuhlela abezindaba kanye nokukhiqizwa kokuqukethwe, amaqembu kuzodingeka aqaphe ukuba khona kwezinkampani ezimpendulweni ezikhiqizwe yi-AI, ahlele ulwazi lwebhizinisi, futhi athole ukuthi yimiphi imithombo esekela izincomo. Izindlela zokulinganisa ezifana nokufinyelela kanye nokuchofoza zihlala ziwusizo, kodwa manje zizokwabelana ngesikhala ngokukhulunywa ngakho, ukubhekisela, ithrafikhi evela kubasizi, kanye nokuthengisa okuthonywe yilezi zinhlelo.
Ukuhweba okusekelwe kuma-ejenti nakho kusongela ukunciphisa ukuxhumana okuqondile phakathi kwenkampani nomthengi. Uma ucwaningo kanye nokuthengiselana kwenzeka ngaphakathi kwepulatifomu yangaphandle, umkhiqizo ungase ulahlekelwe idatha mayelana nohambo lwamakhasimende, amathuba obudlelwano, kanye nokulawula okuthile kokuhlangenwe nakho. Imikhiqizo enokuhlukahluka okuncane isasengozini yokuqhathaniswa ngokuyinhloko ngentengo, ukulethwa, kanye nesilinganiso somphakathi.
“Ukulungiselela uhlobo lomkhiqizo kule ndawo kudinga idatha ehlelekile, idumela elihlala njalo, kanye nolwazi olukwazi ukuqinisekisa lokho okuthembisiwe. Ukukhangisa okuhlukanisiwe kuzoba namandla amancane lapho umenzeli ehlangana nolwazi olungaphelele noma izimpawu zokungathembani okuphansi,” kuphetha uRobson V Leite.
Izikhangiso azihambi, kodwa indlela ephakathi komkhankaso nokuthengisa izobonakala kancane. Ingxenye yokuxhumana izoqhubeka nokufuna ukunakwa ngabantu; enye ingxenye izoba nomsebenzi wokuqinisekisa ukuthi imikhiqizo iyaqashelwa futhi icatshangelwe izinhlelo eseziqalile ukuhlanganyela ngqo ezinqumweni zabathengi.
