Ngokusho kocwaningo, umthengi oyedwa kwabathathu usevele uhlanganisa izitolo ezibonakalayo kanye ne-e-commerce lapho ethenga

Isimo esivamile ezitolo, esomthengi ongena, abuze imibuzo, aqhathanise amanani, ahlole umkhiqizo ngokucophelela, bese ephuma enkampanini ukuze athenge ku-inthanethi, sembula umkhuba ohlanganiswa ngokugcwele umphakathi waseBrazil.

EBrazil, ama-30% abathengi ahlanganisa ukuthengwa mathupha kanye nokuthengwa kwe-e-commerce, ngokusho kocwaningo oluthi "Fiserv Insights 2026 – Retail Panorama: Amathrendi Ezindleleni Zokukhokha, Ukuphepha kanye Nesikweletu".

Lokhu kanye nolunye ulwazi oluvela ocwaningweni lubonisa okulandelayo kubathengisi: i-omnichannel (noma i-omnicality, ekuhunyushweni kwesiPutukezi) kumele ihlanganise hhayi kuphela iziteshi zokuxhumana nokuxhumana namakhasimende. Ukuhlanganiswa kumele kufake phakathi kokuxhumana ngokomzimba noku-inthanethi, kweluleka uchwepheshe wezobunhloli bebhizinisi u-Alberto Filho, umsunguli kanye ne-CEO ye-Poli Digital, ipulatifomu ye-omnichannel kanye nomlingani osemthethweni eBrazil naseLatin America we-Meta Group (WhatsApp, Instagram, kanye ne-Facebook).

Ucwaningo lwe-Fiserv Insights 2026, olwenziwe ngokubambisana ne-Opinion Box, lubonisa ukuthi bangu-17% kuphela abathengi abasathanda ukuthenga ezitolo ezingokoqobo. Lolu cwaningo lwembula izizathu "ezixosha" abathengi ekuthengeni mathupha, okuyiyona eyinhloko, ngokusho kwabaningi abaphendulile (56%), okuyintengo ephansi ku-inthanethi. Abanye abangu-42% bacaphuna imigqa emide yokukhokha. Ubunzima bokufinyelela, ukupaka, ukuntuleka komkhiqizo esitokweni, kanye nokungakwazi ukuthola umkhiqizo owufunayo kuphakathi kwamaphuzu abhekwa njengezithiyo.

Ngokusho kuka-Alberto Filho, idatha efana nalena ibonisa iphrofayili yabathengi eyanda kakhulu. Izinguquko emikhubeni yokusebenzisa kanye nokusungula izinto ezintsha kwezobuchwepheshe okuqhubekayo kwenza imakethe iguquke kakhulu, futhi izinkampani kumele zikunake lokhu. "Labo abangatshali imali ekuhlanganisweni okuphelele phakathi kwezindlela zedijithali nezingokwenyama basengozini yokusala ngemuva," uxwayisa.

Uchwepheshe uchaza ukuthi, nakuba abathengi bengase bangajwayelani nomqondo we-omnichannel, empeleni yilokhu kuhlanganiswa kokuxhumana okungokoqobo nokwedijithali kanye neziteshi abazifunayo futhi okubanelisayo.

Ngale ndlela, inhlolovo eyenziwe kulo nyaka yi-WhatsApp, evela kwi-Meta Group, inikeza idatha eqinisekisa okubonwe yisikhulu se-Poli. Ngokusho kwenhlolovo, ama-35.4% abathengi abaxoxiswene nabo babheka "amathuba okuphatha konke ukuxhumana kwenkampani endaweni eyodwa njengokubalulekile." Ngaphezu kwalokho, ama-42.2% abo abheka nekhono lokugcina umlando wabo wengxoxo lapho besebenzisa uhlelo lokusebenza lwemiyalezo "njengobalulekile.".

Ucwaningo luthi: “Kukhona isifiso esikhulayo sabathengi sokuxhumana okuhlanganisiwe. Kodwa-ke, inselele yabaholi bebhizinisi isekuhlinzekeni ngolwazi oluxhunyiwe kuyo yonke iminyango kanye nezindawo zokuthinta amakhasimende.”.

Ucwaningo lwe-WhatsApp luqinisa okutholakele kolunye ucwaningo olwenziwe yi-Opinion Box, oluthi "Omnichannel eBrazil: idatha kanye nokuqonda ngombono kanye nezifiso zomthengi waseBrazil esimweni se-omnichannel," olwenziwe ngokubambisana ne-Bornlogic.

Kulolu cwaningo, ama-90% abaphendulile bathi balindele ukuthi izinkampani zibe nesu elihlanganisiwe lenkonzo yamakhasimende kuzo zonke iziteshi zokuthengisa. Ngaphezu kwalokho, ama-71% afuna isevisi esheshayo, kungaba ku-inthanethi noma esitolo esingokoqobo.

“Abathengi bangase bangazi nokuthi kusho ukuthini ukuthi ‘i-omnichannel’, futhi ucwaningo olufanayo luthi u-83% akazi. Kodwa, lapho lo mqondo uchazwa, u-64% uyavuma ukuthi sebevele bathenge besebenzisa lokhu kuhlanganiswa kweziteshi zesevisi, kanti u-65% uthi ulwazi kufanele lufane kuzo zonke iziteshi, kungakhathaliseki ukuthi ku-inthanethi noma ku-inthanethi,” kusho u-Alberto Filho, wasePoli.

I-CEO igcizelela ukuthi, naphezu komkhuba osuvele ukhona wokuthenga ku-inthanethi (ukubheka ngokushesha iminyango yama-condominium, egcwele ukulethwa, kuyisibonakaliso esihle salokhu), abathengi basathanda ukuvakashela izitolo ezibonakalayo. Ngakho-ke, uchwepheshe ugcizelela ukuthi lezi zitolo kumele zihlanganiswe neziteshi zedijithali ukuqinisekisa ulwazi oluphelele lwamakhasimende. "Akunakuba khona izithiyo phakathi kwezinto ezibonakalayo nezedijithali," uxwayisa.

Kubathengisi, ukukhuthaza ukuhlanganiswa kuhilela ukuxhumanisa izinhlelo kanye nohambo lwamakhasimende. Lokhu kuhlanganisa, isibonelo, ukuhlanganisa isitokwe phakathi kwezitolo ezibonakalayo kanye ne-e-commerce, okuvumela amakhasimende ukuthi athenge ku-inthanethi futhi athathe esitolo; ukuhlanganisa idatha yokuziphatha ukuze kwenziwe ngezifiso okunikezwayo kungakhathaliseki ukuthi isiteshi sinjani; nokuqinisekisa ukuthi abathengisi banokufinyelela emlandweni wamakhasimende ngesikhathi sangempela.

"Kuhlanganisa nezixazululo ezifana namashalofu angenamkhawulo, izinkokhelo ezihlanganisiwe, kanye nokusetshenziswa kwezinhlelo zokusebenza ezixhumanisa ulwazi ngaphakathi nangaphandle kwesitolo. Ngamanye amazwi, ukuhlanganiswa akukona nje ubuchwepheshe, kuyasebenza futhi kungamasu. Uma kusetshenziswa kahle, kuqeda ukungezwani, kwandisa ukuguqulwa, futhi kuthuthukise inani elibonakalayo lomkhiqizo," kuhlola u-Alberto Filho.

Lokhu kuhlanganiswa kufanele futhi kuvumele izinkampani ukuthi zilandelele amaphrofayili abathengi kanye nokuziphatha kwabo. “Kodwa lokhu kulandelela kukodwa akwanele. Isu le-omnichannel kumele likwazi ukubikezela izidingo zabathengi kanye nezidingo zabo ukuze lizanelise ngokugcwele. Ngale ndlela, ukwethembeka kanye nemiphumela yenkampani kuyakhula,” kuchaza uchwepheshe. Phakathi kwesisekelo samakhasimende ePoli Digital, ukwanda kwemali engenayo enikezwa yipulatifomu kungafinyelela ku-30%, kusho i-CEO.

Empeleni, ipulatifomu ye-omnichannel kaPoli ifaka izici ezifana nokuphathwa kokuxhumana okuphakathi nge-WhatsApp, i-Instagram, i-Facebook Messenger, kanye nengxoxo yewebhusayithi; i-chatbot eyenzelwe wena enokusekelwa kwamahora angama-24; imiyalezo eminingi nge-WhatsApp; ukulethwa kwemiyalezo okuhleliwe nosuku nesikhathi; izinsiza zobuhlakani bokwenziwa zokwenza umsebenzi ngokuzenzakalela; kanye nohlelo lwayo lwe-CRM. Njengamanje, ipulatifomu inezinkampani ezingaphezu kuka-1,200 kulo lonke elaseLatin America.