Online sales should break barriers and catch the fearful to make space

Although 84% of Brazilians have already purchased at least once over the internet, the growth potential of e-commerce in the country is still great. Overcome the logistical barriers and tributaries, the challenge to catch the client passes through increased sales conversion of less traditional sectors within the digital environment. The data are Connected Life, study of Kantar TNS, and points out also that the segments of nondurable goods more adhered by the public were clothes and shoes (49%), cosmetics (38%) and perfumes and colognes (36%). Among the products that showed reduced incidence of purchase are alcoholic drinks (8%), laundry products (9%), and tobacco and cigarettes (9%). According to the managing partner of Telos Results, Luiz Muniz, Brazil is ahead of many countries in the online retail due to the accessibility of the internet, which facilitated the connection between the different regions of the country. "Our country is even more connected to the internet than in European countries. Don't leave something to be desired, "says the expert. Ferezin also evaluates the Brazilian e-commerce as advanced, but believes that the potential could be better exploited. "We have the problem of logistics infrastructure and the tax aspect which imposes difficulties for the digital world", examines. Although in some categories of nondurable goods such as clothing, shoes and cosmetics there is a greater grip, there's still a portion (16%) that does not perform purchases in this format. The reasons, according to Director of brand and trade of Kantar TNS, Luciana 132, are mainly cost and lead-time for the consumer. Lack of Executive security, the trust may also be one of the barriers. "Consumers often are leery of the quality of products, site security, to make the payment, delivery will arrive as announced, trading process, etc.," he explains. In addition, very bureaucratic and difficult site navigation can repel customers and lead to the abandonment of shopping carts. "Companies need to work with simpler layouts and friendly and facilitate access by clients, because in some portals is not so easy to finish shopping", indicates the managing partner for the retail sector by KPMG in Brazil, Paulo Ferezin. The Executive He adds that all those barriers mentioned are rompíveis. The solutions would be the commitment to achieve better logistics formats, in good communication channels and on sites with simple navigation. "Ideally, once the request made, the company always contact to confirm and check if everything is okay. Preferably, for call centers with people instead of chatbots, "conplementa Muniz. Omnicanalidade the need of consumers to be able to rely on a physical point was also raised by the experts as one of the barriers to trade Online. "With respect to the focal point, not having a place to test products, complain or get information, for example, can be a big obstacle for retailers," says Muniz. As a solution to this obstacle, Ferezin suggests that companies seek to work with the omnicanalidade whenever possible. "The omnicanalidade is one of the most discussed in the global retail and aims to promote the same customer shopping experience across all channels. When it is omnicanalidade talking about unique experience for the consumer, "he notes, adding that the implementation of this format depends also on the size of the company. In relation to the best format for sales (online or physical), you need to take into account the degree of maturity of the company. "Start from scratch today is more interesting online, because the world is moving to digital and right now where the fastest growing e-commerce in a matter of revenues than physical stores," explains Ferezin.No case of physical networks, Muniz recommends also investment in digital commerce. "It is recommended as a basic rule for a larger coverage present the product and present the brand. When you mount a virtual store you do not depends only on the local market, it is possible to go much further, "concludes.