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_module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0vw||||false|false\u00bb custom_padding_tablet=\u00bb\u00bb custom_padding_phone=\u00bb\u00bb][et_pb_column type=\u00bb3_4&#8243; _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb][et_pb_text _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb header_font=\u00bb|700|||||||\u00bb header_text_color=\u00bb#b0272d\u00bb header_font_size=\u00bb26px\u00bb header_2_font=\u00bb|700|||||||\u00bb header_2_text_color=\u00bb#B0272D\u00bb header_6_font_size=\u00bb18px\u00bb header_line_height_tablet=\u00bb\u00bb header_line_height_phone=\u00bb1.2em\u00bb header_line_height_last_edited=\u00bbon|phone\u00bb header_2_font_size_tablet=\u00bb\u00bb header_2_font_size_phone=\u00bb31px\u00bb header_2_font_size_last_edited=\u00bbon|desktop\u00bb header_2_line_height_tablet=\u00bb\u00bb header_2_line_height_phone=\u00bb1.2em\u00bb header_2_line_height_last_edited=\u00bbon|phone\u00bb header_6_font_size_tablet=\u00bb\u00bb header_6_font_size_phone=\u00bb\u00bb header_6_font_size_last_edited=\u00bbon|desktop\u00bb]<h1><span>E-COMMERCE: \u00bfC\u00f3mo es el comprador online en Espa\u00f1a?<\/span><\/h1>[\/et_pb_text][et_pb_text _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb text_font_size=\u00bb16px\u00bb header_2_font=\u00bb|700|||||||\u00bb header_2_text_color=\u00bb#B0272D\u00bb header_6_font_size=\u00bb18px\u00bb hover_enabled=\u00bb0&#8243; text_font_size_tablet=\u00bb\u00bb text_font_size_phone=\u00bb16px\u00bb text_font_size_last_edited=\u00bbon|desktop\u00bb header_6_font_size_tablet=\u00bb\u00bb header_6_font_size_phone=\u00bb\u00bb header_6_font_size_last_edited=\u00bbon|desktop\u00bb]<p>En nuestro \u00faltimo informe sobre <strong>e-commerce<\/strong> desgranamos cu\u00e1l es el perfil del e<strong>-shopper <\/strong>espa\u00f1ol, el m\u00e1s exigente y complejo. Qui\u00e9nes son, qu\u00e9 compran, por qu\u00e9 eligen este canal y d\u00f3nde realizan sus pedidos son las preguntas a las que hemos querido darles respuesta.<\/p>\n<p>\u00a0El 84% de los espa\u00f1oles son internautas, de los cuales un 64% son compradores online\u2026 El crecimiento de <strong>internautas<\/strong>, sumado al contexto actual consecuencia de la crisis sanitaria, ha conllevado un aumento de <strong>compradores online<\/strong> que alcanza los <strong>22 millones de espa\u00f1oles<\/strong>; lo que supone 2 millones de e-shoppers m\u00e1s que en el ejercicio anterior.<\/p>\n<p>Los dispositivos favoritos para realizar las compras siguen siendo el ordenador y el tel\u00e9fono m\u00f3vil. Por regiones, Catalu\u00f1a ocupa la primera posici\u00f3n en n\u00famero de e-shoopers, seguida de Andaluc\u00eda, Madrid, Comunidad Valenciana y Galicia. Con un 54% de hombres frente a un 46% de mujeres, estos <strong>perfiles<\/strong> se mueven en \u00edndices socioecon\u00f3micos medio-altos.<\/p>\n<p>La <strong>cesta media<\/strong> del e-shopper espa\u00f1ol es de 68\u20ac. Con una <strong>frecuencia de compra<\/strong> de al menos una vez al mes, el 59% intenta esperar a los grandes eventos de compras online como el <strong>Singles Day<\/strong> o los <strong>Amazon Prime Days.<\/strong><\/p>\n<p>Ropa y calzado son los <strong>productos<\/strong> m\u00e1s demandados, a pesar de que el sector tambi\u00e9n se ha visto afectado por la pandemia de la COVID-19. Aumentan como era de esperar las ventas de entradas para eventos online, de equipos para el teletrabajo, de ocio y deporte en casa y de delivery o take away.<\/p>\n<p>La <strong>conveniencia<\/strong> es la raz\u00f3n de cambiarse del offline al online con un 98% de peso. El env\u00edo en plazos cortos y las facilidades post-venta tambi\u00e9n suponen otras dos grandes <strong>ventajas <\/strong>para inclinar la balanza.<\/p>\n<p>El 88% de las compras que se realizan son en tiendas que venden exclusivamente online. El <strong>D2C <\/strong>o <strong>Direct To Consumer<\/strong> ha tenido un gran crecimiento los \u00faltimos a\u00f1os y se prev\u00e9 que en 2021 se mantenga cerca del 20%&#8230; La gran cuesti\u00f3n es: \u00bfqu\u00e9 modelo escoger y por qu\u00e9? \u00bfD2C o <strong>marketplaces<\/strong>? Ambos tienen sus pros y sus contras\u2026<\/p>\n<p>Adem\u00e1s, tambi\u00e9n analizamos el <strong>customer journey <\/strong>de estos e-shoppers y dibujamos el <strong>funnel de conversi\u00f3n<\/strong> para que sepas d\u00f3nde buscan y d\u00f3nde terminan comprando, as\u00ed como qu\u00e9 es lo que ha provocado que todas las plataformas de venta quieran ser <strong>fuente <\/strong>tanto de <strong>b\u00fasqueda<\/strong> como de compra. \u00a0Y, lo m\u00e1s importante, para ayudarte a planificar tu <strong>estrategia <\/strong>e impactarlo con tus pr\u00f3ximas <strong>campa\u00f1as<\/strong> de <strong>BlackFriday <\/strong>y <strong>Navidad<\/strong>. \u00bfEst\u00e1s preparad@?<\/p>\n[\/et_pb_text][et_pb_button button_url=\u00bbhttps:\/\/koi-3QNB3VA6HG.marketingautomation.services\/net\/m?md=qqGR%2B%2Bua%2F%2BgZH3Aluk0adex7NivTANIJ\u00bb url_new_window=\u00bbon\u00bb button_text=\u00bbDESCARGAR INFORME\u00bb _builder_version=\u00bb4.5.1&#8243; custom_button=\u00bbon\u00bb button_text_size=\u00bb17px\u00bb button_text_color=\u00bb#ffffff\u00bb button_bg_color=\u00bb#B0272D\u00bb button_border_color=\u00bbrgba(0,0,0,0)\u00bb button_border_radius=\u00bb0px\u00bb button_letter_spacing=\u00bb1px\u00bb button_font=\u00bb|700|||||||\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00bb1_4&#8243; _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1&#8243; custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding_tablet=\u00bb\u00bb custom_padding_phone=\u00bb0vw||||false|false\u00bb][et_pb_row custom_padding_last_edited=\u00bbon|desktop\u00bb _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0vw||||false|false\u00bb custom_padding_tablet=\u00bb\u00bb custom_padding_phone=\u00bb\u00bb][et_pb_column type=\u00bb4_4&#8243; _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb][et_pb_text _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb text_text_color=\u00bb#000000&#8243; text_font_size=\u00bb29px\u00bb text_line_height=\u00bb1.2em\u00bb text_font_size_tablet=\u00bb\u00bb text_font_size_phone=\u00bb25px\u00bb text_font_size_last_edited=\u00bbon|desktop\u00bb]<p><strong>Otros informes relacionados<\/strong><\/p>[\/et_pb_text][et_pb_portfolio fullwidth=\u00bboff\u00bb posts_number=\u00bb4&#8243; include_categories=\u00bball\u00bb show_pagination=\u00bboff\u00bb zoom_icon_color=\u00bb#ffffff\u00bb hover_overlay_color=\u00bbrgba(176,39,45,0.7)\u00bb _builder_version=\u00bb4.5.1&#8243; _module_preset=\u00bbdefault\u00bb title_font=\u00bb|700|||||||\u00bb caption_font=\u00bb|600|||||||\u00bb caption_text_color=\u00bb#000000&#8243; title_font_size_tablet=\u00bb\u00bb title_font_size_phone=\u00bb21px\u00bb title_font_size_last_edited=\u00bbon|phone\u00bb][\/et_pb_portfolio][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"<p>E-COMMERCE: \u00bfC\u00f3mo es el comprador online en Espa\u00f1a?En nuestro \u00faltimo informe sobre e-commerce desgranamos cu\u00e1l es el perfil del e-shopper espa\u00f1ol, el m\u00e1s exigente y complejo. 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