{"id":237187,"date":"2020-11-16T11:36:28","date_gmt":"2020-11-16T10:36:28","guid":{"rendered":"https:\/\/avantemedios.com\/?post_type=project&p=237187"},"modified":"2023-12-27T17:12:58","modified_gmt":"2023-12-27T16:12:58","slug":"e-commerce-como-es-el-comprador-online-en-espana","status":"publish","type":"project","link":"https:\/\/avantemedios.com\/en\/informamos\/e-commerce-como-es-el-comprador-online-en-espana\/","title":{"rendered":"E-COMMERCE: \u00bfC\u00f3mo es el comprador online en Espa\u00f1a?"},"content":{"rendered":"\n[et_pb_section fb_built=\u00bb1″ custom_padding_last_edited=\u00bbon|desktop\u00bb _builder_version=\u00bb4.5.1″ background_enable_color=\u00bboff\u00bb background_enable_image=\u00bboff\u00bb background_position=\u00bbtop_center\u00bb custom_padding=\u00bb9vw||||false|false\u00bb custom_padding_tablet=\u00bb\u00bb custom_padding_phone=\u00bb||0vw||false|false\u00bb background_last_edited=\u00bbon|phone\u00bb 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E-COMMERCE: \u00bfC\u00f3mo es el comprador online en Espa\u00f1a?<\/span><\/h1>[\/et_pb_text][et_pb_text _builder_version=\u00bb4.5.1″ _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″ 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]

En nuestro \u00faltimo informe sobre e-commerce<\/strong> desgranamos cu\u00e1l es el perfil del e-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

\u00a0El 84% de los espa\u00f1oles son internautas, de los cuales un 64% son compradores online\u2026 El crecimiento de internautas<\/strong>, sumado al contexto actual consecuencia de la crisis sanitaria, ha conllevado un aumento de compradores online<\/strong> que alcanza los 22 millones de espa\u00f1oles<\/strong>; lo que supone 2 millones de e-shoppers m\u00e1s que en el ejercicio anterior.<\/p>\n

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 perfiles<\/strong> se mueven en \u00edndices socioecon\u00f3micos medio-altos.<\/p>\n

La cesta media<\/strong> del e-shopper espa\u00f1ol es de 68\u20ac. Con una frecuencia de compra<\/strong> de al menos una vez al mes, el 59% intenta esperar a los grandes eventos de compras online como el Singles Day<\/strong> o los Amazon Prime Days.<\/strong><\/p>\n

Ropa y calzado son los 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

La 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 ventajas <\/strong>para inclinar la balanza.<\/p>\n

El 88% de las compras que se realizan son en tiendas que venden exclusivamente online. El D2C <\/strong>o 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%… La gran cuesti\u00f3n es: \u00bfqu\u00e9 modelo escoger y por qu\u00e9? \u00bfD2C o marketplaces<\/strong>? Ambos tienen sus pros y sus contras\u2026<\/p>\n

Adem\u00e1s, tambi\u00e9n analizamos el customer journey <\/strong>de estos e-shoppers y dibujamos el 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 fuente <\/strong>tanto de b\u00fasqueda<\/strong> como de compra. \u00a0Y, lo m\u00e1s importante, para ayudarte a planificar tu estrategia <\/strong>e impactarlo con tus pr\u00f3ximas campa\u00f1as<\/strong> de BlackFriday <\/strong>y 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″ 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″ _builder_version=\u00bb4.5.1″ _module_preset=\u00bbdefault\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb4.5.1″ _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″ _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″ _builder_version=\u00bb4.5.1″ _module_preset=\u00bbdefault\u00bb][et_pb_text _builder_version=\u00bb4.5.1″ _module_preset=\u00bbdefault\u00bb text_text_color=\u00bb#000000″ 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]

Otros informes relacionados<\/strong><\/p>[\/et_pb_text][et_pb_portfolio fullwidth=\u00bboff\u00bb posts_number=\u00bb4″ 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″ _module_preset=\u00bbdefault\u00bb title_font=\u00bb|700|||||||\u00bb caption_font=\u00bb|600|||||||\u00bb caption_text_color=\u00bb#000000″ 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":"

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. 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. \u00a0El 84% de los espa\u00f1oles […]<\/p>\n","protected":false},"author":1,"featured_media":237207,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"project_category":[12],"project_tag":[115,116],"class_list":["post-237187","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-digital","project_tag-ecommerce","project_tag-compra-online"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/project\/237187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/comments?post=237187"}],"version-history":[{"count":13,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/project\/237187\/revisions"}],"predecessor-version":[{"id":246073,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/project\/237187\/revisions\/246073"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/media\/237207"}],"wp:attachment":[{"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/media?parent=237187"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/project_category?post=237187"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/avantemedios.com\/en\/wp-json\/wp\/v2\/project_tag?post=237187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}