{"id":10363,"date":"2022-07-06T09:27:47","date_gmt":"2022-07-06T07:27:47","guid":{"rendered":"https:\/\/www.overalia.com\/blog\/?p=10363"},"modified":"2025-11-19T13:10:13","modified_gmt":"2025-11-19T12:10:13","slug":"claves-del-ecommerce-en-2022-segun-iab","status":"publish","type":"post","link":"https:\/\/www.overalia.com\/blog\/claves-del-ecommerce-en-2022-segun-iab\/","title":{"rendered":"Claves del ecommerce en 2022, seg\u00fan IAB"},"content":{"rendered":"

IAB Spain<\/a> ha presentado recientemente la octava edici\u00f3n de su Estudio de E-commerce,<\/a>\u00a0en colaboraci\u00f3n con Elogia y patrocinado por Adevinta Spain.\u00a0Un estudio que nos aporta datos interesantes sobre\u00a0la evoluci\u00f3n y tendencias del comercio electr\u00f3nico y los procesos\u00a0de compra online<\/strong>,\u00a0para poder adaptar nuestros servicios a las\u00a0preferencias de los consumidores<\/strong>.<\/p>\n

Entre otros datos, destaca que la\u00a0penetraci\u00f3n de la compra online<\/strong>\u00a0sigue creciendo<\/strong>. Este a\u00f1o llega al 78 %\u00a0de los internautas <\/strong>espa\u00f1oles entre 16\u00a0y 70 a\u00f1os (en 2021 se situaba en un 76 % y en 2020 en un 72 %).\u00a0El incremento de penetraci\u00f3n ha sido provocado por el auge de los m\u00e1s j\u00f3venes, como ya suced\u00eda en 2021, y por los de mediana edad (35 a 44 a\u00f1os). Entre las mujeres asciende al 79 %.<\/p>\n

Sigue aumentando la proporci\u00f3n de compradores que declara combinar las compras online y offline<\/strong>.\u00a0Asimismo, disminuye el porcentaje de exclusivos f\u00edsicos y exclusivos online.<\/p>\n

Sin embargo, as\u00ed como el a\u00f1o pasado compraban y gastaban m\u00e1s que los anteriores<\/a>, este a\u00f1o\u00a0caen la frecuencia de compra (2,8 veces al mes, frente a 3,8 del a\u00f1o pasado) y el gasto medio (69 \u20ac frente a 89 \u20ac del a\u00f1o pasado). Probablemente\u00a0vuelta a la normalidad\u00a0 haya repercutido en esta ligera bajada.<\/p>\n

\"Frecuencia
Fuente: Estudio de E-commerce 2022 de IAB Spain<\/figcaption><\/figure>\n
\"Gasto
Fuente: Estudio de E-commerce 2022 de IAB Spain<\/figcaption><\/figure>\n

 <\/p>\n

Las categor\u00edas de productos que m\u00e1s se compran online<\/strong> son\u00a0entretenimiento\/cultura, moda, tecnolog\u00eda\/comunicaci\u00f3n, alimentaci\u00f3n y viajes\/estancias.\u00a0Tecnolog\u00eda\/comunicaci\u00f3n, que el a\u00f1o pasado era la categor\u00eda principal, ha descendido a 3\u00aa posici\u00f3n.<\/p>\n

\"Categor\u00edas
Fuente: Estudio de E-commerce 2022 de IAB Spain<\/figcaption><\/figure>\n

El proceso de compra online<\/h2>\n

Internet sigue siendo el canal de b\u00fasqueda de informaci\u00f3n principal<\/strong> (93 %), y un 80 %\u00a0materializa la compra a trav\u00e9s de este canal.<\/p>\n

\"Proceso
Fuente: Estudio de E-commerce 2022 de IAB Spain<\/figcaption><\/figure>\n

Es decir, incluso\u00a0las compras offline se\u00a0siguen planificando\u00a0online.\u00a0Teniendo en cuenta\u00a0los usuarios que buscan e investigan online antes de comprar en una tienda f\u00edsica<\/strong>, incluso las tiendas f\u00edsicas y comercios locales deben asegurarse de tener una buena visibilidad online.<\/strong><\/p>\n

Aunque los marketplaces<\/strong> siguen siendo la referencia de informaci\u00f3n y\u00a06 de cada 10 compradores van directamente a estos sites,\u00a0la web de la tienda<\/strong> crece 6 puntos respecto a 2021.<\/p>\n

\"fuentes
Fuente: Estudio de E-commerce 2022 de IAB Spain<\/figcaption><\/figure>\n

El ordenador sigue siendo el principal dispositivo de compra online (79 % vs. 59 % m\u00f3vil), pero los menores de\u00a0menores de 45 a\u00f1os son m\u00e1s de m\u00f3vil, por lo que no debemos perder de vista la importancia de\u00a0optimizar las tiendas online para m\u00f3viles<\/a>:\u00a0los j\u00f3venes utilizan el m\u00f3vil m\u00e1s que la media, por lo que es previsible que el n\u00famero de compras online siga creciendo.<\/p>\n

Factores para elegir un ecommerce<\/h2>\n

Los\u00a0motivos m\u00e1s importantes para comprar online siguen siendo la conveniencia<\/strong>, la\u00a0amplia oferta<\/strong> o surtido y las ofertas\/precio<\/strong>. Un 58 % suele esperar a momentos especiales\u00a0como el Black Friday<\/strong> o las rebajas<\/strong>, entre otras ofertas, para hacer la compra online.<\/p>\n

\"Factores
Fuente: Estudio de E-commerce 2022 de IAB Spain<\/figcaption><\/figure>\n

La confianza en la web sigue teniendo peso a la hora de decidir hacer la compra online. La experiencia previa\u00a0es la raz\u00f3n m\u00e1s importante y este a\u00f1o cobra mayor relevancia.<\/p>\n

El plazo de entrega<\/strong> y la facilidad de realizar devoluciones<\/strong> tambi\u00e9n son factores importantes para los usuarios. El 84 % considera que el tiempo de espera debe ser inferior a 5 d\u00edas (tiempo de espera\u00a0aceptable de 3,2 d\u00edas de promedio).<\/p>\n

Si quer\u00e9is saber m\u00e1s, os dejamos el enlace para descargar el estudio.<\/p>\n

Estudio de ecommerce de 2022<\/a><\/p>\n

En cualquier caso, a modo de conclusi\u00f3n final, podr\u00edamos poner el foco en el imparable crecimiento de las compras online<\/strong> y la importancia de ofrecer una buena experiencia de compra<\/a><\/strong>, entre otros. Asimismo, teniendo en cuenta la gran competencia que existe, conviene tener en cuenta\u00a0estos\u00a0consejos para montar una tienda online rentable<\/a> y realizar diferentes acciones para promocionar nuestros productos<\/a>.<\/p>\n

En Overalia tenemos m\u00e1s de\u00a020 a\u00f1os de experiencia en\u00a0desarrollo de\u00a0tiendas online a medida<\/a>\u00a0y podemos ayudarte a\u00a0vender m\u00e1s<\/a>. No lo dudes: \u00a1contacta con nosotros<\/a>!<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

IAB Spain ha presentado recientemente la octava edici\u00f3n de su Estudio de E-commerce,\u00a0en colaboraci\u00f3n con Elogia y patrocinado por Adevinta Spain.\u00a0Un estudio que nos aporta datos interesantes sobre\u00a0la evoluci\u00f3n y tendencias del comercio electr\u00f3nico y los procesos\u00a0de compra online,\u00a0para poder adaptar nuestros servicios a las\u00a0preferencias de los consumidores.<\/p>\n","protected":false},"author":1,"featured_media":8470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,12],"tags":[],"class_list":["post-10363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recomendamos","category-university"],"yoast_head":"\nClaves del ecommerce en 2022, seg\u00fan IAB - Blog sobre Marketing en Buscadores y Anal\u00edtica Web<\/title>\n<meta name=\"description\" content=\"Analizamos las conclusiones del estudio sobre ecommerce de IAB, que nos aporta datos interesantes sobre\u00a0la evoluci\u00f3n y tendencias del comercio electr\u00f3nico.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.overalia.com\/blog\/claves-del-ecommerce-en-2022-segun-iab\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Claves del ecommerce en 2022, seg\u00fan IAB - 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