{"id":9537,"date":"2021-07-06T12:00:48","date_gmt":"2021-07-06T10:00:48","guid":{"rendered":"https:\/\/www.overalia.com\/blog\/?p=9537"},"modified":"2025-11-19T13:07:33","modified_gmt":"2025-11-19T12:07:33","slug":"claves-venta-online","status":"publish","type":"post","link":"https:\/\/www.overalia.com\/blog\/claves-venta-online\/","title":{"rendered":"Claves de la venta online, seg\u00fan IAB"},"content":{"rendered":"

IAB Spain<\/a>\u00a0ha presentado su\u00a0Estudio\u00a0E-commerce 2021<\/a>\u00a0<\/strong>en colaboraci\u00f3n con Elogia y patrocinado por Adevinta Spain.\u00a0Un estudio que nos aporta datos interesantes sobre c\u00f3mo ha evolucionado el mercado\u00a0y nos ayuda a\u00a0 profundizar en h\u00e1bitos de compra online<\/strong>,\u00a0para poder adaptar nuestros servicios a las preferencias y necesidades de los consumidores<\/strong>.<\/p>\n

Entre otros datos, destaca que la penetraci\u00f3n de la compra online<\/strong> sigue creciendo. Este a\u00f1o ya llega al 76 % de los internautas espa\u00f1oles entre 16\u00a0y 70 a\u00f1os<\/strong> (en 2020 se situaba en un 72 %). En el caso de los usuarios menores de 34 a\u00f1os<\/strong>, la penetraci\u00f3n es a\u00fan mayor: llega al 83 %<\/strong>.<\/p>\n

\"Usuarios<\/p>\n

Adem\u00e1s, tambi\u00e9n compran y gastan cada vez m\u00e1s: en 2021 compran 3,8 veces al mes<\/strong> (3,5 en 2020 y 3 en 2019); el gasto medio por compra es de 89 \u20ac. Los menores de 34 a\u00f1os compran y gastan m\u00e1s<\/strong> que la media.<\/p>\n

\"Frecuencia<\/p>\n

Las categor\u00edas<\/strong> de productos que m\u00e1s se compran son tecnolog\u00eda\/comunicaci\u00f3n<\/strong>, entretenimiento y cultura, alimentaci\u00f3n<\/a> y moda<\/a>, pero los productos de farmacia ganan posiciones. Los menores de 34 compran sobre todo tecnolog\u00eda<\/strong>, y los mayores de 45, productos de farmacia<\/strong>.<\/p>\n

\"Categor\u00edas<\/p>\n

Factores que impulsan la compra<\/h2>\n

Las ofertas y promociones<\/strong> son uno de los factores que m\u00e1s\u00a0influyen en la compra\u00a0(de hecho, un 61 % espera momentos especiales como el Black Friday o las rebajas entre otros) seguido de\u00a0motivos\u00a0como la facilidad<\/strong>, la comodidad<\/strong>, el ahorro de tiempo<\/strong>… En cualquier caso, tambi\u00e9n hay que tener en cuenta el crecimiento de factores como las recomendaciones<\/strong>\u00a0(os dejamos un post que os puede ayudar a buscar influencers para promocionar tus productos o servicios)<\/a> y los anuncios online<\/strong>.<\/p>\n

\"Factores<\/p>\n

Asimismo, los usuarios cada vez dan m\u00e1s importancia a la inmediatez<\/strong>, e incluso est\u00e1n dispuestos a pagar m\u00e1s por recibir la compra con mayor rapidez.<\/p>\n

\"Valor<\/p>\n

Importancia de la optimizaci\u00f3n m\u00f3vil<\/h2>\n

Aunque la mayor\u00eda de los usuarios (79 %) sigue utilizando el ordenador para realizar compras online, sigue creciendo el uso del m\u00f3vil<\/strong> (del 55 % en 2020 al 59 % en 2021).\u00a0Los principales motivos\u00a0para no usar\u00a0el m\u00f3vil son la visualizaci\u00f3n (peor en pantallas peque\u00f1as) y la incomodidad.<\/p>\n

\"Barreras<\/p>\n

En este sentido, resulta cada vez m\u00e1s importante optimizar las tiendas online para m\u00f3viles<\/a>; por una parte, para superar esos obst\u00e1culos; y por otra, porque el uso de dispositivos m\u00f3viles sigue creciendo. Adem\u00e1s, los 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

B\u00fasqueda de informaci\u00f3n<\/h2>\n

Como podemos ver, las compras son m\u00e1s online que nunca; adem\u00e1s,\u00a0incluso las compras offline se\u00a0planifican\u00a0online<\/strong>. M\u00e1s all\u00e1 del n\u00fameros de usuarios que compran online,\u00a0tambi\u00e9n hay que tener en cuenta a los usuarios que buscan e investigan online antes de comprar en una tienda f\u00edsica. Por eso, incluso las tiendas f\u00edsicas y comercios locales deben asegurarse de tener una buena\u00a0visibilidad online<\/strong>\u00a0y ofrecer una buena experiencia a los usuarios,<\/p>\n

\"Dispositivos<\/p>\n

 <\/p>\n

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

Estudio de\u00a0ecommerce de 2021<\/a><\/p>\n

En cualquier caso, a modo de conclusi\u00f3n final, podr\u00edamos poner el foco en el imparable crecimiento<\/strong> de las compras online\u00a0y la importancia de ofrecer una buena experiencia de compra<\/strong> (adem\u00e1s de las ofertas<\/strong> especiales, la inmediatez<\/strong> es uno de los aspectos que m\u00e1s se valoran), entre otros. Asimismo, teniendo en cuenta la gran competencia que existe, conviene tener en cuenta ciertos consejos para montar una tienda online rentable<\/a> y\u00a0realizar diferentes acciones para promocionar nuestros productos<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

IAB Spain\u00a0ha presentado su\u00a0Estudio\u00a0E-commerce 2021\u00a0en colaboraci\u00f3n con Elogia y patrocinado por Adevinta Spain.\u00a0Un estudio que nos aporta datos interesantes sobre c\u00f3mo ha evolucionado el mercado\u00a0y nos ayuda a\u00a0 profundizar en h\u00e1bitos de compra online,\u00a0para poder adaptar nuestros servicios a las preferencias y necesidades 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-9537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recomendamos","category-university"],"yoast_head":"\nClaves de la venta online, seg\u00fan IAB - Blog sobre Marketing en Buscadores y Anal\u00edtica Web<\/title>\n<meta name=\"description\" content=\"Descubre los principales h\u00e1bitos de compra online,\u00a0y c\u00f3mo adaptarte a las\u00a0preferencias y necesidades de los consumidores.\" \/>\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-venta-online\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Claves de la venta online, seg\u00fan IAB - 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