De uns anos para cá, a presença do e-commerce se faz tão presente no mercado brasileiro que muitos varejistas se perguntam se as lojas físicas vão acabar.
Da mesma forma que muitas lojas físicas criaram canais digitais, hoje é possível notar o movimento contrário: lojas que começaram com serviços exclusivamente pela internet abrindo unidades físicas, como a Amazon, por exemplo.
Essa é uma tendência de mercado que já tomou conta do varejo: a integração dos canais de venda.
Offline e online de mãos dadas

O mercado hoje é omnichannel, ou seja, uma mesma empresa possui diversas plataformas de atendimento capazes de se completar e funcionar ao mesmo tempo.
Mas como isso é feito na prática?
Suponha que o João esteja interessado em comprar um sapato. Ele começa uma pesquisa pela internet para escolher o melhor modelo e comparar preços e se depara com o site da sua empresa.
Lá ele consegue dar uma olhada em todas as opções do seu catálogo e, finalmente, realiza a compra.
Quando o sapato chega, o tamanho não era exatamente o que ele imaginava. O que ele faz?
Entra em contato com a empresa para solicitar a troca do produto.
E aqui está o grande diferencial: sua empresa, supondo que opere por omnichannel, oferece ao João a possibilidade de trocar o produto diretamente na loja.
O mesmo produto que ele comprou pela internet pode ser trocado em uma loja física.
O processo é vantajoso para todos os envolvidos: além de oferecer alternativas para o consumidor, o lojista pode até fazer uma nova venda.
O cliente troca o produto na loja e aproveita para dar uma conferida em outras opções. Quem sabe ele não leva mais coisas?
A moral da história aqui é: não fique de fora de nenhum canal de vendas.
Garanta sua presença em todas as frentes para não perder nenhuma oportunidade com o consumidor.
O e-commerce no Brasil

Segundo a pesquisa Perfil do E-commerce Brasileiro, temos hoje no país 675 mil lojas online.
A pesquisa foi encomendada pelo PayPal Brasil e os dados são referentes ao ano de 2018.
Dessas lojas, 80,87% utilizam mídias sociais para aumentar as vendas.
Ou seja, além do site, essas empresas também possuem blogs e estão no Facebook e Instagram, além de outras redes sociais.
Além disso, outro dado curioso é que as empresas do comércio eletrônico investem em sites responsivos capazes de se adaptar a qualquer tela.
Sabe o que isso significa? Que o consumidor não compra exclusivamente de apenas uma plataforma.
É possível comprar através do computador, tablet, celular e até mesmo da televisão!
E tem espaço para lojas físicas nesse cenário?

Por mais que essa nova dinâmica tenha alterado radicalmente o varejo, ela não exclui as lojas físicas.
Pelo contrário! Sua presença é fundamental para completar a experiência de compra do consumidor.
Inclusive, as lojas de rua ou de shopping podem até aumentar as vendas se souberem trabalhar em conjunto com as novas tecnologias.
Os lojistas precisam levar em conta que o consumidor está cada vez mais bem informado: ele tem onde procurar informação (na internet) e sabe muito bem o que quer.
Por isso, cabe ao varejista investir em tecnologia visando o desenvolvimento de novos canais de atendimento para oferecer sempre a melhor experiência ao cliente.
É preciso manter-se em constante atualização.
As lojas físicas não vão desaparecer, elas só vão ter que se adaptar a esse consumidor altamente conectado que veio para ficar.
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