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E-commerce guide (II); Google In-App Payments and consumer behavior

We continue to learn aspects related to electronic commerce, tools, applications and the indisputable figures of information efficiency that allow us to obtain data of great relevance for our own entrepreneurship. Consumer behavior, central axis of the boom in electronic commerce, the normal evolutionary process of Low Cost emerged with force with the arrival of the economic crisis. Consumer behavior is what determines trends in goods and services, it is therefore the most relevant information for brands seeking to launch or consolidate a business. e-commerce based business.

Petr Kurgan – Fotolia.com

It is therefore of great relevance, on the path to constant learning that we have started with the staging of influence, that we address current trends in relation to consumer behavior. The figures come from a report prepared by the European Union that addresses the new consumer habits of the citizen 2.0 The objectives pursued by the European Parliament with this report cover, on the one hand, the analysis of the figures and, on the other, the final recommendations and to achieve this, it focuses on the analysis of the evolution of e-commerce.Relevant dataIn Europe, consumption habits and the perception of electronic commerce, have changed as fast as the penetration of the digital environment has been dynamic. The reduction in associated costs continues to occur, although this is not the issue that causes the gap between the penetration of new consumers and e-commerce figures. Segregating by country, 40% of consumers have already started in the past. which we know as Internet shopping. Although it is true that the countries of the East and South of the European Union, they present a delay in relation to the countries of the North.The figures in Spain are very positive, electronic commerce increased by 30% in the last year and 17.4% (1 in 5) have already made a purchase online.The reasons for growth

Ease of access is the main reason for e-commerce penetration. There is an intrinsic and indivisible relationship between the adoption of the Internet and the increase in online shopping. The Nordic countries have much higher figures for online purchases.

  • All segments, all ages

The next reason that supports the global rise in e-commerce penetration is found in the transversal nature of its use, the age range mostly active in relation to online purchases is between 25 and 65 years, who support the 43% of online purchases. We therefore have the penetration of connectivity and the heterogeneous nature in the age range of users that support the figures for online purchases.

But we have one more important fact that we must not miss. A fact that links the cross-sectional and heterogeneous nature of network users and the current economic situation that mainly affects the generation of resources, with the birth of the figure of the Prosumer. Consumers access goods and services on the network for their consumption and for your own business. The numbers obtained in the report speak for themselves. The figure of the prosumer began to appear with the emergence of social networks and, by the end of 2010, it already covered 13% of network users.BrandsIn relation to the contribution of brands to the growth of e-commerce, the empirical verification of the efficiency of current tools (social networks) has led brands – also closely linked to the global situation and the derived collateral effects – to seek the increase in productivity and the consolidation of its brands through the reduction of costs associated with investments in marketing, promotion and advertising.Additionally and, as a causal consequence, the boom and the importance of exposure to achieve the best positioning, has resulted in obtaining the added value of the consolidation of a branding campaign and becoming a benchmark within the industry, and this is where the gap occurs between the number of online businesses based on Internet purchases and the number of users who have incorporated online shopping into their consumption habits and the reasons are due to high implementation costs and security fears .The mobile Web, another great allyThe rise and penetration of the mobile Web has resulted in a network that remains connected in an unlimited way, the existing technology has facilitated the shopping experience so much that it is evident that the trends show an indisputable rise in the penetration of e-commerce by part of mobile users. Geolocation emerges here as a great ally of local businesses; purchases are made when and from the place decided by the user.Win-Win personalized service from the hand of the social WebAnother trend that has been imposed on the network as added value focuses on the delivery of a personalized service, adapted to the needs of the client and this statement is not to be taken lightly no matter how much we hear it since; It is or It is not a reality that each client is unique and although it can be encompassed in a specific circle group or community list, there is always an aspect in which the relationship between our brand and the client must be personalized to their needs? This strength of the network which can undoubtedly be a great ally in the growth and penetration of e-commerce, must overcome the current obstacle before it since, in order to provide a 100% individual service, it is necessary to delve into the delicate waters of privacy, a An issue that the Internet still has pending. Up to here the most relevant figures of the report that we leave you in full for your study, now what do we do with the figures, we undoubtedly lack knowledge of the tools.What does the network propose to us to start an online business based on e-commerce?Once the figures and tools are known, we will be in a position to start our business innovation plan that will allow us to consolidate a brand based on electronic commerce.Well, we already know Google Checkout, however, there is no doubt that, as a consequence of its strong commitment to Revolution in the means of payment associated with e-commerce, comes Google In-App Payments A platform that, through a virtual currency that favors influence, generates trust and obviously leads to conversion.Google In-App Payments culminates a process through which the mythical phrase of making money online has been advancing towards its maturity cycle, taking with it electronic commerce that has followed the same path. We move from applications on the Web 1.0 to contextual advertising and There to mobile transactions fostered by developed applications and social networks. This service is in the process of expansion and implementation worldwide and represents a quantitative leap in e-commerce penetration. The new system allows all types of payments from the digital medium, it is so simple that it uses a single API to concentrate the buyer and the seller, the established commission is 5% of the transaction and allows all types of credit and debit cards. Social SEO, such as the specific weight acquired by influence, if we take into account the ubiquitous and hyper connected nature of the current network after the staging of Google+ and finally, if an We exhaustively alike the trends shown by the figures from the European Parliament report focused on new consumption habits and the staging of the Google In-App Payments, it is not very complex to predict a future in which, all prosumers, we will consolidate a new social order in which the security of the e-commerce based businesses, are regulated by natural selection (and exclusion) of all those who seek to speculate and / or abuse the natural growth of a network whose global potential we have not yet glimpsed.

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