{"id":5784,"date":"2021-03-12T16:03:37","date_gmt":"2021-03-12T15:03:37","guid":{"rendered":"https:\/\/www.disivo.cz\/?p=5784"},"modified":"2021-04-08T10:39:26","modified_gmt":"2021-04-08T08:39:26","slug":"report-28-aktualnich-e-commerce-trendu","status":"publish","type":"post","link":"https:\/\/www.disivo.com\/de\/2021\/03\/12\/report-28-aktualnich-e-commerce-trendu\/","title":{"rendered":"Report: 28 aktu\u00e1ln\u00edch e-commerce trend\u016f"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Report: 28 aktu\u00e1ln\u00edch e-commerce trend\u016f<\/h1>\n\n\n\n<p>Pr\u016fzkum mezi \u010desk\u00fdmi e-shopy byl realizov\u00e1n na p\u0159elomu ledna a \u00fanora 2021. Zmapovali jsme n\u00e1zory 35 z\u00e1stupc\u016f st\u0159edn\u00edch a velk\u00fdch \u010desk\u00fdch e-shop\u016f a p\u0159in\u00e1\u0161\u00edme shrnut\u00ed toho, jak\u00fd dopad m\u011bla koronavirov\u00e1 krize na jejich podnik\u00e1n\u00ed, jak\u00fdm probl\u00e9m\u016fm \u010delili a jak se zm\u011bnilo jejich strategick\u00e9 pl\u00e1nov\u00e1n\u00ed pro rok 2021.&nbsp;<\/p>\n\n\n\n<p>Covid-19 zp\u016fsobil na trhu obrovskou externalitu. Respondenti se obecn\u011b shoduj\u00ed, \u017ee se jedn\u00e1 o jednor\u00e1zov\u00fd v\u00fdkyv, kter\u00fd pomohl v\u011bt\u0161in\u011b e-shop\u016f dramaticky zv\u00fd\u0161it tr\u017eby a ziskovost (p\u0159es 90 % e-shop\u016f hl\u00e1s\u00ed zv\u00fd\u0161en\u00ed tr\u017eeb a zisku), ale tak\u00e9 zat\u00ed\u017eil logistick\u00e9 a odb\u011bratelsk\u00e9 \u0159et\u011bzce. D\u00edky velk\u00e9mu r\u016fstu se v\u011bt\u0161ina e-shop\u016f chyst\u00e1 na v\u00fdznamn\u00e9 investice nejen do intern\u00edch proces\u016f, ale i do marketingu. M\u016f\u017eeme tak o\u010dek\u00e1vat dal\u0161\u00ed r\u016fst konkuren\u010dnosti trhu a zv\u00fd\u0161en\u00ed marketingov\u00fdch n\u00e1klad\u016f.<\/p>\n\n\n\n<p>Ze strategick\u00e9 \u010d\u00e1sti v\u00fdzkumu vyplynulo, \u017ee e-shopy subjektivn\u011b vn\u00edmaj\u00ed \u010d\u00edm d\u00e1l vy\u0161\u0161\u00ed konkurenci. P\u0159esto v\u011bt\u0161ina z nich investuje sp\u00ed\u0161e do p\u0159\u00edm\u00e9ho prodeje m\u00edsto v\u011bt\u0161\u00edho soust\u0159ed\u011bn\u00ed se na budov\u00e1n\u00ed vlastn\u00edho brandu. Trend d\u016frazu na p\u0159\u00edmou prodejnost (oproti budov\u00e1n\u00ed vlastn\u00ed zna\u010dky) potvrzuje fakt, \u017ee jen t\u0159etina e-shop\u016f neuva\u017euje o vstupu na marketplace.&nbsp;<\/p>\n\n\n\n<p>V oblasti technologi\u00ed se e-shopy rozhl\u00ed\u017e\u00ed po tom, co by jim mohlo pomoci zv\u00fd\u0161it jejich ziskovost nebo zlep\u0161it procesy. A\u0165 je to oblast cenotvorby, kde sledujeme trend opou\u0161t\u011bn\u00ed zastaral\u00e9ho nace\u0148ov\u00e1n\u00ed jen dle n\u00e1klad\u016f, tak i oblast datov\u00e9 analytiky. P\u0159es polovina respondent\u016f pl\u00e1nuje investici do datov\u00fdch n\u00e1stroj\u016f, marketingov\u00e9 automatizace, platebn\u00edch syst\u00e9m\u016f a order management syst\u00e9m\u016f. Ve v\u00fdzkumu jsme se ptali i na exoti\u010dt\u011bj\u0161\u00ed technologie &#8211; ty v\u0161ak zat\u00edm z\u016fst\u00e1vaj\u00ed mimo z\u00e1jem e-shop\u016f.<\/p>\n\n\n\n<p>Z p\u016fvodn\u00edch 21 trend\u016f jsme se dostali na 28 a vzhledem k rozsahu jsme upustili od z\u00e1m\u011bru s\u00e9rie n\u011bkolika blogpost\u016f a vytvo\u0159ili <strong>souhrnou pdf zpr\u00e1vu<\/strong>, kterou si m\u016f\u017eete st\u00e1hnout na konci tohoto \u010dl\u00e1nku. Pokud m\u00e1te k dispozici jen p\u00e1r minut, p\u0159e\u010dt\u011bte si nejd\u016fle\u017eit\u011bj\u0161\u00ed trendy n\u00ed\u017ee.<\/p>\n\n\n\n<p><strong>Vliv pandemie na \u00fasp\u011bch<\/strong><\/p>\n\n\n\n<p>T\u00e9m\u011b\u0159 90 % respondent\u016f uvedlo, \u017ee se jejich tr\u017eby zv\u00fd\u0161ily, p\u0159i\u010dem\u017e v\u00edce ne\u017e dv\u011bma t\u0159etin\u00e1m vzrostly alespo\u0148 o 25 %. Jak s t\u00edmto dramatick\u00fdm n\u00e1r\u016fstem kalkulovat do budoucna?&nbsp;<\/p>\n\n\n\n<p>Mnoz\u00ed respondenti se shodli na tom, \u017ee se nejedn\u00e1 o nov\u00fd standard, ale o neobvykl\u00fd v\u00fdkyv. Ze statistick\u00e9ho hlediska pova\u017euj\u00ed za rozumn\u011bj\u0161\u00ed nebrat rok 2020 p\u0159\u00edli\u0161 do \u00favahy. Na druhou stranu, jak vyplyne z dal\u0161\u00ed \u010d\u00e1st\u00ed v\u00fdzkumu, e-shopy chystaj\u00ed v roce 2021 investice do sv\u00fdch proces\u016f a marketingu ve snaze se co nejv\u00edc udr\u017eet v tempu r\u016fstu p\u0159edchoz\u00edho roku.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.disivo.cz\/wp-content\/uploads\/2021\/03\/image-1.png\" alt=\"\" class=\"wp-image-5828\" width=\"521\" height=\"262\" srcset=\"\/wp-content\/uploads\/2021\/03\/image-1.png 695w, \/wp-content\/uploads\/2021\/03\/image-1-300x151.png 300w, \/wp-content\/uploads\/2021\/03\/image-1-16x8.png 16w\" sizes=\"(max-width: 521px) 100vw, 521px\" \/><figcaption>Jak se v tr\u017eb\u00e1ch projevil vliv lockdownu v posledn\u00edm kvart\u00e1lu oproti p\u0159edchoz\u00edmu roku?<\/figcaption><\/figure>\n\n\n\n<p><strong>Soust\u0159ed\u011bn\u00ed na p\u0159\u00edjmy i zisk<\/strong><\/p>\n\n\n\n<p>I ve chv\u00edl\u00edch v\u00fdrazn\u00e9ho odklon\u011bn\u00ed od \u201enorm\u00e1lu\u201c se v\u011bt\u0161ina respondent\u016f st\u00e1le zam\u011b\u0159uje na zvy\u0161ov\u00e1n\u00ed oboj\u00edho \u2013 ziskovosti i p\u0159\u00edjm\u016f. Pouze nepatrn\u00e1 \u010d\u00e1st z&nbsp;nich up\u0159ednost\u0148uje r\u016fst p\u0159\u00edjm\u016f nad ziskovost\u00ed.&nbsp;<\/p>\n\n\n\n<p>E-shopy podle v\u0161eho cht\u011bj\u00ed vyu\u017e\u00edt \u00fasp\u011b\u0161n\u00fd rok a zv\u00fd\u0161it investice do sv\u00e9ho podnik\u00e1n\u00ed. M\u016f\u017eeme tak o\u010dek\u00e1vat lep\u0161\u00ed technologie, procesy, ale i dal\u0161\u00ed zv\u00fd\u0161en\u00ed n\u00e1klad\u016f na reklamu.<\/p>\n\n\n\n<p>Nejv\u011bt\u0161\u00ed zhodnocen\u00ed vlastn\u00edch investic pak respondenti vid\u00ed v PPC kampan\u00edch a organick\u00e9m vyhled\u00e1v\u00e1n\u00ed. Oba tyto marketingov\u00e9 kan\u00e1ly maj\u00ed p\u0159ibli\u017en\u011b t\u0159etinovou s\u00edlu. Posledn\u00ed t\u0159etina zastupuje ostatn\u00ed zbyl\u00e9 kan\u00e1ly, kde dominanci maj\u00ed newslettery a soci\u00e1ln\u00ed m\u00e9dia. Display reklama, affiliate reklama, off-line reklama a dal\u0161\u00ed u\u017e maj\u00ed jen minim\u00e1ln\u00ed v\u00e1hu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.disivo.cz\/wp-content\/uploads\/2021\/03\/image-2.png\" alt=\"\" class=\"wp-image-5829\" width=\"529\" height=\"296\" srcset=\"\/wp-content\/uploads\/2021\/03\/image-2.png 705w, \/wp-content\/uploads\/2021\/03\/image-2-300x168.png 300w, \/wp-content\/uploads\/2021\/03\/image-2-16x9.png 16w\" sizes=\"(max-width: 529px) 100vw, 529px\" \/><figcaption>Co bude pro va\u0161i spole\u010dnost v roce 2021 d\u016fle\u017eit\u011bj\u0161\u00ed: r\u016fst zisku nebo r\u016fst obratu a tr\u017en\u00edho pod\u00edlu?<\/figcaption><\/figure>\n\n\n\n<p><strong>Personalizace je spr\u00e1vnou cestou&nbsp;<\/strong><\/p>\n\n\n\n<p>Prost\u0159ed\u00ed \u010desk\u00e9 e-commerce je vysoce konkuren\u010dn\u00ed. A v\u011bt\u0161ina respondent\u016f tuto ve\u0159ejn\u011b zn\u00e1mou informaci jen potvrdila. V&nbsp;t\u00e9to souvislosti tedy vyvst\u00e1v\u00e1 ot\u00e1zka, kde hledat nov\u00e9 mo\u017enosti \u00fasp\u011bchu.&nbsp;<\/p>\n\n\n\n<p>Jednou z\u00a0cest se zd\u00e1 b\u00fdt marketplaces, kter\u00e9 nab\u00edzej\u00ed zna\u010dky, jako je Alza, Amazon, Mall, aj.). A pro t\u00e9m\u011b\u0159 polovinu prodejc\u016f se opravdu jedn\u00e1 o <strong>zaj\u00edmav\u00fd typ prodeje<\/strong>. P\u0159esto je zde ale velk\u00fd pod\u00edl t\u011bch, kte\u0159\u00ed tento typ prodeje zat\u00edm jen \u201ez\u00a0d\u00e1lky pozoruj\u00ed\u201c nebo jej zcela p\u0159ehl\u00ed\u017eej\u00ed. Stejn\u011b tak je zaj\u00edmav\u00e9, \u017ee u\u017e velk\u00e1 \u010d\u00e1st prodejc\u016f z marketplacu po vyzkou\u0161en\u00ed ode\u0161la.<\/p>\n\n\n\n<p>Ani u Omnichannel strategie se nejedn\u00e1 o <strong>\u017e\u00e1dn\u00fd radik\u00e1ln\u00ed posun<\/strong>, p\u0159esto\u017ee zav\u0159en\u00ed kamenn\u00fdch pobo\u010dek tomuto trendu m\u016f\u017ee nahr\u00e1vat. Pouze p\u011btina on-line retailer\u016f pova\u017euje tuto strategii za d\u016fle\u017eitou sou\u010d\u00e1st sv\u00e9ho marketingu. Naprost\u00e1 v\u011bt\u0161ina nazna\u010duje sp\u00ed\u0161e vla\u017en\u00fd z\u00e1jem.&nbsp;<\/p>\n\n\n\n<p>P\u0159ekvapen\u00edm pravd\u011bpodobn\u011b v&nbsp;dob\u011b pandemie nen\u00ed, \u017ee spole\u010dnosti se zam\u011b\u0159uj\u00ed na obchodn\u00ed aktivaci zaru\u010duj\u00edc\u00ed rychl\u00e9 v\u00fdsledky ne\u017e na dlouhodob\u00e9 budov\u00e1n\u00ed zna\u010dky. To mo\u017en\u00e1 vysv\u011btluje i fakt, \u017ee t\u00e9m\u011b\u0159 polovina respondent\u016f chce<strong>&nbsp;pos\u00edlit investice do personalizace, dynamick\u00e9ho obsahu a <strong>strategick\u00e9 cenotvorby.<\/strong><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.disivo.cz\/wp-content\/uploads\/2021\/03\/image.png\" alt=\"\" class=\"wp-image-5827\" width=\"506\" height=\"294\" srcset=\"\/wp-content\/uploads\/2021\/03\/image.png 675w, \/wp-content\/uploads\/2021\/03\/image-300x174.png 300w, \/wp-content\/uploads\/2021\/03\/image-16x9.png 16w\" sizes=\"(max-width: 506px) 100vw, 506px\" \/><figcaption>Vyu\u017eijete v roce 2021 n\u00e1stroj\u016f pro strategickou cenotvorbu (Dynamic pricing)?<\/figcaption><\/figure>\n\n\n\n<p><strong>Neztratit z\u00e1kazn\u00edka v&nbsp;posledn\u00edm kroku<\/strong><\/p>\n\n\n\n<p>S&nbsp;personalizac\u00ed samoz\u0159ejm\u011b souvis\u00ed zam\u011b\u0159en\u00ed na data a analytickou pr\u00e1ci. Proto se tak\u00e9 p\u0159ev\u00e1\u017en\u00e1 v\u011bt\u0161ina prodejc\u016f bude v\u011bnovat <strong>efektivn\u011bj\u0161\u00edmu vyt\u011b\u017eov\u00e1n\u00ed dat a propracovan\u00fdm anal\u00fdz\u00e1m<\/strong>.<\/p>\n\n\n\n<p>V&nbsp;dob\u011b zv\u00fd\u0161en\u00e9 z\u00e1t\u011b\u017ee na on-line prodej je tak\u00e9 logick\u00e9, \u017ee e-shopy cht\u011bj\u00ed <strong>implementovat \u010di vylep\u0161it st\u00e1vaj\u00edc\u00ed marketingovou automatizaci<\/strong>, d\u00edky kter\u00e9 budou moci realizovat v\u00edce \u010dinnost\u00ed za v\u00fdrazn\u011b krat\u0161\u00ed dobu a sou\u010dasn\u011b dos\u00e1hnout vy\u0161\u0161\u00edch v\u00fdnos\u016f.&nbsp;<\/p>\n\n\n\n<p>S&nbsp;roz\u0161\u00ed\u0159en\u00edm c\u00edlov\u00fdch skupin tak\u00e9 p\u0159esn\u00e1 polovina prodejc\u016f c\u00edt\u00ed potenci\u00e1l ve zlep\u0161en\u00ed platebn\u00edho komfortu. <strong>Platby a platebn\u00ed syst\u00e9my maj\u00ed v\u00fdrazn\u00fd dopad na celkov\u00fd obchod.<\/strong> Je pravd\u011bpodobn\u011b v\u016fbec nejhor\u0161\u00ed p\u0159ij\u00edt o z\u00e1kazn\u00edky v posledn\u00edm kroku n\u00e1kupu. A mnoho on-line obchodn\u00edk\u016f chce tak\u00e9 vylep\u0161ovat syst\u00e9my pro spr\u00e1vu objedn\u00e1vek (OMS) a produktov\u00e9 feedy.&nbsp;<\/p>\n\n\n\n<p>Naopak nevelk\u00e9mu z\u00e1jmu se t\u011b\u0161\u00ed nasazov\u00e1n\u00ed \u010di vylep\u0161ov\u00e1n\u00ed technologi\u00ed, jako jsou Technologie spr\u00e1vy informac\u00ed o produktu (PIM), Progresivn\u00ed webov\u00e9 aplikace (PWA), Roz\u0161\u00ed\u0159en\u00e1 a virtu\u00e1ln\u00ed realita.&nbsp;<\/p>\n\n\n\n<p>U\u017e m\u00e9n\u011b p\u0159ekvap\u00ed, \u017ee e-shopy s&nbsp;milionov\u00fdmi obraty se v\u00fdrazn\u011b p\u0159ikl\u00e1n\u00ed k vlastn\u00edmu v\u00fdvoji technologi\u00ed a vyu\u017e\u00edv\u00e1 custom \u0159e\u0161en\u00ed platforem pro sv\u016fj e-shop, p\u0159\u00edpadn\u011b jejich obchody b\u011b\u017e\u00ed na open-source platform\u00e1ch a frameworc\u00edch typu Magento, Prestashop nebo Shopsys.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.disivo.cz\/wp-content\/uploads\/2021\/03\/image-3.png\" alt=\"\" class=\"wp-image-5830\" width=\"511\" height=\"326\" srcset=\"\/wp-content\/uploads\/2021\/03\/image-3.png 681w, \/wp-content\/uploads\/2021\/03\/image-3-300x192.png 300w, \/wp-content\/uploads\/2021\/03\/image-3-16x10.png 16w\" sizes=\"(max-width: 511px) 100vw, 511px\" \/><figcaption>Chyst\u00e1te se v roce 2021 implementovat, vylep\u0161it nebo \u00fapln\u011b p\u0159estat vyu\u017e\u00edvat vybranou technologii? (Analytika a data)<\/figcaption><\/figure>\n\n\n\n<p><strong>Stane se rok 2020 norm\u00e1lem?&nbsp;<\/strong><\/p>\n\n\n\n<p>Rok 2020 uk\u00e1zal, jak turbulentn\u00ed je odv\u011btv\u00ed vzhledem k masivn\u00edm zm\u011bn\u00e1m, kter\u00e9 online maloobchodn\u00edci za\u017eili kv\u016fli pandemii. V budoucnu se e-commerce m\u016f\u017ee rychle vyv\u00edjet zp\u016fsoby, kter\u00e9 nem\u016f\u017eeme o\u010dek\u00e1vat. Ale se spr\u00e1vn\u00fdmi informacemi, p\u0159\u00edpravou a rychlost\u00ed je mo\u017en\u00e9 nejen p\u0159e\u017e\u00edt, ale tak\u00e9 prosp\u00edvat.<\/p>\n\n\n\n<p>Celou zpr\u00e1vu m\u016f\u017eete st\u00e1hnout zde:<\/p>\n\n\n\n<style>\n #_form_5_ { font-size:14px; line-height:1.6; font-family:arial, helvetica, sans-serif; margin:0; }\n #_form_5_ * { outline:0; }\n ._form_hide { display:none; visibility:hidden; }\n ._form_show { display:block; visibility:visible; }\n #_form_5_._form-top { top:0; }\n #_form_5_._form-bottom { bottom:0; }\n #_form_5_._form-left { left:0; }\n #_form_5_._form-right { right:0; }\n #_form_5_ input[type=\"text\"],#_form_5_ input[type=\"date\"],#_form_5_ textarea { padding:6px; height:auto; border:#979797 1px solid; border-radius:4px; color:#000 !important; font-size:14px; -webkit-box-sizing:border-box; -moz-box-sizing:border-box; box-sizing:border-box; }\n #_form_5_ textarea { resize:none; }\n #_form_5_ ._submit { -webkit-appearance:none; cursor:pointer; 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