Eminyakeni yakamuva, abathengi baphendukele ekuthengeni ku-inthanethi kaningi, bathola izindlela ezintsha zokuphatha imikhiqizo abayitholayo. Ayikwazanga ukuzwa izimpahla esitolo, abathengi abaku-inthanethi bakhululeke kakhudlwana ngembuyiselo.
Namuhla, abathengi babona ukubuyisela njengengxenye ebalulekile yenqubo yokuthenga futhi balindele ukuthi imikhiqizo ihlangabezane nezidingo zabo. Kodwa njengoba ukubuyisela kwanda, abakhwabanisi bathola indlela yokusizakala ngabathengi abangayijwayele inqubo futhi ukukhwabanisa kwembuyiselo kuye kwanda.
Ngakho-ke, amabhizinisi angazulazula kanjani esimweni esisha sokukhwabanisa ngenkathi ehlinzeka ngolwazi olukhethekile lwamakhasimende aku-inthanethi?
Ukushaja ukwanda kwembuyiselo eku-inthanethi
Ngo-2020, izinto ezazithengwa kakhulu ku-inthanethi e-Europe kwakuyizingubo, izicathulo, noma izisetshenziswa, ezazi-odwe U-64% wabathengi abaku-inthanethi, ngokocwaningo lomphakathi lwe-Eurostat lwango-2020.
Uma ubheka emuva, ku-Q4 ka-2020, izingubo zabesifazane zabona izinga eliphezulu lembuyiselo lama-23%. Kulandele izicathulo (20%) kanye nezimpahla zabesilisa (14%). Lezi yizimpahla ezingazange zizanywe esitolo futhi zidinga ukuhlolwa okuseduze ekhaya ngaphambi kokwenza isinqumo sokugcina mayelana nokuthenga, yingakho inani eliphakeme lembuyiselo.
Izindleko zembuyiselo
Nakuba ukubuyisela kuyinketho efunwa abathengi ebahlomisa ngokuzethemba mayelana nolwazi lokuthenga, abathengisi baxoxa indaba ehlukile.
Njengoba imbuyiselo yanda, amabhizinisi anikezwe ukulahlekelwa okuphezulu konyaka ngenxa yezindleko zokuthumela ezihambisanayo nokulethwa kwamahhala akuhlinzekayo. Ngaphezu kwalokho, ukwehla kwamandla emali kwengeza esinye isigaba sokungaqiniseki kwezomnotho kubathengi, abaqaphela kakhulu ukuthenga abakwenzayo nezinto abanquma ukuzigcina.
Isibonelo, inzuzo yangaphambi kwentela yonyaka ye-ASOS e-UK ka-2022 kulindeleke ukuthi ibe ngu-£50–£80mn ngaphansi kunalokho obekucatshangwe ngaphambilini ngenxa yembuyiselo egqugquzelwa ukwehla kwamandla emali.
“Osekucacile manje, okusekelwe ekwenyukeni okukhulu kwamazinga enzuzo esiye sakubona, ukuthi le ngcindezi yokwehla kwamandla emali iya ngokuya iba nomthelela endleleni amakhasimende ethu aziphatha ngayo ezitolo,” kusho isikhulu esiphezulu se-Asos uMat Dunn.
Ngaphezu kwalokho, izimbuyiselo zilimaza indawo yokugcina impahla. Izindawo zokugcina izimpahla e-UK sezivele zishoda ngomthamo, futhi inani eliphezulu lembuyiselo lisho ukuthi kunomsebenzi owengeziwe odingekayo ukuze izinto eziphethwe ngaphambilini zipakishwe kabusha futhi zilungele ukuphinda zidayiswe futhi.
Ukunciphisa izindleko zembuyiselo
Emzamweni wokunciphisa izindleko ezikhuphukayo ngenxa yembuyiselo, amabhizinisi asebenzisa izindlela ezintsha.
“Amabhizinisi asevumile ukuthi azonyusa izindleko zezinto zawo ukuze alinganise ukulahlekelwa kwawo kwemali engenayo ngenxa yembuyiselo,” kusho uClaire Leech, umqondisi ophethe we-DPack.
Amanye amabhrendi, afana ne-Zara ne-Boohoo, bethule izimali zokubuyisela ukubuyisela ku-inthanethi ukuze zibathene amandla. Noma kunjalo, lokho kuye kwahlangatshezwa kabi ngabathengi. Ngokombiko we-Signifyd wokukhwabanisa kwe-ecommerce, u-56% wabathengi bayanqikaza ukuthenga kubathengisi abanemali yokubuyisela. Amaphesenti aphakeme kakhulu eFrance nase-Italy - 77% lilinye.
Ukulethwa kwamahhala nezimbuyiselo zamahhala
Nakuba amanye amabhizinisi ehlisa izindleko zembuyiselo ngokusebenzisa izinkokhelo namanani aphezulu, amanye akhetha ukuhlala ngasohlangothini oluhle lwamakhasimende futhi anikeze ukulethwa kwamahhala kanye nembuyiselo yamahhala ngamathemba okukhula kokwethembeka.
Akukhona nje kuphela ukuthi imali yokubuyisela ayithandwa ngabathengi, kodwa ucwaningo luthola ukuthi abathengi base-UK, e-France nase-Italy babeka phambili ukubuyisela kwamahhala njengento eyinhloko yesipiliyoni esihle sokubuyisela. Imbuyiselo esheshayo, ukuhlinzekwa kwelebula yokubuyisela kanye nokuntuleka kwemali eyengeziwe yokubuyisela isitoko nakho kuboniswe njengezici ezibalulekile.
Ukubuyiselwa kwamahhala kuvame ukubonwa njengenkomba yekhwalithi yemikhiqizo, njengoba kukhombisa ukuthi umkhiqizo uqiniseka ngokwanele kuwo ukuthi unikeze ukubuyiselwa kwamahhala.
Ubuso bokukhwabanisa kwembuyiselo
Ngokukhuphuka kwezimbuyiselo eziku-inthanethi, ukubuyisela okuwumgunyathi kuyanda futhi. Njengoba I-Strong Customer Authentication (SCA) ingeza esinye isendlalelo sokungqubuzana enqubweni yokuphuma futhi yenza kube nzima ukuthi abakhwabanisi bangene, izindandatho zokukhwabanisa zifuna ezinye izindlela zokusebenzisa uhambo lokuthenga.
Amanye amaqola abaqhamuka nawo anobuqili.
"Ezinye izintandokazi, uyazi, zithumela lawo mathini kabhontshisi obhakiwe anesisindo esifana ne-PlayStation abayithengile," kusho u-Ollie Marshall, umqondisi ophethe we-UK electronics giant Maplin.
Okunye kufaka phakathi ukuthi into efikile ayikaze ifike noma into ayifani nencazelo yomkhiqizo noma yonakale endleleni. Idatha ebalulekile ibonisa ukuthi kube nokwenyuka okungu-35% ezimangalweni ezingamanga okuthi into ayizange ifike ngo-2022 e-Europe kanye nokwenyuka okungama-68% kwezimangalo ezingamanga mayelana nesimo somkhiqizo.
Noma kunjalo, abathengisi bangathatha izinyathelo ezithile zokuvikela ibhizinisi labo ekuhlaselweni komgunyathi. Ngokusebenzisa ukufunda komshini nokusebenzisana nomhlinzeki wezixazululo zokukhwabanisa, bangakwazi ukubona okwenziwayo okuwumgunyathi futhi bagunyaze okuhle okwengeziwe. Ngaleyo ndlela, bavala umnyango wezinzuzo ezingase zibe umgunyathi.
Njengoba ukubuyisela kuyisici esiyinhloko sokuhlangenwe nakho okuhle kwamakhasimende, abathengisi badinga ukuthola ibhalansi phakathi kokuvikela ibhizinisi labo kulabo abangase basebenzise izinzuzo zokubuyisela kanye nokuhlinzeka ngolwazi oluhle lwembuyiselo kumakhasimende.
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