The new new and the new old in digital commerce

We talked with Natalia Macri, vice president of the CEDU, to deepen in the different strategies and precautions that organizations must face when entering the world of e-commerce.
The new new and the new old in digital commerce

In previous articles we talked about the impact of the pandemic on digital platforms that were, from one day to the next, overwhelmed by users that far exceeded their capacity. Regarding its place in digital commerce, Natalia distinguishes between two types of users: those who are at zero and face entry into the world of digital commerce, and those who are already there and undertake professionalization and improvement strategies.

Delving into the latter, especially in organizations that in March 2020 launched themselves into the world of digital commerce in order not to fall by the wayside (Natalia cites the case of abierto.uy, where 110 companies entered digital commerce in one month), today, these companies face the need, once they have overcome the ”initial scare”, to improve their tools and build more agile platforms. There is also the challenge of embracing a diversity of platforms that allows them to diversify their channels, building more sales opportunities. The strategy is to select the most appropriate one, be clear about the resources you have, and focus on what you can manage properly,” says Natalia, explaining that not only do you have to open more points of sale, but you have to develop strategies that prioritize paths according to the different strategies you carry out.

On the other hand, there is another group that is not even at this stage. That cannot talk about strategies, product infrastructures, or marketing campaigns. We are talking about companies that do not market through digital commerce platforms, that the most they carry out are to sell through social networks. These organizations, contrary to what it seems, are at an advantage compared to the previous ones. Companies that are at zero can entirely plan their strategy, elaborate, think, and choose the mechanisms and tools that best apply to your case. It is the ideal world” says Natalia because you can ”carry out a strategic planning, with all the opportunities that imply”.

Natalia suggests different resources and tools considered when it comes to strategic planning. Listen to them in our podcast by clicking here


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