{"id":2649,"date":"2022-06-07T12:43:36","date_gmt":"2022-06-07T10:43:36","guid":{"rendered":"https:\/\/www.pricemania.sk\/blog\/?p=2649"},"modified":"2022-06-08T11:45:06","modified_gmt":"2022-06-08T09:45:06","slug":"ako-reaguju-e-shopy-a-na-historicky-prvy-medzirocny-pokles-v-e-commerce-v-1-kvartali-2022","status":"publish","type":"post","link":"https:\/\/www.pricemania.sk\/blog\/ako-reaguju-e-shopy-a-na-historicky-prvy-medzirocny-pokles-v-e-commerce-v-1-kvartali-2022\/","title":{"rendered":"Ako reaguj\u00fa e-shopy na historicky prv\u00fd medziro\u010dn\u00fd pokles v e-commerce v 1. kvart\u00e1li 2022?"},"content":{"rendered":"\n
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Historicky prv\u00fdkr\u00e1t pri\u0161lo v r\u00e1mci e-commerce k medziro\u010dn\u00e9mu poklesu obratu. Konkr\u00e9tne za prv\u00fd kvart\u00e1l 2022 trh medziro\u010dne klesol v priemere o cca 25 %. Tento v\u00fdvoj sa dal s\u010dasti o\u010dak\u00e1va\u0165 vzh\u013eadom na \u201ene\u0161tandardn\u00fd\u201c 1. kvart\u00e1l 2021, kde v r\u00e1mci lockdownu za\u017e\u00edval e-commerce neprirodzen\u00fd a v podstate \u201cumel\u00fd\u201d rast. Av\u0161ak situ\u00e1cia na Ukrajine trhu v\u00f4bec nepomohla, z\u00e1kazn\u00edci s\u00fa opatrnej\u0161\u00ed, niektor\u00e9 nie \u00faplne nevyhnutn\u00e9 n\u00e1kupy odkladaj\u00fa na nesk\u00f4r a navy\u0161e tu m\u00e1me vysok\u00fa infl\u00e1ciu.<\/p>\n\n\n\n

V Pricemanii<\/a> sme sa pozreli na situ\u00e1ciu bli\u017e\u0161ie, oslovili sme vybran\u00e9 e-shopy, agent\u00fary a e-shop developerov a ni\u017e\u0161ie prin\u00e1\u0161ame ich reakcie.<\/p>\n\n\n\n

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Juraj Fehervari, CEO BeLenka<\/strong><\/p>\n\n\n\n

Ak\u00fd ste zaznamenali % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/p>\n\n\n\n

Medziro\u010dne sme dosiahli v\u00fdsledok 219% oproti tr\u017eb\u00e1m v minulom roku. Z n\u00e1\u0161ho poh\u013eadu sme zaostali za na\u0161imi o\u010dak\u00e1vaniami, no prisp\u00f4sobili sme aj na\u0161e \u010fal\u0161ie pl\u00e1ny.<\/p>\n\n\n\n

Museli ste v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9?<\/strong><\/p>\n\n\n\n

Pokra\u010dujeme v na\u0161ej strat\u00e9gii, s\u00fastred\u00edme sa na posil\u0148ovanie zahrani\u010dn\u00fdch trhov, diverzifik\u00e1cii n\u00e1\u0161ho odbytu a zvy\u0161ovan\u00ed komfortu pre na\u0161ich z\u00e1kazn\u00edkov. Roz\u0161\u00edrili sme portf\u00f3lio o nov\u00fa zna\u010dku Barebarics, otvorili nov\u00fa kamenn\u00fa prev\u00e1dzku v Bratislave a s\u00fastredene pokra\u010dujeme v na\u0161ej marketingovej strat\u00e9gii.<\/p>\n\n\n\n

Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre v\u00e1s prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chcete zamera\u0165?<\/strong><\/p>\n\n\n\n

V dne\u0161nom svete h\u00fdbe dopytom a e-commercom nieko\u013eko faktorov, no my sa budeme s\u00fastredi\u0165 na dostupnos\u0165 na\u0161ich produktov, posil\u0148ovanie zna\u010dky a otv\u00e1ranie nov\u00fdch distribu\u010dn\u00fdch ciest na zahrani\u010dn\u00fdch trhoch.<\/p>\n\n\n\n

podot\u00e1zka – O\u010dak\u00e1vate v kontexte v\u00fdvoja do konca roka 2022 zmeny, ktor\u00e9 sa dotkn\u00fa aj z\u00e1kazn\u00edkov, nakupuj\u00facich v e-shopoch? Na \u010do by sa mali pripravi\u0165?<\/strong><\/p>\n\n\n\n

Zmena bude v zdra\u017eovan\u00ed produktov a dopravy, \u010do sa prejavuje u\u017e teraz. Nedostatok materi\u00e1lov zastihne mno\u017estvo predajcov, preto\u017ee nebud\u00fa ma\u0165 dostatok produktov na hlavn\u00fa sez\u00f3nu. Mno\u017estvo men\u0161\u00edch predajcov bude na hranici pre\u017eitia a preto sa zmen\u00ed aj \u0161trukt\u00fara B2B biznisu v niektor\u00fdch segmentoch.<\/p>\n\n\n\n

Vn\u00edmate rozdiel vo v\u00fdvoji situ\u00e1cie na Slovensku a na zahrani\u010dn\u00fdch trhoch? Ak \u00e1no, v \u010dom?<\/strong><\/p>\n\n\n\n

Vn\u00edmame, \u017ee slovensk\u00fd trh je citlivej\u0161\u00ed a r\u00fdchlej\u0161ie sa prejavuje zvy\u0161ovanie cien na dopyte. Slov\u00e1ci viac vn\u00edmaj\u00fa rizik\u00e1 a s\u00fa opatrnej\u0161\u00ed v n\u00e1kupnom spr\u00e1van\u00ed aj do bud\u00facna.<\/p>\n\n\n\n

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Milan Kovalan\u010d\u00edk CEO Mobilonline.sk<\/strong><\/p>\n\n\n\n

1. Ak\u00fd ste zaznamenali % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/p>\n\n\n\n

Prv\u00e9 4 mesiace 2021 roku boli e\u0161te pandemick\u00e9 a z\u00e1kazn\u00edk nenakupoval ako be\u017ene, na\u0161e tr\u017eby s\u00fa o 52 % vy\u0161\u0161ie oproti 2021. (Pozn. autora: Mobilonline m\u00e1 57 kamenn\u00fdch predajn\u00ed, ktor\u00e9 tvoria v\u00e4\u010d\u0161inu obratu, preto je trend odli\u0161n\u00fd ako pri \u201c\u010dist\u00fdch\u201d on-line obchodoch)<\/em><\/p>\n\n\n\n

2. Museli ste v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9?<\/strong><\/p>\n\n\n\n

Po\u010das covid-u sme prepustili v\u0161etk\u00fdch zamestnancov, pre ktor\u00fdch sme nemali pr\u00e1cu, preto\u017ee tr\u017eby boli neadvekv\u00e1tne t\u00edmu, ktor\u00fd sme mali. Nastavili sme porocesy, ktor\u00e9 n\u00e1s posunuli dopredu v riaden\u00ed spolo\u010dnosti.

3. Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre v\u00e1s prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chcete zamera\u0165? <\/strong><\/p>\n\n\n\n

Z\u00e1kazn\u00edk sa men\u00ed, jeho spr\u00e1vanie je celkom in\u00e9 ako doposia\u013e. V\u0161etko \u010do sa u n\u00e1s bude dia\u0165 dal\u0161ie obdobie je: efektivita, expanzia, adapt\u00e1cia.<\/p>\n\n\n\n

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Dalibor Cicman, CEO Gymbeam<\/strong><\/p>\n\n\n\n

1. Ak\u00fd ste zaznamenali % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/p>\n\n\n\n

V Q1-2022 sme nezaznamenali pokes na \u017eiadnom z trhov kde p\u00f4sob\u00edme. Tr\u017eby sa n\u00e1m podarilo prekona\u0165 o 7,5% oproti pl\u00e1nu a profitabilitu o 450% oproti pl\u00e1nu. Priemerne sme r\u00e1stli v porovnani s Q1-2021 o 52%. Najr\u00fdchlej\u0161ie n\u00e1m r\u00e1stol Po\u013esk\u00fd trh o 260% a najpomal\u0161ie Slovensk\u00fd 10%. Na Slovensku nar\u00e1\u017eame na horn\u00fa hranicu efektivity trhov\u00e9ho podielu, tak to si vysvet\u013eujeme ako d\u00f4vod menej efekt\u00edvnych invest\u00edcii do marketingu a n\u00e1sledne pomal\u0161\u00edm rastom oproti ostatn\u00fdm  krajin\u00e1m, kde m\u00e1me slab\u0161iu poz\u00edciu na trhu. Toto spomalenie na Slovenskom trhu je u n\u00e1s line\u00e1rne nieko\u013eko rokov. Prv\u00fd 60 dn\u00ed v Q2 dosahujeme \u010do sa t\u00fdka tr\u017eieb o 14% viac ako sme si napl\u00e1novali, \u010do je medziro\u010dn\u00fd rast o pribli\u017ene 55%.<\/p>\n\n\n\n

2. Museli ste v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9?<\/strong><\/p>\n\n\n\n

Nie, \u017eiadne mimoriadne opatrenia sme neprij\u00edmali, preto\u017ee dosahujeme v\u00fdsledky nad pl\u00e1n, ktor\u00fd sme si stanovili. <\/p>\n\n\n\n

3. Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre v\u00e1s prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chcete zamera\u0165? <\/strong><\/p>\n\n\n\n

O\u010dak\u00e1vame, \u017ee budeme na\u010falej r\u00e1s\u0165 pod\u013ea pl\u00e1nu, \u010do je pribli\u017ene 50% medziro\u010dne. N\u00e1\u0161 \u0161tatistick\u00fd model na predikciu tr\u017eieb, nezah\u0155\u0148a, \u017eiadne \u0161pecifick\u00e9 makroekonomick\u00e9 d\u00e1ta v s\u00favyslosti s pand\u00e9miou ani ekonomick\u00fdm ochladen\u00edm. \u010co sa t\u00fdka ukrajinsk\u00e9ho trhu, tam dosahujeme v\u00fdsledky nad pl\u00e1n aj napriek vojne. Nepl\u00e1nujeme nijako z\u00e1sadne modifikova\u0165 pl\u00e1n, ktor\u00fd sme si stanovili v Q4-2021 na tento rok.<\/p>\n\n\n\n

4. Vn\u00edmate rozdiel vo v\u00fdvoji situ\u00e1cie na Slovensku a na zahrani\u010dn\u00fdch trhoch? Ak \u00e1no, v \u010dom?<\/strong><\/p>\n\n\n\n

Nem\u00e1me na to relevantn\u00e9 data. Na v\u0161etk\u00fdch trhoch rastieme a ka\u017ed\u00fd trh m\u00e1me v inej f\u00e1ze v\u00fdvoja, preto nie je objekt\u00edvne to na z\u00e1klade na\u0161ich d\u00e1t porovn\u00e1va\u0165. <\/p>\n\n\n\n

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Tom\u00e1\u0161 Vrt\u00edk, <\/strong>CEO & Partner Expandeco.com<\/strong><\/p>\n\n\n\n

  1. Ak\u00fd ste zaznamenali u klientov (e-shopy) priemern\u00fd % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/li><\/ol>\n\n\n\n

    Od za\u010diatku roka sme u internetov\u00fdch obchodov zaznamenali postupn\u00e9 spoma\u013eovanie rastu a u niektor\u00fdch predajcov aj pokles tr\u017eieb v porovnan\u00ed s predo\u0161l\u00fdm rokom. Postupne sa prepad za prv\u00e9 4 mesiace pohybuje od 20-40%. U n\u00e1s to vid\u00edme hlavne na poklese komunik\u00e1ci\u00ed, a teda interakci\u00ed so z\u00e1kazn\u00edkmi internetov\u00fdch obchodov, naprie\u010d v\u0161etk\u00fdmi krajinami, v ktor\u00fdch na\u0161i klienti p\u00f4sobia. Samotn\u00e9 Expandeco zaznamenalo rast v prvom kvart\u00e1li 2022 na \u00farovni 30%. Za \u010do v\u010fa\u010d\u00edme tomu, \u017ee siln\u00e9 e-shopy h\u013eadaj\u00fa pri poklese\/stagn\u00e1cii \u010fal\u0161ie predajn\u00e9 kan\u00e1ly a teda roz\u0161iruj\u00fa svoje p\u00f4sobenie do zahrani\u010dia, kde dok\u00e1\u017eu vykompenzova\u0165 pomal\u0161\u00ed rast alebo dokonca prepad z trhov, kde aktu\u00e1lne p\u00f4sobia.<\/p>\n\n\n\n

    2. <\/strong>Museli va\u0161i klienti v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9?<\/strong><\/p>\n\n\n\n

    \u0164a\u017eko hovori\u0165 o nejak\u00fdch mimoriadnych opatreniach, hlavne pre kr\u00e1tkos\u0165 obdobia. \u010co teraz ovplyv\u0148uje situ\u00e1ciu internetov\u00fdch obchodov je to, ako pl\u00e1novali, \u010do aj z osobn\u00fdch rozhovorov s klientmi, poklad\u00e1me za k\u013e\u00fa\u010dov\u00e9 pre cel\u00e9 nadch\u00e1dzaj\u00face obdobie. Z\u00e1le\u017e\u00ed, ako si predajcovia pl\u00e1novali z\u00e1soby, roz\u0161irovanie a celkov\u00fd rast. Ak boli „namlsan\u00cd“ predch\u00e1dzaj\u00facimi 2 pandemick\u00fdmi rokmi, ktor\u00e9 mimoriadne priali e-commerce, a na z\u00e1klade toho si napl\u00e1novali tento rok, tak to bud\u00fa ma\u0165 n\u00e1ro\u010dnej\u0161ie. T\u00ed, ktor\u00ed pl\u00e1novali konzervat\u00edvnej\u0161ie, tak bud\u00fa ma\u0165 lep\u0161iu poz\u00edciu. D\u00f4le\u017eit\u00e9 teraz bude aj to, kto m\u00e1 lep\u0161ie nastaven\u00e9 procesy, vo v\u00fdhode bud\u00fa aj e-shopy p\u00f4sobiace na viacer\u00fdch trhoch, ktor\u00e9 m\u00f4\u017eu \u0165a\u017ei\u0165  z viacer\u00fdch predajn\u00fdch kan\u00e1lov.<\/p>\n\n\n\n

    3. Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre va\u0161ich klientov prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chc\u00fa zamera\u0165?<\/strong><\/p>\n\n\n\n

    \u017dia\u013e nem\u00e1me ve\u0161teck\u00fa gu\u013eu a predpoveda\u0165 \u010do sa bude dia\u0165 do konca roka si asi tr\u00fafne m\u00e1lo kto, ke\u010f sa pozrie na to, \u010do sa deje okolo n\u00e1s. V\u0161etko bude o pl\u00e1novan\u00ed a dobre nastavenej strat\u00e9gii.<\/p>\n\n\n\n

    4. Vn\u00edmate rozdiel vo v\u00fdvoji situ\u00e1cie na Slovensku a na zahrani\u010dn\u00fdch trhoch? Ak \u00e1no, v \u010dom?<\/strong><\/p>\n\n\n\n

    Mysl\u00edm si, \u017ee je tu bada\u0165 ur\u010dit\u00fd rozdiel v spr\u00e1van\u00ed sa z\u00e1kazn\u00edkov. Slovensko a okolit\u00e9 krajiny patriace do toho stredno-v\u00fdchodn\u00e9ho bloku EU boli pozna\u010den\u00e9 viac dian\u00edm na Ukrajine, \u010do sa odzrkadlilo na n\u00e1lade spotrebite\u013eov. Spotrebitelia na z\u00e1pade s\u00fa vidite\u013ene pokojnej\u0161\u00ed a na ich spr\u00e1van\u00ed nie je vidie\u0165 tak\u00e1 t\u00e1 vystresovanos\u0165 aktu\u00e1lnou situ\u00e1ciou v porovnan\u00ed so spotrebite\u013emi v Ma\u010farsku, Po\u013esku, \u010cesku alebo Slovensku.<\/p>\n\n\n\n

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    Michal Kr\u00e1l, CEO Pricemania<\/strong><\/p>\n\n\n\n

    1. Ak\u00fd ste zaznamenali u klientov (e-shopy) priemern\u00fd % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/li><\/ol>\n\n\n\n

      V r\u00e1mci porovn\u00e1va\u010da Pricemania<\/a> sme zaznamenali medziro\u010dn\u00fd pokles n\u00e1v\u0161tevnosti na \u00farovni 15 %, pri\u010dom rozp\u00e4tie u klientov bolo pomerne ve\u013ek\u00e9. Niektor\u00fdm e-shopom sa podarilo r\u00e1s\u0165 v\u010faka zav\u00e1dzaniu nov\u00fdch marketingov\u00fdch kan\u00e1lov \u010di expanzii, u niektor\u00fdch boli naopak ve\u013ek\u00e9 prepady, v niektor\u00fdch pr\u00edpadoch dokonca aj vy\u0161e 50 %. Samozrejme do ur\u010diteJ miery sa to dalo o\u010dak\u00e1va\u0165, ke\u010f\u017ee 1. kvart\u00e1l 2021 bol nad\u0161tandardne \u00faspe\u0161n\u00fd v e-commerce v\u010faka lockdownu, av\u0161ak situ\u00e1ciu z\u00e1sadne ovplyvnila vojna na Ukrajine, s ktorou nepo\u010d\u00edtal nikto. Spolu s infl\u00e1ciou a rastom cien energi\u00ed s\u00fa to hlavn\u00e9 faktory, ktor\u00e9 ovplyv\u0148uj\u00fa v\u00fdkonnos\u0165 e-commerce segmentu aj v t\u00fdchto mesiacoch.<\/p>\n\n\n\n

      2. Museli va\u0161i klienti v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9?<\/strong><\/p>\n\n\n\n

      Niektor\u00e9 e-shopy rie\u0161ili probl\u00e9m s vysok\u00fdmi skladov\u00fdm z\u00e1sobami, ke\u010f\u017ee dopyt v niektor\u00fdch segmentoch v\u00fdrazne klesol oproti o\u010dak\u00e1vaniam a predikci\u00e1m. Napr. Dedoles.sk musel dokonca prepusti\u0165 viac ako 200 zamestnancov a aktu\u00e1lne sa dokonca dostali do re\u0161trukturaliz\u00e1cie na z\u00e1klade medializovan\u00fdch inform\u00e1ci\u00ed. Ka\u017edop\u00e1dne ver\u00edm, \u017ee to zvl\u00e1dnu, bola by to ve\u013ek\u00e1 strata pre e-commerce ekosyst\u00e9m na Slovensku. In\u00e9 e-shopy sk\u00f4r optimalizovali niektor\u00e9 n\u00e1kladov\u00e9 polo\u017eky, pr\u00edpadne odlo\u017eili v\u00e4\u010d\u0161ie invest\u00edcie na nesk\u00f4r. Bu\u010f sa sna\u017eia zachova\u0165 si profitabilitu a t\u00fdm p\u00e1dom obmedzia pri ni\u017e\u0161ej miere konverzie marketingov\u00e9 spendy alebo musia do\u010dasne akceptova\u0165 ni\u017e\u0161iu ziskovos\u0165, ak si chc\u00fa zachova\u0165 obraty. Vo v\u00fdhode s\u00fa e-shopy, ktor\u00e9 maj\u00fa diverzifikovan\u00e9 tr\u017eby, \u010di u\u017e z poh\u013eadu geografie (viacer\u00e9 krajiny), produktov\u00e9ho portf\u00f3lia alebo marketingov\u00fdch kan\u00e1lov.<\/p>\n\n\n\n

      3. Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre va\u0161ich klientov prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chc\u00fa zamera\u0165?<\/strong><\/p>\n\n\n\n

      Ver\u00edm, \u017ee e-shopy aj celkovo firmy v e-commerce u\u017e bud\u00fa adaptovan\u00e9 na nov\u00fa situ\u00e1ciu a postupne sa bude optimizmus zvy\u0161ova\u0165 smerom k viano\u010dnej sez\u00f3ne. Samozrejme v\u00fdvoj bude ve\u013emi z\u00e1visie\u0165 aj od celkovej ekonomickej situ\u00e1cie na Slovensku, situ\u00e1cie na Ukrajine a celkov\u00e9ho sentimentu v spolo\u010dnosti. Je mo\u017en\u00e9, \u017ee pr\u00edde aj ku konsolid\u00e1cii na trhu, ka\u017edop\u00e1dne ver\u00edm, \u017ee v\u0161etci v e-commerce vyjdeme z aktu\u00e1lnej situ\u00e1cie pou\u010den\u00ed a silnej\u0161\u00ed. V ka\u017edom pr\u00edpade si musia v\u0161etci hr\u00e1\u010di na trhu pr\u00edsne str\u00e1\u017ei\u0165 financie, aby vedeli reagova\u0165 na pr\u00edpadn\u00e9 v\u00fdkyvy na trhu v \u010fal\u0161om obdob\u00ed.<\/p>\n\n\n\n

      \n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Ivo Mrena, Country Lead Slovakia, Shoptet<\/strong><\/p>\n\n\n\n

      Ot\u00e1zky:<\/strong><\/p>\n\n\n\n

      1. Ak\u00fd ste zaznamenali u klientov (e-shopy) priemern\u00fd % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/li><\/ol>\n\n\n\n

        Z na\u0161ich d\u00e1t vypl\u00fdva, \u017ee za prv\u00e9 3 mesiace v roku 2022 bol obrat mierne zv\u00fd\u0161en\u00fd oproti roku 2021, presnej\u0161ie ten n\u00e1rast bol zhruba 12% u na\u0161ich z\u00e1kazn\u00edkov. Jedn\u00e1 sa o velmi siln\u00e9 n\u00e1kupn\u00e9 obdobie, \u013eudia si zvykli nakupova\u0165 online, dobiehali n\u00e1m viano\u010dn\u00e9 n\u00e1kupy, taktie\u017e sa zahajovali janu\u00e1rov\u00e9 v\u00fdpredaje. Marec 2022 patr\u00ed k jedn\u00fdm z najlep\u0161\u00edch v\u00f4bec (v porovnan\u00ed s in\u00fdmi marcami v predch\u00e1dzaj\u00facich rokoch)<\/p>\n\n\n\n

        V apr\u00edli poci\u0165ujeme mierne stabilizovanie n\u00e1kupn\u00e9ho spr\u00e1vania, ale bohu\u017eial e\u0161te nie som schopn\u00fd doda\u0165 presn\u00e9 d\u00e1ta. <\/p>\n\n\n\n

        1. Museli va\u0161i klienti v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9? <\/strong><\/li><\/ol>\n\n\n\n

          Zatia\u013e, \u010do jedna skupina musela prija\u0165 ur\u010dite opatrenia, aby predi\u0161li strat\u00e1m a zmen\u00e1m v nadch\u00e1dzaj\u00facom obdob\u00ed (aj kv\u00f4li vojne), tak druh\u00e1 skupina e-shop\u00e1rov nemusela prija\u0165 \u017eiadne opatrenia a funguj\u00fa bez obmedzenia. Dokonca sa n\u00e1jdu segmenty, ktor\u00e9 museli prija\u0165 pozit\u00edvne opatrenia, navy\u0161ovali z\u00e1soby, prij\u00edmali lud\u00ed a ich segment r\u00e1stol (napr. potraviny alebo veci do dom\u00e1cnosti)<\/p>\n\n\n\n

          1. Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre va\u0161ich klientov prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chc\u00fa zamera\u0165?<\/strong><\/li><\/ol>\n\n\n\n

            U\u017e teraz vid\u00edme, \u017ee sa rast e-commerce tro\u0161ku zpomalil, neznamen\u00e1 to ale \u017ee nerastie v\u00f4bec, pr\u00e1ve naopak, mysl\u00edme si \u017ee medziro\u010dne si zase e-shop\u00e1rsky trh polep\u0161\u00ed. Na druh\u00fa stranu uvedomujeme si aj my a na\u0161i klienti, \u017ee vojna m\u00f4\u017ee ovplyvni\u0165 negat\u00edvne v\u00fdvoj trhu ale zatial tak\u00e9to sign\u00e1ly nem\u00e1me. Na\u0161ich klientov ako aj v\u0161etk\u00fdch e-shop\u00e1rov \u010dak\u00e1 n\u00e1ro\u010dn\u00fd rok ale sme pripraven\u00fd im \u010do najviac pom\u00f4c\u0165.<\/p>\n\n\n\n

            \n\n\n\n
            \"\"<\/figure>\n\n\n\n

            Vladim\u00edr Cintula, <\/strong>Chief Digital Strategist Riesenia.com<\/strong><\/p>\n\n\n\n

            1. Ak\u00fd ste zaznamenali u klientov (e-shopy) priemern\u00fd % n\u00e1rast\/pokles obratu za prv\u00e9 4 mesiace roku 2022 v porovnan\u00ed s rovnak\u00fdm obdob\u00edm roku 2021?<\/strong><\/li><\/ol>\n\n\n\n

              Pri klientoch, kde m\u00e1me dlhodobo na starosti komplexn\u00fa starostlivos\u0165 od v\u00fdvoja e-commerce syst\u00e9mu a\u017e po marketing, zaznamen\u00e1vame aj napriek nepriazniv\u00e9mu obdobiu rast obratov od 19% do 60%. Vid\u00edme ale aj poklesy pri klientoch pred\u00e1vaj\u00facich sortiment, ktor\u00fd nie je z kateg\u00f3rie denn\u00fdch potrieb, alebo z kateg\u00f3ri\u00ed produktov, ktor\u00fdch n\u00e1kup m\u00f4\u017eete odlo\u017ei\u0165 a s\u00fa\u010dasne maj\u00fa n\u00edzku mar\u017eovos\u0165. Tu vid\u00edme poklesy v jednotk\u00e1ch a\u017e desiatkach percent.<\/p>\n\n\n\n

              1. Museli va\u0161i klienti v tomto obdob\u00ed prija\u0165 nejak\u00e9 mimoriadne opatrenia? Ak \u00e1no, ak\u00e9?<\/strong><\/li><\/ol>\n\n\n\n

                V\u00e4\u010d\u0161ina klientov pre\u0161la \u00fapravami cenotvorby a mnoh\u00ed zv\u00fd\u0161ili invest\u00edcie do marketingu. Vn\u00edmame ve\u013ek\u00fd z\u00e1ujem o automatiz\u00e1ciu a personaliz\u00e1ciu \u010dasti marketingov\u00fdch \u010dinnost\u00ed (napr. pri e-mail kampaniach). S mnoh\u00fdmi klientmi sme dor\u00e1bali mno\u017estvo marketingov\u00fdch funkcional\u00edt na weboch. Taktie\u017e sme s \u010das\u0165ou doteraz \u010disto „performance“ klientov za\u010dali investova\u0165 do brand awareness kampan\u00ed.<\/p>\n\n\n\n

                1. Ak\u00fd v\u00fdvoj o\u010dak\u00e1vate do konca roka 2022 a \u010do je pre va\u0161ich klientov prioritn\u00e9 v tomto obdob\u00ed, na \u010do sa chc\u00fa zamera\u0165?<\/strong><\/li><\/ol>\n\n\n\n

                  Neistota oh\u013eadom \u010fal\u0161ieho v\u00fdvoja n\u00fati klientov sk\u00fa\u0161a\u0165 nov\u00e9 veci. Zna\u010dne sa roz\u0161iruje objem marketingov\u00fdch aktiv\u00edt, rozbiehaj\u00fa sa nov\u00e9 m\u00e9di\u00e1 a form\u00e1ty, mnoh\u00ed tradi\u010dn\u00ed „online“ inzerenti za\u010d\u00ednaj\u00fa testova\u0165 offline form\u00e1ty. Jednoducho, v\u0161etci makaj\u00fa o 50% viac ako po\u010das minul\u00e9ho roka a h\u013eadaj\u00fa ka\u017ed\u00fa jednu pr\u00edle\u017eitos\u0165.<\/p>\n\n\n\n

                  \n\n\n\n
                  \"\"<\/figure>\n\n\n\n

                  Ladislav Perduk, Analytik Bart s. r. o.<\/strong><\/p>\n\n\n\n

                  Ekonomick\u00e1 a politick\u00e1 situ\u00e1cia od roku 2020 bola pre v\u00e4\u010d\u0161inu z n\u00e1s turbulentn\u00e1. Stali sme sa svedkami viacer\u00fdch extr\u00e9mnych udalost\u00ed – zaseknut\u00e9 lode, lockdowny, v\u00fdpadky vo v\u00fdrobe elektroniky, a\u017e po vojnu. Nie je jednoduch\u00e9 porovn\u00e1va\u0165 obdobie prv\u00e9ho kvart\u00e1lu 2021 s rokom 2022. Protipandemick\u00e9 opatrenia pomohli niektor\u00fdm obchodn\u00edkom, in\u00fdm naopak u\u0161kodili. Tieto zmeny v\u0161ak mus\u00edme vn\u00edma\u0165 ako umel\u00e9. V roku 2022 sa zatia\u013e spam\u00e4t\u00e1vame z celej situ\u00e1cie sp\u00f4sobenej covidom a \u010del\u00edme rastu cien, \u010do op\u00e4\u0165 men\u00ed z\u00e1kazn\u00edcke spr\u00e1vanie. Zjednodu\u0161ene povedan\u00e9, situ\u00e1cia je podobn\u00e1 ako keby sme ka\u017ed\u00e9mu rozdali 200\u20ac pouk\u00e1\u017eky na online n\u00e1kup, te\u0161ili sa z chv\u00ed\u013ekov\u00e9ho n\u00e1rastu tr\u017eieb a n\u00e1sledne vyhodnocovali pokles obratu v \u010dase, ke\u010f sa dot\u00e1cia minie. <\/p>\n\n\n\n

                  Z kr\u00e1tkodob\u00e9ho pozorovania (2021 – 2022) si aj my samozrejme v\u0161\u00edmame prepad od 3% do 50%. Ak sa v\u0161ak zameriame na dlh\u0161ie obdobie a vyhodnocujeme d\u00e1ta od roku 2019, tak m\u00f4\u017eeme poveda\u0165, \u017ee online predajcovia, ktor\u00ed sa sna\u017eili a svoj eshop pravidelne rozv\u00edjali, rast\u00fa. Ver\u00edme, \u017ee e-commerce je beh na dlh\u00fa tra\u0165. Je tomu podobne ako s investi\u010dnou strat\u00e9giou. Je jasn\u00e9, \u017ee je mo\u017en\u00e9 zarobi\u0165 \u0161pekul\u00e1ciou, r\u00fdchlym n\u00e1kupom a r\u00fdchlym predajom, ale pre v\u00e4\u010d\u0161inu z n\u00e1s je tak\u00e9to spr\u00e1vanie sk\u00f4r hazardom. Stabilitu n\u00e1m zabezpe\u010duj\u00fa pravideln\u00e9, drobn\u00e9 invest\u00edcie do portf\u00f3lia s rozumne rozdelen\u00fdm rizikom. E-commerce sa tomuto podob\u00e1. Z\u00e1kazn\u00edci, ktor\u00ed k svojmu eshopu pristupuj\u00fa ako k dlhodobej a pravidelnej invest\u00edcii z dlhodob\u00e9ho h\u013eadiska, rast\u00fa.<\/p>\n\n\n\n

                  Predikova\u0165 \u010fal\u0161\u00ed v\u00fdvoj pre rok 2022 je op\u00e4\u0165 ve\u013emi \u0165a\u017ek\u00e1 \u00faloha, nako\u013eko e\u0161te st\u00e1le poci\u0165ujeme dopady pand\u00e9mie na z\u00e1kazn\u00edcke spr\u00e1vanie. Je pochopite\u013en\u00e9, \u017ee aktu\u00e1lne si z\u00e1kazn\u00edk chce \u00eds\u0165 tovar pozrie\u0165, vysk\u00fa\u0161a\u0165 si ho a po dlhom \u010dase „vypadn\u00fa\u0165“ do ob\u013e\u00faben\u00e9ho obchodu. Na druhej strane stoj\u00ed rast cien, ktor\u00fd n\u00fati z\u00e1kazn\u00edkov viac rozm\u00fd\u0161\u013ea\u0165 ako min\u00fa\u0165 svoje peniaze. Z poh\u013eadu B2B segmentu to m\u00f4\u017ee znamena\u0165, \u017ee v\u00fdrobcovia bud\u00fa ma\u0165 z\u00e1ujem tla\u010di\u0165 cenu tovaru nadol, napr\u00edklad vynechan\u00edm prostredn\u00edkov a dod\u00e1van\u00edm tovaru priamo koncov\u00e9mu z\u00e1kazn\u00edkovi. Aktu\u00e1lne teda vid\u00edme, \u017ee viacer\u00e9 B2B orientovan\u00e9 eshopy chc\u00fa pokry\u0165 aj B2C segment. <\/p>\n\n\n\n

                  Z n\u00e1\u0161ho uhla poh\u013eadu je to teda cel\u00e9 o pravideln\u00fdch a uv\u00e1\u017een\u00fdch invest\u00edciach do rozvoja online predajne. <\/p>\n\n\n\n

                  Z\u00e1ver<\/strong><\/p>\n\n\n\n

                  Tak ako ve\u013ek\u00e1 \u010das\u0165 e-commerce trhu \u201cv\u010faka\u201d COVID-u nar\u00e1stla, tak sa po uvo\u013enen\u00ed opatren\u00ed museli e-shopy pripravi\u0165 na n\u00e1vrat do \u201creality\u201d. E-shopy, ktor\u00e9 zostavovali pl\u00e1ny na z\u00e1klade pandemick\u00fdch rokov 2020, resp. 2021 a nemali dostato\u010dn\u00fa rezervu, maj\u00fa teraz v niektor\u00fdch pr\u00edpadoch probl\u00e9m s cashflow, ke\u010f\u017ee ni\u017e\u0161\u00ed dopyt je ovplyvnen\u00fd medziro\u010dn\u00fdm poklesom, vojnou na Ukrajine, infl\u00e1ciou a celkovou neistotou v r\u00e1mci spolo\u010dnosti. <\/p>\n\n\n\n

                  A\u0161ak s\u00fa na trhu aj e-shopy, ktor\u00e9 s\u00fa v rastovej f\u00e1ze a aj v tomto obdob\u00ed agres\u00edvne rast\u00fa o desiatky, \u010di v niektor\u00fdch pr\u00edpadoch dokonca o stovky %. V\u00e4\u010d\u0161inou je to spojen\u00e9 s expanziou (a teda rast\u00fa najm\u00e4 v zahrani\u010d\u00ed) \u010di otv\u00e1ran\u00edm alebo \u201cboostovan\u00edm\u201d nov\u00fdch obchodn\u00fdch \u010di marketingov\u00fdch kan\u00e1lov. Niektor\u00e9 biznisy tie\u017e roz\u0161iruj\u00fa svoje p\u00f4sobenie z B2B aj do B2C a naopak, aby z\u00edskali priestor na kompenzovanie pr\u00edpadn\u00e9ho v\u00fdpadku obratu. M\u00e1me tu bohu\u017eia\u013e aj e-shopy, ktor\u00fdm tento v\u00fdvoj sp\u00f4sobil aj existen\u010dn\u00e9 probl\u00e9my, napr\u00edklad Dedoles (obrat za 2021 vy\u0161e 90 mil. EUR), ktor\u00fd sa z viacer\u00fdch d\u00f4vodov dostal do probl\u00e9mov so spl\u00e1can\u00edm z\u00e1v\u00e4zkov a aktu\u00e1lne po\u017eiadal s\u00fady o re\u0161trukturaliz\u00e1ciu<\/a>. Dr\u017e\u00edme palce, aby t\u00fato situ\u00e1ciu zvl\u00e1dli a mali mo\u017enos\u0165 z tejto situ\u00e1cie vyjs\u0165 silnej\u0161\u00ed a ur\u010dite bude zauj\u00edmav\u00e9 dozvedie\u0165 sa viac, ke\u010f sa situ\u00e1cia utrasie.<\/p>\n\n\n\n

                  Z n\u00e1\u0161ho poh\u013eadu odpor\u00fa\u010dame e-shopom kompletne zrevidova\u0165 najm\u00e4 finan\u010dn\u00e9 pl\u00e1ny, str\u00e1\u017ei\u0165 si cashflow minim\u00e1lne na t\u00fd\u017edennej b\u00e1ze, zrevidova\u0165 a pr\u00edpadne zoptimalizova\u0165 v\u0161etky n\u00e1kladov\u00e9 polo\u017eky a rad\u0161ej by\u0165 konzervat\u00edvny z poh\u013eadu pl\u00e1novania zvy\u0161ku roka, ke\u010f\u017ee aktu\u00e1lne na trhu vl\u00e1dne vysok\u00fd stupe\u0148 neistoty, \u010do ovply\u0148uje aj n\u00e1kupn\u00e9 spr\u00e1vanie spotrebite\u013eov.<\/p>\n\n\n\n

                  Zauj\u00edmav\u00fd \u010dl\u00e1nok oh\u013eadom v\u00fdvoja na CEE e-commerce trhu na b\u00e1ze Google Ads d\u00e1t<\/a> priniesla agent\u00fara Growww Digital, odpor\u00fa\u010dam ho pre\u010d\u00edta\u0165.<\/p>\n\n\n\n

                  Ka\u017edop\u00e1dne v\u0161etk\u00fdm e-shop\u00e1rom v Pricemanii dr\u017e\u00edme palce a cel\u00e9mu trhu prajeme \u00faspe\u0161n\u00fa druh\u00fa polovicu roka! A ak sa obzer\u00e1te po nov\u00fdch marketingov\u00fdch kan\u00e1loch, budeme radi, ak otestujete n\u00e1\u0161 porovn\u00e1va\u010d Pricemania.sk<\/a> a Pricemania.cz<\/a>, ktor\u00fd pom\u00e1ha e-shopom zvy\u0161ova\u0165 n\u00e1v\u0161tevnos\u0165 a obrat viac ako 9 000 e-shopom vr\u00e1tane v\u00e4\u010d\u0161iny top hr\u00e1\u010dov na trhu.<\/p>\n\n\n\n

                  \n","protected":false},"excerpt":{"rendered":"

                  Historicky prv\u00fdkr\u00e1t pri\u0161lo v r\u00e1mci e-commerce k medziro\u010dn\u00e9mu poklesu obratu. Konkr\u00e9tne za prv\u00fd kvart\u00e1l 2022 trh medziro\u010dne klesol v priemere o…<\/p>\n","protected":false},"author":1,"featured_media":2667,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[322,323],"tags":[],"yoast_head":"\nAko reaguj\u00fa e-shopy na historicky prv\u00fd medziro\u010dn\u00fd pokles v e-commerce v 1. kvart\u00e1li 2022? - Pricemania<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pricemania.sk\/blog\/ako-reaguju-e-shopy-a-na-historicky-prvy-medzirocny-pokles-v-e-commerce-v-1-kvartali-2022\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ako reaguj\u00fa e-shopy na historicky prv\u00fd medziro\u010dn\u00fd pokles v e-commerce v 1. kvart\u00e1li 2022? - Pricemania\" \/>\n<meta property=\"og:description\" content=\"Historicky prv\u00fdkr\u00e1t pri\u0161lo v r\u00e1mci e-commerce k medziro\u010dn\u00e9mu poklesu obratu. 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