We know that e-commerce is not new to the industry, but it is not a very old movement either. At the same time that the Internet brought opportunities for mobility and agility to business (with a significant reduction in friction in customer relations and/or production chain performance), the industry waited a long time without entering the world of e-commerce.
Over time, we began to notice that the market had moved from outright rejection to relative acceptance. This acceptance is linked to the possibilities of including digitization in the future design of their strategies.
A few years ago, big names in the field started this business and developed the first e-commerce projects for the industry. Whether it is projects aimed at directly serving the end consumer or improving customer relations, thus developing the entire chain.
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However, one thing cannot be denied, there is no going back. After acceptance, the focus on building synergy in the business gradually grows, taking advantage of the opportunities that digital offers.
First of all, it is necessary to understand that digital transformation occurs when technology is used to solve traditional business problems. In addition, it is built through adaptation, a fundamental principle of any successful trajectory.
With that in mind, we can move on to understanding digital assets. Every initiative that gives meaning to the digital transformation movement becomes a digital asset of the company. Over time, companies create a digital portfolio consisting of: institutional website, digital service channels, social networks and self-service or sales force management systems.
And what does this have to do with e-commerce for industry? When starting an industry transition project to e-commerce, it is necessary to consider the existing digital assets and try to create synergy between them, saving time and money in the new project.
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Aligning all of these should be one of the first concerns, as service and training can make all the difference when it comes to increasing your e-commerce sales.
The benefits of investing in e-commerce for industry and the digital transformation of companies go hand in hand. After all, one is directly related to the other. These benefits include the ability to scale business faster, more confident decision-making, based on facts and data, refining the business overview, bringing insights to improve the service of chain agents and expanding the potential of relationships with clients and consumers with a significant increase in commercial capillarity.
Channel conflicts, which are all points of commercial contact, whether between companies or with the end consumer, must be taken into account. Therefore, it is important to achieve excellent communication with department agents about planned initiatives and action groups. In other words, it is important to ensure that communication is centralized in the industry and flows from it to the entire chain. This will reduce many obstacles and crises.
Keeping inventory at an optimal level is one of the big e-commerce challenges for the industry. Even with technological tools to track these processes, it is more difficult in the industry to monitor all distribution channels and avoid shortages or excess stock items.
E-commerce itself already has a more complex logistics operation. So, this is a question that needs to be carefully considered in order not to create noise in the relationship with the end consumer.
Rodrigo Maruxo is a specialist in e-commerce solutions and a partner in MRX Consultoria.
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