{"id":2153,"date":"2023-03-16T17:32:41","date_gmt":"2023-03-16T16:32:41","guid":{"rendered":"https:\/\/orienteed.com\/?p=2153"},"modified":"2023-03-17T11:14:27","modified_gmt":"2023-03-17T10:14:27","slug":"hallazgos-importantes-conversiones-ecommerce-espana","status":"publish","type":"post","link":"https:\/\/orienteed.com\/es\/hallazgos-importantes-conversiones-ecommerce-espana\/","title":{"rendered":"5 hallazgos importantes sobre las conversiones del e-commerce en Espa\u00f1a"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">El e-commerce en Espa\u00f1a, un crecimiento notable<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El mercado espa\u00f1ol de comercio electr\u00f3nico ha crecido mucho en los \u00faltimos a\u00f1os, con un n\u00famero cada vez mayor de consumidores que se decantan por las compras en l\u00ednea. Seg\u00fan los datos m\u00e1s recientes de la <a href=\"https:\/\/www.cnmc.es\/prensa\/ecommerce-2T-20230105\" target=\"_blank\" rel=\"noopener\" title=\"Comisi\u00f3n Nacional de los Mercados y la Competencia\">Comisi\u00f3n Nacional de los Mercados y la Competencia<\/a> (CNMC), las ventas de e-commerce en Espa\u00f1a superaron los 18.190 millones de euros (19,5 millones de d\u00f3lares) en el segundo trimestre de 2022, lo que representa un aumento del 33% con respecto al a\u00f1o anterior.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"661\" height=\"385\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/cnmc-ecommerce-facturacion-segundo-trimestre-2022.jpg\" alt=\"CNMC las ventas de e-commerce en Espa\u00f1a\" class=\"wp-image-2159\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/cnmc-ecommerce-facturacion-segundo-trimestre-2022.jpg 661w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/cnmc-ecommerce-facturacion-segundo-trimestre-2022-300x175.jpg 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/cnmc-ecommerce-facturacion-segundo-trimestre-2022-18x10.jpg 18w\" sizes=\"auto, (max-width: 661px) 100vw, 661px\" \/><figcaption class=\"wp-element-caption\">Fuente: CNMC<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A medida que el comercio electr\u00f3nico se convierte en la norma, ya no basta con tener presencia en l\u00ednea. Las empresas tambi\u00e9n deben adaptarse continuamente para optimizar sus tasas de conversi\u00f3n y satisfacer las expectativas cambiantes de los clientes. En este art\u00edculo, nos centramos en 5 conclusiones cr\u00edticas sobre las conversiones del e-commerce de Espa\u00f1a en 2022, basadas en el estudio de Flat 101.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfCu\u00e1l es la tasa media de conversi\u00f3n del comercio electr\u00f3nico en Espa\u00f1a?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfC\u00f3mo puedo mejorar la tasa de conversi\u00f3n de mi comercio electr\u00f3nico? Es una de las m\u00e9tricas que m\u00e1s preocupa a los gestores de los e-commerce.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es igualmente importante conocer la posici\u00f3n de tu negocio digital frente a la competencia, mediante <a href=\"https:\/\/es.valido.ai\/solutions\/web-scores\" target=\"_blank\" rel=\"noopener\" title=\"\">la evaluaci\u00f3n comparativa de resultados<\/a> o por otros medios. Seg\u00fan Flat101, la tasa de conversi\u00f3n media del comercio electr\u00f3nico en Espa\u00f1a es del 1.291%.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"917\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/tasa-de-conversion-Espana-1024x917.png\" alt=\"Tasa de conversi\u00f3n e-commerce en espa\u00f1a\" class=\"wp-image-2161\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/tasa-de-conversion-Espana-1024x917.png 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/tasa-de-conversion-Espana-300x269.png 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/tasa-de-conversion-Espana-768x688.png 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/tasa-de-conversion-Espana-13x12.png 13w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/tasa-de-conversion-Espana.png 1074w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Aunque parece bajo, hay algunos factores que pueden explicarlo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Algunos sectores pueden tener conversiones bajas, pero un valor medio del carrito mucho m\u00e1s alto.&nbsp;<\/li>\n\n\n\n<li>Debido a las complejidades de la transformaci\u00f3n digital para los modelos B2B y B2B2C, muchas empresas y clientes dentro de estos segmentos todav\u00eda luchan por adoptar las transacciones digitales, o <a href=\"https:\/\/orienteed.com\/negocio-b2b2c-implementar\/\" title=\"Negocio B2B2C: elementos esenciales para implementar el modelo en tu empresa\">implementar la soluci\u00f3n m\u00e1s id\u00f3nea para su negocio<\/a>.<\/li>\n\n\n\n<li>Se observa que los dispositivos m\u00f3viles y tablets rinden mucho menos en comparaci\u00f3n con los de escritorio. Esto se debe a que muchas webs de e-commerce en Espa\u00f1a no son responsive ni est\u00e1n optimizadas para transacciones m\u00f3viles.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Lo que se puede decir de lo anterior es que los factores que afectan a la tasa de conversi\u00f3n de una tienda de comercio electr\u00f3nico est\u00e1n bajo nuestro control. Por lo tanto, estos factores deben ser analizados y mejorados para aumentar las ventas y mejorar la experiencia de usuario.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfCu\u00e1l es el n\u00famero \u00f3ptimo de pasos para el proceso de pago?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfEs one step checkout (o one-click checkout) la soluci\u00f3n m\u00e1s apropiada para mi comercio electr\u00f3nico? Depende.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2-1024x1024.png\" alt=\"Estudio de la conversi\u00f3n seg\u00fan el checkout implementado\" class=\"wp-image-2163\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2-1024x1024.png 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2-300x300.png 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2-150x150.png 150w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2-768x768.png 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2-12x12.png 12w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Estudio-de-la-conversion-segun-el-checkout-implementado-2.png 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Fuente: Flat 101<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Hay varios factores a tener en cuenta a la hora de dise\u00f1ar el proceso de pago de un negocio digital. He aqu\u00ed algunas conclusiones importantes seg\u00fan el estudio de conversi\u00f3n de los negocios digitales en Espa\u00f1a.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El 58% de la muestra tiene entre 1 y 3 pasos, siendo la generalidad 3 pasos.<\/li>\n\n\n\n<li>El checkout de 3 pasos es el que m\u00e1s convierte, solo por una cent\u00e9sima frente al checkout de 2.&nbsp;<\/li>\n\n\n\n<li>La conversi\u00f3n es un 16,1% menor en aquellos e-commerce con one step checkout.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos-1024x1024.png\" alt=\"\" class=\"wp-image-2164\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos-1024x1024.png 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos-300x300.png 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos-150x150.png 150w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos-768x768.png 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos-12x12.png 12w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Conversion-media-numero-pasos.png 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Fuente: Flat 101<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Aunque no parezca adecuado en base a las estad\u00edsticas, el one step checkout&nbsp; tiene una ventaja: se permite comprar m\u00e1s art\u00edculos con rapidez, sin la molestia de tener que volver a introducir sus datos.Se podr\u00eda funcionar sobre todo para los retailers que venden consumibles y art\u00edculos de bajo precio, o para aumentar las conversiones de los clientes recurrentes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La relaci\u00f3n entre b\u00fasqueda y conversiones<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El an\u00e1lisis del buscador interno de un e-commerce es de gran importancia por la cantidad de datos que puede aportarnos sobre nuestros usuarios. Por ejemplo, t\u00e9rminos con m\u00e1s b\u00fasquedas, p\u00e1ginas en las que se realiza la b\u00fasqueda, n\u00famero de b\u00fasquedas por visita, etc.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion-1024x1024.png\" alt=\"\" class=\"wp-image-2165\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion-1024x1024.png 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion-300x300.png 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion-150x150.png 150w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion-768x768.png 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion-12x12.png 12w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Buscador-con-el-ratio-de-conversion.png 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Uno de los hallazgos importantes en el estudio del e-commerce de Espa\u00f1a en 2022 es la relaci\u00f3n del buscador con el ratio de conversi\u00f3n. Seg\u00fan Flat 101, el ratio de conversi\u00f3n a venta de las visitas que utilizan el buscador es un 317% m\u00e1s de media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se estima que hasta un 30% de los visitantes utilizar\u00e1n la herramienta de b\u00fasqueda de una tienda online. Se trata de compradores muy motivados que saben exactamente lo que buscan, y son el 30% que tu negocio no puede permitirse perder.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfPor qu\u00e9 se abandona la compra durante el proceso de pago?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Otro descubrimiento interesante en el mercado del comercio electr\u00f3nico en Espa\u00f1a pertenece a los h\u00e1bitos de compra de los usuarios de e-commerce.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Flat 101 realiz\u00f3 una encuesta desde una perspectiva de mejora de la experiencia de usuario, donde la representatividad fue de m\u00e1s de 500 personas, paridad de g\u00e9nero, de 18 a m\u00e1s de 65 a\u00f1os.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana-1024x576.png\" alt=\"\" class=\"wp-image-2166\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana-1024x576.png 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana-300x169.png 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana-768x432.png 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana-1536x864.png 1536w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana-18x10.png 18w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/03\/Habitos-de-compra-ecommerce-en-Espana.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">En relaci\u00f3n a la cancelaci\u00f3n de un proceso de compra ya iniciado, la mayor parte de la poblaci\u00f3n preguntada considera como uno de los motivos principales los gastos de env\u00edo inesperados (70,8%) y fallos en el funcionamiento de la p\u00e1gina web (65,7%), de modo que cuidar la usabilidad web se convierte en acierto seguro.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tambi\u00e9n se consideran otros factores:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>la falta de informaci\u00f3n o poco clara del producto (50,3%)<\/li>\n\n\n\n<li>pedir muchos datos, innecesarios o sensibles (46,8%)&nbsp;<\/li>\n\n\n\n<li>que no est\u00e9n claras las condiciones de devoluci\u00f3n (39,9%)<\/li>\n\n\n\n<li>tener que registrarse primero (36,3%)&nbsp;<\/li>\n\n\n\n<li>que el producto carezca de valoraciones previas de otros clientes (34,9%).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Si este art\u00edculo te parece interesante y quieres aprender a mejorar las conversiones de tu comercio electr\u00f3nico y la experiencia de usuario, ponte en contacto con nosotros para descubrir <a href=\"https:\/\/orienteed.com\/contacto\/\" title=\"Contacto\">c\u00f3mo Orienteed puede ayudarte<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En este art\u00edculo, compartimos cinco conclusiones importantes sobre las conversiones del e-commerce en el mercado espa\u00f1ol en 2022.<\/p>\n","protected":false},"author":3,"featured_media":2155,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[167],"tags":[184,8,183,19],"class_list":["post-2153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias","tag-cnmc","tag-ecommerce","tag-espana","tag-trends"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"En este art\u00edculo, compartimos cinco conclusiones importantes sobre las conversiones del e-commerce en 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