E-kaubanduses edu saavutamisest

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Eestis on e-kaubanduse osakaal kogu kaubandusest olnud traditsiooniliselt võrdlemisi väike. Näiteks 2008 1. kvartali statistika põhjal ei olnud 57% küsitletutest üldse huvitatud e-kaubandusest. See number ei olnud mitte kahaneva trendiga vaid püsib üsna sama juba aastast 2006. Vaata tabelit siit.

E-kaubanduse madalal populaarsusel on oma selge põhjus. Nimelt on enamik veebikauplusi kujundatud inimestele kellele meeldib sobrada kataloogide sügavustes, kelle süda rõkkab rõõmust kui nad saavad lugeda ekraanitäite kaupa 8-s fondis teksti, kellele meeldib kui ostetava eseme tikutoosi suurust fotot ümbritseb vähemalt 3 vilkuvat reklaami ning kes on rõõmsalt üllatunud kui toote lõplik hind koos maksude ja transpordina öeldakse välja alles peale 10min kestnud CheckOut protsessi. Paraku ei ole aga enamik inimesi aga sellised. Inimestele meeldivad ilusad kohad ja ilusad asjad. Shoppamas käiakse hästi lõhnavas, soojas ja läikivas kaubanduskeskuses, mitte odvas keldris allahinnatud träna kastis sobramas. Ega asjata ei pane kaubamajad lõhnaõli-kosmeetika osakonda kohe sissepääsu juurde. Ikka selleks, et glamuur, lõhnad ja magus elu sulle kohe poodi astudes positiivse emotsiooni annaks.

Seega võiks tänapäeva edukas veebipood vältida Amazoni ja eBay eeskuju ja eelistada ilu ning head disaini. Võrrelge näiteks Digikogu ja Amazoni või Soprano kaubanduskeskust ja eBay-d Miks ei võiks veebipoes käimine olla 3D virtuaalne imitatsioon kaubanduskeskuses käimisest?

P.S. e-poe pidamisel on üheks suuremaks tööks korralike tootematerjalide tegemine. Mitmes keeles tekstide, videote ja fotode tegemine on loomulikult väga töömahukas. Elektroonika tootjatel on aga oma toodete kohta väga korralikud materjalid alati tehtud. Miks siis ei võiks Sony, Samsung, Nokia, HP, Philips ja teised lisada oma tootekirjelduse kõrvale nuppu "Buy now" ja võtta ära osa jaekaubanduse marginaali? Lisaks headele tootekirjeldustele on ju neil olemas teinegi ülimalt suur eelis - usaldusväärne bränd. Globaalne elektroonikabränd ei tee ju oma klientidele külma ja toob ikka lubatud kauba alati kohale.

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