{"id":14779,"date":"2022-08-30T10:08:43","date_gmt":"2022-08-30T13:08:43","guid":{"rendered":"https:\/\/multivende.com\/?p=14779"},"modified":"2022-12-20T22:36:02","modified_gmt":"2022-12-21T01:36:02","slug":"como-estructurar-un-equipo-de-ecommerce","status":"publish","type":"post","link":"https:\/\/multivende.com\/blog\/como-estructurar-un-equipo-de-ecommerce\/","title":{"rendered":"\u00bfC\u00f3mo estructurar un equipo de eCommerce?"},"content":{"rendered":"<p align=\"justify\">Toda empresa que decide vender a trav\u00e9s del comercio electr\u00f3nico debe enfrentarse a una pregunta fundamental en alg\u00fan punto de su operaci\u00f3n \u201c<strong>\u00bfC\u00f3mo estructurar mi equipo de eCommerce?<\/strong>\u201d No es una tarea sencilla, pues de esto depender\u00e1 el funcionamiento de toda su operaci\u00f3n, lo que en \u00faltima instancia, siempre impactar\u00e1 en la <strong>experiencia de compra<\/strong> as\u00ed como en sus <strong>resultados<\/strong> y <strong>credibilidad de marca<\/strong>.<\/p>\n<p align=\"justify\">En principio, no hay una f\u00f3rmula perfecta para organizar un equipo, ya que cada empresa tiene <strong>diferentes objetivos y realidades<\/strong>, aspectos que deber\u00e1 considerar como punto de partida para establecer una organizaci\u00f3n coherente con sus necesidades, etapa operativa y recursos.<\/p>\n<p align=\"justify\">Podemos establecer de forma general <strong>dos dimensiones<\/strong> que una empresa debe considerar cuando comienza a vender en canales de venta online: el equipo <strong>dedicado<\/strong> a la gesti\u00f3n eCommerce y la <strong>adaptaci\u00f3n<\/strong> de otras \u00e1reas a las ventas por nuevos canales digitales.<\/p>\n<p align=\"justify\">Cuando hablamos del equipo dedicado, se trata de aquellas personas cuyos objetivos est\u00e1n 100% orientados al comercio electr\u00f3nico dentro de la empresa. Dentro de este grupo, podremos encontrar diversos roles que es necesario cubrir para garantizar, como m\u00ednimo, un \u00f3ptimo funcionamiento de la operaci\u00f3n e idealmente, un desempe\u00f1o excepcional en t\u00e9rminos de ejecuci\u00f3n y cumplimiento de resultados.<\/p>\n<p align=\"justify\">Por otra parte, nos encontramos con el impacto que causa el eCommerce a toda la empresa como nueva \u00e1rea, pues \u00e9ste debe asimilarse e integrarse dentro de m\u00faltiples flujos operativos, permitiendo dentro de su acci\u00f3n e interacci\u00f3n, el cumplimiento de los objetivos individuales (de cada departamento) y generales (como organizaci\u00f3n).<\/p>\n<p align=\"justify\">\n<\/p><h2>Equipo de eCommerce dedicado<\/h2>\n<p align=\"justify\">Dentro de un equipo dedicado exclusivamente al comercio electr\u00f3nico encontraremos diferentes <strong>roles<\/strong>, y nos referimos a roles porque m\u00e1s all\u00e1 del nombre que pueda darse a un cargo dentro de la empresa, es el rol entendido como la <strong>funci\u00f3n<\/strong> que cumplen una o varias personas dentro del equipo, lo que es necesario cubrir para que funcione correctamente el \u00e1rea encargada de las ventas por internet.<\/p>\n<p align=\"justify\">De esta manera la cantidad de personas, nombre de los cargos, nivel de especificidad de las funciones, alcances y objetivos, son aspectos que se definir\u00e1n dentro de la realidad y posibilidades de la empresa.<\/p>\n<p align=\"justify\">\n<\/p><h4>1. Responsable del \u00e1rea de eCommerce<\/h4>\n<p align=\"justify\">Para que cualquier equipo de comercio electr\u00f3nico dentro de una empresa funcione, es necesario contar con un l\u00edder que cree y se asegure de la ejecuci\u00f3n de la <strong>estrategia de ventas online<\/strong>. Usualmente, a este rol se le denomina Gerente de eCommerce o Ecommerce Manager.<\/p>\n<p align=\"justify\">Esta persona es la pieza clave dentro del equipo, pues es quien se encargar\u00e1 de que todo funcione por y para el comercio electr\u00f3nico. Normalmente este rol es ocupado por una persona <strong>experta en eCommerce<\/strong> en todas sus dimensiones, pues es fundamental tener una visi\u00f3n completa del sector desde sus aspectos comerciales, tecnol\u00f3gicos y log\u00edsticos, as\u00ed como tambi\u00e9n los relacionados con marketing y post venta.<\/p>\n<p align=\"justify\">Cuando una empresa est\u00e1 iniciando en el comercio electr\u00f3nico, este rol ser\u00e1 el encargado de definir la mejor <strong>estrategia de crecimiento<\/strong>, las <strong>tecnolog\u00edas<\/strong> que utilizar\u00e1, los <strong>canales de venta<\/strong> en los que estar\u00e1 presente la marca, los requerimientos <strong>log\u00edsticos<\/strong> y todos aquellos pasos del proceso de venta de principio a fin para asegurar que su equipo funcione correctamente.<\/p>\n<p align=\"justify\">El l\u00edder de eCommerce, deber\u00e1 encargarse del <strong>relacionamiento externo e interno<\/strong> del \u00e1rea online. En el \u00e1mbito externo, es vital la relaci\u00f3n comercial con todos los canales de venta y proveedores de diferentes servicios. A nivel interno, la relaci\u00f3n con el resto de \u00e1reas (principalmente comercial y log\u00edstica) ser\u00e1n claves para un desarrollo arm\u00f3nico de los procesos que impactan la operaci\u00f3n general de la empresa.<\/p>\n<p align=\"justify\">En este mismo sentido, es su responsabilidad la definici\u00f3n de la <strong>estrategia de precios<\/strong> para internet en coordinaci\u00f3n con el \u00e1rea comercial, considerando los precios en tiendas f\u00edsicas, las posibilidades de descuento en campa\u00f1as y el resto de aspectos para generar una estrategia coherente en canales de venta propios (online y offline) y de terceros.<\/p>\n<h5>Otras formas de especializaci\u00f3n a nivel gerencial:<\/h5>\n<h6>&#8211; Responsables por tipo de canal<\/h6>\n<p align=\"justify\">Dependiendo del tama\u00f1o del \u00e1rea, este rol gerencial puede estar en una sola persona, o puede dividirse para atender las necesidades particulares por tipo de canal. En este caso, podemos encontrar gerentes espec\u00edficos para marketplaces y para tiendas propias, ambos bajo la direcci\u00f3n del gerente de eCommerce.<\/p>\n<p align=\"justify\">Un <strong>gerente de marketplaces<\/strong>, debe ser un experto en vender en canales de terceros, conocer sobre las din\u00e1micas, caracter\u00edsticas y requerimientos de los marketplaces y tener capacidad de negociaci\u00f3n con estos para que su marca no solo est\u00e9 dentro del canal, sino tambi\u00e9n para acceder a campa\u00f1as, monitorear el posicionamiento de sus publicaciones y en general, para asegurar que se cumplan los objetivos de la marca en cada marketplace.<\/p>\n<p align=\"justify\">Un <strong>gerente de canales propios<\/strong>, es el encargado de la estrategia para el sitio web, una tarea bastante demandante a nivel tecnol\u00f3gico y donde las acciones de marketing, posicionamiento org\u00e1nico, experiencia de usuario y todo el resto de aspectos de la marca en su identidad online, dependen de \u00e9l. Tambi\u00e9n es posible que esta posici\u00f3n tenga bajo su responsabilidad aspectos de la log\u00edstica como la coordinaci\u00f3n de retiros en tienda.<\/p>\n<h6>&#8211; Responsables por marca o categor\u00eda<\/h6>\n<p align=\"justify\">As\u00ed mismo dependiendo del modelo de negocio de la empresa, si maneja varias marcas y la relevancia de cada una, que existan <strong>gerentes por marca<\/strong>, dedicados exclusivamente a las estrategias en marketplaces, tiendas propias y el relacionamiento con los equipos comerciales, log\u00edstico y el resto de la organizaci\u00f3n.<\/p>\n<p align=\"justify\">Esto mismo puede ocurrir si la empresa maneja m\u00faltiples categor\u00edas de productos, caso donde podr\u00e1n nombrarse <strong>gerentes por categor\u00eda<\/strong> para asegurar aspectos b\u00e1sicos como estar en los canales correctos para su p\u00fablico objetivo.<\/p>\n<p align=\"justify\">En este tipo de distribuci\u00f3n de roles, encontramos empresas con <em>KAMs<\/em> por marca y\/o categor\u00eda, <em>Brand Managers<\/em>, <em>Category Managers<\/em> y otros cargos, para la administraci\u00f3n de las ventas online, que se especializan en las din\u00e1micas y particularidades de cada una, definen la implementaci\u00f3n de las estrategias y se aseguran de que su presencia online est\u00e9 alineada con los objetivos generales del equipo. En equipos grandes o marcas muy relevantes (por ejemplo aquellas con presencia global) estos roles pueden tener a su vez, otras personas a cargo para la ejecuci\u00f3n de sus estrategias.<\/p>\n<p align=\"justify\">As\u00ed, dentro del rol gerencial de un equipo de eCommerce es donde se concentran las responsabilidades y funciones vitales para que las ventas por internet funcionen. Sea a trav\u00e9s de un solo Gerente de eCommerce o en conjunto con otros managers a cargo de sub\u00e1reas del equipo, elegir acertadamente las personas para estas posiciones, ser\u00e1 el primer y m\u00e1s importante paso para estructurar un equipo que lleve la marca al \u00e9xito online.<\/p>\n<p><\/p>\n<h4>2. Responsable de cat\u00e1logo<\/h4>\n<p align=\"justify\">La gesti\u00f3n de un cat\u00e1logo de productos online, es una tarea que sin duda requiere un responsable para garantizar que est\u00e9 a la altura de las exigencias de los consumidores y de las diferentes plataformas de venta. El contenido tiene un impacto trascendental en la <strong>decisi\u00f3n de compra<\/strong>, pues es el primer acercamiento de los clientes con un producto, es por eso que su gesti\u00f3n es uno de los aspectos m\u00e1s b\u00e1sicos que debe cubrirse dentro del equipo de eCommerce.<\/p>\n<p align=\"justify\">Este rol dentro de una organizaci\u00f3n &#8211; que una vez m\u00e1s puede ser solo una persona o un equipo completo de personas dedicadas a esa tarea &#8211; tiene bajo su responsabilidad muchas actividades, cada una de gran importancia para que los productos efectivamente sean publicados. Adem\u00e1s, requiere una gesti\u00f3n diaria que implica no solo las acciones desde cero como la creaci\u00f3n de productos, sino acciones constantes de correcci\u00f3n y monitoreo.<\/p>\n<p align=\"justify\">Dentro de las <strong>actividades b\u00e1sicas<\/strong> del responsable del contenido encontramos:<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Crear y publicar los <strong>productos<\/strong> online<\/p>\n<p style=\"padding-left: 40px;\"><strong>\u2022 <\/strong>Asignar <strong>categor\u00edas<\/strong> y cargar <strong>im\u00e1genes<\/strong><\/p>\n<p style=\"padding-left: 40px;\">\u2022 Completar <strong>descripciones<\/strong>, atributos y especificaciones t\u00e9cnicas<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Gestionar cualquier otra informaci\u00f3n relevante y\/o <strong>requerida<\/strong> para los canales<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Realizar cambios de <strong>precios<\/strong> y <strong>stock<\/strong><\/p>\n<p style=\"padding-left: 40px;\">\u2022 Verificar el <strong>control de calidad<\/strong> de las publicaciones<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Realizar actualizaciones y <strong>correcciones<\/strong> de contenido<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Corregir errores de sincronizaci\u00f3n<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Asegurar la publicaci\u00f3n y correcta <strong>visibilidad<\/strong> de los productos en cada plataforma<\/p>\n<p align=\"justify\">El tiempo es uno de los recursos m\u00e1s desafiantes para el responsable del cat\u00e1logo, sobre todo en categor\u00edas con mucho dinamismo o cat\u00e1logos muy extensos. En las ventas online es vital tener los productos publicados a tiempo en las distintas plataformas para nuevos lanzamientos, nuevas colecciones, productos de temporada (invierno, verano, navidad) o campa\u00f1as espec\u00edficas (black friday, d\u00eda de la madre).<\/p>\n<p align=\"justify\">Algunas buenas pr\u00e1cticas esenciales en este sentido, son trabajar el cat\u00e1logo con suficiente anticipaci\u00f3n, asegurar incluir en la planificaci\u00f3n el tiempo para la toma de fotos de los productos y su edici\u00f3n, y mantenerse actualizado sobre nuevas caracter\u00edsticas y novedades tecnol\u00f3gicas del cat\u00e1logo. Todo esto es fundamental para lograr que los productos vayan del mundo f\u00edsico al mundo digital de la forma m\u00e1s completa, oportuna y amigable en t\u00e9rminos de experiencia de los usuarios.<\/p>\n<p align=\"justify\">\n<\/p><h4>3. Responsable de plataformas o tecnolog\u00eda<\/h4>\n<p align=\"justify\">En un equipo de eCommerce es ideal contar un rol t\u00e9cnico, que pueda hacerse cargo de todos los temas asociados con plataformas de ventas, sistemas de gesti\u00f3n y que adem\u00e1s, sea la <strong>contraparte t\u00e9cnica<\/strong> de proveedores externos o servicios tecnol\u00f3gicos tercerizados.<\/p>\n<p align=\"justify\">Vender online es sin\u00f3nimo de usar tecnolog\u00eda y es por eso que dentro del equipo es clave contar con una o varias personas que se hagan cargo del \u00f3ptimo funcionamiento del sitio web propio de la marca y tambi\u00e9n que puedan conocer el funcionamiento del backend de los diferentes marketplaces.<\/p>\n<p align=\"justify\">Igualmente, en el ecommerce es usual &#8211; sobre todo a medida que se escala la operaci\u00f3n y en el camino hacia la omnicanalidad &#8211; contar con una plataforma de integraci\u00f3n omnicanal y otros sistemas para automatizar y optimizar diferentes procesos dentro de la venta, todo esto, implica tener un rol que sea responsable de la relaci\u00f3n con proveedores de tecnolog\u00eda, de su funcionamiento y tambi\u00e9n de la resoluci\u00f3n de incidentes.<\/p>\n<p align=\"justify\">\n<\/p><h4>4. Responsable de marketing<\/h4>\n<p align=\"justify\">El marketing es fundamental dentro de cualquier estrategia de ventas, y en el eCommerce este rol tiene una gran responsabilidad, pues de \u00e9l depender\u00e1 todo lo relacionado a campa\u00f1as propias y dentro de los marketplaces, lanzamiento de nuevos productos, publicidad en redes sociales y buscadores, dise\u00f1os para todas las plataformas utilizadas, email marketing y en general, de hacerse cargo de la <strong>presencia y reconocimiento online<\/strong> de la marca dentro y fuera de los canales de venta.<\/p>\n<p align=\"justify\">Esta \u00e1rea puede incorporarse de muchas formas a un equipo de eCommerce, idealmente y como se establece ac\u00e1, con un rol dedicado dentro de ese equipo, pero tambi\u00e9n puede ser un rol dentro del \u00e1rea de marketing general de la empresa enfocado exclusivamente a la venta online.<\/p>\n<p align=\"justify\">Por otra parte, el rol de marketing puede encargarse de la generaci\u00f3n y ejecuci\u00f3n de todas las estrategias de marketing para el comercio electr\u00f3nico, o en caso de que se tercerice este segmento de la operaci\u00f3n, ser la contraparte de la agencia contratada para tales efectos.<\/p>\n<p><\/p>\n<h2>Adaptaci\u00f3n de otras \u00e1reas de la empresa<\/h2>\n<p align=\"justify\">La segunda dimensi\u00f3n para el eCommerce dentro de la empresa tiene que ver con la adaptaci\u00f3n de otras \u00e1reas, pues la venta online tiene impacto en todas la empresa, y su <strong>integraci\u00f3n planificada y oportuna<\/strong> dentro de los diferentes flujos operativos, es esencial para que pueda efectivamente desarrollarse \u00e9sta vertical.<\/p>\n<p align=\"justify\">\n<\/p><h4>1. \u00c1rea log\u00edstica<\/h4>\n<p align=\"justify\">La log\u00edstica es un \u00e1rea cr\u00edtica en la operaci\u00f3n y determinante en los resultados, cumplimiento de KPIs y en general, en el \u00e9xito de la estrategia de ventas online. Es por eso que es necesario que el responsable de log\u00edstica, normalmente el Gerente de Log\u00edstica, est\u00e9 <strong>involucrado en la estrategia online<\/strong> y en constante comunicaci\u00f3n y coordinaci\u00f3n con el Gerente de eCommerce para lograr una gesti\u00f3n eficiente y a tiempo de los pedidos online.<\/p>\n<p align=\"justify\">El eCommerce implica un cambio en la l\u00f3gica de trabajo de este equipo, pues vender en m\u00faltiples canales implica no solo el aumento de la cantidad de pedidos que deben ser gestionados, sino tambi\u00e9n de la existencia de nuevas <strong>modalidades log\u00edsticas<\/strong> y <strong>promesas de entrega<\/strong> cada vez m\u00e1s demandantes.<\/p>\n<p align=\"justify\">Igualmente las fechas relevantes del calendario de ventas por internet como el Black Friday o los Cyber Days a lo largo del a\u00f1o, ameritan la contrataci\u00f3n de operarios de picking y packing adicionales al equipo regular para hacer frente al incremento de la demanda.<\/p>\n<p align=\"justify\">Este punto es crucial para cumplir las promesas de entrega y hace necesario que con suficiente tiempo de anticipaci\u00f3n, el responsable de log\u00edstica estime el tiempo y cantidad de personas necesarias para atender los pedidos de acuerdo a las proyecciones de ventas y tambi\u00e9n que garantice la disponibilidad de insumos en la bodega (etiquetas, bolsas, cajas, etc.)<\/p>\n<p align=\"justify\">\n<\/p><h4>2. \u00c1rea de finanzas<\/h4>\n<p align=\"justify\">El \u00e1rea financiera tambi\u00e9n se ve involucrada con las ventas por canales online en muchos aspectos y es por eso que es necesario que exista un rol exclusivo o no, que se encargue de procesos esenciales como:<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Las <strong>conciliaciones<\/strong> con los marketplaces<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Los diferentes procesos de liquidaci\u00f3n de <strong>facturas<\/strong>, <strong>comisiones<\/strong> y <strong>devoluciones<\/strong>.<\/p>\n<p style=\"padding-left: 40px;\">\u2022 Las cuentas por <strong>cobrar<\/strong> y por <strong>pagar<\/strong> asociadas a los canales de venta.<\/p>\n<p align=\"justify\">A medida que se diversifican los canales de venta online y se hacen m\u00e1s relevantes, el rol de finanzas adquiere m\u00e1s importancia y por esa raz\u00f3n es fundamental que este equipo se involucre desde el inicio en toda la din\u00e1mica online y principalmente, en los aspectos financieros dentro de la relaci\u00f3n con los marketplaces.<\/p>\n<p align=\"justify\">\n<\/p><h4>3. \u00c1rea de post venta<\/h4>\n<p align=\"justify\">En la post venta tambi\u00e9n es necesario tener roles dedicados al eCommerce, pues cada canal tiene sus propios procesos y <strong>diversos medios de comunicaci\u00f3n<\/strong> como n\u00fameros de tel\u00e9fono y correos electr\u00f3nicos de contacto y ayuda, tracking de los pedidos, problemas con los pagos y las entregas, instancias de resoluci\u00f3n de incidentes, cambios, devoluciones y compensaciones.<\/p>\n<p align=\"justify\">En la post venta, recae una parte importante de la responsabilidad asociada a la <strong>fidelizaci\u00f3n de clientes<\/strong>, resultados positivos en encuestas de satisfacci\u00f3n y NPS, as\u00ed como en las oportunidades de upselling y cross selling para la marca.<\/p>\n<p align=\"justify\">\n<\/p><h2>Equipo enfocado hacia el crecimiento<\/h2>\n<p align=\"justify\">Dependiendo de la <strong>magnitud del eCommerce<\/strong> dentro de la empresa, el equipo puede ser, por ejemplo, una sub \u00e1rea de la Gerencia Comercial o un departamento completo. Igualmente, a medida que el comercio electr\u00f3nico va creciendo y alcanzando nuevas etapas de <strong>madurez<\/strong>, <strong>diversificaci\u00f3n<\/strong> y <strong>relevancia<\/strong> dentro de la empresa, se va especializando para atender necesidades m\u00e1s espec\u00edficas o innovar dentro del \u00e1rea.<\/p>\n<p align=\"justify\">Muchas marcas que parten solo con un Ecommerce Manager que tiene relaci\u00f3n con la bodega, luego se transforman en departamentos con un amplio personal para atender todos los aspectos posibles de la venta online y que adem\u00e1s, tienen equipos completos en el \u00e1rea log\u00edstica dedicados a los pedidos de canales digitales.<\/p>\n<p align=\"justify\">As\u00ed, lo m\u00e1s importante al estructurar el equipo de eCommerce, es poder dimensionar correctamente la <strong>capacidad operativa<\/strong> del personal dedicado y lograr que el resto de la empresa realice los ajustes necesarios para que el camino a trav\u00e9s de canales online tenga resultados positivos. Igualmente, es primordial &#8211; como hemos establecido de acuerdo a las capacidades y realidad de cada marca &#8211; generar una estrategia orientada hacia el <strong>crecimiento<\/strong>, <strong>integraci\u00f3n<\/strong> y <strong>escalabilidad<\/strong> dentro del mundo digital.<\/p>\n<p><\/p>\n\n\n<p> <p>\u00a0<\/p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"Toda empresa que decide vender a trav\u00e9s del comercio electr\u00f3nico debe enfrentarse a una pregunta fundamental en alg\u00fan punto de su operaci\u00f3n \u201c\u00bfC\u00f3mo estructurar mi equipo de eCommerce?\u201d No es una tarea sencilla, pues de esto depender\u00e1 el funcionamiento de toda su operaci\u00f3n, lo que en \u00faltima instancia, siempre impactar\u00e1 en la experiencia de compra&#8230;","protected":false},"author":7,"featured_media":14793,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[50],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfC\u00f3mo estructurar un equipo de eCommerce? 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<h2 class="page-title">¿Integrador o desarrollo in-house? Claves para tomar decisiones tecnológicas en empresas que venden online</h2>
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<h4 class="blog-title"><a href="https://multivende.com/blog/integrador-o-desarrollo-in-house/">¿Integrador o desarrollo in-house? Claves para tomar decisiones tecnológicas en empresas que venden online</a></h4>
<p>La tecnología tiene un rol determinante en las ventas online, cualquier empresa que quiere ser eficiente en su operación y relevante dentro de su nicho de mercado, usa herramientas tecnológicas para sus procesos en las&#8230;</p>				<div class="saspot-link-wrap">
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<p>En el ecosistema de tecnologías para el eCommerce, las plataformas de integración son la herramienta fundamental para optimizar la gestión operativa. Cada vez son más las empresas que deciden vender online bajo ésta modalidad para&#8230;</p>				<div class="saspot-link-wrap">
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<h4 class="blog-title"><a href="https://multivende.com/blog/marketplaces-de-colombia/">Marketplaces de Colombia ¿Cuáles son los canales más relevantes del ecosistema digital?</a></h4>
<p>El eCommerce en Colombia está en pleno proceso de crecimiento. Es un mercado donde actualmente se transaccionan 9 billones de dólares ocupando la quinta posición en volumen transaccional de América Latina y un porcentaje de&#8230;</p>				<div class="saspot-link-wrap">
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<h4 class="blog-title"><a href="https://multivende.com/blog/tipos-de-consumidores-en-el-ecommerce/">¿Sabes cómo vender a tu público objetivo? Tipos de consumidores en el eCommerce</a></h4>
<p>Todos los productos y servicios están pensados y creados para cierto segmento de clientes. Dentro de las diferentes formas en que es posible agruparlos para generar estrategias de ventas y de marketing adecuadas, los tipos&#8230;</p>				<div class="saspot-link-wrap">
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<h4 class="blog-title"><a href="https://multivende.com/blog/modalidades-logisticas-de-los-marketplaces/">Modalidades logísticas de los marketplaces</a></h4>
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<a href="https://multivende.com/blog/ecommerce-en-colombia/"><img src="https://multivende.com/wp-content/uploads/2022/03/FotoBlogColombia.png" alt="eCommerce en Colombia: desafíos y perspectivas del sector"></a>
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<h4 class="blog-title"><a href="https://multivende.com/blog/ecommerce-en-colombia/">eCommerce en Colombia: desafíos y perspectivas del sector</a></h4>
<p>2022 es un año fundamental para el eCommerce, un año donde las tendencias y proyecciones pre-pandemia se concretan y en el cual veremos los resultados de las nuevas dinámicas creadas por el covid-19 en todos&#8230;</p>				<div class="saspot-link-wrap">
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<h4 class="blog-title"><a href="https://multivende.com/blog/logistica-en-ecommerce/">Logística en eCommerce: experiencia de compra entrega a entrega</a></h4>
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<h4 class="blog-title"><a href="https://multivende.com/blog/cyber-monday-2021/">Cyber Monday 2021: sus resultados desde múltiples miradas</a></h4>
<p>La digitalización del comercio es cada día más relevante, desde las cifras que año tras año nos deja el ecommerce, hasta la forma en cómo el mundo online se fusiona con nuestra forma de consumir&#8230;</p>				<div class="saspot-link-wrap">
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<h4 class="blog-title"><a href="https://multivende.com/blog/el-desafio-de-vender-online/">El desafío de vender online</a></h4>
<p>Cuando nos enfrentamos al desafío de vender online, comienza un recorrido que está compuesto por diversos elementos, indispensables para tener una estrategia digital exitosa. En primer lugar, vender en ecommerce implica usar una o varias&#8230;</p>				<div class="saspot-link-wrap">
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