Comércio Eletrónico

Como podemos alavancar o Mercado do E-Commerce em Portugal?

O E-Commerce tem vindo a desenvolver-se ao longo dos últimos anos em Portugal, sendo que se assume comummente que está atrasado face a outras realidades, como a do Brasil. Contudo, estão a ser dados largos passos na comunidade de comércio eletrónico que vão acelerar o crescimento desta economia nos próximos anos.

 

Por Cíntia Costa

 

O E-Commerce em Portugal está a crescer a olhos vistos. Segundo dados do estudo Economia Digital em Portugal 2018, criado pela ACEPI em parceria com o IDC, Portugal tende para a convergência com a União Europeia no que toca à utilização da Internet e realização de compras online nos próximos 5 anos. As previsões apontam para que em 4 anos mais de 2/3 da população europeia compre através da Internet (cerca de mais de 50% em Portugal)

 

Segundo o mesmo estudo, a percentagem de utilizadores da internet e de compradores online tem aumentado, sendo que 74% da população portuguesa utilizou internet e 34% comprou online em 2017.

 

Para fazer face a este aumento da procura, os negócios digitais têm vindo a desenvolver as suas estratégias de forma a integrar online com offline ou, no caso de exclusividade online, a potencial o seu negócio através de Marketing Digital. Contudo, muitas empresas ainda estão numa fase inicial no mundo do comércio eletrónico e precisam de apoio na construção de uma estratégia mais eficaz ou na implementação de processos de melhoria e inovação incremental.

 

“Para as empresas, qualquer que seja a sua dimensão, a atual realidade obriga não só a uma presença online visível e dinâmica de forma a estabelecer e manter relacionamentos efetivos com o mercado, mas sobretudo entender o contexto de uma economia onde o digital e o físico estão cada vez mais integrados”, indica o mesmo estudo.

 

Muitas empresas ainda acreditam que a transformação digital é uma tendência que está agora a chegar, mas a verdade é que já está enraizada no mundo dos negócios há algum tempo. Prova disso é que 40,8% do PIB em Portugal em 2017 diz respeito a negócios B2B realizados através de Comércio Eletrónico, que representa um crescimento de 11,1% face a 2016, num total de 70 mil milhões de euros. Também no âmbito B2C a percentagem é representativa: 2,5% do PIB, equivalente a 4,6 mil milhões de euros, são compras online pelos consumidores portugueses, um crescimento de 11,3% face a 2016.

 

E-Commerce Experience: um boost para o mercado

É para ajudar os negócios a adaptar-se a esta nova realidade que surge o programa de aceleração E-Commerce Experience, que vai agora entrar na segunda edição em Portugal e continua a contar com o apoio do LISPOLIS. Esta é uma iniciativa com a duração de seis meses e que tem início no final de setembro, com uma sessão de KickOff com vários convidados, com o título Bootcamp E-Commerce Experience, que vai decorrer a 26 de setembro das 15h às 20h.

 

O programa é composto por cinco meses de sessões semanais com as empresas selecionadas, que podem ser até 20 empresas de diferentes dimensões, desde as mais pequenas às grandes multinacionais, de variados setores de atividade e em estágios de maturidade diferente, desde o e-commerce que abriu recentemente até ao mais antigo. Estas sessões podem ser palestras, visitas técnicas a instalações das empresas patrocinadoras, workshops e mentorias.

 

Na primeira edição, foram realizados 20 encontros entre setembro de 2018 e março de 2019, o que representa cerca de 90 horas de imersão no programa que 20 empresas, como a Worten, o Boticário, o OLX e a Delta Cafés, tiveram a oportunidade de usufruir. Contudo, mais do que o conhecimento transmitido por oradores e mentores, a partilha entre empresas, que noutro contexto poderia até ser impossível, foi o ponto alto do programa.

 

Em 2019 pretende-se replicar o modelo, melhorando as sessões e adequando às necessidades dos novos participantes. Estão já confirmadas empresas como Lanidor, FPF, DeBorla, Sporting e The Inventors, e as inscrições ainda continuam abertas para outras empresas que se queiram juntar a esta iniciativa, que conta com o patrocínio de entidades como a NOS, a Dinamize, a Hi-Pay, a Kia, o Dott, a Ernst & Young, a PLMJ, a Kapten e a SIBS.

 

Saiba mais em https://ecommerceexperience.co/

 

 

Vídeo da primeira edição:

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