The digital era is advancing at an impressive pace and e-commerce has become a fundamental pillar for companies seeking to exceed consumer expectations. However, due to the competitiveness of the market, it is no longer enough to have a digital presence to stand out. The key today is the ability to offer integrated and fluid experiences.
At this point, omnichannel plays a crucial role, as it allows companies to create an integrated network that encompasses multiple channels and platforms. By strategically merging e-commerce with omnichannel, companies can not only maximize customer benefits, but also ensure a significant competitive advantage by offering a unified and personalized experience in every interaction.
According to the Official Report of the Ecommerce Industry in Peru 2022-2023, developed by the Ecommerce Observatory of the Peruvian Chamber of Electronic Commerce (Capece), Peru has 330,000 businesses that work with the online channel. In turn, El Peruano reports in its “Management and leadership” article that the country leads the list of growth and development of electronic commerce.
The Capece report also specifies that companies must provide tools that provide easily adaptable tactics and strategies to promote digitalization. E-commerce is a trend in constant evolution and, as we will see below, it must be strengthened with new business processes.
Strategies to stand out in a saturated market
Companies in search of profitability and self-sufficiency prioritize optimizing their operations through strategic changes through digitalization and prioritize strategic changes based on the evaluation of the internal market, innovation and quality. Those that adopt effective digital strategies are better positioned to thrive in today’s business world and face future challenges with confidence.
Companies like Alicorp and AJE demonstrate the success of the implementation of virtual stores. The first implemented an adaptable virtual store with extensive support for its diversity of products and stock adaptability. The second deployed a business to business (B2B) online store, with 24/7 order availability from any device. Its success led to the replication of the model in other countries.
These success stories show the importance of digitalization in the search for profitability and self-sufficiency in the business channel. The strategies implemented show that digitalization not only optimizes operations and maximizes profits, but also drives innovation and competitiveness in a constantly evolving market.
Personalized experiences as a competitive advantage
We know that every company must stand out from the rest and develop a business value that differentiates it. According to trends, the key is to develop personalized experiences to offer customers something unique, based on their preferences and needs, which generates a competitive advantage.
Market-leading companies stand out by providing a variety of digital services within their ecosystem, from transactional platforms to payment gateways or digital wallets. For example, Falabella has a platform that integrates itself, Tottus, Linio and Sodimac. In addition, it has applications such as Fazil, for immediate purchases, and Fpay, as a wallet.
The Falabella model is not the only success story. Other examples are LAB Nutrition or Platanitos. This is where we see a call to action for all companies: adapt or be left behind. The integration of digital services with personalized experiences is key to leading in an increasingly competitive market.
Strategic integration of e-commerce and omnichannel
A transcendental milestone was the migration of physical marketplaces to the digital world, especially since the beginning of the covid-19 pandemic. E-commerce experienced a transition of paradigm shifts in business operations. We have the case of Real Plaza, the first shopping center that paved the way for this new world of omnichannel.
Falabella.com today leads the e-commerce industry and immerses itself in the omnichannel ecosystem to improve the purchasing experience of its customers, based on being intuitive and customizable, and even allows the integration of entrepreneurs. In turn, Yape plans to position itself among the main players in this sector. As we can conclude, more and more companies are exploring the advantages of migrating to the digital sphere and adopting omnichannel strategies. Have you already implemented omnichannel in your business? Tell us your experience.
* Lucero Olivares Villena is studying the Master’s Degree in Information Technology Management at ESAN.
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