According to the data handled by Adyen, the new digital channels are experiencing a notable growth. Currently, sales through applications and social networks already represent 28%.
Along with the upward trend that continues to experience electronic commerce, it is also observed that the new digital channels are gaining more and more strength. Although 40% of sales in Spain continue to be made in physical stores, 32% are made through web pages and 28% through apps and social networks.
Specifically, 16% of sales in our country are made through applications, while 12% are carried out through social networks.
However, not all sectors are making their sales through these channels equally. Adyen’s study points out that the retailers in the hospitality sector are the ones that make the most use of social networks to market their products and services.
As Juan José Llorente, Adyen’s Country Manager for Spain and Portugal, points out, currently, 8 out of 10 Spanish companies are incorporating new digital channels to increase the participation of their customers.
“Almost 9 out of 10 companies already consider the journey of their customers through multiple channels as one of the main initiatives to apply”.
New digital channels with new forms of payment
Adyen’s study, for which 411 retailers in Spain and more than 1,096 consumers have been surveyed, also emphasizes the importance they increasingly attach to improving customer payment options.
To do this, expand payment options it is essential since customers want to pay where and how they want, in addition to doing it safely.
electronic wallets, or ‘ewallets’ are the payment option that most companies in the electronics sector choose, according to 83%. For their part, those that operate in the fashion sector prefer, in 85% of cases, to pay through an app.
Along with this, another key aspect is how companies are addressing the security of these payments. 64% maintain that they are adopting them to deal with possible fraud, while 63% have customer behavior identification systems and 56% indicate that they have identified new types of fraud.
However, given the complexity of managing online payments and avoiding possible fraud, experts point out the importance of having an intelligent financial platform to control risks and avoid security risks.
Retailers hope to take advantage of sales opportunities through new social channels this 2023
In this line, and before digitization that retail is experiencing, 74% of the companies that have participated in this study value, above all, risk control systems and applications. For their part, 50% consider other Technologys such as virtual reality or augmented reality (VR/RA) relevant for their businesses.
However, retailers will continue to innovate for the coming years. An innovation that will focus mainly on optimizing its Logisticsstock management, marketing and customer service, as well as in the business areas in which technology can make a difference.
Looking ahead to 2023, retailers hope to improve their delivery options to customers, as well as take advantage of sales opportunities through new social channels. In this sense, they hope to put new digital channels to boost customer participation, in addition to offering more payment options beyond cash and improving operations to reduce waiting times to pay.
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