Companies are betting on the investment in your online store. This option is being chosen ahead of the use of digital aids in sales through marketplace portals, such as Amazon, eBay, Aliexpress…
This is what emerges from the study «X-ray of interests of SMEs in relation to the solutions of the Digital Kit Program» updated in 2023 by Cosmomedia, based on 941 companies surveyed, since the inclusion of the two new services «marketplace» and «advanced Internet presence», in September 2022.
Of the 12 solutions of the Digital Kit Program, companies would opt, with 57%, for the web creation, as the first solution to invest the Program bonus, followed by the management of their social networks (47%) and the advanced presence service on the Internet (42%).
The situation in this ranking of the e-commerce solution is especially relevant, which with 21% would surpass the marketplace service, which collects 10% of the preferences of the SMEs surveyed. The study has taken as a reference the total responses once the two new solutions have been incorporated, so the data reflects the real and quantifiable preferences on the 12 options available to invest the aid of the Digital Kit Program.
Your own e-commerce, compared to the large digital platforms
Companies would choose to invest in their own online space, as opposed to the control of marketplaces, external digital platforms, where different advertisers can sell their products, in the same online space.
Among the main reasons for betting on ecommerce would be the independence of the online store itself, compared to intermediaries, who operate with a percentage of profits on the products that are sold. In addition, to be able to publish in a marketplace, the company must meet a series of technical and aesthetic criteria, related to the graphic quality of the images or the description of the information of its products.
Control of one’s own customer base or aspects related to logistics, sales policy, and shipping would be other reasons why an SME may prefer its own online store over large buying and selling portals.
The study reveals that companies value their brand autonomy and independence, to control their presence in different digital environments. “A self-managed own e-commerce allows you to work on your brand presence in the medium and long term, while the marketplace obtains immediate profitability, under high competition standards and the absence of control of the sales parameters”says Silvia Fernández, content marketing specialist at Cosmomedia. “In this sense, working in your own web environment offers positioning and profitability advantages, by controlling sales margins and promotion, dissemination and sales areas”they emphasize.
