{"id":108651,"date":"2022-01-26T15:32:19","date_gmt":"2022-01-26T15:32:19","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/studie-a-statistiky-amazonu-pro-prodejce-vsechny-relevantni-udalosti-poslednich-nekolika-let\/"},"modified":"2022-01-26T15:32:19","modified_gmt":"2022-01-26T15:32:19","slug":"studie-a-statistiky-amazonu-pro-prodejce-vsechny-relevantni-udalosti-poslednich-nekolika-let","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/cs\/blog\/studie-a-statistiky-amazonu-pro-prodejce-vsechny-relevantni-udalosti-poslednich-nekolika-let\/","title":{"rendered":"Studie a statistiky Amazonu pro prodejce \u2013 v\u0161echny relevantn\u00ed ud\u00e1losti posledn\u00edch n\u011bkolika let"},"content":{"rendered":"

Online nakupov\u00e1n\u00ed se stalo ned\u00edlnou sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho \u017eivota mnoha lid\u00ed v posledn\u00edch dvou letech. O tom sv\u011bd\u010d\u00ed studie a statistiky Amazonu vytvo\u0159en\u00e9 po roce 2020, co\u017e se p\u0159irozen\u011b odr\u00e1\u017e\u00ed v \u00fasp\u011bchu spole\u010dnost\u00ed jako Amazon, OTTO, eBay, Walmart atd. Nicm\u00e9n\u011b Amazon se v p\u0159\u00edm\u00e9m srovn\u00e1n\u00ed s ostatn\u00edmi obry e-commerce jasn\u011b vyzna\u010duje jako v\u00edt\u011bz. V tomto blogov\u00e9m p\u0159\u00edsp\u011bvku se chceme pod\u00edvat bl\u00ed\u017ee na v\u00fdvoj Amazonu, samoz\u0159ejm\u011b tak\u00e9 z pohledu prodejc\u016f Amazonu. Proto\u017ee tak rychl\u00fd r\u016fst \u2013 zejm\u00e9na v tak kr\u00e1tk\u00e9m \u010dase \u2013 obvykle nem\u016f\u017ee m\u00edt pouze pozitivn\u00ed aspekty.<\/p>

Z\u00e1kaznick\u00e1 orientace v\u00edt\u011bz\u00ed \u2013 Vzestup Amazonu<\/h2>

Existuje nespo\u010det studi\u00ed a \u010dl\u00e1nk\u016f o Amazonu, kter\u00e9 se zab\u00fdvaj\u00ed vzestupem spole\u010dnosti z gar\u00e1\u017eov\u00e9ho knihkupectv\u00ed na nejv\u011bt\u0161\u00ed trh na sv\u011bt\u011b, a v\u0161echny studie dosp\u00edvaj\u00ed k stejn\u00e9mu z\u00e1v\u011bru: Amazon roste nezastaviteln\u011b.<\/p>

Exponenci\u00e1ln\u00ed r\u016fst online giganta je zvl\u00e1\u0161\u0165 patrn\u00fd na r\u016fstov\u00e9 k\u0159ivce za posledn\u00edch 10 let. V roce 2010 dos\u00e1hl maloobchodn\u00edk tr\u017eeb ve v\u00fd\u0161i 34,2 miliardy USD. O deset let pozd\u011bji (2020) to bylo v\u00edce ne\u017e desetkr\u00e1t tolik, a to 386,1 miliardy USD.<\/p>

\"V\u0161echny<\/figure>

P\u0159\u00ed\u010dinou toho je mimo jin\u00e9 veden\u00ed, kter\u00e9 se zam\u011b\u0159uje na z\u00e1kaznickou orientaci a reinvestov\u00e1n\u00ed zisk\u016f zp\u011bt do spole\u010dnosti za \u00fa\u010delem podpory r\u016fstu.<\/p>

Mimo jin\u00e9 tyto dva prvky v\u00fdrazn\u011b zv\u00fd\u0161ily tr\u017eby Amazonu za posledn\u00edch \u0161est let, jak ukazuj\u00ed statistiky. Zejm\u00e9na rok 2020 \u2013 poh\u00e1n\u011bn\u00fd glob\u00e1ln\u00edm boomem e-commerce souvisej\u00edc\u00edm s pandemi\u00ed \u2013 byl pro Amazon velmi ziskov\u00fd. Tr\u017eby vzrostly o 33 % ve srovn\u00e1n\u00ed s p\u0159edchoz\u00edm rokem. N\u011bmecko bylo jedn\u00edm z nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch trh\u016f pro Amazon, s 29,6 miliardy USD.<\/p>

V roce 2010 dos\u00e1hl Amazon tr\u017eeb ve v\u00fd\u0161i 34,2 miliardy USD. O deset let pozd\u011bji (2020) to bylo v\u00edce ne\u017e desetkr\u00e1t tolik, a to 386,1 miliardy USD.<\/p><\/blockquote>

Takov\u00fd trend samoz\u0159ejm\u011b nem\u016f\u017ee pokra\u010dovat nekone\u010dn\u011b. Podle spole\u010dnosti Marketplace Pulse, kter\u00e1 se specializuje na anal\u00fdzu dat z e-commerce sektoru, se k\u0159ivka (alespo\u0148 na americk\u00e9m trhu) stabilizovala a nyn\u00ed se pozoruje pouze pravideln\u00fd r\u016fst.<\/p>

\"Studie<\/figure>

V\u00edce z\u00e1kazn\u00edk\u016f = v\u00edce konkurence<\/h2>

Ale co znamen\u00e1 tento r\u016fst pro prodejce na trhu? Obecn\u011b je to dobr\u00e9 znamen\u00ed, kdy\u017e platforma, na kter\u00e9 prod\u00e1v\u00e1te produkty, generuje v\u00edce tr\u017eeb ne\u017e kdy d\u0159\u00edve. Prodejci p\u0159\u00edmo profituj\u00ed z n\u00e1r\u016fstu z\u00e1kazn\u00edk\u016f.<\/p>

Na Amazonu je nyn\u00ed 1,9 milionu aktivn\u00edch prodejc\u016f. 240 000 jich prod\u00e1v\u00e1 na Amazon.de.<\/p><\/blockquote>

To tak\u00e9 znamen\u00e1, \u017ee jednotliv\u00ed prodejci mus\u00ed sout\u011b\u017eit proti mnohem v\u011bt\u0161\u00ed konkurenci. Po cel\u00e9m sv\u011bt\u011b je nyn\u00ed p\u0159ibli\u017en\u011b 9,7 milionu prodejc\u016f na Amazonu, z nich\u017e 1,9 milionu aktivn\u011b prod\u00e1v\u00e1 na platform\u011b a 240 000 s\u00eddl\u00ed v N\u011bmecku. A to je pouze p\u0159\u00edm\u00e1 konkurence na Amazonu. Boom e-commerce se p\u0159irozen\u011b roz\u0161\u00ed\u0159il i na dal\u0161\u00ed platformy. I kdy\u017e nejsou tak \u00fasp\u011b\u0161n\u00e9 jako l\u00eddr na trhu, nab\u00edzej\u00ed z\u00e1kazn\u00edk\u016fm jin\u00e9 v\u00fdhody.<\/p>

Nap\u0159\u00edklad platforma Etsy p\u0159itahuje sv\u00e9 z\u00e1kazn\u00edky specializac\u00ed na ru\u010dn\u011b vyr\u00e1b\u011bn\u00e9, kreativn\u00ed produkty. Taktika, kter\u00e1 se osv\u011bd\u010dila a umo\u017enila spole\u010dnosti zv\u00fd\u0161it jej\u00ed tr\u017eby z 818 milion\u016f dolar\u016f (2019) na 1,72 miliardy dolar\u016f (2020).<\/p>

\"Studie<\/figure>

Jak se odli\u0161it od tak velk\u00e9 konkurence?<\/h3>

Prod\u00e1vat na Amazonu<\/a> nikdy nebylo snadn\u00e9 a ve skute\u010dnosti se to v posledn\u00edch dvou letech kv\u016fli vysok\u00e9 konkurenci stalo je\u0161t\u011b obt\u00ed\u017en\u011bj\u0161\u00ed \u2013 podle Oberlo<\/a> se v prvn\u00edm \u010dtvrtlet\u00ed 2021 p\u0159ipojilo 283 000 nov\u00fdch prodejc\u016f.<\/p>

\"Po\u010det<\/figure>

Jedn\u00edm ze zp\u016fsob\u016f, jak se v tak konkuren\u010dn\u00edm trhu odli\u0161it, je vyu\u017eit\u00ed inteligentn\u00edho softwaru, kter\u00fd umo\u017e\u0148uje automatizaci nudn\u00fdch (ale nezbytn\u00fdch) proces\u016f. Zaj\u00edmavost: Amazon to d\u011bl\u00e1 stejn\u00fdm zp\u016fsobem na konci dne, jak n\u00e1m ukazuje tato grafika.<\/p>

\"Studie<\/figure>

Optimalizace cen<\/h4>

Kone\u010dn\u00e1 cena je nejd\u016fle\u017eit\u011bj\u0161\u00ed metrikou pro z\u00edsk\u00e1n\u00ed Buy Box a t\u00edm dos\u00e1hnout velmi vysok\u00e9 viditelnosti va\u0161ich produkt\u016f na str\u00e1nce s podrobnostmi o produktu. Nicm\u00e9n\u011b, kone\u010dn\u00e1 cena produkt\u016f na Amazonu se neust\u00e1le m\u011bn\u00ed, co\u017e \u010din\u00ed ru\u010dn\u00ed \u00fapravy t\u00e9m\u011b\u0159 nemo\u017en\u00fdmi.<\/p>

Repricer od SELLERLOGIC nejen zaji\u0161\u0165uje vysok\u00fd pod\u00edl Buy Box, ale tak\u00e9 v\u00e1m pom\u00e1h\u00e1 prod\u00e1vat va\u0161e produkty za co nejvy\u0161\u0161\u00ed cenu. V\u00edce informac\u00ed naleznete zde<\/a>.<\/p>\n

\"SL<\/a><\/figure><\/div>\n

Reklamace vr\u00e1cen\u00ed pen\u011bz z chyb FBA<\/h4>

I kdy\u017e Amazon nyn\u00ed zam\u011bstn\u00e1v\u00e1 v\u00edce robot\u016f ne\u017e lidsk\u00fdch zam\u011bstnanc\u016f, lid\u00e9 jsou st\u00e1le rozhodovac\u00edmi \u010diniteli ve skladech. A lid\u00e9 d\u011blaj\u00ed chyby. To nen\u00ed probl\u00e9m. Je v\u0161ak nep\u0159ijateln\u00e9, \u017ee vy, jako prodejce, mus\u00edte platit za chyby, kter\u00e9 se ve skladu s va\u0161imi produkty st\u00e1vaj\u00ed.<\/p>

Software Lost & Found od SELLERLOGIC identifikuje chyby FBA a\u017e 18 m\u011bs\u00edc\u016f zp\u011btn\u011b. Tyto chyby jsou pot\u00e9 zpracov\u00e1ny na\u0161\u00edm t\u00fdmem z\u00e1kaznick\u00e9ho \u00fasp\u011bchu, kter\u00fd se s v\u00e1mi spoj\u00ed a vym\u00e1h\u00e1 va\u0161i reklamaci na vr\u00e1cen\u00ed pen\u011bz u Amazonu. V\u00edce informac\u00ed naleznete zde<\/a>.<\/p>

Naru\u0161en\u00e9 dodavatelsk\u00e9 \u0159et\u011bzce<\/h2>

Co bylo ji\u017e b\u011bhem roku patrn\u00e9, se zvl\u00e1\u0161\u0165 projevilo na V\u00e1noce 2021: Mezin\u00e1rodn\u00ed dodavatelsk\u00e9 \u0159et\u011bzce nevydr\u017eely vysokou popt\u00e1vku, co\u017e vedlo k velmi vysok\u00fdm cen\u00e1m a extr\u00e9mn\u011b pomal\u00e9 logistice. Krom\u011b v\u00fd\u0161e zm\u00edn\u011bn\u00e9 nerovnov\u00e1hy hr\u00e1ly v\u00fdznamnou roli i dal\u0161\u00ed faktory, jako jsou nedostatek pracovn\u00ed s\u00edly, nep\u0159\u00edzniv\u00e9 naviga\u010dn\u00ed man\u00e9vry v Suezsk\u00e9m kan\u00e1lu, uzav\u0159en\u00ed p\u0159\u00edstav\u016f a tajfuny. To bylo zvl\u00e1\u0161\u0165 patrn\u00e9 na tras\u00e1ch z Asie do Evropy a\/nebo Ameriky, co\u017e se odrazilo ve zv\u00fd\u0161en\u00fdch cen\u00e1ch a pomalej\u0161\u00ed logistice.<\/p>

V posledn\u00edch 18 m\u011bs\u00edc\u00edch se ceny p\u0159epravy z Asie do Evropy zv\u00fd\u0161ily o 700 procent. V USA vzrostly minul\u00fd rok o 900 procent.<\/p><\/blockquote>

Pro trasu z Asie do Evropy se ceny aktu\u00e1ln\u011b pohybuj\u00ed na 16 000 dolarech za 40stopov\u00fd kontejner (k lednu 2022). P\u0159ed osmn\u00e1cti m\u011bs\u00edci st\u00e1l stejn\u00fd kontejner kolem 2 000 dolar\u016f. Pro logistick\u00fd pr\u016fmysl a p\u0159epravn\u00ed spole\u010dnosti je to samoz\u0159ejm\u011b spln\u011bn\u00fd sen \u2013 alespo\u0148 finan\u010dn\u011b. Jako majitel firmy si v\u0161ak nejprve mus\u00edte tyto vysok\u00e9 ceny dovolit.<\/p>

\"Studie<\/figure>

Stejn\u00e1 situace nastala i v USA; v roce 2021 se ceny p\u0159epravy zbo\u017e\u00ed z \u010c\u00edny zv\u00fd\u0161ily p\u011btkr\u00e1t. Ve srovn\u00e1n\u00ed s cenami p\u0159ed pandemi\u00ed jsou sazby desetkr\u00e1t vy\u0161\u0161\u00ed. Ceny p\u0159epravy kontejner\u016f vzrostly z 1 500 dolar\u016f (za\u010d\u00e1tek 2020) na v\u00edce ne\u017e 20 000 dolar\u016f (z\u00e1\u0159\u00ed 2021). Na konci roku 2021 ceny op\u011bt klesly a nyn\u00ed se pohybuj\u00ed na 15 000 dolarech.<\/p>

\"Studie<\/figure>

V Evrop\u011b vyr\u00e1b\u011bt (?)<\/h3>

Ot\u00e1zka, kterou si prodejci kladou ji\u017e n\u011bjakou dobu, dokonce i p\u0159ed Coronavirem, se kv\u016fli t\u011bmto probl\u00e9m\u016fm s dodavatelsk\u00fdmi \u0159et\u011bzci st\u00e1v\u00e1 aktu\u00e1ln\u011bj\u0161\u00ed ne\u017e kdy jindy: Stoj\u00ed za to vyr\u00e1b\u011bt v Evrop\u011b?<\/p>

N\u00e1klady na v\u00fdrobu v Evrop\u011b jsou mnohem vy\u0161\u0161\u00ed ne\u017e v Asii; nicm\u00e9n\u011b n\u00e1klady na p\u0159epravu jsou v\u00fdrazn\u011b ni\u017e\u0161\u00ed a kvalita je obvykle vy\u0161\u0161\u00ed. Dal\u0161\u00ed v\u00fdhodou “m\u00edstn\u00ed” v\u00fdroby je, \u017ee cesta do evropsk\u00e9 zem\u011b (nap\u0159. k inspekci zbo\u017e\u00ed nebo osobn\u00edmu setk\u00e1n\u00ed s v\u00fdrobci) je levn\u011bj\u0161\u00ed a m\u00e9n\u011b \u010dasov\u011b n\u00e1ro\u010dn\u00e1 ne\u017e cesta do Asie. Nav\u00edc, v\u00fdroba v Evrop\u011b, d\u00edky zkr\u00e1cen\u00e9 dodac\u00ed trase, je tak\u00e9 ekologi\u010dt\u011bji udr\u017eiteln\u00e1 \u2013 dal\u0161\u00ed faktor, kter\u00fd lze p\u0159etavit v v\u00edce prodej\u016f s spr\u00e1vn\u00fdm marketingem.<\/p>

A co d\u011blaj\u00ed prodejci?<\/h2>

Na tuto ot\u00e1zku odpov\u00edd\u00e1 aktu\u00e1ln\u00ed studie Amazonu od Pattern a Profitero, EMEA Amazon Vendor Survey<\/a>, ve kter\u00e9 je 56 zna\u010dek dotazov\u00e1no na v\u00fdzvy a p\u0159\u00edle\u017eitosti v Evrop\u011b a na Bl\u00edzk\u00e9m v\u00fdchod\u011b.<\/p>

Je pozoruhodn\u00e9, \u017ee mnoho zna\u010dek prod\u00e1v\u00e1 prost\u0159ednictv\u00edm v\u00edce kan\u00e1l\u016f, nap\u0159. prost\u0159ednictv\u00edm jin\u00fdch e-commerce platforem (48,2 procenta). Z t\u011bchto platforem je eBay nejpopul\u00e1rn\u011bj\u0161\u00ed (39,3 procenta), ale Cdiscount si tak\u00e9 vede docela dob\u0159e (25,2 procenta)<\/p>

\"Mnoho<\/figure>

Tak\u00e9 zaj\u00edmav\u00e1 je \u00farove\u0148 spokojenosti prodejc\u016f s online gigantem. M\u00e9n\u011b ne\u017e polovina (45 procent) v\u0161ech dotazovan\u00fdch uvedla, \u017ee jejich vztah s Amazonem je “pon\u011bkud pozitivn\u00ed.” 25 procent ozna\u010dilo vztah jako neutr\u00e1ln\u00ed a 25 procent popsalo sv\u016fj vztah jako “pon\u011bkud negativn\u00ed.”<\/p>

D\u016fvody tohoto skromn\u00e9ho v\u00fdsledku jsou probl\u00e9my s eroz\u00ed cen (59 procent), p\u0159\u00edli\u0161 drah\u00e1 a komplikovan\u00e1 logistika ze strany Amazonu (85,2 procenta), p\u0159\u00edli\u0161 m\u00e1lo m\u00edsta ve skladech (66,1 procenta) a naru\u0161en\u00ed dodavatelsk\u00e9ho \u0159et\u011bzce (50 procent).<\/p>

P\u0159edpokl\u00e1d\u00e1 se, \u017ee n\u011bkte\u0159\u00ed prodejci zv\u00e1\u017e\u00ed p\u0159ijet\u00ed hybridn\u00ed strategie v nadch\u00e1zej\u00edc\u00edch letech a budou prod\u00e1vat jak jako prodejci, tak jako dodavatel\u00e9.<\/p>

Studie a statistiky Amazonu \u2013 z\u00e1v\u011br<\/h2>

Amazon, jako e-commerce gigant, z\u00edskal v posledn\u00edch letech mnoho z\u00e1kazn\u00edk\u016f. Vy jako prodejce p\u0159\u00edmo profitujete z neust\u00e1le rostouc\u00ed z\u00e1kaznick\u00e9 z\u00e1kladny. Rychl\u00fd r\u016fst v\u0161ak tak\u00e9 znamen\u00e1, \u017ee se mus\u00edte utkat s mnohem v\u011bt\u0161\u00ed konkurenc\u00ed. Mnoho prodejc\u016f na Amazonu se v takov\u00fdch p\u0159\u00edpadech spol\u00e9h\u00e1 na software.<\/p>

\u00dazk\u00e1 m\u00edsta v dodavatelsk\u00fdch \u0159et\u011bzc\u00edch (zejm\u00e9na z Asie na Z\u00e1pad) jsou patrn\u00e1 ji\u017e od za\u010d\u00e1tku pandemie, ale vyvrcholila na konci roku 2021, co\u017e \u2013 alespo\u0148 v Evrop\u011b \u2013 dosud neustalo. Udr\u017eiteln\u00e1 alternativa, kter\u00e1 se st\u00e1v\u00e1 st\u00e1le atraktivn\u011bj\u0161\u00ed pro n\u011bmeck\u00e9 e-commerce prodejce: nechat produkty vyr\u00e1b\u011bt lok\u00e1ln\u011b.<\/p>

Prodejci na Amazonu se v sou\u010dasnosti pot\u00fdkaj\u00ed s podobn\u00fdmi probl\u00e9my, zejm\u00e9na s komplikovanou a drahou logistikou Amazonu, nedostatkem skladov\u00e9ho prostoru, \u00fazk\u00fdmi m\u00edsty v dodavatelsk\u00e9m \u0159et\u011bzci a eroz\u00ed cen.<\/p>

<\/meta>Kredity k obr\u00e1zk\u016fm v po\u0159ad\u00ed obr\u00e1zk\u016f: Obr. 1, 2, 3 a 6 @ marketplacepulse.com \/ Obr. 4 @ cbinsights.com \/ Obr. 5 @ fbx.freightos.com \/ Obr. 7 @ pattern.com; profitero.com<\/p>","protected":false},"excerpt":{"rendered":"

Online nakupov\u00e1n\u00ed se stalo ned\u00edlnou sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho \u017eivota mnoha lid\u00ed v posledn\u00edch dvou letech. O tom sv\u011bd\u010d\u00ed studie a statistiky Amazonu vytvo\u0159en\u00e9 po roce 2020, co\u017e se p\u0159irozen\u011b odr\u00e1\u017e\u00ed v \u00fasp\u011bchu spole\u010dnost\u00ed jako Amazon, OTTO, eBay, Walmart atd. Nicm\u00e9n\u011b Amazon se v p\u0159\u00edm\u00e9m srovn\u00e1n\u00ed s ostatn\u00edmi obry e-commerce jasn\u011b vyzna\u010duje jako v\u00edt\u011bz. V tomto blogov\u00e9m<\/p>\n","protected":false},"author":6,"featured_media":18632,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[930,921],"tags":[],"class_list":["post-108651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nastroje-pro-prodejce-na-amazonu","category-prodej-na-amazonu"],"yoast_head":"\nAmazon: Statistika: Studie pro prodejce<\/title>\n<meta name=\"description\" content=\"Statistiky a studie Amazonu: Tato \u010d\u00edsla a fakta v\u00e1m pomohou \u00fasp\u011b\u0161n\u011b prod\u00e1vat na Amazonu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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