{"id":226881,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/nou-studiu-prefera-amazon-sa-se-promoveze-in-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"nou-studiu-prefera-amazon-sa-se-promoveze-in-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/ro\/blog\/nou-studiu-prefera-amazon-sa-se-promoveze-in-buy-box\/","title":{"rendered":"Nou studiu: Prefer\u0103 Amazon s\u0103 se promoveze \u00een Buy Box?"},"content":{"rendered":"

Acuzarea: Amazon se prefer\u0103 pe sine \u00een atribuirea Buy Box. Zvonurile exist\u0103 de ani de zile. \u00cen special \u00een comunitatea v\u00e2nz\u0103torilor Amazon, aceast\u0103 acuza\u021bie pare s\u0103 fi fost deja stabilit\u0103 ca adev\u0103r. P\u00e2n\u0103 acum nu exist\u0103 dovezi concrete pentru o ocolire a regulilor de concuren\u021b\u0103, dar m\u0103car autorit\u0103\u021bile de concuren\u021b\u0103 investigheaz\u0103 \u0219i ele \u00eempotriva corpora\u021biei.<\/p>

Pentru c\u0103 este deosebit de problematic\u0103 dublul rol pe care \u00eel joac\u0103 Amazon: Compania este at\u00e2t proprietar al platformei, c\u00e2t \u0219i v\u00e2nz\u0103tor pe aceast\u0103 platform\u0103. De\u0219i Amazon nu are un monopol, are o cot\u0103 de pia\u021b\u0103 foarte mare \u00een comer\u021bul online din Germania.<\/p>

Acum, revista economic\u0103 ARD Plusminus s-a ocupat \u0219i ea de Amazon \u0219i de zvonurile legate de Buy Box. \u00cen colaborare cu o companie de analiz\u0103 a pre\u021burilor, au fost observate \u0219i evaluate mai multe zeci de mii de produse. Rezultatele sunt destul de surprinz\u0103toare \u2013 dar diferite de ceea ce majoritatea v\u00e2nz\u0103torilor de pe pia\u021b\u0103 ar presupune.<\/p>

De ce este Buy Box at\u00e2t de decisiv?<\/h2>

Aten\u021bia Plusminus a fost \u00eendreptat\u0103 c\u0103tre Amazon Buy Box<\/a>. Butonul galben, cu care produsele pot fi ad\u0103ugate \u00een co\u0219ul de cump\u0103r\u0103turi, este cunoscut de fiecare client al platformei comerciale. \u0218i pentru v\u00e2nz\u0103tori, \u00een special cei de bunuri comerciale, c\u00e2mpul co\u0219ului de cump\u0103r\u0103turi joac\u0103 un rol decisiv.<\/p>

Pentru c\u0103, \u00een loc s\u0103 creeze o pagin\u0103 de produs separat\u0103 pentru fiecare ofert\u0103 (a\u0219a cum face, de exemplu, eBay), Amazon grupeaz\u0103 toate ofertele aceluia\u0219i produs pe o pagin\u0103 de detaliu. Pentru a decide care v\u00e2nz\u0103tor prime\u0219te o comand\u0103 \u0219i, prin urmare, a v\u00e2ndut produsul din stocul s\u0103u, algoritmul Amazon ia \u00een considerare diferite parametrii, inclusiv pre\u021bul, metoda de livrare, viteza de livrare \u0219i eventualele recenzii ale clien\u021bilor.<\/p>

Acum, majoritatea clien\u021bilor comand\u0103 direct prin butonul galben \u0219i nu se obosesc s\u0103 verifice celelalte oferte ale produsului. A\u0219adar, cine c\u00e2\u0219tig\u0103 Buy Box ob\u021bine aproximativ 90% din v\u00e2nz\u0103ri. Cine nu c\u00e2\u0219tig\u0103 Buy Buy Box r\u0103m\u00e2ne practic cu m\u00e2inile goale. Prin urmare, competi\u021bia pentru c\u00e2mpul co\u0219ului de cump\u0103r\u0103turi este decisiv\u0103, iar criteriile de atribuire sunt semnificative din punct de vedere al legisla\u021biei antitrust. Dac\u0103 Amazon s-ar prefera pe sine aici, ar putea abuza de puterea sa pe pia\u021b\u0103.<\/p>

Prefer\u0103 Amazon s\u0103 se promoveze pe sine \u0219i oferta sa? \u2013 Rezultatele studiului<\/h2>

Pentru studiul Amazon, Plusminus a analizat 64.000 de produse de pe pia\u021ba gigantului online. \u00cen evaluare au fost luate \u00een considerare at\u00e2t pre\u021bul, c\u00e2t \u0219i viteza de livrare, \u00eens\u0103 nu \u0219i alte criterii precum fiabilitatea sau evaluarea clien\u021bilor unui v\u00e2nz\u0103tor. Toate produsele incluse \u00een studiu au fost oferite at\u00e2t de mai mul\u021bi comercian\u021bi, c\u00e2t \u0219i de Amazon \u00eensu\u0219i.<\/p>

\u00bb La 20.000 din cele 64.000 de produse, conform Plusminus, Amazon a de\u021binut Buy Box<\/strong>. Aceasta reprezint\u0103 pu\u021bin peste 31 %<\/strong>.<\/span><\/p>

\u00bb La aproximativ 8.000 de produse (12,5 %<\/strong>), Amazon a de\u021binut Buy Box, de\u0219i existau al\u021bi furnizori care ofereau un pre\u021b mai mic. Aici, Amazon era \u00een medie cu 1,83 euro mai scump<\/strong>, dar de cele mai multe ori \u0219i furnizorul cu cea mai rapid\u0103 vitez\u0103 de livrare.<\/span><\/p>

\u00bb \u00cen schimb, la 156 de produse, Amazon nu a de\u021binut doar Buy Box cu un pre\u021b mai mare, ci a existat \u0219i cel pu\u021bin un alt v\u00e2nz\u0103tor care putea livra la fel de repede ca Amazon<\/strong>. Aceasta reprezint\u0103, rotunjit, doar 0,25 %<\/strong> din produsele investigate.<\/span><\/p><\/blockquote>

Pentru fiecare dintre cei 156 de comercian\u021bi, ar putea fi o pierdere semnificativ\u0103 dac\u0103 Amazon s-ar prefera pe sine aici \u0219i ar ignora astfel regulile de concuren\u021b\u0103. Cu toate acestea, \u00een ceea ce prive\u0219te \u00eentreaga investiga\u021bie, rezultatul este diferit de ceea ce mul\u021bi v\u00e2nz\u0103tori de pe pia\u021b\u0103 ar fi presupus anterior. 156 din 64.000 de produse reprezint\u0103 o propor\u021bie extrem de mic\u0103.<\/p>

\u00cen plus, studiul Plusminus analizeaz\u0103 Buy Box Amazon doar pe baza a dou\u0103 criterii de atribuire: pre\u021bul \u0219i viteza de livrare. Ambele aspecte sunt f\u0103r\u0103 \u00eendoial\u0103 foarte importante, dar nu sunt singurele decisive. Se pot identifica cel pu\u021bin alte unsprezece criterii Buy Box<\/a> care joac\u0103, de asemenea, un rol \u00een atribuirea c\u00e2mpului co\u0219ului de cump\u0103r\u0103turi. Dac\u0103 se ignor\u0103 acestea, se ob\u021bine doar o imagine distorsionat\u0103 a realit\u0103\u021bii.<\/p>

Cum v\u00e2nz\u0103torii de pe pia\u021b\u0103 c\u00e2\u0219tig\u0103 Buy Box cu cel mai mare pre\u021b posibil<\/h2>

Men\u021binerea Buy Box nu cu cel mai mic, ci cu un pre\u021b mai mare este, totu\u0219i, posibil\u0103 pentru majoritatea furnizorilor de bunuri comerciale. Totu\u0219i, ajustarea manual\u0103 a pre\u021burilor este o \u00eentreprindere f\u0103r\u0103 speran\u021b\u0103 \u2013 prea multe criterii \u0219i concuren\u021bi care trebuie monitoriza\u021bi. Cu un instrument de ajustare a pre\u021burilor adecvat, acest lucru poate fi realizat destul de fiabil. Exact asta face SELLERLOGIC de ani de zile pentru clien\u021bii s\u0103i. Un Buy Box Share de 95 %<\/a> nu este o raritate.<\/p>\t\t

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Annemarie Raluca Schuster<\/strong><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t

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Fondatoare \u0219i director general<\/strong> al SiAura Material<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t
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\u201e\u00cen cele din urm\u0103, companiile pot avea o strategie de pre\u021b de succes doar cu ajutorul software-ului, manual nu este deloc realizabil. Cu SELLERLOGIC Repricer am reu\u0219it s\u0103 \u00eemi cresc Buy Box Share la 95%!\u201d<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Spre deosebire de studiul Amazon realizat de Plusminus, Repricer ia \u00een considerare, a\u0219a-zis, din start criteriile importante Buy Box. Astfel, el c\u00e2\u0219tig\u0103 Buy Box nu cu cel mai mic, ci cu cel mai mare pre\u021b posibil, \u00een func\u021bie de starea actual\u0103 a celorlalte metrici ale v\u00e2nz\u0103torului oferitor.<\/p>

Dori\u021bi s\u0103 atinge\u021bi \u0219i un Buy Box de aproape 100 %? Atunci testa\u021bi SELLERLOGIC Repricer acum 14 zile gratuit<\/a>! <\/p>

Fazit: Studiu Plusminus privind Amazon Buy Box<\/h2>

Rolul dublu al Amazon \u00een leg\u0103tur\u0103 cu cota de pia\u021b\u0103 ridicat\u0103 pe care compania o are \u00een comer\u021bul electronic este cu siguran\u021b\u0103 problematic, chiar dac\u0103 nu exist\u0103 un monopol clasic \u00een comer\u021bul online. Totu\u0219i, rezultatul acestei investiga\u021bii de amploare asupra a aproape 64.000 de produse arat\u0103 de asemenea de ce este at\u00e2t de important s\u0103 nu ne concentr\u0103m doar pe pre\u021b sau pe viteza de livrare ca metric\u0103 decisiv\u0103.<\/p>

\u00cen plus, exist\u0103 multe alte criterii relevante pentru clien\u021bi care influen\u021beaz\u0103 cu ce pre\u021b un comerciant poate c\u00e2\u0219tiga Buy Box pentru oferta sa. Numai cu software inteligent, stabilirea pre\u021burilor pentru comercian\u021bii Amazon este ast\u0103zi \u00eenc\u0103 ra\u021bional\u0103 \u0219i, mai ales, economic\u0103. \u00cen acest context, este important s\u0103 alegi un Repricer dinamic, care s\u0103 nu urm\u0103reasc\u0103 doar pre\u021bul, ci \u0219i alte metrici importante \u0219i concuren\u021bi.<\/p>

Credit foto: \u00a9 Nuthawut \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Acuzarea: Amazon se prefer\u0103 pe sine \u00een atribuirea Buy Box. Zvonurile exist\u0103 de ani de zile. \u00cen special \u00een comunitatea v\u00e2nz\u0103torilor Amazon, aceast\u0103 acuza\u021bie pare s\u0103 fi fost deja stabilit\u0103 ca adev\u0103r. P\u00e2n\u0103 acum nu exist\u0103 dovezi concrete pentru o ocolire a regulilor de concuren\u021b\u0103, dar m\u0103car autorit\u0103\u021bile de concuren\u021b\u0103 investigheaz\u0103 \u0219i ele \u00eempotriva corpora\u021biei.<\/p>\n","protected":false},"author":3,"featured_media":21030,"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":[1287],"tags":[],"class_list":["post-226881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-totul-despre-buy-box"],"yoast_head":"\nStudiu nou: Sunt v\u00e2nz\u0103torii de pe pia\u021b\u0103 dezavantaja\u021bi sistematic?<\/title>\n<meta name=\"description\" content=\"\u00centr-un studiu de amploare, revista Plusminus a examinat acordarea Buy Box de c\u0103tre Amazon. 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