{"id":228789,"date":"2020-08-11T14:07:00","date_gmt":"2020-08-11T14:07:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/krogna-pot-ali-kako-pomembna-je-stopnja-vracanja-na-amazonu\/"},"modified":"2020-08-11T14:07:00","modified_gmt":"2020-08-11T14:07:00","slug":"krogna-pot-ali-kako-pomembna-je-stopnja-vracanja-na-amazonu","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sl\/blog\/krogna-pot-ali-kako-pomembna-je-stopnja-vracanja-na-amazonu\/","title":{"rendered":"Krogna pot, ali: Kako pomembna je stopnja vra\u010danja na Amazonu?"},"content":{"rendered":"<p class=\"theme-wp-block gb-responsive-5526-identifier\">Za ve\u010dino spletnih trgovcev je to pomembna kazalnik uspe\u0161nosti: stopnja vra\u010danja. Za prodajalce na Amazonu pa obi\u010dajno ne igra resni\u010dno velike vloge. \u0160e posebej preprodajalci, ki imajo v portfelju predvsem trgovsko blago, bolj pazijo na nezadovoljstvo strank z vra\u010dili. Vendar pa lahko tudi sama vra\u010dila na Amazonu vplivajo na uspe\u0161nost izdelka oziroma spletnega trgovca.<\/p><p class=\"theme-wp-block gb-responsive-78463-identifier\">Na splo\u0161no se morajo trgovci zavedati: Vsaka \u0161e tako majhna KPI-vrednost se bele\u017ei na Amazonu. Vra\u010dilo artiklov, trajanje dostav ali prodajna cena \u2013 vse ima za e-trgovskega velikana pomen. To je mogo\u010de opaziti tudi pri mnogih razli\u010dnih dejavnikih, na podlagi katerih se odlo\u010da, <a href=\"https:\/\/www.sellerlogic.com\/sl\/blog\/14-najpomembnejsih-meril-za-pridobitev-buy-box-na-amazonu-in-kako-obdrzati-svoje-metrike-pod-nadzorom\/\">kateri trgovec se prika\u017ee v Buy Box<\/a>. <\/p><p class=\"theme-wp-block gb-responsive-342090-identifier\">Podobno je tudi pri razvr\u0161\u010danju izdelkov pod lastno blagovno znamko. Tukaj pride dodatno v igro dejavnik SEO. Za A9 algoritem imajo npr. klju\u010dne besede odlo\u010dilno vlogo. Vendar pa na vrstni red prikazovanja iskalnih rezultatov vpliva tudi stopnja vra\u010danja prodajalca na Amazonu. V tem blog prispevku vam \u017eelimo pokazati, kako deluje vra\u010dilo pri Amazonu in na kak\u0161en na\u010din lahko stopnja vpliva na razvrstitev in Buy Box-dobi\u010dek.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-826364-identifier\">Kako deluje pravica do odstopa na Amazonu<\/h2><p class=\"theme-wp-block gb-responsive-891175-identifier\">Amazon je absolut usmerjen na stranke. V sredi\u0161\u010du je vedno popolna izku\u0161nja strank. In to vklju\u010duje tudi, da lahko stranke naro\u010deno blago razmeroma enostavno vrnejo velikanu spletne trgovine, dokler to storijo v roku za vra\u010dilo, ki ga dolo\u010di Amazon. Kajti na koncu se to spla\u010da: Z varnostjo, da lahko prakti\u010dno vse vrnejo Amazonu, in zadovoljstvom, ki ga pri strankah povzro\u010di enostavno obdelano vra\u010dilo, je tudi relativno visoka stopnja vra\u010danja za Amazon brez ve\u010djih te\u017eav: Izogibanje tveganju pri strankah vodi do znatno vi\u0161jih \u0161tevilk naro\u010dil.<\/p><p class=\"theme-wp-block gb-responsive-657636-identifier\">Zato je bilo vzpostavljeno tudi razmeroma enostavno sistem. Tako se stranke Amazon prijavijo v <a href=\"https:\/\/www.amazon.de\/ap\/signin?openid.pape.max_auth_age=3600&amp;openid.return_to=https%3A%2F%2Fwww.amazon.de%2Fspr%2Freturns%2Fhomepage%2Fhomepage.html%2Fref%3Dsxts_snpl_4_1_79cb088e-3883-487e-a791-6bb23eba7edb%3Fpf_rd_p%3D79cb088e-3883-487e-a791-6bb23eba7edb%26pf_rd_r%3DNWV9B6N4VJ3XTC6M0KY7%26pd_rd_wg%3DwXYkm%26pd_rd_w%3DjMMZq%26qid%3D1596462035%26pd_rd_r%3Ddb9f7a3b-5d1f-4bdf-a005-0a1f982f29d6&amp;openid.identity=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&amp;openid.assoc_handle=amzn_psr_desktop_de&amp;openid.mode=checkid_setup&amp;language=de_DE&amp;openid.claimed_id=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&amp;openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">spletno sredi\u0161\u010de za vra\u010dila<\/a>. Tam so prikazana vsa njihova naro\u010dila, pri katerih lahko vrnejo artikle. S klikom na ustrezen gumb se spro\u017ei vra\u010dilo in Amazon zagotovi nalepko za vra\u010dilo. Pri naro\u010dilih iz Marketplace-a mora morda spletni trgovec najprej dati svoje soglasje. Nato to vra\u010dilo prav tako vpliva na stopnjo vra\u010danja prodajalca na Amazonu.<\/p><p class=\"theme-wp-block gb-responsive-133475-identifier\">Na splo\u0161no lahko spletni kupci artikle vrnejo Amazonu v okviru 30-dnevnega roka za vra\u010dilo. <a href=\"https:\/\/www.amazon.de\/gp\/help\/customer\/display.html\/ref=sxts_snpl_4_2_79cb088e-3883-487e-a791-6bb23eba7edb?pf_rd_p=79cb088e-3883-487e-a791-6bb23eba7edb&amp;pf_rd_r=NWV9B6N4VJ3XTC6M0KY7&amp;pd_rd_wg=wXYkm&amp;pd_rd_w=jMMZq&amp;nodeId=200804690&amp;qid=1596462035&amp;pd_rd_r=db9f7a3b-5d1f-4bdf-a005-0a1f982f29d6\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Pogoji vra\u010dila<\/a> poznajo razli\u010dne vrste vra\u010dil. Defektni artikli se lahko na primer vrnejo do dve leti po prejemu blaga, drugi artikli, kot so \u017eivila, pa se morda sploh ne morejo vrniti. Prodajalci na Marketplace-u lahko spet <a href=\"https:\/\/www.amazon.de\/gp\/help\/customer\/display.html\/ref=sxts_snpl_4_4_79cb088e-3883-487e-a791-6bb23eba7edb?pf_rd_p=79cb088e-3883-487e-a791-6bb23eba7edb&amp;pf_rd_r=NWV9B6N4VJ3XTC6M0KY7&amp;pd_rd_wg=wXYkm&amp;pd_rd_w=jMMZq&amp;nodeId=201819160&amp;qid=1596462035&amp;pd_rd_r=db9f7a3b-5d1f-4bdf-a005-0a1f982f29d6\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">dolo\u010dijo svoje pogoje<\/a> za vra\u010dilo na Amazonu \u2013 ti pa morajo \u201evsaj ustrezati pogojem vra\u010dila Amazon\u201c. <\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-42682-identifier\">Kak\u0161na je povpre\u010dna stopnja vra\u010danja na Amazonu?<\/h2><figure class=\"theme-wp-block wp-block-image size-full gb-responsive-11008-identifier\"><img decoding=\"async\" width=\"844\" height=\"443\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren.jpeg\" alt=\"Prodajalci na Amazonu bi se morali izogibati vra\u010dilom, vendar je to la\u017eje re\u010deno kot storjeno.\" class=\"wp-image-55807\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren-407x214.jpeg 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren-768x403.jpeg 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren.jpeg 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-333486-identifier\">Na splo\u0161no je stopnja vra\u010danja na Amazonu vedno vi\u0161ja kot v preostali spletni trgovini, prav zato, ker je e-trgovinski velikan tako prijazen do svojih strank. Vendar pa je zaradi raznolikosti kategorij izdelkov in izdelkov te\u017eko dati splo\u0161en odgovor, kak\u0161na je povpre\u010dna stopnja vra\u010danja, specifi\u010dna za Amazon. <a href=\"http:\/\/www.retourenforschung.de\/definition_statistiken-retouren-deutschland.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Univerza v Bambergu je zbrala nekatere podatke in dejstva v okviru svoje raziskave o vra\u010dilih<\/a>. Po njihovih podatkih je pogostost vra\u010dil zlasti odvisna od <\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-952223-identifier wp-block-list\"><li class=\"theme-wp-block gb-responsive-514616-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">kategorija <strong>izdelka<\/strong> in<\/li><li class=\"theme-wp-block gb-responsive-959056-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">na\u010din <strong>pla\u010dila<\/strong>. <\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-404733-identifier\">Po podatkih Univerze v Bambergu se za po\u0161iljatelje v najbolj donosnih kategorijah izdelkov izra\u010duna naslednja stopnja vra\u010danja, ki je na Amazonu verjetno \u0161e nekoliko vi\u0161ja.<\/p><p class=\"theme-wp-block gb-responsive-276718-identifier\"><strong>Tabela 1: Verjetnost vra\u010dila paketa (stopnja vra\u010danja Alpha):<\/strong><\/p><figure class=\"theme-wp-block wp-block-table is-style-stripes\"><table><thead><tr><th><strong>Na\u010din pla\u010dila<\/strong><\/th><th><strong>Potro\u0161na elektronika<\/strong><\/th><th><strong>Moda<\/strong><\/th><th><strong>Mediji\/Knjige<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Ra\u010dun<\/td><td>18,60%<\/td><td>55,65%<\/td><td>11,45%<\/td><\/tr><tr><td>E-Pla\u010dilo<\/td><td>13,68%<\/td><td>44,10%<\/td><td>8,08%<\/td><\/tr><tr><td>Predpla\u010dilo<\/td><td>8,59%<\/td><td>30,15%<\/td><td>4,46%<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-937571-identifier\"><strong>Tabela 2: Verjetnost vra\u010dila artikla (stopnja vra\u010danja Beta):<\/strong><\/p><figure class=\"theme-wp-block wp-block-table is-style-stripes\"><table><thead><tr><th><strong>Na\u010din pla\u010dila<\/strong><\/th><th><strong>Potro\u0161na elektronika<\/strong><\/th><th><strong>Moda<\/strong><\/th><th><strong>Mediji\/Knjige<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Ra\u010dun<\/td><td>14,35%<\/td><td>45,87%<\/td><td>5,83%<\/td><\/tr><tr><td>E-Pla\u010dilo<\/td><td>8,75%<\/td><td>37,31%<\/td><td>5,58%<\/td><\/tr><tr><td>Vorkasse<\/td><td>5,39%<\/td><td>26,13%<\/td><td>3,92%<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-34170-identifier\" style=\"font-size:12px\"><em>Vir:\u00a0<a href=\"http:\/\/www.retourenforschung.de\/definition_statistiken-retouren-deutschland.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Retourenforschung<\/a>\u00a0Univerze v Bambergu<\/em><\/p><p class=\"theme-wp-block gb-responsive-781579-identifier\">Pri tem vpra\u0161anju se verjetno vsi strinjajo: V nem\u0161kem spletnem trgovanju se preve\u010d vra\u010da. Kajti vsaka vra\u010dilo stane denar. Ne le okolje ali dru\u017ebo na splo\u0161no, temve\u010d tudi spletnega trgovca. Povpre\u010dno vsaka vra\u010dilo povzro\u010di stro\u0161ke v vi\u0161ini 7,93 evra. Dejanski stro\u0161ki pa mo\u010dno odvisijo od \u0161tevila obdelanih vra\u010dil.<\/p><p class=\"theme-wp-block gb-responsive-517694-identifier\"><strong>Tabela 3: Povpre\u010dni stro\u0161ki vra\u010dila glede na obdelane vra\u010dila:<\/strong><\/p><figure class=\"theme-wp-block wp-block-table\"><table><tbody><tr><td><strong>\u0160tevilo vra\u010dil na leto<\/strong><\/td><td><strong>Stro\u0161ki procesa<\/strong><\/td><\/tr><tr><td>Manj kot 10.000 vra\u010dil<\/td><td>17,70 evra<\/td><\/tr><tr><td>Med 10.000 in 50.000 vra\u010dili<\/td><td>6,61 evra<\/td><\/tr><tr><td>Ve\u010d kot 50.000 vra\u010dil<\/td><td>5,18 evra<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-331253-identifier\">Naslove je zlasti pritegnil Amazon, ker je podjetje v velikem obsegu uni\u010devalo artikle, ki so bili sicer vrnjeni, vendar popolnoma nedotaknjeni. Zato je v interesu tako podjetij kot potro\u0161nikov in okolja, da se vrne manj paketov.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-605469-identifier\">Kako lahko zmanj\u0161amo vra\u010dila pri Amazonu?<\/h3><p class=\"theme-wp-block gb-responsive-693983-identifier\">Ob upo\u0161tevanju teh stra\u0161ljivo visokih \u0161tevilk je vpra\u0161anje upravi\u010deno, katere ukrepe lahko spletni trgovci sprejmejo, da bi svoje stranke spodbudili, da manj paketov vra\u010dajo. In medtem ko prodajalci na tr\u017enicah pogosto nimajo skoraj nobenih mo\u017enosti vplivanja, pa je pri stopnji vra\u010dil druga\u010de.<\/p><p class=\"theme-wp-block gb-responsive-306337-identifier\">Naslednji nasveti pomagajo, da ne bo treba tako pogosto knji\u017eiti vra\u010dila pri Amazonu:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-577661-identifier wp-block-list\"><li class=\"theme-wp-block gb-responsive-240915-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Hitrost dostave<\/strong>: \u010ce ni sodelovanja v programu FBA, naj trgovci poskrbijo, da bodo \u010dim hitreje poslali. Dalj ko stranka \u010daka na svojo naro\u010dilo, bolj verjetno ga bo vrnila.<\/li><li class=\"theme-wp-block gb-responsive-719014-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Pakiranja<\/strong>: Ta bi morala biti \u010dim bolj stabilna. \u017de majhne po\u0161kodbe lahko privedejo do tega, da stranke na Amazon Marketplace spro\u017eijo vra\u010dilo.<\/li><li class=\"theme-wp-block gb-responsive-552670-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Opis izdelkov<\/strong>: Na strani s podrobnostmi o izdelku bi morale biti na voljo natan\u010dne in predvsem resni\u010dne informacije. Tudi vsebinska usmeritev glede na razli\u010dne tipe strank lahko pomaga,\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sl\/blog\/najpomembnejse-vrste-strank-v-maloprodaji-in-kako-zadovoljiti-njihove-potrebe\/\">zmanj\u0161ati stopnjo vra\u010dil na Amazonu<\/a>.<\/li><li class=\"theme-wp-block desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-262428-identifier\"><strong>Slike izdelkov<\/strong>: V spletnem trgovanju je \u0161e posebej pomembno uporabljati pomenljive slike. Le \u010de si stranka dobro predstavlja izdelek, se bodo njena pri\u010dakovanja na koncu ujemala z dejanskim izdelkom. V nasprotnem primeru je na Amazonu verjetno, da bo pri\u0161lo do vra\u010dila.<\/li><li class=\"theme-wp-block desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-732422-identifier\"><strong>A+ vsebina<\/strong>: Sedaj ima vsak prodajalec prosto izbiro, da svoje strani s podrobnostmi o izdelku raz\u0161iri z <a href=\"https:\/\/www.sellerlogic.com\/de\/blog\/amazon-a-plus-content-hohe-conversion-rate\/\">A+ vsebino<\/a>. Tako potencialni kupci dobijo \u0161e bolj podroben vpogled v izdelek in lahko bolj informirano sprejmejo odlo\u010ditev o nakupu.<\/li><li class=\"theme-wp-block desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-241004-identifier\"><strong>Virtualna resni\u010dnost:<\/strong> U\u010dinkovito orodje je lahko tudi uporaba VR. \u010ce lahko stranke izdelek prakti\u010dno otipajo, obra\u010dajo in si ga ogledajo, jim to daje ob\u010dutek za izdelek in ali ustreza njihovim potrebam.<\/li><li class=\"theme-wp-block gb-responsive-23336-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Povratne informacije strank<\/strong>: Pozitivne ocene so seveda klju\u010dnega pomena \u2013 vendar imajo tudi vse ocene, ki drugim uporabnikom pribli\u017eajo izdelek, svoj pomen in lahko zmanj\u0161ajo stopnjo vra\u010dil preko Amazona.<\/li><\/ul><\/div><h2 class=\"theme-wp-block wp-block-heading gb-responsive-442766-identifier\"><strong>Katere posledice ima vra\u010dilo pri Amazonu na uvrstitev prodajalca?<\/strong><\/h2><div class=\"wp-block-image gb-responsive-201322-identifier desktop-align-center xl-align-center lg-align-center md-align-center sm-align-center\"><figure class=\"theme-wp-block aligncenter size-full\"><img decoding=\"async\" width=\"844\" height=\"336\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht.jpeg\" alt=\"Amazon omogo\u010da pravico do vra\u010dila izdelkov vsakemu kupcu.\" class=\"wp-image-55813\" title=\"Tudi zato stranke ljubijo Amazon \u2013 vra\u010dilo naro\u010dila je enostavno.\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht-407x162.jpeg 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht-768x306.jpeg 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht.jpeg 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><\/div><p class=\"theme-wp-block gb-responsive-91571-identifier\">Bodimo iskreni: Natan\u010dno ne vemo, ali in kako Amazon upo\u0161teva stopnjo vra\u010dil pri uvrstitvi ali Buy Box. Vendar pa je veliko razlogov, da bi verjeli, da jo. Kajti vsaki\u010d, ko stranka vrne naro\u010dilo, Amazon izgubi denar. Prikazovanje izdelkov, ki imajo opazno visoko stopnjo vra\u010dil in s tem nizke prihodke, verjetno ni v interesu ameri\u0161kega koncerna.<\/p><p class=\"theme-wp-block gb-responsive-211640-identifier\">Obratno to pomeni: Izdelki z nizko stopnjo vra\u010dil bodo verjetno imeli prednost pri uvrstitvi in pri dodeljevanju\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sl\/blog\/infografika-to-je-13-korakov-do-dobicka-amazon-buy-box\/\">Buy Box<\/a>\u00a0s strani Amazona. Vendar pa igra toliko dejavnikov vlogo, da je nemogo\u010de re\u010di, v kak\u0161ni meri stopnja vra\u010dil vpliva na Amazonu. Vsekakor pa se strinjamo, da je nezadovoljstvo strank z vra\u010dilom pomembnej\u0161i dejavnik pri dodeljevanju Buy Box.<\/p><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-441281-identifier desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-53185-identifier\">Mimogrede\u00a0<a href=\"https:\/\/www.finanztip.de\/blog\/zu-viele-retouren-wenn-der-online-haendler-sie-rauswirft\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Amazon tudi opozarja stranke z zelo visoko stopnjo vra\u010dil<\/a>. V skrajnih primerih se lahko celo blokirajo ra\u010duni strank. Vendar pa ni dolo\u010dene meje, pri kateri se spletni velikan aktivira, ali pa ta nikoli ni bila javno objavljena. Do zaprtja ra\u010duna stranke pa lahko mine kar nekaj \u010dasa.<\/p><\/blockquote><h3 class=\"theme-wp-block wp-block-heading gb-responsive-807306-identifier\">Kaj pomeni KPI \u201eNezadovoljstvo z vra\u010dili\u201c?<\/h3><p class=\"theme-wp-block gb-responsive-754994-identifier\">Amazon ne meri le stopnje vra\u010dil, temve\u010d predvsem, kako zadovoljen je kupec s procesom vra\u010dila. Izku\u0161nja stranke velja za negativno, \u010de<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-145771-identifier wp-block-list\"><li class=\"theme-wp-block gb-responsive-565264-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">\u010de ima zahteva za vra\u010dilo\u00a0<strong>negativno oceno stranke<\/strong>,<\/li><li class=\"theme-wp-block gb-responsive-108076-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">\u010de vpra\u0161anja stranke\u00a0<strong>niso bila odgovorjena v 48 urah<\/strong> ali<\/li><li class=\"theme-wp-block gb-responsive-676408-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">\u010de je bila zahteva za vra\u010dilo\u00a0<strong>napa\u010dno zavrnjena<\/strong>.<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-425177-identifier\">Od vseh vra\u010dil prodajalca na tr\u017enici bi moralo biti najve\u010d 10 odstotkov ozna\u010denih kot negativna. Vi\u0161ja negativna stopnja vra\u010dil kaznuje Amazon z znatno zmanj\u0161ano verjetnostjo, da pridobi Buy Box. Idealno bi ta\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sl\/blog\/najpomembnejsi-kazalniki-uspesnosti-kpi-amazona-na-prvi-pogled-te-metrike-bi-morali-trgovci-zagotovo-upostevati\/\">KPI<\/a>\u00a0morala celo te\u010di proti ni\u010d odstotkov.<\/p><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-390055-identifier desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-926588-identifier\">Podrobne informacije o tem, katere metrike so odlo\u010dilne za Buy Box, dobite tukaj:\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sl\/blog\/14-najpomembnejsih-meril-za-pridobitev-buy-box-na-amazonu-in-kako-obdrzati-svoje-metrike-pod-nadzorom\/\">Najpomembnej\u0161i kriteriji za pridobitev Buy Box<\/a>!<\/p><\/blockquote><h2 class=\"theme-wp-block wp-block-heading is-style-default gb-responsive-589316-identifier\"><strong>Kako vra\u010dila vplivajo na dobi\u010dkonosnost va\u0161ih izdelkov?<\/strong><\/h2><p class=\"theme-wp-block gb-responsive-659869-identifier\">Vra\u010dila lahko ne le negativno vplivajo na uvrstitve, temve\u010d tudi na poslovne \u0161tevilke. Kajti v zgornjem odstavku je verjetno postalo jasno, da vra\u010dila trgovce stanejo veliko denarja. Obratno to pomeni, da lahko izdelki z visoko stopnjo vra\u010dil ogrozijo uspeh va\u0161ega Amazon poslovanja. Zato je izjemno pomembno poznati in spremljati vpliv vra\u010dil na dobi\u010dkonosnost va\u0161ih izdelkov.<\/p><p class=\"theme-wp-block gb-responsive-324203-identifier\">V tem kontekstu se trgovci na Amazonu ne morejo izogniti analizi svojih financ. Ker se ro\u010dna analiza podatkov obi\u010dajno izka\u017ee za zelo kompleksno, se mnogi od njih odlo\u010dijo za programsko re\u0161itev, da bi se izognili visokim stro\u0161kom za strokovnjake in prihranili \u010das. Tako <a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/www.sellerlogic.com\/sl\/business-analytics-tool-amazon\/\">SELLERLOGIC Business Analytics<\/a> \u2013 dobi\u010dkovna nadzorna plo\u0161\u010da, razvita posebej za trgovce na Amazonu \u2013 ponuja podroben pregled stro\u0161kov vra\u010dil in drugih relevantnih podatkov o izdelkih v enem samem orodju. In to do dve leti nazaj od datuma va\u0161e registracije in skoraj v realnem \u010dasu.<\/p><p class=\"theme-wp-block gb-responsive-609349-identifier\">S SELLERLOGIC Business Analytics lahko spremljate razvoj izgub oziroma dobi\u010dka izdelka na ravni ra\u010duna Amazon, pa tudi na ravni celotne tr\u017enice Amazon. Orodje omogo\u010da identifikacijo nepridobitnih izdelkov, pa tudi stro\u0161kov, ki jih je treba optimizirati (kot so stro\u0161ki, nastali zaradi vra\u010dil), in pravo\u010dasno sprejemanje odlo\u010ditev.<\/p>\t\t<div  class=\"theme-wp-block theme-block-text-banner gb-responsive-258171-identifier layout-cta\">\n\n\t\t<div class=\"text-banner-cta\">\n\t<div class=\"wrap-content\">\n\t\t<div class=\"wrap-title\">\n\t\t\tZa\u010dnite svojo pot od prodajalca do bestselerja &#8211; z SELLERLOGIC.\t\t<\/div>\n\t\t<div class=\"wrap-description\">\n\t\t\t<div class=\"text-description\">\n\t\t\t\tPridobite brezpla\u010dno preizku\u0161njo danes in poglejte, kako vas lahko prave storitve popeljejo od dobrega do najbolj\u0161ega. Ne \u010dakajte. Ukrepajte zdaj.\t\t\t<\/div>\n\t\t\t<div class=\"wp-block-button is-style-theme-white\">\n\t\t\t\t\t\t\t\t<a class=\"wp-block-button__link\" href=\"https:\/\/auth.sellerlogic.com\/en\/site\/register\" target=\"_blank\" rel=\"noreferrer noopener\">Za\u010dnite zdaj<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n<h2 class=\"theme-wp-block wp-block-heading gb-responsive-550249-identifier\">Zaklju\u010dek: Vra\u010dil ni mogo\u010de prepre\u010diti<\/h2><p class=\"theme-wp-block gb-responsive-300823-identifier\">Tudi ob uporabi virtualne resni\u010dnosti bo stopnja vra\u010dil na Amazonu in na splo\u0161no v spletnem trgovanju vedno vi\u0161ja od tiste v maloprodaji. To je normalno in nekaj, s \u010dimer se morajo spoprijeti vsi po\u0161iljatelji. Amazon v skrajnih primerih celo blokira ra\u010dune strank spletnih nakupovalcev, \u010de je bilo v dolo\u010denem \u010dasovnem obdobju vrnjenih preve\u010d naro\u010dil.<\/p><p class=\"theme-wp-block gb-responsive-468734-identifier\">To ne pomeni, da bi morali prodajalci na tr\u017enicah izgubiti iz vida pomembne KPI-je glede vra\u010dil. Stopnja vra\u010dil sama po sebi bi morala biti \u010dim ni\u017eja od povpre\u010dja v kategoriji izdelkov. Klju\u010dnega pomena pa je, koliko vra\u010dil je bilo ozna\u010denih kot negativnih. Ve\u010d kot 10 % je absolutno nesprejemljivo; \u010dim bli\u017eje 0 % mora biti vedno cilj trgovcev na Amazonu.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-768102-identifier\">Pogosto zastavljena vpra\u0161anja<\/h2><div class=\"theme-wp-block schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1726043106360\"><strong class=\"schema-faq-question\"><strong>Kaj je stopnja vra\u010dil?<\/strong><\/strong> <p class=\"schema-faq-answer\">Stopnja vra\u010dil spletnega trgovca ka\u017ee, koliko naro\u010dil stranke vrnejo. Univerza v Bambergu definira alfa stopnjo vra\u010dil kot verjetnost vra\u010dila paketa v primerjavi z beta stopnjo vra\u010dil kot verjetnost vra\u010dila artikla.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043115046\"><strong class=\"schema-faq-question\"><strong>Kako visoka je povpre\u010dna stopnja vra\u010dil?<\/strong><\/strong> <p class=\"schema-faq-answer\">To je odvisno od razli\u010dnih dejavnikov, kot je na primer kategorija. Tako Univerza v Bambergu bele\u017ei stopnjo 14,35 % vrnjenih artiklov na podro\u010dju elektronike. V modni industriji pa raziskovalci ugotavljajo rezultat do 45,87 % vrnjenih artiklov.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043134981\"><strong class=\"schema-faq-question\"><strong>Kako visoka je stopnja vra\u010dil na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Kako visoka je povpre\u010dna stopnja vra\u010dil na Amazonu, se ne da natan\u010dno odgovoriti, saj podjetje ne objavlja \u0161tevilk. Glede na zelo prijazne politike vra\u010dila za stranke bi morala biti stopnja vra\u010dil tega e-trgovinskega giganta vi\u0161ja kot v preostalem spletnem trgovanju.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043163047\"><strong class=\"schema-faq-question\"><strong>Koliko vra\u010dil je na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Koliko vra\u010dil bo imel prodajalec na Amazonu, je odvisno predvsem od kategorije, vrste izdelka, na\u010dina pla\u010dila in nekaterih drugih dejavnikov. Zato na to vpra\u0161anje ni enotno odgovoriti.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043176410\"><strong class=\"schema-faq-question\"><strong>Kako se nadzira pravica do vra\u010dila na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazonu se nenehno o\u010dita, da vra\u010dil ne nadzira dovolj dobro. Prav tako so se pojavljala poro\u010dila, da se vra\u010dila v velikem obsegu uni\u010dujejo, \u010deprav gre za nedotaknjene izdelke.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043193590\"><strong class=\"schema-faq-question\"><strong>Kako lahko zmanj\u0161amo vra\u010dila?<\/strong><\/strong> <p class=\"schema-faq-answer\">Da bi u\u010dinkovito zmanj\u0161ali vra\u010dila, bi se morali trgovci osredoto\u010diti na stabilno embala\u017eo, hitro dostavo in podrobne opise izdelkov. Bolj ko je slika kupca o izdelku realisti\u010dna, ni\u017eja je obi\u010dajno tudi stopnja vra\u010dil, saj se s tem prepre\u010dijo napa\u010dne nakupe.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043208679\"><strong class=\"schema-faq-question\"><strong>Kak\u0161ne u\u010dinke ima stopnja vra\u010dil na uvrstitev prodajalcev na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Izdelki z nizko stopnjo vra\u010dil bodo verjetno privilegirani pri uvrstitvi in dodeljevanju Buy Box s strani Amazona. Vendar pa igra toliko dejavnikov vlogo, da je nemogo\u010de re\u010di, kak\u0161na je te\u017ea, ki jo ima stopnja vra\u010dil na Amazonu.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043227713\"><strong class=\"schema-faq-question\"><strong>Kako dolga je rok za vra\u010dilo na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon na splo\u0161no ponuja 30-dnevni rok za vra\u010dilo. Pogoji se razlikujejo glede na vrsto artikla in prodajalca. Defektni artikli imajo 2-letni rok. Nekateri artikli, kot so \u017eivila, morda ne bodo mogli biti vrnjeni.<\/p> <\/div><\/div><p class=\"theme-wp-block gb-responsive-71384-identifier has-small-font-size\">Zahteve za slike v vrstnem redu slik: \u00a9 Mediaparts \u2013 stock.adobe.com \/ \u00a9 Moonpie \u2013 stock.adobe.com \/ \u00a9 sizsus \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"<p>Za ve\u010dino spletnih trgovcev je to pomembna kazalnik uspe\u0161nosti: stopnja vra\u010danja. Za prodajalce na Amazonu pa obi\u010dajno ne igra resni\u010dno velike vloge. \u0160e posebej preprodajalci, ki imajo v portfelju predvsem trgovsko blago, bolj pazijo na nezadovoljstvo strank z vra\u010dili. Vendar pa lahko tudi sama vra\u010dila na Amazonu vplivajo na uspe\u0161nost izdelka oziroma spletnega trgovca. Na<\/p>\n","protected":false},"author":3,"featured_media":55825,"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":[1443],"tags":[],"class_list":["post-228789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vse-o-buy-box"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stopnja vra\u010dil na Amazonu: Vse pomembno o KPI<\/title>\n<meta name=\"description\" content=\"Stopnja vra\u010dil je pomemben KPI na Amazonu. Ampak kako pogosto stranke Amazonu za\u010dnejo vra\u010dilo? 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