{"id":229533,"date":"2020-08-11T14:07:00","date_gmt":"2020-08-11T14:07:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/povratna-putanja-ili-koliko-je-vazna-stopa-povrata-na-amazonu\/"},"modified":"2020-08-11T14:07:00","modified_gmt":"2020-08-11T14:07:00","slug":"povratna-putanja-ili-koliko-je-vazna-stopa-povrata-na-amazonu","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sr\/blog\/povratna-putanja-ili-koliko-je-vazna-stopa-povrata-na-amazonu\/","title":{"rendered":"Povratna putanja, ili: Koliko je va\u017ena stopa povrata na Amazonu?"},"content":{"rendered":"<p class=\"theme-wp-block gb-responsive-5526-identifier\">Za ve\u0107inu online trgovaca, to je va\u017ena performansna metrika: stopa povrata. Za Amazon prodavce, me\u0111utim, obi\u010dno nema stvarno veliku ulogu. Posebno preprodavci, koji uglavnom imaju robu u portfoliju, vi\u0161e obra\u0107aju pa\u017enju na nezadovoljstvo kupaca sa povratima. Ali i sama Amazon povrat mo\u017ee imati uticaj na performanse proizvoda ili online trgovca.<\/p><p class=\"theme-wp-block gb-responsive-78463-identifier\">U su\u0161tini, trgovci moraju biti svesni: Svaka, \u010dak i najmanja KPI vrednost, se bele\u017ei od strane Amazona. Povratak artikala, trajanje isporuka ili prodajna cena \u2013 sve to ima zna\u010daj za e-trgovinskog giganta. To se mo\u017ee videti i po mnogim razli\u010ditim faktorima na osnovu kojih se odlu\u010duje <a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/14-najvaznijih-kriterijuma-za-osvajanje-buy-box-na-amazonu-i-kako-da-zadrzite-svoje-metrike-pod-kontrolom\/\">koji trgovac se pojavljuje u Buy Box<\/a>.<\/p><p class=\"theme-wp-block gb-responsive-342090-identifier\">Sli\u010dno je i sa rangiranjem proizvoda privatnih brendova. Ovde dodatno ulazi faktor SEO. Za A9 algoritam, na primer, klju\u010dne re\u010di igraju odlu\u010duju\u0107u ulogu. Ali na redosled prikazivanja rezultata pretrage tako\u0111e uti\u010de i stopa povrata Amazon trgovca. U ovom blog postu \u017eelimo da vam poka\u017eemo kako funkcioni\u0161e povratak na Amazonu i na koji na\u010din stopa mo\u017ee uticati na rangiranje i Buy Box-dobit.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-826364-identifier\">Kako funkcioni\u0161e pravo na odustajanje na Amazonu<\/h2><p class=\"theme-wp-block gb-responsive-891175-identifier\">Amazon je apsolutno orijentisan ka kupcima. U fokusu je uvek savr\u0161eno iskustvo kupca. A to uklju\u010duje i to da kupci mogu relativno lako da vrate naru\u010denu robu velikom online trgovcu, sve dok to u\u010dine u roku za povrat koji je odredio Amazon. Jer na kraju, \u010dak i to se isplati: Zbog sigurnosti da prakti\u010dno sve mogu ponovo poslati Amazonu, i zadovoljstva koje jednostavno obra\u0111eni povrat izaziva kod kupaca, relativno visoka stopa povrata za Amazon nije veliki problem: Izbegavanje rizika kod kupaca dovodi do zna\u010dajno ve\u0107eg broja narud\u017ebina.<\/p><p class=\"theme-wp-block gb-responsive-657636-identifier\">Shodno tome, uspostavljen je i prili\u010dno jednostavan sistem. Tako se Amazon kupci prijavljuju u <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\">Online centar za povrat<\/a>. Tamo se prikazuju sve njihove narud\u017ebine za koje mogu da vrate artikle. Klikom na odgovaraju\u0107i dugme pokre\u0107e se povrat i Amazon obezbe\u0111uje etiketu za povrat. U slu\u010daju Marketplace narud\u017ebina, online trgovac mora prethodno dati svoje odobrenje. Tada se ovaj povrat tako\u0111e ra\u010duna u stopu povrata Amazon prodavca.<\/p><p class=\"theme-wp-block gb-responsive-133475-identifier\">U pravilu, online kupci mogu da vrate artikle Amazonu unutar 30-dnevnog roka za povrat. <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\">Uslovi povrata<\/a> poznaju razli\u010dite vrste povrata. Defektni artikli mogu se, na primer, vra\u0107ati do dve godine nakon prijema robe, dok se drugi artikli poput hrane mo\u017eda uop\u0161te ne mogu vra\u0107ati. Marketplace prodavci mogu, s druge strane, <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\">definisati sopstvene uslove<\/a> za Amazon povrat \u2013 ali oni moraju \u201ebarem odgovarati uslovima povrata Amazona\u201c.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-42682-identifier\">Kolika je prose\u010dna stopa povrata 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=\"Amazon prodavci treba da izbegavaju povrate, ali to je lak\u0161e re\u0107i nego u\u010diniti.\" 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\">U su\u0161tini, stopa povrata na Amazonu je uvek vi\u0161a nego u ostatku online trgovine, upravo zato \u0161to je e-trgovinski gigant tako ljubazan prema svojim kupcima. Me\u0111utim, nije mogu\u0107e dati op\u0161ti odgovor na pitanje koliko iznosi prose\u010dna stopa povrata specifi\u010dna za Amazon, zbog raznolikosti kategorija proizvoda i proizvoda. <a href=\"http:\/\/www.retourenforschung.de\/definition_statistiken-retouren-deutschland.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Univerzitet u Bambergu je, me\u0111utim, prikupio neke podatke i \u010dinjenice u okviru svoje istra\u017eivanja o povratima<\/a>. Prema tome, u\u010destalost povrata posebno zavisi 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\">kategorije\u00a0<strong>proizvoda<\/strong>\u00a0i<\/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\">vrsta\u00a0<strong>pla\u0107anja<\/strong>.<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-404733-identifier\">Prema Univerzitetu u Bambergu, za trgovce koji se bave prodajom u najprofitabilnijim kategorijama proizvoda, proiza\u0161la je slede\u0107a stopa povrata, koja bi na Amazonu verovatno bila jo\u0161 ne\u0161to vi\u0161a.<\/p><p class=\"theme-wp-block gb-responsive-276718-identifier\"><strong>Tabela 1: Verovatno\u0107a povrata paketa (Alpha stopa povrata):<\/strong><\/p><figure class=\"theme-wp-block wp-block-table is-style-stripes\"><table><thead><tr><th><strong>Vrsta pla\u0107anja<\/strong><\/th><th><strong>Potro\u0161a\u010dka 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\u0107anje<\/td><td>13,68%<\/td><td>44,10%<\/td><td>8,08%<\/td><\/tr><tr><td>Pla\u0107anje unapred<\/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: Verovatno\u0107a povrata artikla (Beta stopa povrata):<\/strong><\/p><figure class=\"theme-wp-block wp-block-table is-style-stripes\"><table><thead><tr><th><strong>Vrsta pla\u0107anja<\/strong><\/th><th><strong>Potro\u0161a\u010dka 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\u0107anje<\/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>Izvor:\u00a0<a href=\"http:\/\/www.retourenforschung.de\/definition_statistiken-retouren-deutschland.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Retourenforschung<\/a>\u00a0Univerziteta u Bamberg<\/em><\/p><p class=\"theme-wp-block gb-responsive-781579-identifier\">U ovom pitanju se verovatno svi sla\u017eu: U nema\u010dkoj online trgovini se previ\u0161e vra\u0107a. Jer svaka povratna po\u0161iljka ko\u0161ta novac. Ne samo \u017eivotnu sredinu ili dru\u0161tvo uop\u0161te, ve\u0107 i online trgovca. U proseku, svaka povratna po\u0161iljka uzrokuje tro\u0161kove u iznosu od 7,93 evra. Me\u0111utim, stvarni tro\u0161kovi zavise od broja obra\u0111enih povratnih po\u0161iljki.<\/p><p class=\"theme-wp-block gb-responsive-517694-identifier\"><strong>Tabela 3: Srednji tro\u0161kovi povratne po\u0161iljke u zavisnosti od obra\u0111enih povratnih po\u0161iljki:<\/strong><\/p><figure class=\"theme-wp-block wp-block-table\"><table><tbody><tr><td><strong>Broj povratnih po\u0161iljki godi\u0161nje<\/strong><\/td><td><strong>Tro\u0161kovi procesa<\/strong><\/td><\/tr><tr><td>Manje od 10.000 povratnih po\u0161iljki<\/td><td>17,70 evra<\/td><\/tr><tr><td>Izme\u0111u 10.000 i 50.000 povratnih po\u0161iljki<\/td><td>6,61 evra<\/td><\/tr><tr><td>Preko 50.000 povratnih po\u0161iljki<\/td><td>5,18 evra<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-331253-identifier\">Naslove je posebno privukao Amazon, jer je kompanija u velikom stilu uni\u0161tavala artikle koji su vra\u0107eni, ali su bili potpuno netaknuti. Dakle, u interesu su i kompanija i potro\u0161a\u010da i \u017eivotne sredine da se manje paketa vra\u0107a.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-605469-identifier\">Kako se mogu smanjiti Amazon povratne po\u0161iljke?<\/h3><p class=\"theme-wp-block gb-responsive-693983-identifier\">U svetlu ovih zastra\u0161uju\u0107e visokih brojeva, pitanje je opravdano, koje mere online trgovci mogu preduzeti kako bi podstakli svoje kupce da manje paketa vra\u0107aju. I dok prodavci na tr\u017ei\u0161tu \u010desto imaju malo mogu\u0107nosti uticaja, to nije slu\u010daj sa stopom povratnih po\u0161iljki.<\/p><p class=\"theme-wp-block gb-responsive-306337-identifier\">Slede\u0107i saveti poma\u017eu da se ne mora tako \u010desto knji\u017eiti Amazon povratna po\u0161iljka:<\/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>Brzina isporuke<\/strong>: Ukoliko ne postoji u\u010de\u0161\u0107e u FBA programu, trgovci bi trebali obratiti pa\u017enju na to da \u0161to br\u017ee \u0161alju. \u0160to du\u017ee kupac \u010deka na svoju narud\u017ebinu, to je verovatnije da \u0107e je ponovo poslati.<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>Pakovanja<\/strong>: Ona bi trebala biti \u0161to stabilnija. Ve\u0107e sitne ogrebotine mogu dovesti do toga da kupci Amazon Marketplace-a zatra\u017ee povrat.<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 proizvoda<\/strong>: Na stranici sa detaljima o proizvodu treba pru\u017eiti precizne i pre svega ta\u010dne informacije. Tako\u0111e, sadr\u017eajna orijentacija prema razli\u010ditim tipovima kupaca mo\u017ee pomo\u0107i da se\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/najvazniji-tipovi-kupaca-u-maloprodaji-i-kako-zadovoljiti-njihove-potrebe\/\">smanji stopa povratnih po\u0161iljki 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 proizvoda<\/strong>: U online trgovini je posebno va\u017eno koristiti slikovite slike. Samo kada kupac mo\u017ee dobro da zamisli artikl, njegova o\u010dekivanja \u0107e na kraju odgovarati stvarnom proizvodu. U suprotnom, posebno na Amazonu, verovatno je da \u0107e do\u0107i do povratka.<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+ sadr\u017eaj<\/strong>: Sada je svakom prodavcu slobodno da pro\u0161iri svoje stranice sa detaljima o proizvodu sa <a href=\"https:\/\/www.sellerlogic.com\/de\/blog\/amazon-a-plus-content-hohe-conversion-rate\/\">A+ sadr\u017eajem<\/a>. Tako potencijalni kupci dobijaju jo\u0161 detaljniju sliku proizvoda i mogu doneti informisaniju odluku o kupovini.<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>Virtuelna stvarnost:<\/strong> Efikasan alat mo\u017ee biti i kori\u0161\u0107enje VR-a. Kada kupci mogu prakti\u010dno da dodirnu, okrenu i pogledaju proizvod, to im daje ose\u0107aj za proizvod i da li odgovara njihovim potrebama.<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 kupaca<\/strong>: Pozitivne recenzije su naravno klju\u010dne \u2013 ali i sve druge recenzije koje pribli\u017eavaju proizvod drugim korisnicima imaju svoju korist i mogu smanjiti stopu povratnih po\u0161iljki preko Amazona.<\/ul><\/div><h2 class=\"theme-wp-block wp-block-heading gb-responsive-442766-identifier\"><strong>Koje posledice ima povratak na rangiranje prodavaca na Amazonu?<\/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 omogu\u0107ava pravo na povrat proizvoda svakom kupcu.\" class=\"wp-image-55813\" title=\"I zato kupci vole Amazon \u2013 vra\u0107anje narud\u017ebine je jednostavno.\" 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\">Budimo iskreni: Ta\u010dno re\u010deno, ne znamo da li i kako Amazon uzima u obzir stopu povratnih po\u0161iljki prilikom rangiranja ili Buy Box. Me\u0111utim, mnogo toga govori u prilog tome. Jer svaki put kada kupac vrati narud\u017ebinu, Amazon gubi novac. Prikazivanje proizvoda koji imaju upadljivo visoku stopu povratnih po\u0161iljki i time nizak promet, te\u0161ko da mo\u017ee biti u interesu ameri\u010dke kompanije.<\/p><p class=\"theme-wp-block gb-responsive-211640-identifier\">U obrnutom smislu to zna\u010di: Proizvodi sa niskom stopom povratnih po\u0161iljki \u0107e verovatno biti favorizovani od strane Amazona u rangiranju i prilikom dodeljivanja\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/infografika-ovo-su-13-koraka-do-profita-od-amazona-buy-box\/\">Buy Box<\/a>. Me\u0111utim, igra mnogo faktora ulogu, tako da je nemogu\u0107e re\u0107i u kojoj meri stopa povratnih po\u0161iljki uti\u010de na Amazon. U svakom slu\u010daju, postoji saglasnost da je nezadovoljstvo kupaca povratkom va\u017eniji faktor za dodelu 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\">Usput, <a href=\"https:\/\/www.finanztip.de\/blog\/zu-viele-retouren-wenn-der-online-haendler-sie-rauswirft\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Amazon tako\u0111e upozorava kupce sa previ\u0161e visokom stopom povratnih po\u0161iljki<\/a>. U ekstremnim slu\u010dajevima, \u010dak se i korisni\u010dki nalozi mogu blokirati. Me\u0111utim, ne postoji postavljena granica kada online gigant postaje aktivan, niti je ikada javno objavljena. Me\u0111utim, pre nego \u0161to do\u0111e do zatvaranja korisni\u010dkog naloga, verovatno \u0107e pro\u0107i neko vreme.<\/p><\/blockquote><h3 class=\"theme-wp-block wp-block-heading gb-responsive-807306-identifier\">\u0160ta zna\u010di KPI \u201eNezadovoljstvo povratima\u201c?<\/h3><p class=\"theme-wp-block gb-responsive-754994-identifier\">Amazon ne meri samo stopu povratnih po\u0161iljki, ve\u0107 pre svega koliko je kupac zadovoljan procesom vra\u0107anja. Kupovno iskustvo se smatra negativnim kada<\/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\">kada zahtev za povratak ima\u00a0<strong>negativnu ocenu kupca<\/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\">eventualna pitanja kupca\u00a0<strong>nisu odgovorena u roku od 48 sati<\/strong>\u00a0ili<\/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\">kada je zahtev za povratak\u00a0<strong>pogre\u0161no odbijen<\/strong>.<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-425177-identifier\">Od ukupnih povratnih po\u0161iljki prodavca na tr\u017ei\u0161tu, maksimalno 10 procenata bi trebalo da bude klasifikovano kao negativno. Vi\u0161a negativna stopa povratnih po\u0161iljki ka\u017enjava Amazon sa znatno smanjenom verovatno\u0107om da se dobije Buy Box. Idealno, ovaj\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/najvazniji-amazon-kpi-evi-na-prvi-pogled-ove-metrike-bi-svakako-trebalo-da-razmatraju-prodavci\/\">KPI<\/a>\u00a0\u010dak te\u017ei ka nuli procenata.<\/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\">Detaljne informacije o tome koje metrike su presudne za Buy Box mo\u017eete prona\u0107i ovde:\u00a0<a href=\"https:\/\/www.sellerlogic.com\/sr\/blog\/14-najvaznijih-kriterijuma-za-osvajanje-buy-box-na-amazonu-i-kako-da-zadrzite-svoje-metrike-pod-kontrolom\/\">Najva\u017eniji kriterijumi za dobijanje Buy Box<\/a>!<\/p><\/blockquote><h2 class=\"theme-wp-block wp-block-heading is-style-default gb-responsive-589316-identifier\"><strong>Kako povratne po\u0161iljke uti\u010du na profitabilnost va\u0161ih proizvoda?<\/strong><\/h2><p class=\"theme-wp-block gb-responsive-659869-identifier\">Povratne po\u0161iljke ne mogu imati samo negativan uticaj na rangiranje, ve\u0107 i na poslovne rezultate. Jer iz gornjeg odeljka bi trebalo da bude jasno da povratci trgovcima ko\u0161taju mnogo novca. U obrnutom smislu, to zna\u010di da proizvodi sa visokom stopom povratnih po\u0161iljki mogu ugroziti uspeh va\u0161eg Amazon poslovanja. Stoga je izuzetno va\u017eno poznavati i pratiti uticaj povratnih po\u0161iljki na profitabilnost va\u0161ih proizvoda.<\/p><p class=\"theme-wp-block gb-responsive-324203-identifier\">U ovom kontekstu, Amazon trgovci ne mogu da izbegnu analizu svojih finansija. Po\u0161to se ru\u010dna analiza podataka obi\u010dno pokazuje kao veoma slo\u017eena, mnogi od njih se oslanjaju na softverska re\u0161enja kako bi izbegli visoke tro\u0161kove za stru\u010dnjake i u\u0161tedeli vreme. Tako <a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/www.sellerlogic.com\/sr\/business-analytics-tool-amazon\/\">SELLERLOGIC Business Analytics<\/a> \u2013 profitni panel posebno razvijen za Amazon trgovce \u2013 pru\u017ea detaljan pregled tro\u0161kova povratnih po\u0161iljki i drugih relevantnih podataka o proizvodima u jednom alatu. I to do dve godine unazad od trenutka va\u0161e registracije i gotovo u realnom vremenu.<\/p><p class=\"theme-wp-block gb-responsive-609349-identifier\">Sa SELLERLOGIC Business Analytics mo\u017eete pratiti razvoj gubitaka ili dobitaka proizvoda na nivou Amazon naloga, ali i na nivou celog Amazon tr\u017ei\u0161ta. Alat omogu\u0107ava identifikaciju neprofitabilnih proizvoda, ali i tro\u0161kova koji zahtevaju optimizaciju (kao \u0161to su tro\u0161kovi nastali povratima) i dono\u0161enje pravovremenih odluka.<\/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\tZapo\u010dnite svoje putovanje od prodavca do bestselera &#8211; sa SELLERLOGIC.\t\t<\/div>\n\t\t<div class=\"wrap-description\">\n\t\t\t<div class=\"text-description\">\n\t\t\t\tZatra\u017eite besplatnu probu danas i vidite kako vam prave usluge mogu pomo\u0107i da pre\u0111ete od dobrog do najboljeg. Ne \u010dekajte. Delujte odmah.\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\">Zapo\u010dnite sada<\/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\u010dak: Povratke nije mogu\u0107e spre\u010diti<\/h2><p class=\"theme-wp-block gb-responsive-300823-identifier\">\u010cak i uz kori\u0161\u0107enje virtuelne stvarnosti, stopa povratnih po\u0161iljki na Amazonu i generalno u online trgovini uvek \u0107e biti vi\u0161a nego u maloprodaji. To je normalno i ne\u0161to s \u010dim se svi trgovci na daljinu moraju suo\u010diti. Amazon \u010dak u ekstremnim slu\u010dajevima blokira korisni\u010dke naloge online kupaca kada se previ\u0161e narud\u017ebina vrati u odre\u0111enom vremenskom periodu.<\/p><p class=\"theme-wp-block gb-responsive-468734-identifier\">To ne zna\u010di da prodavci na tr\u017ei\u0161tu ne bi trebali gubiti iz vida va\u017ene KPI-eve vezane za povratne po\u0161iljke. Sama stopa povratnih po\u0161iljki trebala bi biti \u0161to ni\u017ea od proseka u kategoriji proizvoda. Me\u0111utim, presudno je koliko povratnih po\u0161iljki je klasifikovano kao negativno. Preko 10% je apsolutno neprihvatljivo; \u0161to bli\u017ee 0% to mora biti uvek cilj Amazon trgovaca.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-768102-identifier\">\u010cesto postavljana pitanja<\/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>\u0160ta je stopa povrata?<\/strong><\/strong> <p class=\"schema-faq-answer\">Stopa povrata online trgovca pokazuje koliko porud\u017ebina kupac vra\u0107a. Univerzitet u Bambergu defini\u0161e alfa stopu povrata kao verovatno\u0107u vra\u0107anja paketa, dok beta stopa povrata predstavlja verovatno\u0107u vra\u0107anja artikla.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043115046\"><strong class=\"schema-faq-question\"><strong>Kolika je prose\u010dna stopa povrata?<\/strong><\/strong> <p class=\"schema-faq-answer\">To zavisi od razli\u010ditih faktora kao \u0161to je kategorija. Tako Univerzitet u Bambergu bele\u017ei stopu od 14,35 % vra\u0107enih artikala u oblasti elektronike. U modnoj industriji, me\u0111utim, istra\u017eiva\u010di dolaze do rezultata od \u010dak 45,87 % vra\u0107enih artikala.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043134981\"><strong class=\"schema-faq-question\"><strong>Kolika je stopa povrata na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Koliko je prose\u010dna stopa povrata na Amazonu, ne mo\u017ee se precizno odgovoriti, jer kompanija ne objavljuje te podatke. Zbog veoma korisni\u010dki orijentisanih pravila o vra\u0107anju, stopa povrata ovog e-trgovinskog giganta verovatno je vi\u0161a nego u ostatku online trgovine.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043163047\"><strong class=\"schema-faq-question\"><strong>Koliko ima povrata na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Koliko \u0107e povrata imati prodavac na Amazonu, u velikoj meri zavisi od kategorije, vrste proizvoda, na\u010dina pla\u0107anja i nekih drugih faktora. Stoga se na ovo pitanje ne mo\u017ee dati jedinstven odgovor.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043176410\"><strong class=\"schema-faq-question\"><strong>Kako se kontroli\u0161e pravilo o vra\u0107anju na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon se stalno optu\u017euje da ne kontroli\u0161e povrate dovoljno dobro. Tako\u0111e, bilo je ponovljenih izve\u0161taja da se povrati masovno uni\u0161tavaju, iako se radilo o neo\u0161te\u0107enim proizvodima.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043193590\"><strong class=\"schema-faq-question\"><strong>Kako se mogu smanjiti povrati?<\/strong><\/strong> <p class=\"schema-faq-answer\">Da bi se efikasno smanjili povrati, trgovci bi trebali obratiti pa\u017enju na stabilnu ambala\u017eu, brzu isporuku i detaljne opise proizvoda. \u0160to je slika koju kupac ima o proizvodu realnija, to je obi\u010dno manja stopa povrata, jer se gre\u0161ke u kupovini u osnovi spre\u010davaju.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043208679\"><strong class=\"schema-faq-question\"><strong>Koje posledice ima stopa povrata na rangiranje prodavaca na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Proizvodi sa niskom stopom povrata bi\u0107e verovatno favorizovani od strane Amazona u rangiranju i prilikom dodeljivanja Buy Box. Me\u0111utim, igra mnogo faktora ulogu, tako da je nemogu\u0107e re\u0107i u kojoj meri stopa povrata uti\u010de na Amazonu.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043227713\"><strong class=\"schema-faq-question\"><strong>Koliko traje rok za vra\u0107anje na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon generalno nudi rok za vra\u0107anje od 30 dana. Uslovi se razlikuju u zavisnosti od vrste artikla i prodavca. Defektni artikli imaju rok od 2 godine. Neki artikli, poput hrane, mo\u017eda ne\u0107e mo\u0107i da se vrate.<\/p> <\/div><\/div><p class=\"theme-wp-block gb-responsive-71384-identifier has-small-font-size\">Izvori slika u redosledu slika: \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\u0107inu online trgovaca, to je va\u017ena performansna metrika: stopa povrata. Za Amazon prodavce, me\u0111utim, obi\u010dno nema stvarno veliku ulogu. Posebno preprodavci, koji uglavnom imaju robu u portfoliju, vi\u0161e obra\u0107aju pa\u017enju na nezadovoljstvo kupaca sa povratima. Ali i sama Amazon povrat mo\u017ee imati uticaj na performanse proizvoda ili online trgovca. U su\u0161tini, trgovci moraju biti<\/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":[1479],"tags":[],"class_list":["post-229533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sve-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>Stopa povrata na Amazonu: Sve va\u017eno o KPI-u<\/title>\n<meta name=\"description\" content=\"Stopa povrata je va\u017ean KPI na Amazonu. 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