
El ecommerce de moda se dispara en España un 46% en 2017 y alcanza 2.760 millones de euros
El ecommerce de moda se dispara en España. Las ventas online de ropa, complementos y artículos deportivos alcanzaron los 2.757,6 millones de euros en 2017, un 45,7% más que en 2016, y coparon el 8,8% del total de la facturación online que se ha registrado en el país, que alcanzó los 31.347 millones de euros.
La ropa y los complementos fue una de las categorías que encabezó el negocio online en el mercado español, al registrar un porcentaje de compradores del 50,5% sobre el total de usuarios del ecommerce.
En términos absolutos, más de 11,9 millones de consumidores adquirieron el año pasado algún artículo de moda en Internet. Cada usuario realizó un gasto medio de 237,6 euros, frente a los 192,6 euros de 2016, según datos del Estudio sobre Comercio Electrónico B2C, elaborado por el Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información (Ontsi).
Más de 11,9 millones de consumidores en España adquirieron el año pasado algún artículo de moda en Internet
El estudio de Ontsi describe el perfil de los compradores de moda a través de Internet como adultos relativamente jóvenes (de 25 a 39 años), siendo la mayoría mujeres. Se trata de residentes en áreas semi-urbanas (menos de 50.000 habitantes) y de clase media y media-alta.
De media, cada consumidor español realizó una media de 4,89 compras al año de artículos de moda en Internet el año pasado, frente a las 4,21 adquisiciones de 2016. La frecuencia se encuentra por encima de la adquisición de billetes de transporte en la Red, aunque por debajo de los juegos de azar, los servicios financieros, la alimentación y la descarga de películas y música.
En su conjunto, las ventas a través de ecommerce en el mercado español alcanzaron los 31.347 millones de euros el año pasado, un 23,6% más que en 2016. El obedece a la mejoría del contexto macroeconómico, pero también al incremento en el número de internautas y la proporción de estos que han comprado online a lo largo del año.
En la actualidad, los principales frenos al incremento de la frecuencia y volumen de compra por parte de los usuarios se centran fundamentalmente en los costes de envío, las garantías sobre la confidencialidad de los datos personales y bancarios, y las relativas a la devolución o cambio del producto si este no resulta satisfactorio, que son los aspectos cuya mejora se demanda con mayor intensidad. La atención al cliente también constituye un aspecto susceptible de mejora, aunque con menor incidencia que en años precedentes.
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