The flexibility offered by electronic commerce or e-commerce is one of the key factors that has made it so successful. No need to worry about opening hours or having to go to a particular place, digital purchases have helped make the acquisition of products and services easier than a few years ago.
In Spain, the latest data published by the National Commission of Markets and Competition (CNMC) show that 44.5% of users made online purchases in the first half of 2018, and that the growth in this type of transactions is sustained, because in recent years the increase has been more than 20%.
Buying online is an increasingly common activity and, with technology at the service of this new habit, companies have the challenge of adapting to the advantages of e-commerce, how to operate in a global market and modernising their structures so that their businesses are up to date.
In the absence of definitive data for the whole of 2018, and according to the CNMC, e-commerce in Spain was worth more than €10 billion in the third quarter of the year, and the most active sectors were travel agencies and tour operators, with 16.5% of the total; air transport, with 10.1%; and hotels and other accommodation with 5.5%.
The 2019 study Evolution and perspectives of ‘e-commerce’ by the consultancy Kanlli asserts that an omnichannel strategy – the unification of channels on which a brand is present – is preferred by businesses to better integrate their sales.
Mobile applications are already used by 67% of businesses, according to the companies surveyed for this study, and now one in five incorporates mobile or payments or payments using wearables. These buying formats generate expectation and interest. However, one of the essential requirements for the user experience to be satisfactory is providing security to make the buying procedure more trustworthy.
As for the insurance sector and its relationship with e-commerce, the consultancy KPMG notes that companies must pay attention to evolving trends in order to create commitment with their customers by offering tailor-made products.
Some of the innovations that can help insurance companies to better integrate e-commerce include applying artificial intelligence and machine learning, since they improve user satisfaction and simplify processes.
In its quest to transform digital culture, MAPFRE is creating opportunities that improve people’s daily lives with the insur_space programme. Among these is the evolution of e-commerce, a global and limitless window of opportunity.