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¿Hay BTC en España?

Author

Listed:
  • Nueno, Jose L

    (IESE Business School)

  • Viscarri, Jesus

    (IESE Business School)

  • Mora, Carlos

    (IESE Business School)

Abstract

Nuestro propósito en este documento es el estudio del comercio electrónico a consumidor (BTC) y, en concreto, el desarrollo que está teniendo en España. Los resultados que obtenemos de nuestro análisis son más bien tímidos, todavía más si los comparamos con otros mercados, como el estadounidense o el noreuropeo. La limitación del BTC en España no sólo está sujeta a unos aspectos culturales a los que siempre se recurre para justificar su bajo desarrollo. Como veremos, quedan muchos temas por resolver (y tenemos dudas de que algunos de ellos puedan incluso solucionarse en el largo plazo). Por el lado de la oferta, se observan muchos problemas. Algunos de gestión, como las estrategias de producto, precio y promoción utilizadas, o un diseño de sites poco atractivo y menos funcional. Otros problemas son estructurales, como la precaria estructura de mayoreo que no proporciona liquidez al sector, o la también carencia de líneas de conexión rápidas y fiables. Con este panorama, es razonable que únicamente algunos híbridos potentes en el mundo presencial puedan estar haciendo algo interesante en Internet. Por el lado de la demanda, las agencias de medición más optimistas cifran en algo más de tres millones el número de compradores a través de Internet en España, un 30% de un mercado potencial de nueve millones de usuarios. Este mercado potencial es a su vez una parte decepcionante (26%) de los 35 millones de personas que podrían dar vueltas por Internet. ¿Por qué compran tan poco? Y si lo hacen, ¿por qué con tan poca asiduidad? Trataremos de responder a ésta y otras preguntas. Para ello, en primer lugar, analizamos las cifras que nos ayudan a dimensionar el medio. Seguidamente, analizamos la situación del sector desde el punto de vista micro, recogiendo la situación y evolución de aquellas empresas que están operando en la red, colocándolas en un ranking de facturación, en un intento de solapar el desarrollo del sector a niveles macro y micro. En la segunda parte, profundizamos en aquellos aspectos que consideramos se han de tener en cuenta para garantizar el desarrollo del BTC en España. Continuamos nuestro análisis con la descripción de algunas estrategias que pueden ayudar a que el comercio electrónico a consumidor no sea en el futuro la anécdota que es hoy.

Suggested Citation

  • Nueno, Jose L & Viscarri, Jesus & Mora, Carlos, 2003. "¿Hay BTC en España?," IESE Research Papers D/499, IESE Business School.
    • Handle: RePEc:ebg:iesewp:d-0499
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