Currently, digital sales is a necessary factor in the production processes for businesses or companies in Ecuador. Thinking otherwise may mean giving up on business growth. That’s why you need to know how to promote these channels, improve the user experience, offer services more than products and lose the fear of investing in marketing platforms. Marketing digital, recommend experts consulted by EL UNIVERSO.

In Ecuador, the segment with the highest participation is micro enterprises with 92.4%, followed by small enterprises with 7.4%, according to INEC data for 2022. Therefore, it is necessary for the owners of these companies to know the digital strategies required by the current market.

Leonardo Ottati: 2023 would end with $5 billion in online sales in Ecuador

Vilma Núñez, an expert in digital sales, who a few months ago held a workshop on the subject in a hotel in the north of Guayaquil, confirms that with the development of technology and its lower price, a number of opportunities have opened up for entrepreneurs. and businessmen.

It’s not just about promoting yourself on social media

He warns that it is not only promoting on social networks and a reliable payment channel, but also the implementation of various aspects within the business.

For example, a mistake that entrepreneurs make, in order to increase sales, is to promise what cannot be fulfilled with their products or services. This not only damages the image of the company and the reputation of its owners, but also exposes them to lawsuits, as Latin American countries, including Ecuador, are increasingly adopting stricter laws in favor of consumers.

Every time an idea or a service accompanying the product is sold

Another recommendation Núñez makes is to focus on selling the idea, the service that accompanies the product. In other words, inform about the key aspects of what we sell, for example whether the product saves time or money, whether the consumer will have more free time when purchasing the item. What were previously considered “complementary aspects” should now be the backbone of sales.

You must also speak the same language as the customer. Many failed sales are the result of poor communication with the end user. There is no need to make mistakes when you are “sophisticated” or “expert”. “#If he talks to you in a simple way, you talk like that.”

Communication with the client must be constant

Loyalty is also an aspect to consider. It is easier to sell more to the same customer than to find new customers, adds Núñez. Therefore, you need to be in constant contact with customers and not only ask them if the product or service that was sold to them arrived on time or met their expectations, but also if it really helped them in their daily life, do they have another unmet need that you can help them with .

Guillermo Maldonado, director of Club Emprendedores, confirms that in order to implement a marketing strategy, it is necessary to identify the target audience. Marketing which allows reaching this segment and not spending unnecessary resources on users who will not buy the product.

A $2.3 billion e-commerce cap has been confirmed in 2020, presenting five challenges for 2021.

In addition, it is necessary to analyze the competition and specifically observe the offer it offers in order to have a solid and consistent presence in the digital world.

payment gateways

Núñez and Maldonado agree that entrepreneurs should invest in Marketing digital and “get rid” of fear or distrust in current platforms.

It must also invest in good payment systems that make it easier for the customer to buy. Núñez recommends, despite the fact that it is a common medium in Latin America, that WhatsApp not be used as a channel for sales transactions, as it gives an aspect of informality. This one applications It is very good for building relationships with customers, but you always have to do transactions at gateways or payment buttons.

Maldonado says that another drawback that occurs in the Ecuadorian market is that if entrepreneurs have digital payment mechanisms, they usually do not accept all credit cards or refuse international payment platforms.

The honesty of the prices is also necessary. Showing an interest-free value that looks like a lower cost isn’t a very reliable strategy, Núñez says. At checkout, the customer will notice an increase in the bill and will likely cancel or begin to discover that they have been sold a false expectation.

Preferences for electronic transactions, points of sale and payment buttons are gaining ground among citizens after the pandemic

Carlos Alvarado, teacher and expert on Marketing digital. It ensures that card or platform rejection can disappoint the user. And it can also raise suspicions of fraud.

It is also important to connect the personal brand with the commercial brand on social networks. Even from these channels they provide valuable content for customers, answer questions, give recommendations. In this aspect, it is also important to share cases of satisfied customers.

The three experts agree that data analysis is also essential. That is, look for tools that provide a report on how many people visit the point of sale, which products they are most interested in, as this helps create a custom audience.

E-commerce in Ecuador continues its upward trend. According to the Ecuadorian Chamber of Electronic Commerce, 2023 would end with sales of $5,000 million on the line in the land. This is one more reason for startups and companies to optimize their digital purchasing processes.