Mercedes Gómez Varela, Head of Partnerships & Alliances Iberia-Online at Worldline, plays a pivotal role in cultivating partnerships and alliances in the ever-evolving world of e-commerce. With a rich background in digital business and marketing, particularly in the eCommerce and payment platforms sector, she brings a unique perspective to the current dynamics of the industry.
Geopolitical Impacts on E-Commerce and the Russian Market
In addressing the potential impact of geopolitical events on the economy and e-commerce, Gómez Varela acknowledges the inevitable consequences on raw materials, transportation, and packaging costs. She notes that the online retail space is not immune to these challenges, as it heavily relies on various elements within the supply chain. The suspension of operations by major payment schemes like Visa and Mastercard in Russia also poses challenges for those heavily dependent on the Russian market.
"My opinion on this occasion is that there may be a downward effect in certain niches, either because of the rising cost of goods or services, or because of a psychological factor added to the economic uncertainty that consumers have been experiencing for two years now."
Mercedes Gómez Varela
Head of Partnerships & Alliances Iberia - Online in Worldline
Continued Growth of E-Commerce in Spain
Despite the significant growth of e-commerce in recent years, Gómez Varela believes there is still room for expansion in Spain. Two key factors contribute to this potential: the accelerated conversion of traditionally resistant consumers to online shopping, driven by pandemic-related factors, and the increasing purchasing power of new generations.
Critical Phases in the Online Purchase Process
Gómez Varela identifies two crucial phases in the online purchase process that often go overlooked—the payment moment and the delivery process. As an expert in online payments, she emphasizes the need for improvements in payment methods tailored to specific businesses and countries, the use of tokenization for recurring purchases, seamless payment page integration, and tools for cart abandonment recovery.
"Many merchants don't pay enough attention to them, and they are the friction points where a great shopping experience can be spoiled and even close the doors to loyalty and repeat purchases."
Mercedes Gómez Varela
Head of Partnerships & Alliances Iberia - Online
in Worldline
Key E-Commerce Trends for the Future
Looking ahead, Gómez Varela highlights several trends that she believes will significantly impact the e-commerce landscape:
- Concentration of E-Commerce Ecosystems: The integration of various technologies across the value chain is crucial for managing an eCommerce business efficiently. Partnerships and alliances between platforms, logistics, and payment providers are expected to form closed ecosystems, streamlining operations from demand generation to fulfillment.
- Revolution in Payment Methods: Gómez Varela predicts a revolution in payment methods, emphasizing the importance of speed, security, and convenience. Cryptocurrencies are expected to become a consolidated reality in the payment landscape in the coming years.
- Metaverses: The shift from the current “phygital” world to marketing and sales strategies within emerging metaverses is anticipated, as consumers increasingly engage with these virtual environments.
Logistics Challenges in E-Commerce
Addressing the readiness of the logistics sector to meet e-commerce demands, Gómez Varela notes disparities among operators. She suggests a need for reeducation on the value and complexity of logistics services, emphasizing the importance of effective tracking services, online payment, and delivery options that reflect the true worth of logistics.
"A re-education should begin, perhaps based on expanding more effective tracking services, delivery options or online payment, where everyone - merchants and customers - can have an impact and understand the true value and complexity of logistics."
Mercedes Gómez Varela
Head of Partnerships & Alliances Iberia - Online
in Worldline
Role of Technology in Optimizing Logistics
Gómez Varela strongly recommends the use of technological solutions such as Deliverea, which centralizes logistics operations in an automated tool. She emphasizes the crucial role of technology in optimizing costs, automating processes, and providing customers with essential information. The collaboration between logistics experts and technology solutions is seen as vital for the future success of the industry.
In conclusion, Gómez Varela’s insights shed light on the multifaceted landscape of e-commerce, emphasizing the need for adaptation, technological integration, and a renewed appreciation for logistics in the rapidly evolving online retail space
If you’re seeking guidance on how to enhance conversion rates and elevate the shopping experience for your customers, don’t hesitate to reach out. Our team at Deliverea specializes in streamlining your e-commerce logistics, ensuring that every aspect of your supply chain is efficient, responsive, and customer-centric.
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