MARKETPLACE E LOGÍSTICA: ENTENDA A IMPORTÂNCIA DESSA RELAÇÃO

por | out 17, 2022 | Uncategorized | 249 Comentários

marketplace e logística

Nas últimas décadas, assistimos a um aumento no número de compras realizadas pela Internet. Esta é uma tendência que permite desenvolvimentos operacionais relacionados à infraestrutura de software e meios de pagamento, resultando no surgimento de novas soluções no mercado. Da mesma forma, os métodos de entrega de mercadorias empregados no comércio eletrônico precisam se tornar mais eficientes, levando a novos patamares na relação entre mercados e logística. Neste artigo, aprenderemos mais sobre a importância da logística para as operações do marketplace, focando em como otimizá-la para obter maiores benefícios para os consumidores online e maiores retornos para os varejistas. Confira:

O que é marketplace?

Marketplace é um modelo de negócios escalável no qual as empresas mediam negócios entre compradores e vendedores. Este é um modelo de negócio que se desenvolveu no Brasil e hoje responde por cerca de 80% da receita total de circulação do e-commerce.

Nesse modelo, o empresário não precisa possuir estoque próprio, mas gerencia a plataforma que disponibiliza a venda. Como tal, ele é responsável por manter a plataforma ágil, segura, divertida e proporcionar uma experiência gratificante para compradores e vendedores. Nesse cenário, a cadeia logística de distribuição está basicamente formada por indústrias, empresas atacadistas e lojistas. No entanto, o desenvolvimento das vendas online destacou o marketplace como elo dessa cadeia, e com ele houve uma atualização na tecnologia de comunicação entre compradores e vendedores. 

Qual a importância da logística no marketplace?

  Gerenciar a logística de vendas não é uma função inerente ao mercado. Em muitos casos, ele não tem intervenção no processo logístico e é o único responsável por esse processo do vendedor. No entanto, muitos players desse mercado perceberam que esse pode ser um importante passo estratégico na hora de gerenciar a logística do mercado. 

Vamos entender por que a logística é importante no marketplace: 

  • Gestão de estoque
  • Acompanhamento do status do pedido
  • Definição do prazo e frete
  • Transporte e entrega de produtos

Quanto melhor a gestão logística, melhor o efeito de mercado. Isso ocorre porque é mais fácil para os vendedores fazerem o fullfilment  e os envios. A gestão de mercado, por outro lado, facilita a gestão e o acompanhamento das entregas. No geral, isso reduz custos, aumenta o grau de satisfação dos clientes e amplia as oportunidades de negócios.  Mercados com boa gestão logística também tiveram melhorias significativas em reputação e visibilidade. Essas características tornam a marca mais conhecida, o que também proporciona mais clientes em potencial e oportunidades de vendas mais qualificadas, além de atrair mais vendedores para ingressar no negócio.

Como otimizar a logística no marketplace?

À medida que o número de vendedores internos cresce, o mercado se esforça cada vez mais para facilitar o fluxo logístico e reduzir a burocracia. Tudo isso contribui para a agilidade e eficiência do processo. A logística também deve fornecer tecnologia mais avançada para otimizar suas operações e poder atender às necessidades dos vendedores. Essa melhoria visa aumentar a rentabilidade das atividades logísticas, possibilitando ao mercado entregas mais robustas. Outra vantagem é que eles podem fornecer seus próprios serviços de armazenamento e envio para PMEs hospedadas na plataforma, e para aqueles que já estão no mercado ou planejam usá-los, é importante estar atento a questões importantes relacionadas à logística. Como, por exemplo:

  • Utilizar negociações existentes entre os marketplaces e transportadoras 
  • Planejar a logística reversa e as políticas de trocas e devoluções
  • Utilizar integradoras para gerir múltiplos canais de vendas e controle de estoque

Quem cuida da logística e frete de marketplaces?

Todos os serviços de logística no marketplace são de responsabilidade da loja original. Isso inclui gerenciamento de estoque, coleta e embalagem de itens, rastreamento de remessa e entrega e até mesmo as chamadas situações de pós-venda que podem surgir. Cada etapa do processo exige atenção e organização, pois uma política comum no mercado é definir prazos para liberação da mercadoria após a realização do pedido. Caso a loja não faça esse envio dentro do tempo, pode sofrer penalizações que vão atrapalhar as vendas no marketplace.

Com o tempo, marketplaces bem geridos tendem a crescer, ao ponto da loja original não conseguir acompanhar com todos os pedidos e envios. Por isso, contar com uma empresa de logística pode ser a carta na manga ideal para manter a qualidade da entrega e a imagem do marketplace em questão. Empresas de logística integrada, como a Innovare, cuidam de todas as etapas citadas anteriormente, colocando como prioridade a integridade do produto e entregas eficientes, de modo que a loja original do marketplace possa alocar sua energia para gestão do esquema. 

Gostou do conteúdo? Tem um marketplace e está procurando formas de otimizar a sua logística? Nós, da Innovare, fazemos isso com prazer! Entre em contato conosco.

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