El 70 por ciento tiene una cuenta de ahorro bancaria y el 53 por ciento realiza sus gastos por transferencia bancaria, que es el método de pago preferido en el país. Y a la hora de comprar en las tiendas físicas, el dinero en efectivo sigue siendo el rey, ya que el 70 por ciento de los encuestados lo sigue usando, según un estudio reciente.
Para entender mejor el comportamiento de los colombianos a la hora de comprar y pagar en línea; Rapyd, una fintech global, presenta el estudio Latin America eCommerce y Métodos de Pago, una radiografía del comercio electrónico y los métodos de pago en Colombia, el cual recoge datos de los consumidores que compran en línea al menos una vez al mes y que participan en las decisiones de compra en sus hogares. Entre las conclusiones de este informe destacan las siguientes:
Los teléfonos móviles se imponen en el escenario del comercio electrónico: en Colombia, el 67 por ciento de los consumidores prefieren utilizar sus teléfonos móviles cuando compran en línea, especialmente para pedir comida a domicilio, donde el 83 por ciento de los colombianos dicen utilizar sus teléfonos móviles cuando hacen y pagan sus pedidos.
En cuanto a transferencias bancarias, plataformas como PSE (Pagos Seguros en Línea), se imponen en el país, como medio habitual, intuitivo y seguro, ya que permite a los compradores que el dinero se cargue desde la cuenta del comprador y se transfiera directamente a la cuenta del minorista.
Las categorías más populares en Colombia son: Moda (59 por ciento), Reparto de comida (49 por ciento), Belleza (41 por ciento), y de igual forma, con un 41 por ciento están los pagos de servicios públicos, y no muy lejos, con un 37 por ciento, los productos y servicios bancarios.
Sabemos que las compras online siguen creciendo, pero ¿qué métodos de pago son los más utilizados en Colombia para las transacciones online? Las transferencias bancarias son el método de pago más popular para las compras en línea entre los colombianos (53 por ciento), y el más preferido (36 por ciento). Las tarjetas débito ocupan el segundo lugar, ya que el 42 por ciento de los colombianos encuestados las utilizan para realizar sus compras. PayPal es el tercer método más utilizado (41 por ciento). Un 25 por ciento de los encuestados utiliza tarjetas de crédito.
Pago contra reembolso: Este método ocupa el quinto lugar de la lista, con 23 por ciento, lo cual demuestra que la gente confía cada vez más en otros métodos de pago digitales.
Aunque el comercio electrónico puede estar ya en el camino de no retorno, mucha gente sigue disfrutando de comprar en las tiendas, pero ¿cómo pagan?
- El efectivo sigue siendo el rey: el 70 por ciento de los encuestados sigue utilizando el efectivo para las compras presenciales.
- Las de débito cobran fuerza: Las tarjetas débito ocupan el segundo lugar, con un 46 por ciento, y están entre las favoritas de los usuarios, con un 34 por ciento.
- Las tarjetas de crédito aparecen en tercer lugar como las más utilizadas, con 30 por ciento.
¿Cuáles productos financieros son los más utilizados?
El producto financiero más utilizado en Colombia es la cuenta de ahorro: El 70 por ciento de los encuestados tiene una, y tarjetas débito, el 54 por ciento. La inversión en criptodivisas está ganando terreno (16 por ciento) frente a las cuentas individuales de acciones/inversión.
Las aplicaciones de banca en línea (56 por ciento), la aplicación de tarjetas prepago, débito y crédito, (49 por ciento) y los monederos electrónicos (48 por ciento), son las aplicaciones financieras más populares entre los colombianos, mientras que las aplicaciones de gestión de finanzas personales están todavía lejos de ser habituales (6 por ciento).
Para Juan Huezo, Director Senior de Estrategia de Producto de Rapyd, “este informe muestra que existe una gran oportunidad de crecimiento en Colombia para los proveedores de servicios minoristas y de pago, así como para los comercios que quieren atraer a sus clientes a través de métodos online. A medida que las empresas y negocios expandan sus tiendas digitales, deben considerar un enfoque mobile-first, diseñando para la mejor experiencia posible y habilitando los métodos de pago preferidos por los compradores que eligen comprar a través de sus smartphones.”
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