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The digitization of companies can save up to 30% on some processes, but will lead to changes in the world of work and in the protection of domestic production, warned Acan-Efe, expert in the field.
Jorge Correa, Digicel Panama's e-commerce manager, explained that currently only 22% of Latin America's regional gross domestic product (GDP) is e-commerce, but it is growing.
"If we're talking about Central America, that's 10% of GDP and if it's only Panama, we're between 3 and 4%, but it's an irreversible trend that should grow double digit throughout the region, "said Correa. For a year, I am in charge of the digitization of Panamanian operations of the company created in Bermuda.
But the expert in digital marketing has warned that, given the exponential growth of e-commerce, at least in Panama, he considers that legislation must provide that the consumption of domestic production is guaranteed.
He pointed out that in his country, Amazon "sells every year more" online than many stores, "and that it's about imported products." The money goes to the United States. United.
Concerning the development of this new mode of transaction, he indicated that "the educational process is always necessary" so that the consumer can appreciate the advantages which are offered to him.
He cited as an example the fact that in his business, after a year of scanning activity of their sales and related services, "a rejection of 12%" has occurred from the buyers because they understood that what they asked was not what they wanted. They had thought to acquire.
Companies that do not digitize will disappear
"Companies must understand that it is irreversible and that one that is not scanned will simply disappear" and that the pioneers are the ones who sell the services of the plane tickets and the hotel, retail sale of clothing and mobile phones by internet
Brazil, Chile, Mexico and Colombia have, in that order, led the development of e-commerce in Latin America, he said. In Central America, Panama has a long way ahead of its neighbors, despite the scarcity of digitization that still exists.
Savings are generated by less use of staff, documentation, time ", but the most important point is the catalog, we are now embedding the video so that the consumer appreciates the product, although most still have # 39; flat information (only text and photo), "he admitted.
"The power now belongs to whoever manipulates the information, not to the one who has the most money, and this is seen everywhere in the world." Business Intelligence is the most valuable one can segment the products offered to a consumer according to the requirements of your brand, its location, its color, its habits, "he said.
He clarified that currently in the Panamanian capital, the delivery time of a product is 24 to 48 hours, but in the case of drugs and food, it is immediate and, if necessary, the Mobile purchased through your page take 2 hours in the city. from Panama.
Even because of the scarcity of banking services at the national level, the "cash on delivery" method has been put in place to make the consumer believe that he is not a victim of a scam.
Although he acknowledged that he was already living in other latitudes, he had not yet lost jobs in Panama due to changes in the business model, but said that this would happen and that people had to prepare for these changes.
"It's an irreversible trend, seen in Spain, the United States or Canada," he said.
As for sales growth, he said that in 18 months, the growth process of e-commerce should be more felt and that in terms of the resumption of investment to digitize operations, it is calculated that in two years, the break-even point should be reached because the sales increases are "from 10% to 20% per month", he said.
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