{"id":5797,"date":"2020-05-13T09:17:31","date_gmt":"2020-05-13T12:17:31","guid":{"rendered":"https:\/\/nacao.digital\/blog\/?p=5797"},"modified":"2020-05-13T09:17:46","modified_gmt":"2020-05-13T12:17:46","slug":"eqi-saude-higiene-beleza","status":"publish","type":"post","link":"https:\/\/nacao.digital\/blog\/eqi-saude-higiene-beleza\/","title":{"rendered":"92% dos e-commerces de Sa\u00fade, Higiene e Beleza n\u00e3o oferecem boa experi\u00eancia de compra"},"content":{"rendered":"

Apesar de o Brasil ser o quarto maior consumidor em produtos de beleza no mundo, segundo a Associa\u00e7\u00e3o Brasileira da Ind\u00fastria de Higiene Pessoal, Perfumaria e Cosm\u00e9ticos, o mercado eletr\u00f4nico do pa\u00eds ainda precisa superar diversos problemas associados \u00e0s informa\u00e7\u00f5es expostas nas p\u00e1ginas de produto.<\/p>\n

<\/p>\n

Isso \u00e9 o que mostra o estudo do E-commerce Quality Index de 2020, o EQI<\/a>. A pesquisa avaliou, de acordo com a opini\u00e3o do consumidor final, os principais sites do Brasil e constatou que pelo menos 92% dos e-commerces de Sa\u00fade, Higiene e Beleza do pa\u00eds apresentam algum tipo de problema de informa\u00e7\u00e3o na p\u00e1gina de produto.<\/p>\n

O estudo teve cinco crit\u00e9rios de avalia\u00e7\u00e3o e foi realizada pela Lett<\/a>, startup de tecnologia, em parceria com Associa\u00e7\u00e3o Brasileira de Com\u00e9rcio Eletr\u00f4nico Brasileiro (ABComm), Opinion Box, Neogrid, Na\u00e7\u00e3o Digital<\/a> e mais 8 institui\u00e7\u00f5es, divididas entre ag\u00eancias e empresas de pesquisa de mercado.<\/p>\n

Performance das lojas virtuais<\/h2>\n

O crit\u00e9rio de pior performance dos sites do segmento foi o baixo n\u00famero de avalia\u00e7\u00f5es e coment\u00e1rios dos consumidores nas p\u00e1ginas de produtos, seguido pelas descri\u00e7\u00f5es das mercadorias online<\/a> que na grande maioria est\u00e3o incompletas. Os e-commerces brasileiros analisados tamb\u00e9m apresentaram falhas na quantidade de imagens dos produtos e na categoriza\u00e7\u00e3o dos itens nos sites.<\/p>\n

A soma desses crit\u00e9rios fez com que o indicador de qualidade do e-commerce brasileiro de Sa\u00fade, Higiene e Beleza obtivesse a nota 39, abaixo do que seria considerado aceit\u00e1vel, que \u00e9 de 60, para uma boa experi\u00eancia de compra online<\/a>.<\/p>\n

An\u00e1lises e Covid-19<\/h2>\n

Criado h\u00e1 tr\u00eas anos anos, esta \u00e9 a primeira vez que o estudo do EQI \u00e9 realizado especificamente para o segmento de Sa\u00fade, Higiene e Beleza. A pesquisa foi feita entre os meses de julho de 2019 e fevereiro de 2020 e ao todo foram analisados mais de 700 mil p\u00e1ginas de produtos, 38 sites, e mais uma novidade: h\u00e1 uma avalia\u00e7\u00e3o de aproximadamente 300 marcas do ramo para compreender se elas oferecem uma boa experi\u00eancia de compra online.<\/p>\n

\u201cResolvemos fazer o EQI do segmento de Sa\u00fade, Higiene e Beleza pela relev\u00e2ncia dos produtos no mercado e pelo grande potencial que o segmento possui no e-commerce. Com o novo coronav\u00edrus<\/a>, temos visto isso ainda mais evidente. O nosso objetivo \u00e9 analisar a performance de fabricantes e varejistas para que, juntos, eles possam tra\u00e7ar estrat\u00e9gias inteligentes para a melhorar a experi\u00eancia de compra online\u201d, explica Davi Song, CEO da Lett.<\/p>\n

No entanto, apesar de 2020 ser o primeiro ano de avalia\u00e7\u00e3o espec\u00edfica do EQI de Sa\u00fade, Higiene e Beleza, a situa\u00e7\u00e3o j\u00e1 havia sido apontada no estudo de 2019, mas de l\u00e1 pra c\u00e1 pouco foi feito para mudar essa realidade e melhorar a experi\u00eancia de compra online<\/a>.<\/p>\n

Uma situa\u00e7\u00e3o que pode ser agravada tamb\u00e9m com a prolifera\u00e7\u00e3o da Covid-19 no Brasil<\/a>, o que faz com que as empresas tenham que trabalhar com mais agilidade no cadastro de produtos online.<\/p>\n

Para conferir a pesquisa completa do EQI 2020, basta acessar este link<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apesar de o Brasil ser o quarto maior consumidor em produtos de beleza no mundo, segundo a Associa\u00e7\u00e3o Brasileira da Ind\u00fastria de Higiene Pessoal, Perfumaria e Cosm\u00e9ticos, o mercado eletr\u00f4nico do pa\u00eds ainda precisa superar diversos problemas associados \u00e0s informa\u00e7\u00f5es expostas nas p\u00e1ginas de produto.<\/p>\n","protected":false},"author":7,"featured_media":5798,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[307],"tags":[342],"post_series":[],"yoast_head":"\n92% dos e-commerces de Sa\u00fade, Higiene e Beleza n\u00e3o t\u00eam boa UX<\/title>\n<meta name=\"description\" content=\"A falta de informa\u00e7\u00e3o nas p\u00e1ginas de produtos prejudica a satisfa\u00e7\u00e3o dos consumidores brasileiros. 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